Storytelling will always be at the core of every brand’s marketing strategy. Marketers use storytelling to create brand awareness, nurture their audiences, and drive customers towards a purchase. The Stories format has now become commonplace and has opened a new opportunity for brands to take their storytelling to the next level.
In 2016, Stories were launched on Snapchat. The visual format quickly turned user-favorite to be adopted by other social media channels later.
The popularity of the new format was largely fueled by changes tech. Breakthroughs in camera technology and growing access to mobile broadband made it possible for users to upload images from virtually anywhere. It increased the pace of social and helped platforms hold the attention of their users longer and have them check-in for new content a lot more often.
1. It doesn’t have to be perfect
But today, a good story has two characteristics:
- The content should be authentic, with minimal production
- It should be delivered fast and episodically
2. It grabs the attention and encourages interaction
When building their Stories marketers need to take advantage of the immediate response their customers can take - a strong call-to-action encourages users to interact. To use a successful example, Red Bull uses Stories to ask their followers to choose which photo should Red Bull post next.
Stories is also a format that is fairly new in marketing. We’ve seen full-screen vertical content available in Facebook Canvas ads and posts, but Stories are another way for marketers to get creative with the full screen 9:16 ratio.
3. It’s an advertising opportunity
Stories are already engaging on an organic level. The ability to leverage the authentic format as an advertising platform is a chance for marketers to create content that feels a lot less like traditional marketing.
What’s more, unlike the news feed that’s populated with advertising, Stories format is still relatively new; those marketers who are fast on their feet will give their brand a head start.
This is why every marketer out there should start testing and experimenting with the new ad format. Now it’s the time to do it!
While mastering the format might be difficult at first, Stories are far more authentic than traditional advertising, and for some users, the 200 million of them that joined Instagram after Stories were introduced - it is the go to format.
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