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Never Assume What You’re Doing Has Inherent Value
October 30, 2018
Because Stories is not like Feed, and it should be treated differently. As you may already know, Stories is typically fluid content disappearing 24 hours after created (unless saved). Feed is typically static content that lives forever on account profiles (unless deleted). So to uncover how people use and perceive Stories and Feed differently - Facebook IQ commissioned a study by MetrixLab. The reveal shows that even though people strongly see both Stories and Feed as visually stunning places for creativity, they do associate different wanted experiences between Stories and Feed
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As Instagram Stories continue to surge in use - now with 400 million Daily Active Users - it’s important to understand user expectations; what people want from brands with this feature.
Because Stories is not like Feed, and it should be treated differently.
As you may already know, Stories is typically fluid content disappearing 24 hours after created (unless saved). Feed is typically static content that lives forever on account profiles (unless deleted).
So to uncover how people use and perceive Stories and Feed differently - Facebook IQ commissioned a study by MetrixLab.
The reveal shows that even though people strongly see both Stories and Feed as visually stunning places for creativity, they do associate different wanted experiences between Stories and Feed.
Stories:
They want to see what friends are doing right now (which indicates Stories functions as a way to bring people closer together in real time); see unfiltered, real-time content; see every day moments; playful/funny content.
Feed:
They want to find information and/or discover a product/brand
Breaking It Down
While Feed appears to be more suited for brands as people tend to opt for Feed over Stories for product discovery, it doesn’t mean people don't want to see content from brands in Stories - it’s all in the approach.
The study disclosed folks actually became more interested in a brand or product after seeing it in Stories. But only when the key fundamentals were in play:
Seconds Mattered
Grab attention & get to the point.
Clean Messaging
Make sure what is being said is easy to understand; makes sense in a short amount of time.
User Involved Content
Never assume what you’re doing has inherent value; is the content teaching (tutorials - product demo, showing them something they didn’t already know); entertaining or inspiring?
Fit the Brand
Content should feel seamless as people are going through Stories; don’t stray.
Just Be Real
Engage the audience more deeply through unfiltered, upbeat moments. People said they appreciate the realness Stories (should) convey.
While the social space is fluid - and what matters today can change - deliver on the desires communicated right now.
Meeting user expectations should be a main priority when creating content for Stories (and all other social).
Brands that go beyond expectations will find even more opportunities, leading to a more loyal (and profitable) audience base.
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