Unless you have been living under a rock, you will already have noticed the dominant trend that has been emerging in social media marketing lately. We are, of course, talking about social media stories. Instagram, Snapchat, and Facebook have all been putting a lot of focus on the story format lately, but the real question is this: how can we leverage stories for our social media marketing strategies?
Let’s find out!
Where Did It All Begin?
Snapchat was the first to introduce stories back in October 2013, but it wasn’t long before other platforms began to adopt the format. It isn’t even limited to social channels – messenger apps like Facebook Messenger and WhatsApp are also making use of stories. The format lends itself to mobile users with its vertical orientation which is great news for social media marketing since a growing number of internet users are now browsing via a mobile device rather than a computer.
Which Channels are Most Popular for Stories?
Snapchat may have been the pioneer of the social media story, but currently, it is Instagram that is leading the charge with around 35.5% of stories being shared on the platform, Facebook and Snapchat share second place at 19.7% each, while Messenger is in third with 10.5%. However, it is worth thinking about where your audience is if you are considering social stories as a part of your broader social media marketing strategy. The 18-24 demographic much prefers Snapchat to Instagram while this is reversed for those ages 25-34!
What Type of Content to Share
The key to successfully integrating stories into your social media marketing strategy is knowing what type of content to share. Some of the most popular stories from brands will include sneak peaks at new merchandise, an insider look behind the scenes or coverage of live events. Another successful type of story to consider is a brand takeover, where a brand hands control of their social media over to an influencer who then posts their content relating to the brand!
Why Do Stories Work?
The big question for most brands is why social stories have become so popular! One of the significant advantages from a social media marketing point of view is that they help collate content into one manageable place. Posting multiple times on a Facebook feed might seem a little disjointed but linking them together in a story makes it much more logical – plus you can continue to add content throughout the day to expand the story! Use stories to entertain your audience, provide solutions to common problems and to answer questions. They are a great way to make a connection with the audience, and if you don’t want them to expire after the usual 24 hours then you can always save them as a highlighted story on your profile!
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®