As marketers are getting the hang of things with the numerous content options for social media posts, along arrives something unique: stories. Stories first began with Snapchat then followed onto other platforms such as Instagram and Facebook. The ‘Stories’ feature allows users to share a compilation of vertically positioned text and visuals that generally expire after 24 hours.
While stories are identical to posts, their temporary nature and structure make them quite unique. Nonetheless, this new feature has proven to be challenging for marketers. Many are not sure of the right means of using the feature to engage with their followers. A huge mistake that companies are making is avoiding the use of stories in their marketing process. Here are some reasons for marketers to take ‘Stories’ more seriously.
They are Incredibly Widespread
Though relatively fresh to the market, stories are successful already. Last year’s analysis by Techcrunch, shows that stories are used by more than 1 billion social media users; that is WhatsApp, Facebook, Instagram, and Snapchat.
Stories Make Brands Stand out
Since the majority of businesses are shying away from using the feature, it creates an opportunity for brands that use it to stand out. Unlike the feed posts, stories are less controversial and not as competitive. However, this is soon to shift since everyone is taking note of the format.
More Influencers are Adapting to Stories
A clear indication that the feature is here permanently is its continuously rising popularity with influencers. A report by Klear showed that a third of the sponsored content from influencers on Instagram were stories in 2018. The number is expected to rise by the end of this year significantly.
They Reach Younger Clients
The young generation is actively embracing the format: VidMob analysis shows 73% and 70% of youths (ages 16-24 years) use stories on Snapchat and Instagram, respectively. Those between 25-34 years account for 53% and 58% of ‘Stories’ users on Snapchat and Instagram, respectively.
It is Designed for Mobile
Ideally, the design of the feature is based around mobile phones, from the vertical orientation to the user interface with swipes and taps. Other types of formats are adapted from the analog world or were initially designed for computers. Over 50% of the online traffic is because of smartphones, and the numbers are expected to keep rising. Because of this fact, the feature is meant for long-term success.
From the information above we can conclude; avoiding the use of the ‘Stories’ feature is creating room for failure on social media.