7 Reasons Why You Can’t Afford to Skip Instagram Stories

By Ana Gotter

Instagram Stories

Instagram as a platform has always been high-engaging and a priority for many businesses, but it’s become even more important since Facebook Zero has struck.

With more importance placed on the platform, it only makes sense that the competition for users’ attention has only increased. Businesses and brands are having to do more to stand apart, and part of that includes embracing Instagram Stories.

It’s easy to think of Instagram Stories as a secondary part of the platform, with newsfeed posts still taking center stage, making it easy to let usage of the feature slide. Because of this, not using or underutilizing Stories may actually be the biggest mistake I see brands making on the platform.

We’ve talked a lot about how to make great Instagram stories in past posts, but today we’re going to take a look at 7 key reasons why businesses and brands can’t afford to skip out on using them. I know this is something many of my clients have asked me about it, so here’s my definitive answer in blog post form.

1. It’s an Essential Part of the Platform

Instagram marketing and usage has four main components (if you aren’t counting ads, which I’m not for the sake of this explanation):

  • Newsfeed posts
  • Profile information
  • Stories
  • Direct Messaging

I guarantee that most brands on Instagram understand the importance of optimizing their profiles and consistently distributing visually interesting newsfeed posts. Direct messaging isn’t utilized with nearly the same frequency as Messenger, and it’s not a crucial marketing element as long as brands are engaging when customers reach out to them.

Stories are the last main crucial component of Instagram usage. It’s another way to connect with your target audience, and the fact that it appears at the top of the search bar and takes up the user’s full screen (and undivided attention) eliminates all other visual distractions from the field.

Most businesses would never disable reviews on Facebook or neglect to create specialized boards on Pinterest, so you shouldn’t skip out on Stories, either. If you do, it’s a huge missed opportunity for another way to connect with your audience and stay relevant.

2. They’re Incredibly Popular

As soon as the Stories feature was released on Instagram, it took off. I felt like the only person looking around going “isn’t this what Snapchat was supposed to be for?” (Full disclosure, I’m the only Millennial I know who hates Snapchat.) Eventually even I’ve come around, and now Stories are an integral part of the platform and are exceptionally popular with users.

Just how popular is it? Last year, Instagram revealed that there were more than 250 million daily users of the feature, and that has likely only increased since. It actually surpassed Snapchat’s daily usage in the blink of an eye.

While most organic Stories don’t give us the opportunity to gauge their effectiveness overall, Instagram has released data in case studies on Story Ads that show the feature is effective due to its popularity with users. AirBNB, for example, saw a <a target="_blank" …read more

Read more here:: B2CMarketingInsider

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