Content marketing can often feel like a tsunami of trends. Actually, there’s some truth to it. You’ve most likely utilised Facebook and Instagram stories to promote your business. Did you realise that using vertical video and written content outside of your regular social media strategy will help you reach more potential buyers?

Instagram and Facebook Stories are a great way to share a moment while also allowing others to participate. These stories are images and videos that last for 24 hours, allowing the user to view them only during that time.

In the twenty-first century, stories are redefining what it means to market.

All of this is part of a bigger movement called ephemeral marketing.

The term “ephemeral” simply means “lasting only a short time.” Sounds like the polar opposite of what we want from marketing, doesn’t it? We believe that the longer a potential customer is exposed to content, the better. There is, however, another side of this story. If something is always available… it isn’t exactly unique. But if the window of experience is limited… you have higher chances of gaining more attention.

The fear of missing out (FOMO) is exploited through ephemeral marketing. It’s a universal human experience, but it’s amplified by social media. We have the ability to know what we are missing more than ever before, and we don’t like it. FOMO has been described as the single most important driver of Millennial purchasing decisions. The fear of missing out has a positive side effect in that it fosters a sense of urgency and exclusivity. This is especially true in the case of experiences. And, for the first time in a long time, we are marketing to a generation that values experiences over material possessions.

Stories are a perfect, evergreen platform for capitalising on the allure of the exclusive experience. They have the feel of a real-life “you had to be there” moment.

You want your customers to have that kind of experience with your brand. You want them to meet your brand in person and discover that it is genuine. That is unlikely to happen with slick and over-produced marketing efforts these days.

People can see right through it. Create a one-of-a-kind, have-to-be-there experience that people can share. Demonstrate to consumers that your brand isn’t just another clever way to generate money. Demonstrate your sincerity. Allow them to glimpse your soul. Allow them to participate in your storey. And you can do it with the help of Instagram Stories.

Companies have to be prepared to respond to increased Direct Messages (or DMs) to adopt Instagram or Facebook stories to promote their brands and to convert more leads and sales.

Some tips to make the most of the Stories function are:

• Show what’s entertaining and relatable for your brand.
•  Implement the features in Stories to help people identify your brand on the platform and engage with your public.
• Build Instagram relationships to extend your brand and to get an endorsement stamp from a trusted source on the network.
• Then, utilising the link feature, increase your leads and sales.
• On Instagram & Facebook Stories, you can put your web content and products right in front of your prospects and buyers.
• Make use of your brand ambassadors and Instagram influencers to advertise your products and services and urge people to shop.
• Test the waters with Instagram Ads to see if investing some of your marketing budgets in Stories would pay off.
• As your brand’s Instagram becomes a regular channel for consumer conversation, don’t forget to maintain quality response times.
• And, as you develop your Instagram Stories social strategy, keep in mind that no marketing action is worthwhile if the results cannot be measured.

At The Social Lions, we are a digital marketing agency committed to making the most of social media. We utilise each function available at our disposal to make the most of all features.