I am admittedly late to jump on the Instagram Stories bandwagon. It is January 2019 and I posted my first story last week. The reason? I just never had the time or the interest to flip through the stories of those I follow and so I never felt the need to post my own. However, I know that is a terrible excuse! When it comes to choosing your marketing channels, it should never be based on anecdotal evidence but true, honest data and the data is pretty clear.
Why use Stories
Instagram Stories is a trend that is not going away and in fact becoming more and more popular and I cannot ignore it anymore. How popular you ask? Well between June and October of 2018, the number of users grew by 100 million to an estimated 400 million users daily. So at least I’m not the only one who is late to the party.
Here is a chart of that growth up to june of last year. Source: Statista.com (click the image for direct link)
Now in my defense, the demographics using stories does tend to be younger which is not exactly my target audience. That being said, some of my clients do fall into that age range and therefore it is a channel that I want to explore.
It is also a channel that my followers are using and by not being there, I’m definitely missing an opportunity. According to Ad Espresso, 80% of all daily active instagram users are watching stories as often as they are browsing their feed. Source: AdEspresso
So here is a very active and popular media space that you need to be exploring. Last week I spoke about capitalizing on “Micro-Moments” and stories was a prime example of how to do that. If you are trying to get your message in front of Instagram users and keep your brand top of mind, then you need to diversify your messaging and understand some users might be looking at their feed while others are looking at stories.
Stories are fantastic at keeping your audience engaged with short messages and there are lots of creative ways to make that message fun and entertaining. Not to mention, you can and should use those to expand your Instagram profile by creating Highlights. These are saved stories that remain at the top of your profile which is a perfect way to showcase different products or services that you provide.
The point is that Instagram is an amazing channel for engaging your audience and advertise your business. However, if you’re not using stories, you’re not getting the most out of the platform and you’re missing a huge portion of your audience.
Stay tuned next week when I continue to spread the Insta love and talk more in-depth about HOW to use stories for your business.