Instagram Stories combine the best of all Instagram features: videos meet photos, storytelling meets interaction, and stickers offer an endless playground for creativity. It’s no wonder then that Stories, once the answer to Snapchat, are extremely popular: 500 million users create or consume them – every day.
This brings us to the challenge for companies: With this mass of content, how do they get to the top positions above the feed? That is, where the profile pictures with the colorful circle around them promise new stories?
Story must click
The answer is: by creating stories that followers get hooked on and interact with. For the algorithm, this is the most important driver for users to see a new story the next time. It also means that stories that users click away are digging their own digital grave.
Good story formats therefore have the full focus on the community. Three suggestions:
- Put your community in the spotlight.
When your fans tag you, share the posts in your stories. This shows appreciation for the community. - Interact with your followers.
There’s a reason stories have features like polls or questions. Use them as an opportunity to get closer to your community. - Provide exclusive insights.
Filming the next campaign or taking a look into the offices are good opportunities to take your followers along live.
And another tip: Use the fast rhythm of the individual story elements for your storytelling. Build a dramaturgy from the individual elements and do exactly what the tool is named for: tell stories.
The author has @mishaheuer built an Instagram account with over 50,000 followers.
Are you interested in further practical tips? You can find a selection here:
This article first appeared in the print edition of #Brands. You can order the magazine here.
