On 2nd August 2016, Instagram introduced a new function at the top of its news feed—“Instagram stories”. Reminiscent of the Snapchat Stories, this function on Instagram allows the user to share multiple unedited photographs and videos in a slideshow format to tell a story.

Users can also decorate their photographs with text and drawing tools. The photographs and videos on this function will disappear after 24 hours, so there is definitely an element of “here and now” in Instagram Stories. In addition, there are hashtags and geotags on Instagram, so both the “ethereal and personal” brand content via Instagram Stories and the “permanent and formal” content via Instagram feed have a higher chance of being discovered vis-à-vis that of Snapchat stories.

As business owners, how can we best make use of Instagram stories to deepen the engagement with our consumers and fans? This post expounds on the five ways businesses can make use of Instagram stories to deepen their brand identity, increase awareness of products/services, and eventually drive sales.

#1: Use Instagram stories to complement your brand’s existing Instagram feed

A brand’s current Instagram feed needs to be of the highest possible standards, resolution, and taste. After all, amazing photographs will increase a company’s brand value.

With Instagram stories, followers’ engagement is brought to a brand new level. Take a travel agency or travel media for example. To inspire its followers, visually-appealing photographs/ videos are usually displayed on the company’s Instagram feed. The company can then use Instagram stories to show a “live” video of how a 360degree perspective of the travel destination looks like or fun things to do at that spot that is not edited.

Because the “temporary” and “permanent” can co-exist side by side on one social media platform, Instagram sure beats Snapchat these days. If you are new to either social media platforms, it might be wise to just focus your effort on Instagram, rather than Snapchat.

This would give a sense of reality to its followers, and because these stories are automatically deleted after 24hours, the brand need not worry so much that the unedited photographs/videos would affect its brand value or identity.

#2: Use Instagram Stories to feature behind the scenes

This particularly works for hand-made products.

For instance, if your company sells hand-knitted bags or scarfs, the products can be featured on the Instagram feed. Instagram stories can then be used to explain and educate the audience how the product is lovingly hand-made, or to increase the excitement level amongst the audience by showing the process of shopping for materials.

You can even consider using Instagram stories to let your audience decide what goes into the Instagram feed next! Inviting the audience to choose colours or design of your next product would heighten their engagement with the brand. You can use Instagram stories to ask your audience to comment on your Instagram feed, which will then increase likes and comments to the feed.

#3. Feature your customers!

If you are running a café or a shop, why not use Instagram stories to feature your customers and how they are feeling for the day? This encourages a sense of warmth and intimacy to the brand and company concept.

Existing customers can also feel that their opinions and presence are valued by the company, and new customers can know what and how existing customers are doing with the service or product.

#4. Give a sneak peek of upcoming products

Everybody loves sneak-peaks and exclusivity to brands and products! It makes ardent fans of your brand excited when they get first-hand information of the newest, trendiest products by following your Instagram stories.

One tip would also be to encourage your customers to direct message you for more information about the product lines since there is no caption field on Instagram stories.

#5. Use Instagram stories to convey an insight into your company

Companies are after all made of people who work together. A company can use Instagram stories to convey how fun and awesome the team is. Pepper your photographs with emojis, colours and handwritten notes throughout the day, and communicate the sense of fun and playfulness within the company! This usually helps to increase both staff and customers’ morale, and therefore engagement to the company’s brand.

We hope you have enjoyed these five tips on how a company can best use Instagram stories to its fullest! Do you agree with them? Let us know in the comments below.