Shareable, Snackable, Social [Media] Stories

Posted by Melanie Megale

Social Media marketing has always had a focus on News Feeds. News Feeds were where users were consuming and engaging with content. The challenge for marketers was figuring out what type of posts would garner the most engagement. We’ve seen this evolve from text posts, to link posts, to image posts, and now video. However, the type of post is not our only challenge anymore, as we see mobile overtaking desktop usage. News Feeds were designed with desktop computing in mind, and as we move towards a mobile-first society a new format is rapidly taking the forefront – Stories.

Stories were first introduced to us by Snapchat in 2013. It was a way for Snapchat to expand from private direct messages to public content. Stories gave users the opportunity to go outside of their friend circle to share content and to see what was happening around them. It wasn’t long before other social platforms saw the great opportunity that Stories provided and replicated this format. Now nearly a billion accounts across different social platforms participate in the story feature daily. Mark Zuckerberg even discussed the new role Stories will be playing during Facebook’s January 2018 earnings call:

“Another important shift that we're seeing across the industry is the growth of Stories. We expect Stories are on track to overtake posts in feeds as the most common way that people share across all social apps. That's because Stories is a better format for sharing multiple quick video clips throughout your day.”

Facebook reported that people scroll through mobile News Feeds 41% faster than desktop News Feeds, which means there is a larger chance that users will be swiping right past your content. Stories offer a solution to that problem - people go to Stories with the intent to watch. In 2018, Stories had an average completion rate of 75%. Additionally, Stories offer a distraction-free environment, as they are vertical videos taking up the full screen, ensuring that you have your audiences full attention.

In an age where people are becoming more skeptical, Stories offer brands the opportunity to showcase a more intimate and authentic side helping build stronger relationships with consumers. Stories also provide a great opportunity for organic engagement with a multitude of interactive options.

With Story usage rapidly rising year after year, marketers should be taking this time to build out a distinct and identifiable aesthetic and experimenting with it in Stories to discover what works best with your audience.