The “Stories” are
one of the big social media trends of the year. popularized
in 2016 by Snapchat, it is now becoming difficult for the brands of
ignore this content format.Do you feel like you’ve missed the check mark? You don’t know how to get started with this narrative content? Marine Rolland and Céline Beckrich, trainers of community managers at IFOCOP Experiences and specialized consultants, give you their advice to get started in creating a Story.

What is a Story?

A Story is a photo, a video or a montage of photos or videos
less than 15 seconds
, decorated with filters, stickers, emojis, texts or masks
and whose publication will be
automatically deleted after 24 hours
. Started on Snapchat in 2016, this vertical format
mobile-first has since been developed on Instagram, WhatsApp, Facebook, Facebook
Messenger and Google. Other social networks are considering it like YouTube and
LinkedIn who are currently testing this feature.

The principle of a Story is before
all about telling a story. The
spontaneity, emotion, the present and the real are the key values ​​of
this format
. The objectives pursued are understood in terms of commitment,
listening and interactivity. Also, traditional strategies on
social networks, based on gaining visibility via sharing, and content creation codes are found

How to get started in using Stories?

It is not always easy to appropriate a new content format. Although the opportunities offered to brands by the Stories are no longer to be demonstrated, two brakes often lead to constantly postponing its use.

Indeed, according to Céline Beckrich “the lack of idea, creativity and apprehension linked to the handling of the tool and its functionalities are two factors which often hamper people who wish to initiate themselves in the creation of Stories “. His first piece of advice to overcome these psychological barriers is to “ allow yourself to broadcast via Stories of less “beautiful” photos or videos than the ones we would have posted on our feed. ”

Far from damaging the image of a brand, an imperfect setting or brightness will further emphasize the spontaneous and authentic character of a Story. She also recommends to “start with simple things and dare to test the different functionalities”. The short-lived life of a Story and the low visibility inherent in first publications are elements of reassurance to overcome the fear of doing wrong.

Six tips for creating your first Stories

When a brand decides to invest in the Stories format, the challenge is twofold: gain visibility and retain its target audience by creating an affinity with it. Here are six tips from Marine Rolland on how to do it:

Define an editorial line

To be
effective, Stories must be integrated into the brand’s social media strategy. Define your objectives, target, subjects
and topics to be addressed, the tone used and its publication schedule is a
essential step before launching. The editorial line to be defined
must maintain consistency with conventional publications. For example on
Instagram, you will have to think about the complementarity of its feed, its Stories and
its Stories in the headlines.

To illustrate
how can the uses of these three formats be combined Instagram, Marine
Rolland takes the example of an apple cake recipe that has been the subject
several publications on his @mimicuisine account.

On his feed
Instagram posted a nice photo of her apple cake with text. Upstream, she worked her
staging and framing. She also touched up the brightness of her
photo before publishing it.

On his Stories,
she published a tutorial of the recipe for this apple cake. To do this,
she broadcast a series of more spontaneous 15-second video sequences the
showing making the cake.

However, it
did not include this subject among his front page stories that appear from
sustainable way under the bio of his profile. She preferred for that to choose
other stories more representative of its activity and its news.

Instagram Mimi Cuisine

2:Respect three essential values: proximity, spontaneity and authenticity

start testing Stories for your brand, it’s important to understand
and adopt the codes. Capturing live experiences is the essence of stories.
In this sense, Céline Beckrich warns users: “too
Branding its Stories leads to losing authenticity ”. However, feedback
prove that more spontaneous and less worked Stories get
best results. According to her, this fleeting and creative content format is
a real opportunity “to get out of its editorial line and offer
less formatted content ”. The reverse pitfall, however, would be to borrow a
your too out of step with its brand image. Also, you have to find a fair

3: Put people at the heart of your stories

A Story is a
narrative content format. Suitable for storytelling, it is about telling a story
story to its target in order to capture its attention and to arouse in it a
emotion. Marine Rolland says that “for an influencer it is essential
to make himself known through his Stories if he wishes to create a
a real link with his community ”. For a brand, it can be more
delicate to enter the field of intimacy. The stake will be for her
to humanize its image by revealing behind the scenes, for example.

4: Use hashtags

Two elements
are essential to gain visibility to its Stories: a
interesting content and regular publication. To extend their dissemination
Among its target audience, the use of hashtags is also essential.
To do this, you will have to start by defining a list of keywords related to
its activity and relevant to its target audiences. Then it will suit
to choose among them, the 5 to 7 keywords most suitable for each
publication. To improve the aesthetics of a publication, it is possible to
hide some hashtags on his Instagram Stories. Céline Beckrich shares her
tip to “make it more discreet, even
make hashtags on a Story disappear “on his blog

5: Respond to all comments

Stories on Instagram are sent as private messages. They don’t
are therefore not visible to other users. But since the objective of
Stories is to create a close relationship with its target and build loyalty
a community of subscribers, it should be answered. Especially since the
comments remain an indicator of engagement.

6: Test all the features

To take in
hand Instagram Stories you have to dare to start and test all
features. Many tutorials exist on the internet to be guided
in its first steps. Start with simple things, then learn from
accounts recognized for the quality of their publication, may allow
to understand this new content format smoothly. Social networks are
constantly evolving and Instagram regularly adds new features
to his Stories. Also, you should not hesitate to test each of them for
discover the range of possibilities in terms of creativity.

The basic principles to respect

You feel ready to
test the Stories? Warning: three traps, which may seem
basic for the most initiated, are to be avoided during its beginnings. So, he
think about:

  1. Create
    his Stories from a smartphone
  2. filming
    his videos vertically
  3. Publish
    unpublished content

In conclusion

The “Test and learn”,
flagship principle of web marketing which amounts to launching without feeling yet
ready, especially applies to Stories. Set aside your
requirement of perfection and dare to try the tool and its functionalities you
will introduce you to their uses. You will then have to reach
integrate them into your social media strategy and find uses
different according to social networks depending on the specifics of their

Good to know :

To go further in the engagement and recruitment of
Instagram subscribers launched IGTV in June 2018.

This service offers to record and post videos of
10 min to 1 hour on his own Stories, and always for the Internet user
ability to interact with content.

More than a trendy format, mobile video embellished with social “cooling” tends to become the dominant format on social networks!

Article written in collaboration with IFOCOP Experiences