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How to Do Instagram Stories Right for Your Brand

How to Do Instagram Stories Right for Your Brand

Sagi Chemetz

Sagi Chemetz

January 30, 2019

Havas Blink founder and CEO Sagi Chemetz shares best practices for one of the fastest growing media platforms.

"When you ask them for their opinion, you gain the information—and make them feel valued and more related to your brand."

The numbers prove that Instagram Stories is the fastest growing media platform this year. A huge Facebook study reveals how a well-performed brand presence in Stories leads to a sale:

  •      1 out of 3 stories is branded
  •      62% of the users are more interested in brands/products after seeing them in a story
  •      50% of users say that story marketing strengthens the connection between them and the brand
  •      There is a difference between advertising in Stories and the newsfeed; in Stories, users prefer to consume more authentic content than the feed

Here are some simple tips on how to build your own audience, communicate with your consumers, and have them keep coming back for more:

Video: Video usage is rising at an incredible pace. By 2021, it is expected that 80% of all network traffic will be on video. When you create a video for a story, don’t focus entirely on promoting your product or service, but integrate it with real content and value. This was the thinking behind Blink’s work for the new Israeli cosmetic network Be by Shufersal.

Highlights: There’s a part of your Instagram page that can “preserve” your stories, so they won’t disappear after 24 hours. When you upload a story, click on “Add to Highlights” and the story will be saved in a row, according to categories you create under your profile photo. Think of the Highlights like a movie promo. If the category name is attractive enough (e.g., “Must Have” or “Our Top Tips”) and the content is interesting enough, you can attract the audience to dive into your page.

Interaction: With Stories, you can create questions, surveys, and quizzes. It’s fun and a great way to keep in touch with your audience: get to know them better, find out what they like, and what triggers them. When you ask them for their opinion, you gain the information—and make them feel valued and more related to your brand.

"Your job is to get in there, in the most organic and natural way."

Personal and authentic content: Most users see Instagram Stories as a place where they can see what their friends are doing right now. Your job is to get in there, in the most organic and natural way. The story of your brand does not have to be pure net advertising: you can make “behind the scenes” stories, stories that show your employees, or anything that the user can relate to and connect with on an emotional level.

Promotion: Instagram allows you to run ads that appear between stories while the user browses. It can be a photo or video. A good ad can capture the visitor’s attention for a few seconds, and that’s all it takes. By promoting your story, you can reach new audiences and increase awareness of your brand.

We took all these best practices into consideration for our Instagram Stories campaign for Yoplait-GO, an Israeli brand of protein drinks, by milk and food corporation Tnuva. We wanted to take the campaign to the next level.

We gathered over 20 fitness influencers and celebrities that attended the Yoplait-GO area at the Tel Aviv Night Run, an annual running and fitness mega-event. Placed center stage, between branded drinks distribution stations and giant screens, was an ice bath.

After heating up with a tough coach and a short interview, the influencers came to the moment of truth. After a few concerns (and screams), they jumped into the icy water.

The influencers were asked to upload two stories to their Instagram: first inside the ice bath, and the second while drinking the Yoplait-GO. They tagged the Yoplait-GO page and added the hashtag #GOGOGO. The published story gained exposure of more than 1.1 million views. During the race, over 6,000 users entered the GO’s Instagram page.

This combination of the personal experience with the product creates a sense of authenticity among users.

"When you ask them for their opinion, you gain the information—and make them feel valued and more related to your brand."

The numbers prove that Instagram Stories is the fastest growing media platform this year. A huge Facebook study reveals how a well-performed brand presence in Stories leads to a sale:

  •      1 out of 3 stories is branded
  •      62% of the users are more interested in brands/products after seeing them in a story
  •      50% of users say that story marketing strengthens the connection between them and the brand
  •      There is a difference between advertising in Stories and the newsfeed; in Stories, users prefer to consume more authentic content than the feed

Here are some simple tips on how to build your own audience, communicate with your consumers, and have them keep coming back for more:

Video: Video usage is rising at an incredible pace. By 2021, it is expected that 80% of all network traffic will be on video. When you create a video for a story, don’t focus entirely on promoting your product or service, but integrate it with real content and value. This was the thinking behind Blink’s work for the new Israeli cosmetic network Be by Shufersal.

Highlights: There’s a part of your Instagram page that can “preserve” your stories, so they won’t disappear after 24 hours. When you upload a story, click on “Add to Highlights” and the story will be saved in a row, according to categories you create under your profile photo. Think of the Highlights like a movie promo. If the category name is attractive enough (e.g., “Must Have” or “Our Top Tips”) and the content is interesting enough, you can attract the audience to dive into your page.

Interaction: With Stories, you can create questions, surveys, and quizzes. It’s fun and a great way to keep in touch with your audience: get to know them better, find out what they like, and what triggers them. When you ask them for their opinion, you gain the information—and make them feel valued and more related to your brand.

"Your job is to get in there, in the most organic and natural way."

Personal and authentic content: Most users see Instagram Stories as a place where they can see what their friends are doing right now. Your job is to get in there, in the most organic and natural way. The story of your brand does not have to be pure net advertising: you can make “behind the scenes” stories, stories that show your employees, or anything that the user can relate to and connect with on an emotional level.

Promotion: Instagram allows you to run ads that appear between stories while the user browses. It can be a photo or video. A good ad can capture the visitor’s attention for a few seconds, and that’s all it takes. By promoting your story, you can reach new audiences and increase awareness of your brand.

We took all these best practices into consideration for our Instagram Stories campaign for Yoplait-GO, an Israeli brand of protein drinks, by milk and food corporation Tnuva. We wanted to take the campaign to the next level.

We gathered over 20 fitness influencers and celebrities that attended the Yoplait-GO area at the Tel Aviv Night Run, an annual running and fitness mega-event. Placed center stage, between branded drinks distribution stations and giant screens, was an ice bath.

After heating up with a tough coach and a short interview, the influencers came to the moment of truth. After a few concerns (and screams), they jumped into the icy water.

The influencers were asked to upload two stories to their Instagram: first inside the ice bath, and the second while drinking the Yoplait-GO. They tagged the Yoplait-GO page and added the hashtag #GOGOGO. The published story gained exposure of more than 1.1 million views. During the race, over 6,000 users entered the GO’s Instagram page.

This combination of the personal experience with the product creates a sense of authenticity among users.

A former journalist, Sagi Chemetz founded Havas Blink in 2007.

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