Being able to post stories every day feels amazing, doesn’t it? You’re sharing your day with friends and followers, and cultivating a relationship.
Facebook, Instagram, and Snapchat have the stories feature to get your words out, louder and stronger. Of all the networks, Facebook has the best reach in terms of social media. Brands use paid ads as well as normal stories to attract and hold onto customers. But what is it that they’re exactly doing? Let’s get down to that.
The Ways Brands Use Facebook Stories
1. Creating Urgency – Paid Advertising
Facebook stories last only a day, so if you miss it, there’s no going back. That’s why, even if someone isn’t seeing, reacting, or interacting through the Facebook posts, or even messages- he/she goes through your stories. That 24h hour visibility deadline compels them to pay attention. They keep an eye out for offers, discounts, or anything that can help them big time. Nobody wants to miss such gems, especially because it’s so effortless and enjoyable to dig through the stories.
What’s more, when brands use paid advertising for stories, they get the story seen even if the prospect isn’t following them. If the story is compelling, chances are, it will expand the follower base.
2. Using Visibility
People have a problem letting things go unattended. The Facebook stories sit at the top of messenger, or on the top right in your desktop screen, thus, is very visible to Facebook users. Such positioning gets the stories more eyeballs than any other sort of content.
Often people click on the highlighted story to make it go. These ‘not-yet-seen’ stories entice them during leisure. And because of the prospects OCD, the stories get more and more views.
That being said, whether they get interested or not after watching is an entirely different story.
3. Establishes Transparency
Brand image is crucial for any business, and cultivating a solid one is pure hard work. However, once you become an authority in the eyes of your prospects and customers – there’s no looking back. How do brands create that trust? With sheer business transparency.
And there’s nothing more transparent than sharing your daily behind-the-scenes. A brand can put their daily routines, events, and such as stories, and inform the followers what the brand is up to. This strikes an instant connection and the brand gets seen as more authentic.
It can be the designing process of a product, or simply the process where employees are working extremely hard. Remember, stories don’t always need to be pleasant. An authentic view goes deeper than fancy, edited-to-death pieces. Simply because the brand is showcasing the imperfections.
4. Attracts To Attractive Stories
One amazing aspect of Facebook stories is, you can edit your post any way you want. You can add filters, texts, and anything you wish. Focus on developing a unique way to tell your story, so you can establish a connection with your brand.
Use the filters, use your graphic designer if necessary, but get the story out there and make it appealing. While this attracts customers, you can also use cliffhangers so people also slide into your next stories.
Tell tales about your product or service to make it interesting. Try to make it as relatable as possible. People buy things they find valuable – and things that resonate with their life comes to them as super valuable.
5. By Posting Videos
People get attracted to videos more than images. The moment somebody sees an interesting video as a brand’s story – they are hooked. What’s more, all other activities on your phone stop when that video is playing. As a result, you’re receiving the utmost attention.
If the brand can generate any kind of emotion with the video – it wins the game. That’s the very purpose of any brand sharing stories. The viewers should consider the brand a person they get attached to.
6. Transforming It Into A Habit
When your followers see your stories daily, you become a part of their routine. If you’re cultivating a solid enough relationship, chances are, they even miss your stories when you don’t post and visit your profile to see if there’s something.
Brands try to keep in touch with followers with regular stories, a lot like regular TV commercials. While posts reach them or not, stories certainly do.
7. Create Emotions – Bringing out Corporate Social Responsibility
The audience responds more when they feel relevant to brand posts. That’s why, brands should talk about everything going on around in their stories. They can’t do that with the posts because they have to be relevant to their offerings.
But stories are somewhat casual and often focuses on the employees and customers themselves. So, if it is depression a society is suffering, talk about it – find out ways to help. Anything that is bothering people, even a small group – stories should bring that up.
You can’t be posting the daily routine every day. You need to incorporate trendy and relatable content. If there isn’t any, a simple picture of the garden in the business shop might be enough for the day. The viewers at least know the brand is still up and running.
8. Collaborate With Influencers
This is one of the most profitable ways brands use Facebook stories. A host of people tend to see the stories of influencers. When they see the brand on the influencer’s stories, they get interested in the products. For the brand, that translates into greater reach and more potential customers.
Further, when the brand posts stories with the influencers in it – people pay more attention. People start following the brand. However, the content must be unique. The influencer should do something that represents the brand.
The ‘behind the scenes’ is what the stories are for. People want to see the fun and hard aspect of work as well. So, the influencers and the brand do it together to spice up the stories for viewers.
9. Encourage Participation
There are several story features that let you interact with the viewers, if they’re willing to. As a brand, you can simply post a question, ask for an opinion, or just play a game. When the viewers respond, you get to interact with them. Once you do, you’ve established a relationship that may lead to purchase at some point.
Similarly, you can conduct competitions through stories and provide the winners with exposure and gifts. Who does not want to feel popular? So, featuring a winner in a story is a great step.
10. Monitor Performance
Facebook stories let you monitor the number of views over time. You can see how many people have viewed your story when it is still visible and also when it is not. In fact, the archive option will show you the gradual increase or decrease over time.
You can also set target views you want to reach per day. And when you know how you’re doing, you can aim for better and keep testing until you make it.
Marketing your brand to a massive number of prospects is hard. So why not squeeze the most out of Facebook stories? Besides effective, it is also fun. You may learn new things from viewers as well. The interactions would be more ‘human’ and not the conventional TV commercial sort. So don’t be left out – make the most of what time and science has created for you.