Online for just 24 hours, ephemeral content has quickly become one of the most popular ways to share content on social media. But with this type of content being shared more and more, it has become increasingly important to make sure your brand stands out against your competitors on channels like Instagram Stories.
The popularity of Instagram Stories
There has been a lot of research conducted on the success of Instagram Stories and how people use it. We’ve picked out some of the more interesting facts to illustrate just how popular the channel is.
- Stories are growing 15x faster than feeds - Tech Crunch
- One third of the most viewed Instagram Stories are from businesses - Instagram
An Ipsos survey of Story users commissioned by Facebook IQ found the following:
- 62% of people said they became more interested in a brand or product after seeing it in a Story
- 38% of people said that after seeing a product or service in a Story they talked to someone about it
Mastering your content
Instagram Stories should naturally feature more ‘in the moment’ content than the images you post on your feed. If an event is going on at your hotel, or you spot a beautiful view with the sun shining behind the trees, take a snap and post it on your Stories so that your guests can see what it is like on-site. Your feed should consist of carefully curated content that complements your brand and makes a statement, whereas your Stories can be more playful and don’t necessarily need to follow a theme.
When guests stay at your hotel, post a Story, and tag you in it, you’ll have the perfect opportunity to reshare this content on your own Stories. This is a really quick way to post user-generated content, and Instagram automatically credits the original owner of the photo so you don’t need to worry about tagging people.
Although ‘in the moment’ content is ideal because it’s authentic, sometimes you’ll need to post more curated content on your Stories to push upcoming events or provide information. We suggest that you use a template to create these Stories so that everything you post remains on-brand. Remember to always use the same font, select your emojis and gifs carefully, and keep colours on brand to create a uniform selection of Stories.
Our top 5 tips for creating thumb-stopping Instagram Stories
- Show your personality - it’s all about the people behind the brand. Users are much more likely to be loyal to a brand if they feel they know them and are not just being sold their products.
- Keep text to a minimum - Instagram is one of the most visual social media channels out there, and although you can add text to your Stories, it’s important to remember that your followers will want to see images and videos above anything else
- Use portrait mode - when you upload images in landscape, your Story will show up with lots of blank space above and below the image. Portrait mode will allow you to fill the whole screen and provide a better experience for your followers
- Involve your audience - make sure your followers are engaged by using gifs to add movement and always talk directly to the user. If you can, add swipe up links to send traffic to your website
- Keep it relevant - keep an eye out for trending subjects or popular conversations on social media and in the news. Where relevant, utilise these topics on your Stories to show that you’re brand is both current and relevant to your followers