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As social media continues to evolve and shape our day-to-day lives, brands are staying hip and current in their advertising strategies, looking to leverage the newest, shiniest features to connect with (and subtly pander to) an audience that’s perpetually online. Instagram, with its 500 million daily users, presents an especially lucrative platform for brands.
But how to use this platform effectively? One answer: Instagram Stories, a feature that has become a real game-changer in native advertising – a marketing strategy in which marketers aim to provide users with an utterly seamless ad experience by fitting the ad content into the platform, with the aim of increasing ad viewership and engagement.
Instagram Stories let brands communicate by using a series of photos or videos that disappear after a span of 24 hours, borrowing the concept from the eerily similar feature offered by Snapchat. However, Instagram stories surpass Snapchat with its range of features including addition of text, stickers, hyperlinks and a host of other innovative engagement tools making it tremendous for native advertising.
Brands quickly recognized the potential Instagram Stories holds for native advertising and engagement. It allows marketers to embrace a more ‘consumer-centric’ approach rather than blatantly pushing sales, leveraging the feature to create exciting, interactive content. Whether it be behind-the-scenes snippets, countdowns to product launches, or live Q&As, Instagram Stories have provided brands a space to display their creativity, authenticity, and personability.
Moreover, Instagram Stories offer a number of ad-specific features designed to drive traffic and sales. Swipe up links can direct users straight to a product page, while interactive polls and questions may serve to shape or understand the consumer’s needs and wants, potentially aid brands to improve their customer service and product range.
Despite the immense popularity surrounding Instagram Stories, brands need to tread carefully. Native advertising is rooted in subtlety, and a too overt sales pitch can put off potential customers and degrade the overall user experience. The key here is balance – blending your content in an aesthetically appealing and unobtrusive manner whilst maintaining your voice as a brand.
In conclusion, Instagram Stories have emerged as a powerful tool in shaking up traditional marketing trends and the landscape of native advertising. As long as brands maintain the fine balance between creativity and salesmanship, Instagram Stories will continue to play a cardinal role in their social media marketing strategy.
To navigate through the labyrinthine landscape of social media advertising, brands have to continually adapt, innovate, and experiment – after all, the only constant in the digital world is innovation itself.
