Adaptation of real-time stories feature by social networking platforms has changed the way in which people share on the internet. With the 24-hour format, posts have become more narrative and relatable, helping businesses to grab a big piece of the pie.
It is difficult to remember how networking platforms looked like, prior to their story formats. Rewind to 2013, when Snapchat introduced the new format of sharing pictures and videos with the world – Snapchat Stories. The feature provided users with the ability to share their pictures descriptively that would disappear after 24 hours.
Cut to the present, we are all familiar with the concept today, thanks to other social networks, which also caught on and adopted the stories format – WhatsApp story status, Skype highlights, Youtube reels, Instagram stories, Facebook stories, and more. Since then, more than a layman user, brands around the world found an opportunity to promote their products in a more organic manner through storytelling.
Here is how stories are helping businesses relate more with followers.
Raw and relatable posts
Stories are spreading across the globe, allowing businesses to share their policies and convey their brand beliefs. Businesses are increasingly switching to post real time and live videos making their products and services more credible. For instance, the interior decor brand and influencer AALiving based in Mumbai, which also won the Best Instagrammer Award for 2016, incorporates sponsored product stories in the brand’s day to day activities, making it look like a genuine suggestion to use the product.
Connecting with the followers
The story format has turned out to be one of the bests for brands to interact with their target audience. Through stories, businesses are increasingly asking followers for suggestions, and putting up polls to survey as to what the followers would like to see; in turn making the users feel a part of the brand activities. Some business accounts, which also take orders online, also update their customers when they are packaging, and sending out their orders for delivery.
Quick, genuine feedbacks
The option to hold survey polls in stories has enabled brands to ask for mass customer feedbacks on their products. This is allowing businesses to understand what the customers like and dislike, while also sufficing the people who can finally provide feedbacks directly.
Currently, about two-thirds of businesses are running some type of online influence programme, including brands like Nike, Sprite, Louis Vuitton, and even countries like Fiji, who have tied up with influencers and micro-influencers to promote their products. The story format is thus also used by influencers to highlight a product they want to market. And since stories mean repetitive posts, it increases the number of times people see a particular thing.
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