Instagram stories - how to make the most of them as a marketing tool

Instagram is an effective tool for engaging current and potential customers, but the best ways to make the most of them may not be that clear.

The stats

Instagram is becoming one of the most popular social media platforms, and businesses are increasingly making use of it to engage consumers.

• Instagram is used by over 1 billion active users every month

• 80% of these users follow at least one business.

• 72% of users have purchased a product they’ve seen on Instagram.

This means that Instagram users are engaging with businesses through this platform and that a large proportion have actually become customers of a brand thanks to their Instagram posts and stories.

How do stories differ from normal posts?

Stories appear at the top of the Instagram feed. They are only live for 24 hours and they come in a slideshow format, with vertical pictures or videos. You can tag other accounts on your Instagram stories if you are doing collaborations, which means influencers can tag your business on their stories if they are promoting your product or service.

The fact that they appear at the top of the feed is already an advantage, as it is easier for users to access and look daily without having to scroll down. Moreover, as they are only available for 24 hours, the pictures and videos are usually presented with less focus on the aesthetics and the quality, but are more casual and less prepared. This appeals to a more personal and close relation between the brand and the customer. There are also different features in the Instagram Stories that you can use, such as boomerang videos or filters, which will give stories a more friendly and personal touch.

Why are they effective when trying to reach Millennials?

Key characteristics of millennials include

1. the urgency with which they want to receive the information, and

2. how easily they lose interest when something takes too long or is not catchy enough.

Therefore, the fact that Instagram stories are only available for a day and that usually they are short videos or pictures is what makes stories such an effective way to reach this segment. They don’t require a lot of time commitment and can be quickly and easily accessed.

When posting Instagram stories, it is very important to capture attention during the first few seconds of the video, as most will simply scroll past to the next if it does not seem interesting enough.

You should ensure your message can be still be delivered effectively without sound, as people are increasingly using their phones in silent mode which allows them to watch videos when there’s other people around. This also highlights the importance of making catchy visuals that will increase engagement with your profile.

Another thing to keep in mind is that posting too many stories can bore potential millennial customers. They may simply scroll past them, missing part or all of the message you were trying to transmit. Aim to post a reasonable amount of stories that are captivating and effective in their communication.

Marketing through influencer stories

A great way to use Instagram stories to promote product is through influencers-an intermediary between you and your potential customers.

Millennials are increasingly trusting influencers to recommend them products and services. For that reason, contacting the appropriate influencers by making sure their average followers are the ones you are trying to attract and the values they transmit are aligned with your company’s is of extreme importance. Influencer stories describing your product, trying it out and recommending it is a highly effective way to reach potential customers, as data shows that people are more interested in hearing from people than from brands. Moreover, when linking influencer generated content into paid advertising engagement increases by 30% and costs decrease by the same amount.

Influencers can be the medium which will provide your customers with a personal approach and will make real recommendations, making it easier for consumers to engage with the product and, therefore, to purchase it.

Next steps

Now that you've seen some of the advantages of Instagram stories, the only thing left to do is to start experimenting with them. Start posting short videos, boomerangs or pictures that are attractive and that give to your brand a renewed image. Keep track of how engagement changes with the implementation of Instagram stories. Contact influencers which you think might be the most aligned with your company’s tastes, values and target customers. And most importantly, have fun!