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The game-changer for marketers: Social Media Stories.

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Kimberly Buff

by Kimberly Buff

8.11.2019

Article

Understand your business's full potential of social media stories within your digital strategy.

What motivates someone to post a story on social media?

Out with friends at a trendy café?
Traveling to a new country?
Making a new recipe?

There are hundreds of reasons to share what’s happening in your life instantly.

The stories format has been making this possible across platforms - invented by Snapchat but popularized by Instagram - its growth is soaring. According to Facebook IQ, 68% of people who use stories say they use it on three or more apps at least once a week.
Now, that is a stat worth diving deeper into.

When the concept of content marketing emerged, it centered around real people and not products. What became clear was that brands needed to be more relatable and connect more honestly to their target group. This is what was missing, and now the gap is being filled with content that is centered around the human experience by using a format that was inherently created for people.

Although it would be easy for a brand to say the stories format is a short-lived trend, it is an immediate reflection of how we create and consume content today. Good marketing practices now require a clear understanding of the role of consumer-generated content and the ways to put it to use.

“The way people have been prompted to share for 10 years, it’s very text-centric."

Facebook Camera product manager Connor Hayes described to techcrunch.

Social Media Stories steers away from this approach and puts the camera at the center of the user experience. Whether a user wants to share an image or video only, or add on the numerous stickers, filters and animations. The visual possibilities are endless.

Stories are consumed as tiny fleeting bursts of content, which makes them, by nature, more immersive than other digital and social content. This is particularly important to present the right types of products and right type of experience to their customers.
The way that consumers think about posting a story, should be the same way a marketer posts a story. The content must be even more-so authentic, reliable and engaging.

Consider what customers need and want, not what a company wants to show them. What are they asking for? What do they gravitate towards?
Once a marketer can interpret their customers’ needs, the content can take root and grow from there.

So, what kind of content do people want from their favorite brands?
A Facebook IQ Survey collected the following top reasons:

  • - Stories that feature sales and promotions
  • - Stories that are quick and easy to understand
  • - Stories that offer tips or advice
  • - Stories that introduce new products
  • - Stories that feel real


This proves the stories platform is continuing to bring new advertising opportunities in places that ads would have previously felt invasive. Users are consuming branded content in a more personal way therefore making their connection stronger. Which comes as no surprise that 53% of people who use stories across the Facebook family of apps surveyed, say they are making more online purchases as a result of using stories.

At the end of the day, it is no wonder that there is more engagement with brands who use this format. If a brand wants to be where their customers are, using stories is the place to be.

Positioning the right curated content their customers are craving - giving that glimpse into a personal aspect to the brand - will create that social spark that can grow into a beautiful relationship.

Get in touch to find out how to create those relationships for your brand!

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Sources:
Facebook Business
Facebook IQ
https://bit.ly/2CrudBC
TechCrunch
https://tcrn.ch/2rp6hNa

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