Instagram Stories is basically a carbon copy of Snapchat. From the drawing features, to movable text, to 10-second video, even

From the drawing features, to movable text, to 10-second video, even Instagram’s CEO can’t deny that it’s basically the same thing.

However, even though Instagram’s Stories option isn’t original, it has something huge that Snapchat lacks.

Stories makes Instagram the more powerful platform for marketing by combining an effective search feature with the already large following most brands have on Instagram.

It makes sense, though, why Instagram would want to copy what Snapchat has done?

Over the past few years, Snapchat has built their place and changed the field of mobile video with a constant release of new features. Stories filled the empty void that is time wasted on our phones with a television show in which we could be the star. Discover became a space for professionally produced content, perfect for advertisers (who could afford it).

[Source: Instagram blog]

What Makes It Different?

The Instagram Feed has come to be known as a place where you share perfectly curated highlights from your life. If nothing interesting is happening, people — even the CEO of Instagram — often won’t post for a few days. Stories completely changes that outlook.

By making it easier to reach your audience, Instagram Stories opens new doors for better engagement with your viewers even when there isn’t something super exciting to post about.

Discovering New Content Is Easier

Besides the Discovery feature, there is no real way to Search for your favorite brand to follow on Snapchat. When brands decide to launch a Snapchat account, that often requires announcing an exact username on other forms of social media that viewers then have to type in full into the “Add Friend” search bar.

With Instagram Stories, your viewers only need to following your Instagram account to be notified of your Story. Instagram’s much broader Search feature makes finding profiles and Stories much easier.

At first glance, Instagram Stories are also already more accessible to viewers by being available on the main Feed. Stories open directly onto the Feed rather than being hidden behind a series of swipes. This makes it easier for users to discover your content and for them to be aware of new posts.

Your Fanbase Is Already There

Instagram and Facebook didn’t create Stories to try to take over Snapchat’s role in social media or their user’s lives. They don’t need to.

With upwards of 300 million daily users, twice that of Snapchat, Instagram knows they have the sheer number advantage. This is especially relevant to businesses who likely already have a much larger Instagram following compared to their Snapchat account, if they even have one at all.

Instagram Stories provides a platform in which businesses don’t have to be polished and professional. In fact it’s the exact opposite — Stories appeal to views by being authentic and spontaneous. While those who have Snapchat likely won’t stop using it, those who don’t will no longer be motivated to try a new app when they can already do the same thing on Instagram Stories without having to rebuild their following.

How It Works

Creating a story begins with a click of the top-left “+” button on the Newsfeed. After you record your video or take your photo, you can use Instagram’s different drawing tools or text options to add flair to your story.

[Source: Instagram blog]

Once posted, you can see how many times your story has been viewed, who has viewed it, and even feature a post by posting it to your Feed profile. There is also a privacy option to hide your story from specific users.

[Source: Instagram blog]

And, that’s it! Your followers can now simply tap on your profile photo to view your story. Photos or videos can even be added from your camera roll in case you don’t have internet to post something the exact moment something exciting happens.

How You Can Use It

The possibilities for how you can use Stories are endless. They provide a chance to show another side of your business and engage with your audience on a more personal level.

Take Your Audience On A Journey

Unlike a simple photo, Stories can tell a complete story. By posting updates periodically, your audience gets hooked and will come back throughout the day to see what happened next.

Magazine and news source Time used their Story to partner with photojournalist Lynsey Addario and document her journey on rescue operations in Libya.

By bringing their viewers along for the ride, the audience feels more involved and like they’re a part of this journey. For a magazine like Time, increased engagement which may turn viewers into regular readers is the best outcome for their business.

Tease New Products Or Re-Stocks Of Favorites

While you can dedicate a perfectly crafted Feed post to the actual release, Stories are a great way to build anticipation and interest in your new product.

Outdoor apparel brand Pacific Northwest Wonderland uses their Story to preview new stickers and apparel. By notifying their viewers of the new product, it gets people excited for the actual release.

Keeping your business at the forefront of your viewers’ minds with new product releases or even revamps of classics makes sure that you stay relevant and won’t be forgotten.

Giveaways or Promotions

Stories are a great way to encourage audience engagement and giveaways or promotions are one way to do that. By putting it on your Story, which will disappear in 24 hours, viewers feel like they’re getting an exclusive deal and will come back to your Story again to make sure they don’t miss out on anything.

UFC gives fans the chance to unlock exclusive emojis to support their favorite fighter by tweeting a specific hashtag, encouraging even more engagement.

People are always looking for exclusive deals or promotions to take advantage of. By giving out exclusive content to your most dedicated viewers, the ones who view your Story within that 24 hour window, you’re making those customers feel special and appealing to those who didn’t participate by showing them what they’re missing out on.

Tutorials

Just like most people prefer to try on a new outfit before buying, your viewers are more likely to buy your product if they can see how it looks in practice. Tutorials not only are an interactive way to show off your product, but also give the viewer some value for free by teaching them a new technique they can use.

Beauty company Anastasia Beverly Hills shows viewers step-by-step how to get the metallic lip look by demonstrating it on a model while also displaying their product in-use.

Combining lessons with your product is a great way to get people to go out and buy your product so they can try out the technique they just learned. When they’re impressed by how well it works, they’re even more likely to come back for more.

Behind-The-Scenes

Viewers love seeing what goes on behind-the-scenes, especially on a platform like Instagram in which most Feed posts are perfect and polished. Giving viewers a backstage look shows more personality than a simple photo could and makes your brand seem more human.

Pet-themed product brand BarkBox features behind-the-scenes videos of how they get the pictures and videos they feature on their main profile. It also doesn’t hurt that the main character is an adorable pug.

Viewers are more drawn to businesses and products they can connect with, and appealing with a human side of your business will form this connection with your potential customers.

There are countless ways to use Stories to engage your audience and feature your product.

How Will You Tell Your Story?

With so many possibilities at your fingertips, your business should really be trying Instagram Stories now. It gives you the opportunity to market to your audience by showing the “real,” less-polished, more human side of your company without the need to rebuild your following on a new app.

Whether it’s through giveaways, tutorials or just telling a story, Instagram Stories opens the door to so many more engagement opportunities with your viewers.

The increase in “real-time” video and streaming on social media gives way to implications of a future where live video is everywhere. Soon interaction with customers through video messages and live streams will be worldwide and widespread. Instagram Stories is your first step to making sure you’re taking advantage of these opportunities.