Businesses Leverage Instagram Stories to New Heights

Businesses Leverage Instagram Stories to New Heights

By David Jones

Aug 3, 2017 10:51 AM PT

Instagram’s Stories feature, which launched one year ago, has achieved widespread engagement among businesses that want to raise their brand awareness and expand their e-commerce penetration, the company said Wednesday.

The tool, launched in August 2016, allows users to create digital slide shows out of photos and videos in order to convey a story. Businesses ranging from Taco Bell to J.Crew and Starbucks have used Stories to give a behind-the-scenes peek at new products, launch limited sales, or get instant customer feedback about new initiatives.

More than 250 million daily active users are on Stories, compared to rival Snapchat’s 166 million, Instagram said.

Half of all businesses on Instagram produced an Instagram Story just in the last month, and one of every five organic stories from business members resulted in a direct message, the company claimed.

“That suggests businesses are exploring Stories as a means of interacting with existing and potential customers, and that some are succeeding pretty well in those efforts,” Pund-IT Principal Analyst Charles King told the E-Commerce Times.

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