The widespread reach of Instagram Stories feature has made it quite popular amongst the business community. It has more than 400 million active users on a daily basis, and 20% of Stories posted by businesses end up with direct interaction with users.
Because of these figures, 88% of businesses state that they plan on increasing their posting to Instagram Stories in 2018, and will continue to use Instagram for marketing purposes.
But how are these businesses using Stories to engage users and increase sales?
- Sports brand Reebok uses ads that create the fear of missing out (FOMO) amongst followers and thus, many end up buying its sneakers. In 2017, it created five FOMO video clips showing two new Reebok Pump Supreme styles.
- Michael Kors used custom Instagram Stories to promote its smartwatches amongst young women, and this resulted in a 24-point boost in ad recall and 8.8-point rise in favorability.
- HiSmile teeth whitening company used professional athlete Conor McGregor in its campaign to connect with young men. This led to a 90% rise in male customers and five times return on ad spending.
Hosting influencers or employees on your Stories for a few days is, in fact, one of the best ways to boost engagement by up to 20%.
However, for high engagement levels, you need to post strategically at periods when customers are highly active, such as on Mondays or Thursdays between 7-9 pm. Additionally, use features like face filters, stickers, and geotags in your Stories to attract more followers.
For instance, IBM used geo-targeting in its Stories by creating special filters for its industry events, and this drew in about 246,000 unique viewers. Do add a call-to-action as well at the end of Stories in order to lead users to your shoppable page, other social media platforms, or blog post for further engagement.
For more on how to successfully use Instagram Stories and grow your brand, check out the infographic below.