4 Reasons to add Stories to your Social Media Marketing Strategy

Sep 16, 2019 - Lauren Rich

For the last decade social media strategy has been designed around the ever-changing newsfeed. Content is created and scheduled to fill your audiences’ smart phone, desktop or tablet screen. With colorful commentary and attractive images, the goal is to get as many eyeballs and engagement on your post as possible. And for a while, it was effective. But as Bob Dylan pointed out, “The times, they are a changin’.” And the change, in this case, is ephemeral content.

Ephemeral content is media, primarily images and videos, that are only accessible for a brief period of time. This method enables companies to connect with mobile users in a way that demands immediate response and engages their audience on a more personal level. Most importantly, the strategy is working.

The “storification” of social media made its debut in 2013. The original king of “ephemeral content” was Snapchat, but it wasn’t long before big players like Instagram and Facebook jumped on board with the concept. In the last two years, we’ve seen a steady shift toward this style of marketing, with the introduction of Instagram and Facebook Story ads earlier this year. LinkedIn is even testing out the feature in some markets. But the idea of making this switch can be a little intimidating. Here are 4 reasons to add ephemeral content to your social media strategy.

1. FOMO (Fear of Missing Out)

Ephemeral content only lasts 24 hours. The fear of not being in-the-know pushes your audience to view the content immediately.

2. Discoverable

Instagram’s reliance on hashtags and locations means your story content will be discoverable. Instead of just being visible to your direct following, up to 200 Million users can see your post. And that’s on Instagram alone.

3. Easy to create content

Surprisingly, the best performing content on Instagram Stories are the ones that take place in real time. Because of this, you won’t need to spend time designing new graphics. Instead take advantage of UGC (user generated content) or behind-the-scenes photos and videos.

4. Add to your existing content

Adding story content to your social media marketing strategy will not take time away from what you’re currently doing. Because these are features on existing platforms, you don’t have to start from scratch and build a following on a new channel.

Has your company tested the social story waters? Interested in diving deeper into that plan? Contact us to discuss how to take our social media marketing strategy to the next level!