Instagram Stories can essentially be summed up as Instagram’s attempt to jump on the Snapchat gravy train. These are photos that Instagram account holders can take and share with their users but will ‘self-destruct’ after one hour rather than being saved to that user’s grid.
This might seem like a small or unexciting new feature for the platform, but it represents a bold step into the future for Instagram and a massive opportunity for marketers.
Why Instagram Stories Matter
Instagram Stories essentially give you a new way to communicate with your audience that is much more direct and immediate, which will help you increase engagement with your audience.
This is because it makes your audience feel more like you are talking to them directly. By sharing a photo they know you have only recently uploaded, they feel almost like they are being ‘brought along for the ride’ and almost like they are there with you.
The content's temporary nature will make it immediately more exciting because it will be time-limited. The range's The temporary nature: If your viewers don’t check it out quickly, they will risk missing it entirely!
Another thing to consider about Instagram Stories is that they will appear right at the top of your viewer’s feed, ensuring that they will be much more likely to see it.
How to Make Your Instagram Stories Successful
So, the question is: how do you go about making your Instagram Stories successful? What is the secret to doing this well?
Perhaps the biggest challenge for many creators will be in knowing when to use Instagram Stories and when to upload photos as usual.
One way to think about this is to consider the difference between content that perfectly embodies your brand and content that you want to share directly with your current fans.
Because sometimes, you might want to share a joke or a photo of your day with your fans. Letting your followers feel as though they are getting to know you are a great way to increase trust and brand loyalty, especially if you have a ‘personal brand.’
But this problem is that it doesn’t say much about who you are or your business. Thus, you might not want it to appear as a permanent inclusion on your ‘grid.’
The question to ask yourself then is: would you be happy with this photo being the first impression a visitor has of your brand? If the answer is no, it may be better suited for your Instagram Stories.
And then there are the other options that Instagram Stories give you: the opportunity to create live videos, for instance, or to make ‘boomerangs,’ which are essentially short repeating videos much like GiFs. These provide new ways to directly and personally reach out to your followers.