Tell Your Story
Giving your followers a unique and engaging experience has become increasingly important in social media marketing. Platforms like Facebook and Instagram are constantly rolling out new tools and features that allow businesses to interact with their audiences like never before.
One of the most underutilised tools by businesses is the Story feature on Facebook and Instagram. If your business isn’t using Stories to connect with customers, here’s why you should consider it and how you can make the most of this highly visual and immediate marketing tool.
What is the Story Feature?
The Story feature allows you to create short, engaging and time-sensitive content for your audience. Unlike static images or written content posted to your feed, Stories are designed to be:
- Visual-first: Using short video clips, animations or slideshows.
- Time-limited: Stories typically last 24 hours unless you choose to save them.
- Interactive: With options like polls, Q&A stickers and swipe-up links (for certain accounts).
Stories are concise – lasting around 20 seconds per slide – and can be enhanced with filters, text overlays and stickers. This immediacy and short lifespan make them perfect for sharing updates, showcasing behind-the-scenes moments or promoting flash sales and limited-time offers.
Why Use Stories on Facebook and Instagram?
Facebook and Instagram remain two of the most widely used social media platforms, giving businesses access to millions of potential customers. Stories have grown in popularity, with over 500 million people using Instagram Stories daily as of 2019. Here’s why they’re worth your attention:
- Higher Visibility
Stories appear at the top of users’ feeds and send notifications to your followers, making them far more visible than standard posts. Unlike regular business page posts, Stories bypass the algorithms that often constrain visibility. - Enhanced Engagement
Stories encourage real-time interaction. Features like polls, question stickers and swipe-up links can boost engagement and help you connect with your audience on a deeper level. - Showcase Authenticity
Stories allow you to show the human side of your business. Whether it’s behind-the-scenes content, team celebrations or a day at the office, Stories give your brand a personality that resonates with customers. - Analytics and Insights
Both platforms provide insights into who’s viewing your Stories, enabling you to fine-tune your content strategy and better understand your audience’s preferences.
How to Make the Most of the Story Feature
While Stories are a fantastic tool, it’s essential to use them strategically to achieve your goals. Here are some tips to help you get it right:
- Create Purposeful Content
Stories are fleeting, so make each one count. Use them to:
- Share company updates.
- Announce new product launches.
- Promote flash sales or limited time offers.
- Show behind-the-scenes glimpses of your business.
- Stay Brand Focused
While the special effects and stickers can be fun, always ensure your content aligns with your brand identity. Be mindful of how filters, fonts and imagery impact your credibility and tone.
- Build Anticipation
Use Stories to build momentum for an upcoming event, product launch or announcement. Post teaser clips leading up to the big reveal to keep your audience engaged and excited.
- Leverage Interactive Features
Take advantage of interactive tools like:
- Polls: Ask your followers for their opinions on a product or service.
- Q&A Stickers: Host a Q&A session to answer customer questions.
- Swipe-Up Links: Direct users to a specific landing page or product (available for accounts with over 10,000 followers or verified accounts).
- Collaborate with Others
Collaborative Stories can amplify your reach. Partner with other businesses, influencers or clients to create co-branded content that expands your audience.
- Use High-Quality, Authentic Video
You don’t need a professional production team to create effective Stories. Most smartphones can record high-quality videos and there are numerous apps for editing and adding effects. With some practice, you can produce polished content that looks professional.
- Save and Repurpose Popular Stories
You can save Stories to your Highlights on Instagram or archive them on Facebook to ensure they remain accessible even after their 24-hour lifespan. This is particularly useful for evergreen content like FAQs, testimonials or product showcases.
The Power of Telling Stories
Stories are more than just another marketing tool; they’re a way to forge genuine connections with your audience. By telling your story consistently and authentically, you can build a loyal following that anticipates and engages with your updates.
Pro Tips:
- Post regularly to keep your audience engaged.
- Monitor analytics to determine what type of content resonates best.
- Experiment with different formats and features to keep things fresh.
When done well, Stories can deliver outstanding results for your business, increasing brand awareness, engagement and conversions.
Ready to Start Telling Your Story?
Need help crafting compelling Stories for Instagram or Facebook? At The Last Hurdle, we specialise in creating engaging and results-driven social media content tailored to your brand. Contact us today on 01604 654545 or email hello@thelasthurdle.co.uk to discuss how we can help your business shine on social media.
