Social media marketing seems to be getting more complex by the day as platforms add more features and more ways for businesses to reach their audience. The latest craze that almost every platform is jumping on seems to be social media stories.
While social media stories are nothing new, as more platforms add this capability to their apps, it’s important for businesses to understand how to properly use them to their advantage. Not only does it give you a whole new way to reach your followers, but your content doesn’t have to be as polished as it is on your feed.
Let’s learn a little more about what these stories are, what platforms you’ll see them on (for now), and some of the best ways you can use the feature.
What are social media stories?
Social media stories started on Snapchat, but have since branched out to almost every other social media and communication platform. These are quick, usually 10-15 second photo or video clips that give people a unique glimpse into a person or business and disappear within 24 hours.
While feeds are carefully curated, social media stories are more spontaneous. For brands, this can mean showcasing smartphone-captured behind-the-scenes footage, company announcements, and more.
The biggest factor in stories is that they are temporary. On most platforms, it only lasts 24 hours, though Instagram gives users the option to save specific stories to their highlight reel to watch again and again. This helps drive a more topical feel to the stories, and can also create an element of FOMO.
Now that you know a little more about what social media stories are, let’s now cover the platforms that have introduced different versions of this feature.
Which platforms offer social media stories?
For years, Snapchat was the only platform with a disappearing content feature. Then, in 2016, Instagram added it to their platform. Facebook and Facebook Messenger followed not long after. And now, we see it in about 10 different platforms.
We’ll show you where you can access the stories on each of these platforms below.
1. Facebook Stories
As you will see, most platforms display their stories right at the top of the app so that it is one of the first things you see when you open it on your smartphone. This makes it a great way to ‘skip the line’ of curated algorithms across many networks.
Even for desktop users, Facebook displays Stories at the top of their feed, but this feature is definitely more for mobile use.
You can add a story on Facebook by clicking on the plus sign icon on the photo that says Add to the storyOr you can create your story in Instagram and connect it to your Facebook page.
Stories from both businesses and friends appear alongside each other, which means you’re more likely to reach an audience on Facebook if you regularly use stories instead of just posting content to the feed.
2. Instagram Stories
Instagram Stories appear in small circles at the top of your feed. They will disappear once you start scrolling, but you can easily tap on the top of your screen to scroll right to view stories.
The first bubbles that appear will always be live videos – if you follow someone they’re live – then the rest are a mix of brand and profile stories, like Facebook. Additionally, as users scroll through their feed or explore pages, profiles with available stories will have a colored ring around their profile photo as a call-to-action.
3. Twitter Fleets (Stories)
Twitter tested the introduction of a story feature called Twitter Fleets in late 2020. However, in July and August of 2021, The fleet was removed It did not significantly increase new conversations as the social network had hoped.
As with other platforms, Fleet was featured on top of regular feeds. As they are phased out, this space will be used by Twitter’s audio chat room, Spaces.
4. LinkedIn Stories
Business networking platform LinkedIn also has its own version of Stories available on top of their apps. While you can’t share the content you post on LinkedIn in their Stories, it’s a unique way to let your business connections see behind the scenes at your processes and business.
Although the content of Stories is more obvious, make sure the content you share on LinkedIn Stories remains professional. You probably won’t share photos while you’re out at happy hour on LinkedIn the way you might on Facebook or Instagram.
5. Pinterest Stories
Pinterest’s Stories feature provides another way to share your Pinterest content on the platform, and different Stories stack on top of the user’s app. As you can see above, there are two different Glitter Guide stories he shared.
Pinterest stories are also different from other networks because they don’t disappear after 24 hours, and they stay on your profile in story form after you share them.
6. Snapchat stories
Of course we all know Snapchat as the pioneer of disappearing social media stories. While this format is now widespread, Snapchat offered the first platform for many brands to experiment with how content was disappearing and how a more casual approach to social media could work for them. Many publications and influencers have tried to make something out of their Discover Pages, but Snapchat marketing can still be a strategy that works depending on your brand.
7. YouTube Stories
YouTube is also rolling out their own Stories feature, though Currently only available For channels with more than 10,000 subscribers. YouTube shorts appear to be a competitor to TikTok’s short video content in the sense that the most popular video sharing platform is trying to capitalize on it. All Ways creators can share video content and engage audiences.
What to post on social media stories
Now that you know all of your options for publishing social media stories content, it’s time to take a quick look at some of the types of content that perform well. These seven ideas are great ways to get started creating social media stories for one or multiple networks and test content that works for your brand.
1. Share behind the scenes
Social media stories are the perfect place to share less curated and styled pieces of your business’ products and services.
Here’s an example from a local bar sharing a quick video of a staff training day. While their feed features professional photos of their food and drink, this behind-the-scenes clip shows a different side of the restaurant.
Think about what your business can do to share behind-the-scenes photos or videos. This may share the performance of employees or the packaging process of your products.
2. Poll your audience
Many stories platforms have stickers that allow your viewers to interact with your stories. This means polls are a great idea to ask questions or get direct feedback from your audience.
Here is an example Grove AssociatesA company that sells durable household products uses one of them published stories To educate their audience and get direct interaction from their audience through voting stickers for Instagram stories. Not only is this a fun way for your audience to engage with your brand, but you can also use it to gain consumer insight on potential product ideas.
3. Link to external content
Another great idea is to use your social media stories to send followers to your additional products, services, landing pages, blog posts, lead magnets and more.
While platforms like Instagram require users to meet a 10,000 follower threshold before gaining access to add swipe up links to external content, Pinterest allows all users to link to external content. Pinterest is more of a search engine, though, so this makes sense.
As you work towards 10,000 followers on Instagram, start leveraging Pinterest and other story platforms to send traffic to your website, as we see below with the Glitter Guide.
4. Share recent social posts
Want to get more traction on your regular social media posts? Share it in your stories so that it’s essentially located in two places at once, maximizing reach.
We’ll see a social media tester do this on Twitter fleets below, and you can do this on Facebook and Instagram stories as well.
You can also share other users’ posts on your Stories, which can be a great way to share mentions, user-generated content, or partnerships.
5. Demonstrate products and services
Social media stories are a great place to showcase products and services in action or promote flash sales or daily/weekly specials.
Here’s a great example of a taco restaurant on Facebook Stories, sharing a photo and description of a limited-time taco.
Create graphics like you see here or simply share photos or videos of the product/service you’re promoting.
6. Announce company updates
Company launches, announcements or even major releases are perfect content to share on your Stories. This type of content excites people and makes them want to interact and work with your brand.
Here is an example Freddie’s, announcing the opening of a new location. The announcement will feature at the top of feeds thanks to Stories visibility, letting fans of the restaurant know about the new location and share the news.
7. Reuse content
Whether you repurpose blog posts into graphics or edit YouTube videos into vertical Stories videos, repurposing content to increase its shelf life and maximize its reach is a great use for your social media stories.
Here, we’re seeing graphic design software Visme repurpose a horizontal video and publish it on Pinterest Stories to reach a whole new audience.
Make the most of your social media stories
Social media stories should be a core part of your social media content strategy, especially since almost every major network is starting to add them to their sites. The disappearing and anecdotal nature of stories makes them a great place to experiment with some formats that are more spontaneous or outside of your usual feed content. Start testing the types of content we’ve covered to see how your audience responds and refine your stories strategies across social networks.