What You Need to Know About Story Sharing in 2019

By July 2, 2019Editorial

What you need to know about story sharing in 2019

It might surprise you how many platforms support storytelling formats. We all know the major players Snapchat and Instagram. However, WhatsApp, Medium, Skype, Youtube, Facebook, FB messenger and many more all have storytelling capability. The Story Cloud by Issuu empowers publishers of all kinds to create a shareable story once and share it across every major story platform.

Start by familiarizing yourself with user demographics. For example, significantly more women use Snapchat than men. Also, users aged 25-44 prefer Instagram. While the age groups surrounding prefer Snapchat [1]. Choose the platform depending on your audiences, both current, and prospects.

Social network theory 101

Capitalizing on the power of stories is easier when you understand some social media network theory. Most simply, we want to increase our “earned media” –which are unpaid engagements that strengthen your brand. Virality tracks the momentum of social posts within and across platforms. The increased virality the more cost-effective your marketing strategy. Scholars agree that authenticity is established through disclosure or sharing of privileged information. Therefore, storytelling, or social stories, are an excellent way of increasing brand trust. Issuu has an entire social sharing toolkit that steps through revamping your story sharing strategy [2].

Lastly, do a simple analysis of the strength of affinity your audience has with your brand. Are they interacting with your brand more like an acquaintance, or a close friend? You can tailor ads to the strength of a social network site (SNS) user’s relationship with your publication. If your audience is less acquainted, with weak ties, deliberate showcasing is the way to go. What does this mean? People share brand admiration when they believe their acquaintances will find it desirable. People elaborate more with weak ties so as to maintain their image. These are the people you want to identify with Issuu Analytics and convert into loyal customers. Brands that want to strengthen already strong relationships should use playful insider language instead [2].

Storysharing features and updates

Now that we have a better idea of targetting SNS audiences let’s delve into some of the major features and changes of the primary social story builders in 2019. Snapchat allows you to upload anything from a gallery, whereas Instagram only allows uploads taken in the last 24 hours. Snapchat is live based on location and has the option for businesses to design their own filters. It also allows direct messaging engagement with your audience. Instagram makes social media takeovers easy and has posting options exclusive to friends or public settings [3]. Issuu designed three powerful multimedia Visual Story templates for posting on these sites, saving you time so you can focus on the most important things: personally engaging your audience.

These features add up to one primary difference between the platforms: Instagram is better for business and Snapchat is more creative [3]. When Instagram launched stories a quarter of their regular photo posting users switched formats. This resulted in an unfortunate fifteen percent drop in brand engagements [4]. Which means people need to adjust their marketing strategy and start story sharing. Some numbers also indicate demise for Snapchat, with 46% of influencers admitting that the SNS they would drop is Snap [5].

Good practices in story sharing

However, this does not mean you should ditch Snapchat. If your brand is more creative and funny, or tailors to a younger audience, Snap is still your best bet. Also, they are rolling out new features like displaying professional Snaps on a separate feed [5]. Users prefer when brands and influencers are clearly delineated from their friends’ content. Professional creators can also begin signing up to be featured on their Discover page [5].

Moving forward, always remember tapping into existing networks is easier than creating one from scratch. Location tagging significantly increases engagement, so use it whenever relevant [6]. Humanize your brand by featuring the people you work with on social. Take advantage of storytelling platform features. For example, direct message people on Snapchat personally thanking them for purchases. Over 50% of businesses on Instagram have produced a story, which resulted in one-fifth of those businesses receiving a direct message from a follower or potential client [6]. People like feeling treated as individuals and story formats are a great way of achieving this.

Login to the Story Cloud now and start sharing!

[1] The Rise of the Story Format

[2] Social Media and Advertising

[3] Snapchat vs. Instagram Stories: The Great Social Media Debate

[4] Are Instagram Stories Killing Your Engagement on Traditional Posts?

[5] Snapchat Separates ‘Social’ and ‘Media’

[6] I Read More Than 20 Instagram Studies so You Don’t Have to.

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