Are ‘sto­ries’, the new place to be for Digital Mar­keters?

In this ar­ti­cle I will be look­ing at so­cial me­dia mar­ket­ing and specif­i­cally on of the lat­est trend: ‘Sto­ries’ – a fea­ture that is grow­ing in pop­u­lar­ity and spread­ing across all chan­nels of so­cial me­dia.

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70 mil­lion per day.

Face­book sto­ries were launched in March 2017, and it took 14 months of si­lence un­til Face­book an­nounced their ac­tive user count for sto­ries, many be­liev­ing it was a ma­jor flop. They an­nounced that 150 mil­lion daily users for its sto­ries were recorded. In­sta­gram and Snapchat have also al­ready in­tro­duced ad­ver­tis­ing in their sto­ries. See­ing Face­book’s sto­ries reach­ing such levels, the time has prob­a­bly come for ad­verts to start be­ing in­tro­duced into Face­book sto­ries too. This is a great op­por­tu­nity for so­cial me­dia mar­keters to tar­get such large num­bers of users on a daily ba­sis.

Ad­ver­tis­ing on sto­ries en­able digital mar­keters cre­ate short 5 – 15 sec­onds video ad­verts that ap­pear ran­domly in be­tween friends sto­ries. Users are able to skip these video ad­verts should they wish. Busi­nesses will also have de­tailed in­sights on their so­cial me­dia story per­for­mances to gauge whether such a ven­ture fea­si­ble. It is pre­dicted that sto­ries are go­ing to over­take so­cial me­dia news­feeds in terms of traf­fic. As a digital mar­keter I would say this is a great op­por­tu­nity for busi­nesses to mar­ket their brand at a time when the ad­ver­tis­ing fea­ture is rel­a­tively un­known, ex­po­sure can be more im­pact­ful.

In­sta­gram started show­ing ad­verts in sto­ries when it hit 150 mil­lion daily story users, which was just 5 months af­ter launch­ing the fea­ture, whilst Face­book took 14 months to reach this mile­stone. Face­book has re­cently been try­ing to im­prove its sto­ries fea­ture by in­tro­duc­ing the pop­u­lar ‘Boomerang’ and 360 pho­tos fea­tures - just imag­ine how awe­some a 360-de­gree ad­vert would look in your busi­ness’ Face­book story!

Ex­ist­ing Face­book and In­sta­gram ad­ver­tis­ers would be able to make use of the ad­di­tional avail­abil­ity of choos­ing to por­tray their ad­verts on sto­ries, on both Face­book, In­sta­gram and Mes­sen­ger, en­sur­ing a greater to­tal user reach. Sto­ries might be the answer to the is­sue of Face­book of run­ning out of space to put ad­verts, while the side­bar units will be re­moved to make it an over­all more en­joy­able, less chaotic ex­pe­ri­ence for users. In the re­cent years, so­cial me­dia plat­forms have piv­oted to­wards vis­ual com­mu­ni­ca­tion through im­agery and video, rather than text.

At Deloitte Digital, we of­fer digital mar­ket­ing ser­vices, in­clud­ing so­cial me­dia mar­ket­ing and graphic de­sign ser­vices. We can help busi­nesses to cre­ate im­pact­ful mar­ket­ing cam­paigns us­ing eye-catch­ing strate­gies and lever­ag­ing the key ben­e­fits of ad­ver­tis­ing through so­cial me­dia sto­ries.

Sto­ries are the new ‘big thing’ when it comes to ad­ver­tis­ing, es­pe­cially when con­sid­er­ing that no other fea­ture has gained pop­u­lar­ity in such a short pe­riod on so­cial me­dia plat­forms. Sto­ries seem des­tined to be here to stay.

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