If you work in the digital marketing Digital Marketing is the component of marketing that uses internet and online digital technologies to analyze the market, develop strategies and put them in … or even if you are simply a lover of social networks, you will know very well that Instagram is one of the most used and preferred social networks, and not only by the youngest.
According to recent data, the application has approximately one billion active users worldwide , and nearly 60% of brand A Brand is an identifying symbol, trademark, logo, name, word and / or phrase that companies use to distinguish their product from others. A combination … uses it to communicate with their fans.
But the element that in recent months has given the turbo to Instagram, are precisely the Stories or Instagram Stories.
What are Instagram Stories
Instagram describes Stories as something that allows you to “share all the moments of your day, not just the ones you want to keep on your profile”.
The feature allows you to share multiple photos and videos, which appear together in a “slideshow format”. These photos and videos will disappear after 24 hours.
Inspired by “Snapchattiana”, these fast, fresh and expiring contents have in fact led to an increase in the permanence of users on the social network.
The same Instagram stated that the Stories encourage users not only to stay on the platform longer, but in particular to visit it more frequently: users under 25 years spend a total of more than 32 minutes a day on Instagram, while the remainder spends more than 24 minutes a day.
Ultimately, every day Instagram Stories reach 500,000 to 650,000 people .
What do all these numbers mean for you as a web marketing professional?
That you can no longer ignore Instagram Stories, and that you must immediately start thinking about the strategy to include them in your communication and digital marketing plan.
How to publish Instagram Stories? Simple, go to your profile and click on the profile picture where you see the blue symbol with the +. This way you open the camera and decide what to post, photos or videos. You can edit what you capture, for example with stickers, emojis, filters, text and other features that can help you improve the content.
Isn’t that your goal?
If you are not yet convinced that it is a useful tool for you or your business, or if you simply would like to use them but have no idea how to do it, then I invite you to continue reading , you will discover all the potential hidden behind Instagram Stories, how to exploit them for your business, but above all how to measure the performance of your business.
Why are IG Stories-so-liked?
The great advantage of using Instagram Stories is of course both to have an additional space on the same platform to communicate with your fans, and to be clearly visible in the navigation bar at the top with your profile photo inside the famous colored circle.
But what are the elements that characterize the Stories, so much so that they are loved not only by younger users but above all by brands? To answer this question we can recognize 3 great characteristics:
Spontaneity and speed
Stories are born to immortalize moments in a fast and fun way, with a vertical format, just like we normally hold our smartphone, with stickers, special effects, many brushes and a wide range of colors to choose from.
If we reflect for a moment, this spontaneity and speed is also a bit in contrast with the traditional publishing method which involves the choice of a filter, the right retouching of luci and the careful choice of hashtag A hashtag is a label for words or phrases, typical of social networks. Help others interested in a topic quickly find content on that topic … to gain exposure.
The world of Stories is natural, less artificial, but above all fun. And this is precisely the expectation that users have every time they access Instagram Stories; and it is this curiosity that brands try to satisfy, proposing new contents, which on other channels would not be suitable, and showing their fun, pop, original and trendy side of the company.
Business accounts that have understood the potential of Instagram Stories offer their fans fun and engaging content in a quick and easy way to consume.
Duration to expiration
Ephemeral content has a special character. It is perceived as more credible, spontaneous, and authentic.
In this case, Instagram plays with the concept of scarcity, something that you can miss, that you can no longer have the opportunity to see. And we all know how fear, the anxiety of losing an opportunity can play on the minds of fans, and therefore that of consumers.
Furthermore, precisely because they are “expiring” content, the creation of these requires much less effort, time and dedication than posts that remain on our account for a long time.
But that doesn’t mean you can afford to propose anything. First because remember that there are always screenshots, and some apps that allow Stories to be saved; second, because managing the communication of social channels of companies or personal businesses is not a child’s play in which you can improvise.
Indeed, as we will see shortly, it is the result of an accurate analysis and definition of the web communication strategy.
Since the stories were included in the functions of Instagram, they have never stopped in their evolution. They are constantly changing, new features are being released, or existing ones are enhanced. This allows the Stories themselves to be dynamic, never boring and static over time, creating curiosity and expectations in users who can’t wait to test new features.