Stories on Facebook and Instagram are the coolest ways for businesses to converse and reach out to their customers. Modeled after Snapchat, Stories are far less formal and curated than the post you see on your newsfeed. They disappear after 24 hours, though you can add them to the highlights section of your profile page, so other followers can see them long after they are gone on your Stories feed. For a time, businesses barely used Story for Lakeland Facebook and Instagram marketing but that’s the biggest mistake any business can make.
Many followers love watching the stories because they seem to be more real than the curated content of the newsfeed. In the Stories, they can see how businesses work—the behind-the-scenes actions. These businesses seem more real to them. They can empathize with the people behind the businesses.
The latest figures from Instagram showed that over 500 million accounts are active users of its Story feature. It has even surpassed Snapchat’s 190 million total daily statistics at the height of the platform’s power. The figure is half of Instagram’s estimated one billion users. That should be enough to tell you how important these statistics are.
So, how should businesses use Stories for Lakeland Facebook and Instagram marketing?
Tell a Story
When you are a brand, you should show more than the behind-the-scenes of your production process. You should show it chronologically. You should be specific in what you want to show your audience. Don’t jump from one storyline to another. Try to take a look at your Stories from your audience’s perspective. Will you be interested in a story that jumps from one topic to another? Create a cohesive tone in your stories.
Stories on Facebook and Instagram are created to show people what’s happening right at that moment. That’s not always the case, of course, but you can let your audience wonder about that. Instagram and Facebook stories don’t need to be well-curated. They don’t need to be thoughtful that much. What it needs is to be as authentic as possible, so let your originality and quirks come through. That will make your brand look and feel as authentic as possible.
Even though your Stories are supposed to be informal, don’t forget that they have to provide value to your audience. What will they get from watching your story? And how can you lead them from your story to a purchase decision? The purpose of each story is to lead the audience to buy, subscribe to, and support your business.