1. What is Instagram Stories?
Instagram Stories is a feature that the social network launched in August 2016, where it is possible to combine different videos and photos, in addition to using drawing and text tools, to put together a story that will disappear after 24 hours. The solution was a resounding success, boosting the growth of the social network by more than 100 million users in just a few months.
According to the company, it has an excellent participation, one in five stories gets direct messages from its audience, and more than 150 million users of the social network use it daily.
2. The Value of Stories for Brands
Many companies took quick notice of this functionality, and began spreading their stories on the platform. The relationship between Instagram and companies is undeniable. According to the social network, 70% of the accounts follow at least one business. And a third of the most viewed stories are created by brands.
One of the pioneering fashion companies has been Mulberry, from the UK. Felipa Monteiro, Head of Digital Marketing, explained that his most recent stories that included a link received 5 times more visits to the website compared to other channels.
The global leader in accommodations, Airbnb, also uses the solution, to tell in 15-second videos, the experiences of connecting travelers with local experts who share the same interests, from art collectors to avid hikers, and attests to its potential.
3. More Metrics! Insight for Stories.
This powerful functionality required more metrics to perform its corresponding analyzes and optimizations. That is why Instagram launched “Story Insights” in Business Tools. In the coming weeks, brands will be able to see the scope, impressions, replicas and outputs of each individual story within Business Tools. With this information, it will be possible to create more relevant content that impacts each target audience.
4. New Ads on Instagram Stories
And how could it be otherwise, and after the event, in a short time you will be able to advertise the stories in full screen.
In the first instance, 30 companies, including General Motors, Maybelline, Nike and Netflix, will begin this process, which will then be extended to all the brands of the social network.
Today, more than ever, it is time to sit down and think about what stories you want to tell, how you are going to tell them, and of course, what budget will you allocate to their dissemination!