According to Instagram’s own data, there were more than 300 million Instagram accounts active every day on Instagram Stories, as of November 2017. And it’s not just consumers making use of Instagram Stories; half of all businesses on Instagram worldwide create at least one story during a typical month.
The huge, international audience is not the only benefit of Instagram Stories. There are dozens of ways in which businesses can get creative, show off their brand in unique ways and generate conversions toward marketing goals.
Check out our top 3 tips to get the best return on your investment with an Instagram Stories strategy.
1. Build a unique experience
Instagram Stories present the opportunity to give users a behind-the-scenes look at your brand and feel as though they’re part of the company. Capitalize on that opportunity through live video and content showcasing the unique culture or persona of your brand. Other ways to build a unique experience for users includes using influencer or user-generated content, Instagram’s polling feature and video that feels immersive and real.
Most importantly, content for Instagram Stories tends to perform best when it is designed for Instagram Stories. Meaning, content is optimized for mobile, fits Instagram Stories' specs and utilizes features like Instagram Stories’ fonts and stickers. By optimizing for mobile with immersive and unique content, users are more likely to remember and act on what they view.
2. Quickly grab attention
One of the defining features of Instagram Stories is their length. Not only are individual stories short, they only last for 24 hours (with the exception of Stories saved to Highlights, read more on that here.)
In order to see a return on investment with Instagram Stories, it is crucial to put the most important information first and get to the point quickly. Have more information you want to cover? If you have at least 10 thousand followers or are running an ad, use the “swipe up” feature to drive traffic to the website instead.
3. Test and have fun with it
As with any type of marketing, the best results on Instagram Stories will come after testing multiple strategies to see which one resonates most with your audience. Keep track of metrics such as impressions, swipes to the website, exits, replies and more right from the Instagram app. Pick the best metrics for your goals: for brand awareness, track reach and impressions; for engagement, track replies along with taps forward and backward; and for sales, track clicks to the website.
And as you test, don’t be afraid to get creative! The short shelf-life of Instagram Stories gives you the freedom to think outside the box and market your brand in ways you can’t on any other platform.
Story by: Kelsey Thompson