13 Nov Grow Your Business With Instagram Stories That People Crave
Instagram remains one of the most incredible marketing tools of the year.
One specific feature that has been getting more attention than usual is Instagram Stories.
This feature has been around for more than a year and a half. At first, I was not sure about Instagram Stories…
But with 400 Million daily users businesses can no longer ignore the opportunity to use it to reach their target audience.
Even political candidates are starting to lean into stories (read a story on how Alexandria Ocasio-Cortez used Instagram Stories to help her secure Congressional seat)
If you have an Instagram account with a business profile, you’ve got a head start.
That’s all you need to start running Instagram Stories Ads. Easy, huh?
Benefits of Instagram Stories
People are a lot more likely to pay attention to Instagram Stories Ads compared to ads via standard Instagram posts for one reason: Stories is a feature that is seen to be authentic and interesting.
These ads appear between the Stories of accounts that users already follow.
These ads all look a lot LIKE organic stories, making people more likely to engage.
Fun Fact: Every 5th Instagram Story triggers a Direct Message from the viewer. Even if you do not have a large Instagram following, you are strike conversations with your
Wondering how to use Instagram Stories Ads to grow your business?
Read on to find out!
1 – Be Purposeful: Grab attention within the First Second
Understand what you are trying to do: Relate, engage, strike a conversation. Choose message and medium consistent with it.
Instagram allows you to choose whether you want to upload a photo ad or a video ad. Regardless of which one you choose, you want to make sure you capture the attention of your target audience in under a second.
A lot of people tap through their Instagram Stories, rarely watching the entirety of anything. Make sure that your advertisement grabs attention but still ensures that viewers know who you are.
Remember: people can easily “swipe” to the next story segment or a completely different story.
Do whatever it takes (within reason) to keep their attention.
2 – Make it Relevant and Strike a Conversation
You may have heard that social media is a two-way street. It is not just for broadcasting your message, but to have a conversation.
It’s important for you to structure your content in a way that is relevant to your target audience. The more relevant and interesting it is to them, the more they’ll want to click through.
But also make sure to ask questions, use built-in polls, look for feedback.
Imagine sitting down for a cup of tea with your friend: what would you tell her? what questions would you ask? Are there specific parts of your business that need feedback?
Now, grab your phone and start piecing together parts of this conversation into a story.
3 – Invite Viewers on an Adventure
The reason people love stories this much is that it allows them to live vicariously through you. Share the fun, light, interesting (and relevant to your brand) parts of your life.
If it is a new collection launch, share behind the scenes ideas, the creative process, the designs in the making.
If it is a new informational product, talk about the journey to get to the final stage. Do not be afraid to share struggles – people what to see the “real you”
4 – Ensure that your Branding is Obvious
It’s a lot harder to use subtle storytelling in an Instagram Stories ad. You’ll have to be very direct and make sure people know who you are.
There are three main ways people choose to do this:
1 – Some choose to overlay their logos in a way that their brand names are unmistakable.
2 – Others start the ad by making the product the primary focus.
3 – Finally, one more thing people try is using a simple font and minimal styling to make sure viewers’ eyes are drawn to your brand name.
5 – Use Music and Visual Elements to your Advantage
Avoid being repetitive and boring.
Combine visual and auditory elements together when grabbing the attention of your viewers. The right choice of music can do quite a bit to entice people to keep watching.
Of course, the music you choose will depend on the type of ad you’re trying to create. Some brands choose energetic music to go with their product demonstration. Others choose soothing background music and highlight their logos instead.
Integrate stickers, experiment with fonts, try new features (e.g. boomerang).
6- Have a Clear Structure
If you really want to stand out with your Instagram Stories, be purposeful about the structure. In addition to a captivating opening and compelling content, always “wrap it up”.
Give people closure, let them know what is going to come next. And do not be afraid to add Call to Action. Be specific in what you want them to do (but not pushy).
The secret of creating an Instagram story that people crave is to balance value with entertainment and a clear call to action.
Experiment with different formats and once you found the “winner”, stick with it.
Also, remember to add most-viewed stories to your highlights and share out to Facebook.
PRO TIP: Reach both potential and current customers
Instagram’s feed is based on algorithms.
Brands have to learn how they work in order to get engagement. This is true for Instagram Stories as well. In order to reach a highly-targeted audience, you may need to advertise.
Start your ad campaign by choosing your audience carefully so you can generate high-quality leads rather than just anyone. Time your posts at the right time and ensure that your content meets a need. If you’re retargeting, try to ensure that the product that they were considering is the one that shows up on their feed.
With the help of Ads, you can make sure that your new products and promotions reach both your potential and current customers. That way, your current customers aren’t forgotten yet you’re still making efforts to expand your customer base.
Instagram gave you another amazing tool: Instagram Stories are highly relevant, engaging, effective. BUT…Your audience wants to receive content that is relevant and interesting to them. If it doesn’t appeal to them, why would they bother to click? Make sure your story itself is helpful. If you manage to interest them enough for them to want to know more, they can click through!