Why stories is a format that can help marketers promote brands
Learn how the stories format – such as Instagram Stories and Facebook Stories – fuels the purchase process, and what shoppers want to see in stories from brands.
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The stories format is known for capturing people's imaginations. But these lively 24-hour mini-narratives – which include Facebook Stories, Instagram Stories, Messenger Stories and WhatsApp status – can also strengthen people's relationships with brands and drive sales. In fact, more than one in two people surveyed across 12 countries who use stories said they are making more online purchases as a result.
Here's what you need to know about how the stories format – defined in our survey as photos and videos temporarily viewed or shared for 24 hours on social media1 – fuels the purchase process, and what shoppers want to see in stories from brands. The insights are based on a Facebook IQ-commissioned survey by Ipsos of more than 18,000 people between the ages of 13-54 across 12 countries2 who self-reported using stories on Facebook's family of apps. Many used stories on multiple social media platforms. To see data by country in our Insights to Go tool, click on the hyperlinks throughout the article.
68%of people surveyed said they use stories on three or more apps at least once a week.
How stories inspire shopping
The stories format enables people to express themselves creatively, experience moments outside their everyday lives and feel part of a bigger community, our survey indicated. It also offers them an opportunity to engage with both other people and brands. Through stories, a shopper might discover a new clothing range, see a series of personal finance tips or enjoy behind-the-scenes glimpses of how their favourite snacks are made.
People enjoy using stories to connect with brands – and plan to do so more often
Stories also help marketers forge stronger connections with brands and people, and guide shoppers. About one in two people surveyed who use stories said that stories have strengthened their relationships with brands, and many indicated that stories propel them through the purchase process.
Across all regions surveyed, the most common actions that people said they took after seeing products or services in stories were browsing the brand's website to get more information and looking for the product or service on e-commerce websites. A significant number, however, also said they visited a shop to see the product or service in person. And for people surveyed in Latin American and Asia Pacific markets, messaging a business was common: 34% surveyed in Latin American markets and 31% surveyed in Asia Pacific markets did so.
Four actions people say they've taken after seeing a brand or product in stories
56%Browsed the brand's website to get more information
50%Looked for the product or service on websites where they could buy it
38%Talked to someone about the product or service
34%Visited a shop to see the product or service
56%Browsed the brand's website to get more information
49%Looked for the product or service on websites where they could buy it
36%Talked to someone about the product or service
31%Visited a shop to see the product or service
64%Browsed the brand's website to get more information
51%Looked for the product or service on websites where they could buy it
39%Talked to someone about the product or service
30%Visited a shop to see the product or service
44%Browsed the brand's website to get more information
40%Looked for the product or service on websites where they could buy it
31%Talked to someone about the product or service
21%Visited a shop to see the product or service
61%Browsed the brand's website to get more information
55%Looked for the product or service on websites where they could buy it
42%Talked to someone about the product or service
45%Visited a shop to see the product or service
What makes brand stories stand out
According to our survey, there are a few key elements that make stories from brands capture people's attention.
Five types of stories people want from brands
In Brazil, Germany and Indonesia, stories that are inspiring or uplifting also made the top-five list, and in Australia and Mexico, stories about events (shows, concerts, fairs etc.) that feel personally relevant did.
Marketers might make a brand's stories easy to understand by adding captions or overlays, given that Instagram data shows that globally, 40% of Instagram Stories with video are viewed with sound off.3 And marketers might make their stories feel more authentic by sharing live content from events or raw footage of influencers.
Arguably, the most essential ingredient for effective brand stories, however, is creativity. So take a look at these examples of brands achieving success with Facebook and Instagram Stories for inspiration, and in the words of Facebook Creative Shop, play more.
What it means for marketers
Ramp up your stories strategy.
Our survey indicated that many people want to see content from brands in stories, especially when it includes sales or promotions and can be consumed quickly and easily. Don't delay in using this new format to develop closer relationships with your audience and reach new customers. If you're looking for some rules of thumb, take a look at these five research-based creative considerations for Instagram Stories ads.
Keep your stories fresh.
People turn to stories for content that feels unexpected and new – including content related to new products. For instance, GAP used Instagram Stories to introduce a new clothing range called Logo Remix. To capture people's attention, the brand included a remixed hip-hop version of the classic Thompson Twins' song "Hold Me Now", and to drive traffic, the brand made each card of the carousel clickable, with call-to-action buttons that linked to their website.
Source unless otherwise specified: Facebook Stories survey by Ipsos (Facebook-commissioned survey of people who self-reported using stories in the Facebook family of apps, aged 13-54 in AU (1,550), BR (1,639), CA (1,503), DE (1,500), FR (1,500), ID (1,540), IN (1,529), MX (1,505), PH (1,526), TH (1,575), UK (1,508) and US (1,603), Aug 2018. "Stories" was defined as "photos and videos that you temporarily view or share for 24 hours on social media".