Creating Successful Instagram Stories

When stories on Instagram came out, it was an exciting new feature. In the last few years (prior to Reels) it was the most focused content type on Instagram - it would gain you the most engagement and reach across your followers and discovery. Since Reels came out, it seems like Instagram Stories doesn’t get nearly as much effort in terms of the posting frequency or strategy focus.

Here’s how you can win at Instagram Stories in 2023…

Goals

Understanding the goals and actions you want people to make from watching your story is key to creating content that will work.

• Clicks (to tags, products, etc)
• Shares
• Engagement (on polls/questions or replies back)
• Profile Views + Website Traffic

What works??

What content will people watch and actually engage with?

• Exclusive Information: If people start noticing that you share information that is released early, exclusive, time sensitive, etc. they will be more inclined to watch your stories, even turn on their notifications, which is every brands dream.
• Quizzes/Feedback: This seems to be the most engaging and some brands (especially those in the beauty industry) so really well here. I will say, you need to have a decent following and people who engage, or you will not see much here. That community building needs to happen prior.
• Annoucements (Events, Product Launches, Lives, etc.): Not just making announcements, but teasing them, and then sharing more information.?Glossier?did a great job doing this with their recent deodorant launch (check their highlights to see)
• UGC/Tagged Posts: This is the easy one that every brand’s seems to keep going - it’s easy and if your brand is getting tagged a lot, this is a nice way to showcase those who posted nice content. It’s important to keep in mind you don’t want to flood your stories with these everyday.
• BTS/Events: Now that most people work from home, this may take a little extra work to get that office/warehouse/event content, but people want the inside scoop - we see this on TikTok. Even consider dissecting your TikTok videos into clips for stories.
• Ad like content: The stories I really love are videos that look like TV ads - they may be running these in ads in addition to posting on stories, but?Casetify?does a good job at this.

How often should I post?

• Minimum: 7 story series per week
• Ideal: 14 story series per week

How do I optimize this content?

Same like you would with anything else - ANALYTICS are your friend. Pay attention to every single story slide (especially when people exit the stories from it). If you are happy with the results, keep them going. If you’re not, edit your approach. The content you post, time you post, what you tag (hashtags, people, locations) all matter (in addition to the actual content). Also keep in mind that this content is mainly for people who already follow you vs newcomers.?

Instagram Story Ads

Don’t have enough consistent content to post on stories organically? Instagram story ads are a great replacement.?

Brands to follow to keep you inspired:

• Glossier
• Starbucks
• Casetify
• Aesop
• Spoiled Child

Thanks for reading our weekly social media marketing newsletter where we share the best tips, tricks, strategy suggestions and more each week for CPG brands trying to win on social media.?The Creative Exchange?is a social media agency and content studio for CPG brands, This week's newsletter was written by our founder and CEO,?Anna Sullivan. Questions about your social media? Email us at: [email protected]?