The Meteoric Rise of Stories in Social Media Marketing

The trend seems to continue with ingenuity content at the forefront of marketing strategies. The latest news is that stories on social media and search engines are overtaking the usage of news feeds for content consumption. 

Stories on social media are the ultimate platform for giving regular snippets of a brand regarding its latest updates. It is shown in a vertical format on mobile phones and gets excellent results when it comes to impressions on social media. 

The connection between stories and mobile phones

With a behavioral shift where people are more willing to see vertical content on their phones, more and more brands are using stories to show their presence on multiple platforms across channels. 

A long time in the making

This shift in using stories is nothing new. Mark Zuckerberg predicted the rise of stories in 2018 and now this type of content sharing is being used across platforms like Instagram, Snapchat, Facebook, and Google.

The rise of stories in Social Media

In the latest research, it was found that 970 million people use WhatsApp, Snapchat, Facebook, and Instagram to post stories every day. From 2016 to 2019 there was an 820% increase in the number of people posting and viewing stories on various platforms. This number is only to grow with estimates calculating that there will be nearly 1 billion Story users by the end of 2021. 

Instagram, Snapchat, and the rise of stories

It’s estimated that by the end of the year there will be more people posting on stories than they do on Social media news feeds. 

Instagram sees the largest share of these numbers with nearly 80% of people using the platform regularly to post stories. Every day, there are 300 million daily story users on Instagram.

When it comes to businesses this number is even more domineering with nearly 50% of businesses using the platform to post multiple stories on a daily basis.

Google web stories

Google web stories are the latest update from Google that lets marketers publish video, animation, and audio content to give the audience a more engaging content experience. Google web stories should be created with the user experience in priority. These stories are layered and should be created according to where they will be seen, be it on your website or the search engine.

Google Web stories

Image Source: https://stories.google/

How businesses are using stories

A recent study found that nearly 97% of businesses post on Instagram Newsfeed while 50% of businesses use Instagram stories to get their message across.

These businesses are active on Social media and make stories a central part of their social media strategy. 

The average posting frequency of businesses that use Social media is 2.9 times a week. On average businesses share 8 newsfeed posts per story on social media platforms.

How can marketers leverage stories for their content strategy?

Let’s take a look at what businesses can do to create better content for their social media stories strategy. Keeping up with the change can refurbish your content strategy so that posting on stories and news feeds can gather more results.

Strategize the Stories content

Studies have found that businesses that strategize their social media stories get the best results. Create a road map of what you will be posting over the next week or month and plan ahead. Integrate stories into your social media strategy in a way that supports your newsfeed activities.

Follow the trends

Social media stories are driven by trends. Use the trends that are continually evolving to post on social media. In this case, it could be that using stickers or GIFs in stories could be the latest trends. Use this as a way to attract more attention from customers and get more engagement from users. 

Use a narrative

Don’t limit what you want to say about your brand to just one post. Many brand users use stories as a way to narrate what their brand is trying to say over a series of posts. Using a narrative creates more engaging content that users can follow over a prolonged period of time.

Use stories as a supplementation to your brand strategy

You don’t need to change your entire social media strategy to make stories a part of your content strategy. Transfer the insight that you have of what works for your audience to the stories feature so that you can engage with users across various content types, in a way that works for your brand.

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