Prepared for Perrin G. | Delivered June 11, 2020
Social Media Stories: Research and Case Studies
To understand how service brands use social media stories and posting to drive engagement and sales. This information will be used to inform digital marketing services client communication.
Social Media Stories
Social media stories will continue to be a
trend in 2020
, and valuable content, with a clear call to action (CTA) are recommended social
Specific content should be
authentic, creative, and human
(potentially using emojis, videos, stickers) and communicated succinctly, as the trend toward "ephemeral" content (available for only a limited amount of time before disappearing) will continue in 2020.
'Instagram Stories' was launched in 2016 and
grew to 500 million
daily active users by 2019.
Instagram Stories users are in the United States.
is making stories
shareable on Facebook
, to reach more users and cross-promote content.
Stories allows interactive content, with tools such as
polls, quizzes, and questions
. Users can also be invited to a
via Stories. Interactive tools within Stories can be used to
generate new product
and services ideas.
of Gen Z and
use Instagram Stories to find information about products and services they are interested in.
of businesses use Instagram Stories to promote their products or services.
of brands link Instagram Stories to a "
On average, brands post on Instagram Stories
times per week.
of brands used an interactive polling "sticker" (in which a poll was embedded in an ad) in their Instagram story.
Donuts found the cost-per-video view of an ad with the polling sticker was
than an ad without the polling sticker.
of the most-viewed Instagram Stories were brand posts.
Instagram Stories Advertising: Best Practices
Some best practices in Instagram Stories advertising include focusing on the creative (
of brand sales lift is attributed to quality of creative), offering fast, dynamic content, providing vertical presentation of video (
of smartphone users hold their phones vertically), including a CTA, ensuring the brand is prominent in the advertising (start and finish with brand), and incorporating
Consumers are also engaged with Facebook Stories, which
reached 500 million
daily active users after two years.
In 2019, Facebook noted that
3 million advertisers
had purchased Stories advertisements.
survey found that
of US consumers prefer to watch Facebook Stories (compared to
Snapchat launched its stories prior to Facebook and Instagram, but there is some evidence that Snapchat Stories are declining in popularity.
of influencers indicated that they are posting
on Snapchat and
on Instagram stories.
Paid Social Advertising: Additional Findings
, most brands (
) prefer paid over organic social media marketing.
Social media budgets increased
in 2019 and brands have used this channel for personalized, targeted advertising.
Using video content is another trend in paid social, with
of brands claiming to have gained new customers based on video content digital advertising.
of brands use video in Instagram Stories advertising, which has a
lower skip rate than stories with static images.
in social advertising is a trend, with brands being required to acknowledge sponsored content.
(travel photos) in their Instagram posts, with a tagline "Don't just go there.
The brand campaign is focused on the
(versus the accommodations), communicated through visually compelling posts.
The campaign drives engagement, with each post generating between
3,000 and 14,000
In an effort to
increase audience engagement
, HubSpot worked to modify their video strategy on Facebook.
In addition to developing
creative, informative videos
, the company optimized video design, form, and size.
Monthly video views grew from
per month to
over 1 million
IHOP launched a
in the summer of 2018, temporarily changing their name to
, and asking consumers to participate in guessing what the 'b' stood for.
The company generated strong engagement from users (
submitted guesses) and the name reveal (with the 'b' representing 'burgers') received
. YouGov noted IHOP's '
Word of Mouth' score rose
in the week after the name was revealed and the restaurant's burger sales quadrupled.
The success of the campaign was attributed to generating
(through its interactive guessing game) and keeping the campaign lighthearted and fun.
uses Instagram Stories to showcase visually appealing home shots, segmented by the area of the house.
The advertising is considered effective due to its
and its ability to offer information while not appearing overly promotional.
TransferWise is a
global tech company
focused on global money transfers, offering customer benefits of convenience and value.
TransferWise developed a series of
videos for Instagram Stories to bring the concept of their service to life and make it
The fast-moving, "playful", engaging videos drove engagement rates that were
than those in the main feed.
, TransferWise paid social operational lead, said about the
success of the Stories campaign
, "Instagram Stories has been a
in how TransferWise has run its paid social efforts in the last 15 months, scaling bespoke creative production for Stories from 0 to over 150. It has given us the opportunity to push our creative boundaries to unprecedented heights, allowing us to reach over 50 million people globally in a new, exciting and engaging format."
Fanduel, the fantasy sports betting provider, used
, along with Snap Ads and Filters, to generate multiple touchpoints across the social platform. They additionally leveraged Snap Ads and Filters to "
and amplify their message during key NFL moments."
clearly-communicated brand proposition
across multiple touchpoints generated a
in first deposits and an
increase in registrations. The campaign was also
more effective than TV
at reaching their target audience.
's director of online marketing, said about the
success of the campaign
, "We tapped into Snapchat's
unique, highly engaged audience
and efficient auction to reach sports fans in an always on way --converting them at a lower cost than other platforms."
Summary of Early Findings Relevant to the Goals
In this early research, we uncovered statistics, trends and insights surrounding paid social advertising and, more specifically, social media "stories."
We were able to find more information around Instagram Stories compared to other platforms, though there is a good amount of information available for all the platforms.
We were able to uncover a number of social advertising and stories case studies, which were profiled here.
focused on service businesses in early research.
Additionally, we provided very high-level best practices relating to brand advertising on Instagram Stories.
Most of our findings and case studies were US-based.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
Recommendations are based on information uncovered in early research.
Marketing & Advertising Specialist
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