By John Kultgen, Content Director
In just five months, Instagram made its Stories feature extremely popular. But few brands and social media agencies are taking advantage of this new offering. This is a massive mistake, and here’s why.
More People Are Using It Than You Think
Instagram Stories, just the feature itself, has 150 monthly active users. That's about AS MANY USERS AS SNAPCHAT. And yet, unlike Snapchat, the metrics are getting more sophisticated. Starting this week, you'll be able to view insights from Instagram Stories. For businesses converted to a business profile, you’ll be able to see the reach, impressions, replies and exits for each individual story within Business Tools. Here's a video previewing the analysis capabilities.
It’s Easier to Produce
Instagram is a network that expects perfection in its organic imagery. Yet Instagram Stories have more of a spontaneous feel, where brands can display stories that have little editing, unideal lighting, and more. It just naturally fits into the feeling of imperfect quality.
There’s Opportunity to Be First
Chances are few or none of your competitors are utilizing this feature right now. This is a brand’s chance to be first, learn the platform, and eventually be the best in the industry by the time competitors do arrive. This month is especially crucial because full-screen ads within Instagram Stories will be coming in the next few weeks. Ads in Instagram Stories will appear between people's stories, and will be available to buy within the API, Power Editor, and Ads Manager in the coming weeks. Here's a video to give you a sense of it.
It Teases Launches (Without Being Annoying)
Instagram Stories are great for teasing product launches, live events, and more. Because the stories disappear in 24 hours, it doesn’t seem annoying to see the “it’s almost here” messaging that users often hate cluttering their feeds.
What other opportunities does the Instagram Stories feature provide? Comment with your thoughts, and I’ll reply back with answers to any questions you have.