Since Instagram Stories launched in 2016, it has grown to 250 milliondaily users. This means that brands that are trying to engage with customers on Instagram must adapt their marketing strategies to utilize stories. Instagram Stories allows brands to create content that does not feel like ads and build a strong brand lifestyle.
They are a great way to make your customers a feel of your company culture and their temporary nature creates a sense of urgency as they disappear after 24 hours.
This type of temporary platform does pose a challenge for marketers as they have to create content that differs vastly from the norm – highly curated and staged posts.
Brands need to share real and authentic storieswith a vast range of content in order to resonate with customers. A great way for brands to achieve this is to include user-generated content in their marketing strategy.
Consumers posting photos and videos of brand products are valuable influencers; marketers can re-share some of these posts on Instagram Stories to create a candid and more engaged feel to their marketing strategy.
How many brands are actually able to make this shift in their marketing strategy is yet to be seen but it is clear authentic storytelling is the future of marketing.