Facebook Stories allow users to share photos and videos that disappear after 24 hours. This format has become quite popular among individual users. But can brands take advantage of Facebook Stories as well? The answer is yes, Facebook Stories are available for business Pages in addition to individual profiles.
What are Facebook Stories?
Facebook Stories allow users to post photos and short videos overlaid with text, stickers, drawings, and augmented reality filters. These posts appear in a slideshow format at the top of the News Feed. Stories disappear after 24 hours, which creates a sense of urgency for viewers to check them out right away.
When you post a photo or video as a Story, it appears with your profile picture and name at the bottom. Viewers can react to Stories with emojis and see a list of who has viewed each Story post.
Who can use Facebook Stories?
Facebook rolled out Stories for individual profiles in 2017. Since then, the feature has also become available for business Pages and public figures on Facebook.
Brands that have a Facebook Page can now utilize Stories as part of their social media strategy. There are over 200 million businesses using Facebook worldwide, so a huge number of brands have access to Facebook Stories.
How brands can use Facebook Stories
Posting Facebook Stories gives brands several creative options:
- Share behind-the-scenes footage
- Spotlight new products
- Offer exclusive deals and sneak peeks
- Highlight customer reviews and user-generated content
- Repurpose ads or top-performing posts
Brands can also enhance their Stories with interactive stickers, polls, questions, locations, and more. Facebook offers insights into the reach and engagement for each Story post, so brands can see what resonates best with their audience.
Best practices for brands using Stories
When posting Facebook Stories as a brand, keep these best practices in mind:
- Post consistently, at least once per day, so followers know when to expect new Stories.
- Use authentic, behind-the-scenes content to give followers a unique look at your brand.
- Make Stories shoppable by tagging products or adding shoppable stickers.
- Use links, handles, and hashtags to connect Stories back to your website and other channels.
- Save important Stories as Highlights at the top of your profile so they remain visible.
- Check Story analytics to see which posts resonate best with your audience.
Pros of using Facebook Stories for brands
Posting Facebook Stories offers several benefits for brands:
- Reach a large audience: Over 1 billion people use Stories across Facebook and Instagram daily, so there’s a huge built-in audience.
- Stand out in the News Feed: Stories appear at the top of the News Feed, so they’re more likely to be seen than regular posts.
- Showcase creativity: Stories allow for playful, eye-catching content that can highlight a brand’s personality.
- Drive engagement: Followers can react to Stories and interact through polling stickers and questions.
- Get Insights:Analytics provide data on Story viewers, interactions, shares, and more to inform strategy.
Cons of using Facebook Stories for brands
However, there are a few potential downsides for brands using Facebook Stories:
- Content disappears quickly: If Stories aren’t saved as Highlights, they’re only visible for 24 hours.
- High maintenance: Posting daily Stories requires consistent time and effort from social media managers.
- Less professional: Stories have a more casual, off-the-cuff vibe than manicured News Feed posts.
- Less informational: The short, visual nature of Stories limits their ability to share in-depth information.
Do Facebook Stories work for increasing brand awareness and sales?
Research indicates that Facebook Stories can be an effective tactic for raising brand awareness and driving sales when used strategically. According to social media analytics firms, brands see the following results from Facebook Stories:
- 2-3x higher CTR than News Feed posts
- 30% lower cost per impression compared to News Feed ads
- 28% higher brand lift than News Feed posts
Stories lead to a high level of engagement and strong branding when they provide value to followers. For example, Stories that show off new products or reveal exclusive sales often convert viewers into paying customers.
Food blogger Needledust shared that she made over $1,000 in sales just from posting an Instagram Story announcing the restock of her popular baking mixes. This demonstrates how effective Stories can be for spurring purchases.
Strategies for increasing brand awareness and sales with Stories
To maximize the impact of their Facebook Stories, brands can try these strategies:
- Tease new product releases
- Offer special discounts or sneak peeks for Story viewers only
- Poll followers to find out what types of content they want to see
- Partner with influencers in sponsored Stories
- Share user-generated content that tags your brand
- Drive traffic to your website or online store via links
Consistently providing value via Facebook Stories will lead to higher brand awareness, engagement, website traffic, and sales over time.
Notable examples of successful brand Stories
Check out how these recognizable brands have leveraged Facebook Stories:
Warby Parker
Eyewear retailer Warby Parker uses Stories to showcase their products in action. They post user-generated content of real customers trying on and wearing their glasses.
This provides social proof and shows their products in an authentic, real-world context.
Starbucks
Starbucks promotes new seasonal beverages and menu items by revealing special offerings before they’re officially launched. This technique builds hype and gives fans a sneak preview.
Taco Bell
Fast food chain Taco Bell has mastered playful, drool-worthy Stories that highlight their food creations. From new tacos to recipe hacks, they spotlight menu items in fun and engaging ways.
This constant food porn makes you crave Taco Bell and spotlights their most photogenic dishes.
Tips for creating compelling brand Stories
Based on effective examples, here are some tips for brands to create compelling Facebook Stories:
- Film Stories in high quality with good lighting
- Use close-up visuals and appetizing angles when featuring food and products
- Add text, stickers, gifs, and drawings to make Stories more engaging
- Poll followers to get their input and feedback
- Leverage user-generated content that authentically shows your brand
- Go behind the scenes to reveal company culture
- Post consistently at optimal times when followers are most active
Conclusion
Facebook Stories provide a creative way for brands to engage their audience in an authentic, eye-catching format. When used strategically, Stories can boost brand awareness, increase website traffic, highlight new products, and drive sales.
The ephemeral nature of Stories encourages audiences to check them right away, while interactive elements make them more engaging than regular posts. While maintaining a consistent presence takes effort, Stories deliver higher ROI when brands develop compelling content.
Facebook Stories have become an integral marketing channel that smart brands should incorporate into their strategy. Posting daily Stories with value and relevance will help brands stand out and connect with their audience.