It has been a while since Instagram has amassed over 1 billion monthly active users. As a result of the application’s rapid growth in popularity, businesses have shifted to the application as a means of marketing. It is estimated that 75.5% of businesses will be on Instagram by the end of 2020.
The application’s popularity further increased when “Instagram Stories” was launched to the platform, where users can post moments of their day for 24 hours. Research shows that ⅓ of the most viewed stories are from businesses.
How can you use this feature to your benefit, and direct it towards your business’ growth? We will be giving you some tips, so buckle up!
Yes, before starting with introducing our three tips, we must point out that it is preferred for businesses to have branded story templates. You can download any of the countless template applications to work with. Now let’s get back to our tips. We will be answering 3 of users' most common questions.
1- When and how often should you post?
2- What is the content that you should post?
3- What is the preferred length of stories?
When and How Often? Brands and accounts usually are not the accounts that post stories on a daily basis. It is predicted that as Instagram’s popularity grows, businesses will post more stories on their channels. As for now we would say 3 stories a week is ideal to reinforce your presence on the platform, and your brand’s recognizability.
Research has continuously shown that the best time to post Instagram stories is outside of work hours. More content leads to greater reach.
What is The Content Type? We have noticed that a lot of brands have focused on interactive content in their stories. However, surveys have not come to a conclusion on the preferred content type for viewers / clients.
So it really is suggested to post a mix of content.
So, yes, you can shape your story content around interactive stickers like taking polls, asking questions, and so on… but do not let that be your only content, because viewers prefer accounts that have a variety of content. Keep in mind to have a branded template.
We have 3 recommendations:
2- Short storytellers
This way you can make sure that you are presenting value to your followers, and also telling your story and keeping them informed. These 3 steps can ensure a fluent client-business relationship.
What is the Perfect Story Length?
This is specifically relevant for smaller businesses. Out of 200 people surveyed. The majority (63%) said that they would swipe out of the stories after 5 stories, so it is advised not to exceed 5 stories when you are introducing new products or services. 20% of the people surveyed reported that they would continue going through the same account’s stories after 5 stories, reaching up to 6 stories.
That means you have 1 minute and 15 seconds to grab a customer's attention without losing it. If you have content that needs longer time to be introduced, you can add a ”swipe up'' button to your story that directs them to wherever the full introduction or information is.
In conclusion, in order to make sure you are grabbing your desired sample’s attention, your stories must be frequent, simple, interactive, branded, and short.