Singapore brands are leveraging IG stories to create value and engagement
Instagram stories account for nearly a fifth of brand impressions, which indicates its strong organic reach.
When Singapore Airlines bagged the most coveted recognition in commercial aviation industry - Airline of the Year Award - during the Skytrax World Airline Awards in July 2018, it speaks volume not only of the Asian carrier’s commitment to excellence and customer comfort, but also of its popularity amongst global travellers who use their services. A significant part of Singapore Airlines’ popularity is due to their impeccable usage of the internet and social media, particularly Instagram, in promoting their products and services and engaging the millions of clients they serve.
A quick look at the Stories - a series of 15-second clips or photos that usually expire in 24 hours but can also be saved and pinned indefinitely - of Singapore Airlines’ Instagram account shows the level of craftsmanship and storytelling that the carrier’s marketing and social media teams have been showing. Some of the Stories also employ the best features that the tool has to offer - from making a game where users can tap on the Stories to help a fictional character called “Bert” have the best sleep ever in his business class seat, by helping him turn his seat into a bed, providing him a blanket, dimming his window, and giving him a pillow and a sleeping mask. Not only did the Stories allow better engagement with the airlines’ clients, but the tool also served as an effective information campaign for the state-of-the-art and top-of-the-line services that they offer, which include a seat that reclines into a bed in Singapore Airlines’ Boeing 787-10 Dreamliner fleet.
“For brands looking to enhance their brand awareness and create a more personalised touch, utilising Instagram Stories is a great way as it enables brands to increase engagement and organic visibility,” said Charles Tidswell, Vice President for JAPAC at Socialbakers.“singaporean brands which have excelled in using Instagram Stories to engage their audiences are Singapore Airlines and Changi Airport.”
Singapore Airlines have also utilised the “poll” feature of
Instagram Stories and have used it effectively not only in better engaging with their customers but also in marketing their growing in-flight offerings to their travellers, which in the case of their stories include a poll asking people what movies they should watch whilst in the flight. The carrier also utilised the swipe-up feature, which allows users to be prompted to a separate web page for more information about their products and offerings. This is on top of the icons and stickers that Singapore Airlines have made available to their clients, offering them a whole pack to use when they travel, including the airlines’ logo.
“It comes as no surprise that Instagram is the perfect platform to showcase visual content,” Tidswell said.
Creating valuable narratives
Research by Socialbakers suggest that the volume of brands posting Instagram Stories has increased four times over the course of 2018, with short 15-second clips boasting over 400 million daily active users. Tidswell also shared that Instagram Stories is a great way for marketers to generate organic content on the platform with all the interactive features it entails, as compared to the usual Instagram posts that are “consumed passively”.
“Instagram stories account for about 19% of brand impressions (total number of times your Story was viewed),” he said. “Whilst this may seem insignificant, this actually makes up a third of impressions earned - an impressive indicator of organic reach. If a brand’s focus is simple just publishing posts, close to a quarter of impressions will be lost if Instagram Stories is not utilised.”
The time limitation of 15 seconds, according to Firefly Photography Chief Marketing Officer (CMO) Benny
Chow, is also helping reshape how the marketing departments of companies and brands approach their marketing campaigns, spurring creativity in a new platform that offers more interaction than ever before. Chow cited the example of Changi Airport, which organises a lot of events and attractions within the vicinity, making it not only one of the most premier travelling hubs in Asia but increasingly becoming a tourist attraction.
Brands and companies need to have an understanding on what makes a good story in a storytelling ecosystem as Instagram Stories can be an indispensable tool for brands and companies to generate transparent content that is delivered both efficiently and with the intended effect. “Content does not have to be perfect - but rather the content pushed out has to resonate with fans and followers alike,” he concluded.
The volume of brands posting Instagram Stories has increased four times over the course of 2018
Changi Airport makes good use of IG stories to brand the travel hub as a tourist attraction