They say everyone has a story, and likewise so does every business. As of August 22, 2016 businesses will now have an easier way to tell theirs through “Stories,” a new feature from Instagram that combines the best of visual tactics with digital marketing. Already, Stories is becoming a favorite tool for marketers as Instagram is brand friendly, makes hashtag searching easier, and boasts 300 million daily users.
So how do Stories work? Stories are a series of photos or videos that you (or your social media administrator) can upload on Instagram. These photos or videos are strung together to form a gallery that tells the viewer a story which is much more in depth than just one single photo or video. A colorful circle will appear around your profile photo to let your followers know you have a Story for them to view and your profile picture will also pop up at the top of your followers’ feeds. All they need to do is tap to see your Story. The photos and videos you chose for your Story will be available to viewers for 24 hours. This is both good and bad. It means that your viewers can miss stories if they don’t check back often. On the other hand, this is good because if your content is compelling, your viewers will not want to miss a story and will be checking your page much more often!
Here are some tips for using Stories successfully:
- Use color – Draw your viewers in with engaging and colorful pictures that attract their attention. Make use of the filters available. You can also add accents like polka dots and stripes, but be careful not to go overboard.
- Use text – Explain or reinforce what the picture is conveying. Keep the text short and to the point. Make it interesting to viewers by adding a touch of humor or an interesting fact.
- Save your photos – Just because your Stories only last 24 hours does not mean your content is lost. Instagram allows you to save your photos by downloading them. You can then re-post them at a later time to any of your social media posts.
- Keep track of your interactions – Instagram allows you to see who has viewed your Stories. At the bottom of the screen you will see the number of viewers as well as their names. You can then see what demographic you are attracting and adjust accordingly.
Why are Stories important? More than just a venue for selling goods and services, a business has a “personality” or essence which will either attract or detract a customer base. How do you want your business to be perceived? Edgy? Hip? Conventional? All of these are perceptions that are formed in your customer’s mind based on more than just pictures and words used to describe your business, but rather on the stories your business tells. That is why as a business owner, it is necessary to not only be wise about what you post, but make sure you are using public forums to your full advantage.
At Oster and Associates, we look at social media as another opportunity to convey your core messages and lead your customers into a deeper relationship with your brand. Need help navigating the waters of social media? Contact us to learn more about how we can manage your social media streams.