Should you incorporate Instagram stories into your brand’s marketing strategy?

September 4, 2020
Posted in Blog
September 4, 2020 lili sheppard

Should you incorporate Instagram stories into your brand’s marketing strategy?

Every day, 500 million people post around 1 billion Instagram stories. About 62% of those people agree that they’re more interested in a brand or product after viewing their stories.

With a similar concept to Snapchat, Instagram stories disappear after 24 hours and can be posted to all followers or individually to specific people. Stories reflect a profile’s security settings, therefore, if a profile is public then the stories will be too.

A recent study conducted by Social Bakers revealed that 46% of Instagram accounts use stories whilst the remaining 54% of accounts opt for posts. Instagram stories are much more laid-back and casual than a ‘normal’ post, therefore, users tend not to worry so much about overloading followers.

With the overwhelming popularity of Instagram stories, it is expected that they will eventually surpass posts.  A reason for this could be because the 24-hour time limit creates a sense of urgency for friends and followers, making people not want to don’t want to miss out on anything. However, users are now able to save their stories to their profile and turn them into permanent content in the form of “Highlights”. For example, users tend to save significant stories such as videos or images captured at weddings, holidays, birthdays, etc. to remain on their profile permanently.  As previously mentioned, stories only last 24 hours, but the list of viewers will last 48 hours, and insights are available for up to 14 days.

Posting a story is a great way to show off a different side of your brand’s personality and experiment with a variety of styles that your business might be too nervous to post on its actual grid. However, when stories are posted they won’t appear in the regular news feed, but will instead be displayed in a bar at the top of your screen – with the most recent stories placed first.

When creating a story, at the bottom of the screen, you are able to select a format such as Boomerang, Superzoom, Focus, Music, Hands-free, or Live.

Interesting IG story stats:

  • The average number of feed posts published by influencers has declined every year since stories entered the scene in 2016
  • One-third of the most viewed Instagram stories are from businesses
  • 59% of Millennials and 70% of Gen Z users watch Instagram stories
  • The average posting frequency for IG stories is 2.3 posts per week
  • 6% of Instagrammers post on Instagram stories
  • The average reach rate for Instagram Stories is around 7.2% of your Instagram following

Why should Instagram stories be incorporated into my brand’s marketing strategy?

1. IG stories are a good way to uncover your brand’s personality

Stories are a chance to unleash your creative side and to try something new. They can be a great way to uncover the more ‘human’ side of a brand that consumers don’t often see. Whilst there are no likes or comments, it’s the perfect way to step out of your comfort zone and experiment with something that can set you aside from your rigid competitors.

2.Stories can generate excitement and buzz around new products or events

Use Stories to remind followers about a webinar you are running, offer sneak peeks from a product launch, or run a limited time exclusive offer. You can generate excitement without the huge time investment that goes into a traditional Instagram marketing campaign.

3.Stories can help your brand get discovered

Like on other social platforms, a location tag or hashtag plays a huge role in the world of Instagram stories too. When both used in a story it can encourage new followers or a much higher chance of being discovered.

Which stickers should I include in my stories?

1.If you’re looking for a quick way to encourage more clicks from your audience, Quiz stickers are a good way to incorporate some fun interaction in your story.

2.The Countdown sticker is an amazing tool for generating buzz and hype around an upcoming product release or sales event on Instagram.

3.Like most social media platforms today, the hashtag plays a vital role in being discovered online. The Hashtag sticker will suggest some popular hashtag ideas to get you going. You can add a maximum of 10 hashtags per story (in which case we recommend shrinking them down hiding them behind stickers, gifs, or emojis so that your story doesn’t look too crowded with text.)

4.The Chat sticker is a great tool for setting up a chat forum. You can add up to 32 participants, select who you’d like to join the chat, and direct the topic of conversation. This sticker can be a great tool for testing out new product ideas or marketing concepts with a specific focus group.

5.Including a location tag on your Instagram story will help to make your business or brand more discoverable both locally and globally.

6.Product stickers are an extremely effective tool if you want to drive more sales directly from your stories, as it allows you to tag specific products – just like you can with Instagram shopping posts, no matter how big or small your following! If you run a retail or e-commerce business, you can direct followers to shop for your product on your website.

Our top 5 Instagram story tips:

 1. Going live on IG triggers a notification to followers who are using the app at that time, so it’s worth going live when the majority of your audience is already online.

2. If you need to unlock the “swipe up” link, an effective tactic is to encourage your story viewers to click your link in bio. You can always use text captions or verbally prompt your viewers to head to your link in bio from your stories, as well as using GIFs.

 3. It may sound like a pretty basic tip, but consistently posting can be one of the simplest ways to increase your Instagram story views. The more consistently you post, the greater chance you have of reaching your audience as they tap through their stories feed throughout the day.

4. Did you know that 60% of Instagram Stories are consumed with sound? Therefore, it can be really worthwhile to consider designing your stories for sound off and sound on to ensure that you’re reaching as wide an audience possible.

5. Tagging or mentioning other accounts is a great way to build community and show your appreciation to other brands. Whether you’re reposting content or collaborating with others in your field, tag their accounts.

We hope that these tips and statistics will encourage your brand to incorporate Instagram Stories into your marketing strategy!

To find out how your brand can best utilize Facebook, click here.



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