Four tips on how to use Instagram Stories properly

Videos are booming. According to studies, moving images will account for 80 percent of all Internet traffic by 2020. Instagram comes at the right time with its story format. Instagrammers, users and advertisers share exciting and emotional moments via Stories - influencers in particular achieve important corporate goals for brands in this way. But that doesn't mean Instagrammers should flood their followers with videos and images. Exciting storytelling is different.

Copied from Snapchat

When Snapchat founder Even Spiegel strongly opposed the sale of his app to the Zuckerberg empire a few years ago, he probably didn't expect that he would secretly develop the Story format in-house at Facebook and implement it at the subsidiary Instagram. Instagram Story was born, became more and more popular and was able to assert itself against the yellow ghost of Snapchat within a very short time. In June of this year, Instagram announced a whopping 400 million users per day worldwide, while Snapchat is now fighting for every user. Compared to the last twelve months, Snapchat was able to record a growth of five percent, but its user numbers have also dropped again since Q1 of this year from 191 million (as of Q1 2018) to 186 million (as of Q3 2018).

Close, closer - Story

Fast-moving as social media are, not only are the channels' features becoming more innovative and game-changing, but users' behavior is changing as well. Instagram started as a photo platform where users could capture moments and share them with friends: Breakfast with the girlfriend, the vacation on the Côte D'Azur or the beloved VW Bulli. But in the age of influencer marketing, the quality in the newsfeed of social media celebrities has increased - and so has the quality awareness of the entire Instagram community. Increasingly popular are accounts with an aesthetic appeal that resemble a gallery. The upload process of an Instagram post is often prolonged due to the higher effort, because it is necessary to choose the right image, to edit it with filters or even Photoshop and to think through the caption.

There is also a noticeable change in social sharing at the moment. More and more users are using the Story function and providing insights into their lives with short video sequences or images. Stories are the counterpart to posting. The appeal: they don't need much preparation and are more playful. An Instagram story is authentic when not everything is pre-planned, but happens spontaneously. Users and the community get even closer - the viewer experiences the moment. But how does a story have to be so that people like to watch it?

Tip 1: Brevity is the spice of life

So far, the sequences of a story are unlimited. The Instagrammer can string together as many video and/or image snippets as he wants. But they shouldn't. Because the longer the entire story is, the more likely it is that the viewer's attention will dwindle. Especially in the case of influencer campaigns that are implemented with Instagram Stories, the posts should not end up in a desert of countless Story snippets. No one would benefit from this - neither the protagonist, nor the viewers, nor the company.

Tip 2: Combine image and video recordings

Instagram story can publish both images and videos up to 15 seconds. To capture the viewer's attention, Instagrammers should combine both modes of presentation. Videos let the viewer participate in the recorded moment - whether it's trying out a new recipe or assembling a lamp. Videos in which the protagonist speaks are particularly popular. This makes them seem personal, close and likeable. Images are a great way to focus and highlight moments. The alternation of image and video makes viewers linger longer. By the way: 60 percent of all Instagram stories are played with sound!

Tip 3: Features pimp content

Instagram Stories can be pimped with many different functions. But often less is more. Geotags, GIFs, links, music, and selfie stamps are just a few of the features that Instagram offers for its Stories. Used sensibly, the features have several advantages. The message becomes clearer and more entertaining. A moment is emphasized with the Boomerang feature, and the reach of the Story is increased with the geo-tag. Instagram Stories invite users to give free rein to their creativity. But please don't overdo it.

Tip 4: Participation is the key

In contrast to the thoughtful posting in the feed, the Instagram Story can and should be primarily about everyday things. The Story format is kept like a kind of video diary in Behind-the-Scene style. This is exciting for many viewers, because they feel connected to the influencer. They are as close to him as they are to a friend. HubSpot's "The Future of Content Marketing" study found that 73 percent of respondents value entertaining content in moving images. Funny content follows with 70 percent.

While followers express their interest in an Instagram post via like and comment, the Instagram story requires interaction and involvement. Features such as the swipe-up function or the poll or question tool are ideal for ensuring that viewers not only see or hear, but also take action themselves: With a follow-up action, an opinion or a comment.

Moving image is the future

According to studies, the volume of moving image content will increase to 80 percent of all Internet traffic by 2020. Individuals, influencers, companies and brands will become producers and consumers. Influencer marketing is becoming increasingly important. Because followers love to listen to and watch their admired social media celebrities. Companies and brands that want to address potential customers with influencer marketing via Instagram Stories should therefore rely on authentic staging in the style of the influencer.