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why are stories so successful on instagram?
If you’re running a personal brand or a small business, the thought of opening up a new channel is likely to give you a headache.
If it is already difficult to deal with content on social networks in the traditional way, such as “tweets,” now a combination of videos, photos and graphics is added to the equation, which complicates everything.
The good news is that there’s no ignoring
the power and potential roi of stories, especially among younger people.
And if you don’t believe me, stop reading this article, find a teenager around you and ask them: “hey, tell me how instagram stories works, i vietnam data don’t understand it.”
you’ll see how it takes less than two seconds to explain the secrets of stories to you in detail.
Some data on the use of instagram stories in brands
the success of this format is well-proven and is demonstrated by various studies, such as the one carried out last may by union metrics .
In this study, 72 brands and their use of stories were analyzed.
The sample included museums
ngos, local companies, b2b and b2c sectors, large and small.
The objective was to find out if there were any predominant trends, statistics or industries, as well as how brands use this format.
Of the sample chosen by union metrics, 53% of the profiles published a story in the last 30 days, with an average of 11.
That is to say, not all brands use stories on a venezuela phone number list daily basis; in fact, it is normal for them to publish one every 2/3 days.
Despite using stories so little, the study showed that accounts that used them got 3-6% more impressions.
In some cases, the study observed an increase of up to 10%.
Awesome!
It is also important to note that direct messages (dms) affect the instagram algorithm.
Therefore, brands that take stories seriously have the opportunity to improve their position when users respond to stories.
So, if followers respond to your stories , don’t forget to respond to them too!
The instagram algorithm will thank you, i promise.
Another of the study’s conclusions
which i personally find very interesting, is that you can use this platform if you want to use only brands and users have not jumped on instagram stories like hyenas because it is the new and coolest content format.
The truth is that they are working hard and have created a personal impression that i am sure you share with me: the feed is “corporate” while in the stories you can “let your hair down.”
and letting your hair down when you’re in a tough industry like b2b is a big draw for users.
In fact, its potential is such that facebook’s own product director, chris cox, has practically hitched the company’s wagon to stories, with a forceful statement:
instagram stories are on track to overtake the feed as the primary way users share news with their community.
— chris cox
or, to put it another way, if you are a company, I’m afraid you have no other option than to enthusiastically embrace this format.
Getting it right, however, is not as simple as saying it.
How to make instagram stories correctly?
Let’s start by analyzing the generations that love this format so much.
Millennials and gen z have grown up with digital marketing and content.
This makes them almost immune to the usual stuff, not to mention spam: these generations, unlike previous ones, consider all promotional content to be spam.
Don’t you find it curious?
So the number one requirement is not to sell. We must entertain, inform and educate, but not sell.
The first lesson we should learn from instagram stories is that they are an opportunity, rather than a sales tool to beat down suffering users.
invest in creativity
stories, like all content, work best when you give them a little love.
This affection means that you use visual content in the form of video, images, illustrations, gifs, emojis and whatever else you can think of.
How does this fit in with that casual air i was talking about earlier?
Well, that’s an excellent question, which we’ll better illustrate with a creative example.