With a number of platforms available for social media marketing, it can be far from simple to choose where and how to advertise a product or service online.
One platform that businesses could take greater advantage of is Instagram Stories, which in the years since its launch in 2016, has proven to be an effective tool for video marketing and user engagement.
The Instagram social media platform is already a significant advertising tool for businesses, with 67 percent of Australian users aged 18–34 using the platform to find new products, services or businesses.
But while maintaining a holistic Instagram profile should form an important part of your social media marketing strategy, using Instagram Stories provides some unique opportunities to maximise your impact in ways you don’t get through simply posting to your account or running a news feed video ad.
Here are four reasons why Instagram Stories should be a part of your social media marketing strategy.
1. Keeping up with the crowd
If you’re not using Instagram stories, which boasts 500 million users daily, then you could already be falling behind your competition. Many businesses are already reaping the benefits of this advertising platform.
In fact, 62 percent of Instagram users worldwide say that they have become more interested in a brand or product due to its Instagram stories.
In other words, if you’re not promoting your brand on Instagram stories, then you’re probably missing out on an opportunity to reach new audiences and engage with your current one.
2. Experiment with new content
Stories provide a place for you to experiment with new content without lowering the quality of your overall profile. Use it as a testing ground for content that you are trying for the first time. If it’s successful, you can also choose to share the images or videos associated to the story as a post on your profile. If it’s not so successful, at least you tried! And the evidence is gone in 24 hours!
3. Increased visibility
Originally, Instagram displayed posts in your feed in reverse chronological order, however in 2016, the platform shifted to a more complex algorithm that took into account other criteria, such as engagement, to determine the order posts in your feed are shown. The result is that it is harder to guarantee that you will be seen by users.
Not only do Instagram stories provide another opportunity for your audience to see your content in addition to the newsfeed, but it’s also displayed at the top of the app making it easier for your followers to see and engage with your content straightaway. And in our experience, users check their stories before scrolling through their newsfeed!
4. Increased engagement
Instagram stories provide an opportunity for you to target engagement with your audience through interactive stickers. Stickers enhance engagement in 83 percent of videos on Stories, so long as you don’t go overboard.
Types of stickers on Instagram Stories include:
Chat sticker – allow people to join you in a Direct thread chat.
Donation sticker – host a fundraiser for a nonprofit you support.
Quiz sticker – write a multiple-choice question for your audience.
Countdown sticker – countdown to an event.
Question sticker – allow people to ask you a question.
Music sticker – share a song with your audience.
Poll sticker – allow people to vote in your poll.
Emoji slider sticker – allow people to vote using an emoji slider.
Current time sticker
As well as stickers, you can also enhance your content with drawings, emojis and text over the top of your content, drawing attention to an aspect or message in your Story.
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