Instagram Stories (IG Stories) were launched two years ago and have now reached a tipping-point in user adoption. Today more than 400 million people use this content format on a daily basis and one third of the most view posts are created by brands. Marketers have embraced Instagram Stories since their launch, gradually shifting budgets from Snapchat – the only platform where the format was previously used – to the Facebook-owned social networking site. In an era of snappy communications, Instagram Stories seem to appeal to an audience accustomed to using traditional forms of advertising and who want to engage with easy to digest visual content.
Brands and business worldwide have already tested how to use Instagram Stories to create awareness, sales uplift and drive traffic through the swipe up function. Airbnb used this content format to drive a 5% lift amongst Millennials in association with their campaign designed to enable travellers to book ‘new experiences’. While Ben & Jerry’s has recently used IG Stories to boost awareness of a new product driving a 6% uplift in brand awareness.
Airbnb used Instagram Stories to drive a 5-pt lift in association, amongst 25-34 year-olds using Airbnb, enabling travellers to book experiences.
An issue has become an opportunity
The above examples are only two amongst the many brands who used this format to engage their users online. That said, when it comes to influencers and Creators, Instagram Stories have proven a difficult format to manage. There are two main issues: until now there was no available tool for content approval nor a real-time reporting dashboard. Quite simply, the only way to check what was going on was to ask Creators to share their content before posting and to share their analytics afterwards. Needless to say that this process required a lot of manual work, in particular when working with multiple Creators at the same time. Marketers want analytics to be accessible and ideally in one dashboard, to avoid having disjointed reporting and lots of disparate email threads to read. In a nutshell, this used to be a nightmare.
In answer, Buzzoole has developed a new disruptive tool able to integrate analytics on IG Stories into its real-time dashboard – also allowing marketers to approve each story before it goes live.
It’s all about transparency & control
Whether your Influencer Marketing campaign is built solely on Instagram Stories or Stories are just part of wider online strategy, transparency and control are key to your investment in this content format. Through the use of Instagram Business Profiles, opted-in Creators are able to upload their stories on the Buzzoole platform before they go live, enabling brands to approve the content before it goes online. Moreover, businesses are able to access analytics for their campaigns in real-time through a dedicated section of the Buzzoole reporting dashboard.
Once again, the answer to issues facing Influencer Marketing is tech, which is why brands such as Ralph Lauren, BirdsEYE and Magnum have chosen to be amongst the first to benefit from the feature released by Buzzoole today.
For an industry that has recently come under public scrutiny, this feature further disrupts Influencer Marketing by introducing an industry-first tool that takes a step further in promoting transparency and automation of the space.
This post is also available in: Italian