We take a quick look at the new hot thing in social media...
You may have noticed Instagram has added a “Story” function that looks and works a lot like Snapchat.
Instagram has become an app for occasional and carefully curated content, while users keep their friends and followers updated with frequent and personal day to day stories on Snapchat.
That’s a problem for Instagram - and that’s why there is now a “Stories” function to encourage users to “share the moments you want to remember... your highlights and everything in between, too.”
Early adapting organisations are already starting to use Story to engage with followers on a less curated and more personal level.
Use existing followers. Usually starting a new communication platform (like snapchat) means scratching round for followers until you build your profile. Instagram Stories uses your existing followers, but engages them in a totally different way.
IRL: Share real life. Behind the scenes real life stories are a winning content formula. A homeless charity has already started sharing stories of meals being prepared and shared. Stories provides a more intimate platform to deliver a narrative and real life stories give followers an authentic experience of your organization.
Social takeovers: It’s amazing the engagement a brand ambassador with the instagram password can create. The Story function is an excellent platform for Social takeovers and give a voice to people who represent your brand or to the people your brand represents.
Authentic and attractive: Instagram is famous for its filters that make everything look better. There are seven in this function at the moment with more to come.
Get your story right: You can use videos, boomerangs, hyperlapse or photos created up to 24 hours beforehand. That gives you time for approvals and ensuring content is on brand and on message. That way content is spontaneous and also signed off.
You can see who is viewing your stories and which stories are the most engaging.
Like Snapchat, the stories auto delete (in this case after 24 hours). That gives them an immediate and causal vibe. As many teenagers have found to their detriment, the ephemeral nature of auto delete can lead to impulsive choices which can far outlive the auto delete and have a long term impact on brand values.