Storytelling on Social: The Future of Facebook and Instagram Stories
Image Source: Facebook.
It is no secret that the Instagram Stories feature has made a name for itself in recent months. With short, discoverable images and videos that disappear after 24 hours (unless added to your Instagram Story Highlights), Instagram Stories now have more than 400 million daily active users. Because of their growing popularity, Instagram Stories are now an ad placement option for brands looking to connect with consumers outside of the newsfeed. The catch? Because of the vertical nature of Instagram Stories, images and videos must be sized to a 9:16 ratio in order to fill the entirety of someone’s smart phone screen and make for an engaging user experience.
Facebook joins the trend
Facebook recently took a page out of Instagram’s book and introduced the Stories feature to its platform as well. Although not as widely successful as Instagram Stories (as of now), this is a game changer for Facebook and newsfeeds as we know them. In fact, Mark Zuckerberg himself stated that Stories will soon become the most popular social sharing option. This is due to the fact that Stories can create an immersive experience for users, where they can tap their way into the lives of those they follow on social media without interruption.
Yes, you read that right: without interruption
The “without interruption” perk is actually the key as to why Stories will be so successful for advertisers. Because the feature allows you go from story-to-story with a single finger tap, it’s a faster and easier way for social media users to view content when compared to scrolling through a newsfeed. Although Facebook Stories isn’t yet an ad placement option, it’s likely the next step for the platform, and will allow brands to expand their reach even further than ever before.
Advantages for advertisers
So, as an advertiser, how can you get the most out of Facebook and Instagram stories? The number one factor to keep in mind is that the more your brand resembles an organic Instagram Stories post, the better. That way, users won’t immediately realize they are seeing an ad and they will be more likely to engage with your content without immediately tapping to the next story. Some ideas for how to do this include influencer videos that talk about your product in a natural way; stories that give users a “behind the scenes” look at your brand, and eye-catching pieces of content that literally tell a story.
By making it so hard for people to keep their eyes off of your brand’s Story, the engagement and ROI opportunities will be limitless within a placement option that is expected to continue growing in popularity.
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