Published in January 2019, Stories had become integral to social media use, particularly among younger millennials and Generation Z audiences who found Facebook outdated and saw Stories as offering authenticity and modernity. Companies seeking to harness Stories as a business tool faced the challenge of daily content creation both in front of and behind the camera. Success required remembering two principles: the importance of timing and the recognition that ephemeral content, if well-made, leaves lasting impressions.
Platform Selection and Strategic Foundation
Before launching a Stories strategy, companies faced a foundational decision: Snapchat, Instagram Stories, or Facebook Stories. Rather than committing entirely to one platform, a proper analysis of the company’s objectives and target audience presence across each platform would guide the choice. Though some dismissed Snapchat as dying, companies that continued using it found fertile ground by understanding both its weaknesses and potential. Platform selection required matching company goals with where the target audience actively engaged.
Building Brand Awareness Through Stories
One primary objective achievable through Stories was brand awareness. Three formats proved particularly effective: contests and games, which were interactive and allowed users to feel part of the brand while meeting younger users’ need for speed and simplicity; product launches and previews, which created high customer loyalty through simple yet entertaining communication; and behind-the-scenes content. The backstage view—whether showing product development or event preparation—revealed the human side of a brand and created more personal engagement with followers.
Customer Care and Support Strategy
The second key objective was customer care. Stories enabled private customer service conversations through direct messaging, allowing companies to respond to complaints and problems while users felt the brand remained attentive to their needs. This approach worked particularly well on Snapchat, which featured an intuitive chat system and a user base accustomed to Story interaction. Tutorials—quick, clear Stories explaining products and usage—proved highly effective, strengthening word-of-mouth marketing. Maybelline New York exemplified this strategy on both Instagram and Snapchat with planned, regularly updated tutorials.
Frequently asked questions
Which Stories platform worked best for customer service?
Snapchat proved most effective for customer care, thanks to its intuitive and fast chat system and a user base habituated to interacting with Stories.
What two principles ensure effective Stories content?
Companies must remember the importance of timing and recognize that ephemeral content, if well-made, leaves lasting impressions.
What formats drive brand awareness through Stories?
Contests and games, product previews, and behind-the-scenes content were the three most appreciated formats for increasing brand awareness and engagement.