Focus: The Story Instagram, the perfect tool to engage your community
We have understood, Instagram is a force in influence marketing. Now, the platform has been taking up the idea of stories (photos or short ephemeral videos available for 24 hours). At the origin of this concept, it is its competitor Snapchat which is now seeing its number of users completely fall.
Now, more than 400 million users view Instagram stories daily. This enthusiasm is explained by the proximity and friendliness that these videos generate. In terms of engagement, brands and influencers are increasingly present in stories as it offers more interaction with the community than traditional Instagram posts.
Proximity and authenticity
This format of recorded ephemeral photos and videos, taken spontaneously, is often more intimate and authentic than a post. For influencers and brands, the Instagram story brings out the human side, especially if the person is speaking. Influencers use this format a lot to talk directly to their community (make an announcement, present a look, open packages etc). However, subscribers are not able to like or post comments on these videos. To reply to a story, messages are sent directly as private messages, allowing for a more personalized discussion.
The functionality of Instagram Lives is also a way to stimulate your community. These live videos allow for interaction, subscribers can comment simultaneously and take part in the discussion. A Live offers the possibility to share unique and more exclusive content. In addition, subscribers receive a notification to notify them that a live video has just started.
Instagram unveils more and more features to allow users to increase their creativity in stories. Indeed, there are many tools to customize a story: filters, stickers, gifs, localization, hashtags...
Although stories may seem more authentic, they can also require a lot of work from influencers to create interesting and differentiating content.
The story is a tool that allows you to have a wider cover