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How to Use Instagram Stories for Higher Brand Awareness

One of the biggest features to hit social media in 2016 was the launch of Instagram Stories. Early reports showed nearly 100 million daily active users engaging with the feature that closely resembles Snapchat’s own stories function.

Both work as a 24-hour timeline to post videos and images where users can share with all of their followers. After the 24-hour period, the content vanishes, acting as an “in the moment” social media channel.

For many marketers, Instagram Stories becomes another social feature that is hard to track and measure effectively. While data around stories is lacking, brands can still use Instagram analytics tools to gain incredibly helpful insights into Instagram performance.

analytics-report-instagram

Try Sprout Social for a free 30-day trial to see post performance, trends and audience engagement across all your Instagram profiles.

Before we get into the benefits of using Instagram Stories, let’s first take a look at what is a story and how to create one:

What are Instagram Stories?

Instagram Stories was released mid-2016, but most users have already grown accustomed to the new feature. Stories exist on the home tab and at the top of your feed, which is only visible on mobile devices.

Your profile will always appear first with a string of other profile icons of the people you follow. Instagrammers will only see your video if they follow your account. In fact, Instagram uses an algorithm (much in the same vein as Facebook) to showcase stories that you’re mostly likely to engage with first.

how to get to an instagram story

Much like Snapchat Stories, Instagram Stories only last for 24 hours and disappear forever. You can go back and view other user’s stories again and receive a small set of stats of viewers and play count on your own content in that 24-hour period.

The bars at the top of the screen show you the total amount of content shared by a single user and a simple tap of the screen moves you to the next image or video.

How to Make an Instagram Story

Making a story on Instagram is extremely easy to do. Simply click on your profile icon or swipe right on the home page and click the “My Story” plus sign after you’ve captured your content. Your device will likely ask to use your camera.

instagram stories screen

Hold down the camera button as long as you’d like for the video, which can go up to 10 seconds. Instagram provides these options for recording:

  • Live: Share live videos with your followers in real time and once finished, the content no longer exists on Instagram.
  • Normal: Post a video or single image to your story through the standard Instagram lens.
  • Boomerang:Use Boomerang to share a short video that plays forward and backward on repeat.
  • Hands-free: Record video without having to keep the record button pushed down (tap to stop recording).

Once you’ve recorded content, you can click the paintbrush, text or sticker button to write notes, add comments, stickers and drawing marks. Additionally, you can save the content to your device by clicking the down arrow button.

sprout instagram story example

After you finish, click the plus sign to add your story to your followers’ feed.

New Features for Instagram Stories

Even though Instagram Stories was released in August 2016, the network has already released several updates and new features. With emphasis on real-time sharing, Instagram continues to focus on upgrades to stories.

Some of the most recent updates include:

  • Stories on Explore: Instagram made it possible for users to find new stories from those recommended in your Explore function. The various stories are related specifically to your feed.
  • Boomerang: While Boomerang was launched in 2015 as a separate feature of the network, Instagram now includes the video feature within the app.
  • Mentions: You can now tag Instagram users within the stories feature, which will alert those included in the content.
  • Stickers: Whether it’s a geo-location, timestamp, weather status or a holiday-themed brush, Instagram has you covered with newly released stickers and paint features.
  • Instagram Live: Even though this feature is not available to every user just yet, the function allows users to go live with friends in stories.

Marketing Tactics for Instagram Stories

If you’re a brand, you still might be weary to hop on the Instagram Stories train. While many businesses struggle with pointing out the benefits of networks like Snapchat, there’s still ways to be successful.

According to eMarketer, Instagram’s newly released advertising platform already generated $1.5 billion in 2016 alone. And there’s expectations figure will grow to $5 billion by 2018, which means brands should heavily consider using Instagram for business.

Here we’ll go through some of the benefits and tactics marketers can take with Instagram Stories to see success:

Better Visibility on Instagram Story Feeds

The latest adoption of the Instagram algorithm has marketers scrambling to become visible in feeds. Just like Facebook, organic content is ordered on what the network thinks you’d prefer to see.

nba instagram story

With Instagram Stories, your content is more visible because of the adoption rate of users. If a user only has 10% of followers posting to stories, you have a much higher chance of being seen.

This means your Instagram Stories strategy should be to post regularly to stay current in feeds. Additionally, social media algorithms tend to lean toward users who are more active and receive of a lot of engagement.

Don’t just post to push content. Instead, focus on driving content that will build brand awareness and make your followers happy. If you’ve already got users following you, the last thing you want to do is annoy them.

graph annoying actions

The 2016 Sprout Social Q3 Index found 41% of users will unfollow a brand on social if the posts don’t share relative info. On top of that, 71% said they have unfollowed brands because they were embarrassed by the content or brand.

It’s critical to be visible, but you should always focus on engaging and relevant content.

Increase Social Shares & Mentions

Like we mentioned above, posting too much content could have a negative effective if it’s not engaging. One of the benefits to Instagram Stories is the ability to limit content in the regular feed and reallocate that content to the stories feed.

bon appetite instagram story example

Over-posting on stories is something brands shouldn’t stress over in comparison to the regular feed. Stories acts as a way see and engage with unique content. Rationing your Instagram content between the regular feed and stories will help you get shares and mentions where it’s needed most without seeming overly promotional.

Another Avenue to Create Unique Content

Just like Snapchat, stories provides marketers with a unique avenue to create content. Unlike regular Instagram posts, stories are much more raw and unscripted. This means you don’t have to put in nearly as much production value into stories as regular content.

bustle instagram story

However, this shouldn’t be a reason to slack on stories. Try bringing out your creative side with stories’ paintbrush and sticker features. Users are likely moving through your content at a blinding speed, so don’t overthink your content strategy.

Use the new feature to post behind-the-scenes content of your business. The rawness of your videos can highlight employees, your office or the work that goes into your product or service that people don’t see every day.

Additionally, you win at sharing this type of content because it’s so specific to only Instagram Stories. Post enough engaging content and users will flock to your feed to see what’s next.

Create More Personal Experiences

There’s a reason why Snapchat’s biggest users are humans instead of brands–the content provides a more personal connection. Whether it’s Kylie Jenner or DJ Khaled, these mega influencers drive engagement because of the personal aspect of the content.

instagram story tag example

Instagram Stories works the exact same. In fact, with the new feature to tag users in stories, content can be even more personal. These types of videos and images work well because they’re different from the rest of searchable social media content.

Stories allow brands to provide special promotions only available there. Again users can witness behind-the-scenes content only promoted on Instagram Stories. This makes the social media outlet a completely unique and more connected experience.

Use Instagram Stories to highlight the exclusivity of the network to drive buzz and word of mouth marketing. People will be more likely to view your content when they know it’s specifically catered to them.

Don’t Ignore Your Potential Viewers

Instagram now has more than 600 million active users, which makes it one biggest social networks. While Snapchat only sits around 150 million active users, it makes more sense to tackle all of Instagram first as a business.

For social media marketers, Instagram Stories provides another feature to boost your presence on the network. It’s important to pay attention to your current followers and always be ready to reach out to more.

instagram integrations collaboration
The amount of engagement with this style of content can truly increase brand awareness and drive more users to your site to make a purchase. However, with the growing amount of features, it’s becoming harder to wrangle your Instagram.

That’s why we recommend brands to use Sprout Social as their Instagram management tool, so it’s easier to track, monitor and engage with users on a single dashboard. Without a helpful social media tool, you could waste hours with content management and planning.

Had any success with Instagram Stories? Share your experiences in the comments below!

This post How to Use Instagram Stories for Higher Brand Awareness originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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