How times have changed! Over the past six years, the Stories format has become incredibly popular with both consumers and marketers.
But exactly how widely used is the
Here are key stats that social media managers need to know about Stories.
1. Stories are wildly popular with social media users
The event that brought Stories into the mainstream was when Facebook
Facebook’s adoption made Stories wildly popular: More than 1.25 billion people
Moreover, Snapchat has
2. Stories is no longer a secondary format
What’s important for brands to realize is that Stories is not a secondary feature on social platforms. In fact, the format is increasingly
Facebook’s Mark Zuckerberg highlighted this fact in an earnings call last year. As he
In other words, the core elements of Stories—the mobile-centric alignment, the video-centric content, and the easy-to-consume structure—are so appealing to consumers that they are picking the format over traditional social media news feeds.
This can be seen in the engagement numbers. According
3. Brands are increasingly embracing Stories
When Stories was first introduced, the format was challenging for advertisers: The social platforms had not developed sophisticated in-experience advertising units and campaigns were difficult to execute.
That’s changed over the past few years. The various iterations of Stories now have a range of appealing advertising options for brands and have been fully integrated into their parent companies’ ad platforms, making everything from targeting to measurement much easier.
This has increasingly led brands to embrace the format: According to data from Klear,
4. Consumers like Stories from brands
Of course, embracing Stories is only effective if consumers are open to this sort of engagement.
The good news is that they appear to be.
5. Audiences want brand Stories to be useful, easy, and authentic
So, how can social media managers and agencies make the most of the popularity Stories format and consumers’ openness to be engaged via the format?
A good starting point is to deliver the type of content that audiences like. The Facebook and Ipsos
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