Here at Aspen and Fort Lauderdale-based public relations agency Durée & Company, we are aware that we’re living in the digital heart of the social media generation. So, it’s no surprise that social media giant Instagram has more than 1 billion active users every month. This makes us wonder ― why aren’t brands taking full advantage of everything the platform has to offer?
Digital research company AdEspresso recently shared that in 2018, the number of daily Instagram Stories posted was only 400 million. That may sound like a lot, but with 1 billion active users on the app, there’s plenty of folks out there who have yet to hop on the Story train!
For those who don’t know what Instagram Stories are, here’s a quick summary. They allow people to share tidbits of their day quickly and easily. Users can upload photos or videos to their Insta Story, which in turn becomes a pseudo-slideshow for their followers to watch and enjoy. The catch: Instagram Stories disappear after 24 hours. You may be thinking ― why not just post on your Insta page? What’s the point of a 24-hour story?
From a digital marketing perspective, Instagram Stories provide numerous benefits for your brand. For one, it provides yet another platform to share your content. By continuously publicizing, repurposing and re-sharing your content, you are strengthening your brand’s reputation and increasing your chances of being seen. Stories also give your followers a ‘behind-the-scenes’ look for your brand. Your Instagram page may show the pretty picture, but Stories is where you can show glimpses of the process in action, whether that be a photo shoot, the editing process, etc. This transparency allows your followers to feel as though they were a part of the process and can therefore better relate to your brand.
Another bonus is that your Story can be more than just a simple photo or video. Aside from fun GIFs and stickers that can be added to your story, Instagram gives you the option of including polls, questions and even a donation button. This provides your brand with direct insight to your followers. Ever wondered whether your followers preferred your old logo better? Ask them! Ever wanted to know your followers’ favorite products? Ask them! With one quick tap, your followers can share their true feelings. Psst … Instagram’s new algorithm even prioritizes accounts that post Stories.
Now that we’ve broken down the ‘why’ behind Instagram Stories, let’s dive in to the ‘how. Sure, anyone can simply upload a photo or video, but strategy is key. Before you begin aimlessly posting, map out what it is you actually want to say and be sure to keep it short. According to social analytics company Delmondo, Instagram users tend to stop watching stories that go beyond 10 frames.
Once the concept has been established, the fun begins! Pick (and stick) to a theme for your Stories ― perhaps your brand has specific colors or fonts. Be sure to be consistent in your designs so as to create a seamless look for your brand. Incorporate your logo, geotags and any relevant hashtags as well. Just as with Instagram posts, hashtags within an Insta Story allow your Story to be grouped into that specific hashtag, making it searchable for Instagram users, which in turn opens up a world of potential Story views.
Overall, Instagram Stories are a great addition to your marketing strategy. By providing yet another way for brands to tell their story, Instagram has truly enhanced the digital marketing game. Can’t keep up with all the latest trends? Give us a call! We’ll keep your brand up to date on all things PR, Instagram Stories included!
About Durée & Company
Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estate, public relations for restaurants, public relations for law firms, public relations for charities, public relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.