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Social media stories: Should you be using them?

Home / Blog / Social media stories: Should you be using them?

Social media stories: Should you be using them?

Social media stories: Should you be using them?

20th January, 2020

icon timer 3 Min Read

Social media giants are always looking out for new ways to increase the amount of time that users spend on their platforms. One way that their tech gurus have discovered is to include the option of adding stories to your account. However, as a business, should you be using social media stories?

What are stories on social media?

First things first, we should define what actually constitutes a social media story and how these are different to, say, a live broadcast or a regular video post.

Stories are generally considered to be a post that is separate from the standard newsfeed of the social media platform. For example, stories on Facebook, Instagram and YouTube display horizontally on the user’s device, as opposed to showing in the vertical feed.

Another element that separates a story from a video post is that stories eventually expire; usually after 24 hours. This creates a sense of urgency to watch the story before it disappears.

Finally, stories also have the element of interaction. Users can ‘swipe up’ to access linked content, reply to the story, or otherwise respond to the stickers embedded within the post, which boosts engagement.

Some stats on social media stories

Stories are a fantastic way for you to distribute content to your followers in a creative, more personal way. This is especially true if the content would look unappealing or cluttered on your regular feed. Many businesses use stories to showcase the daily happenings of the workplace, product launches, or to remind their followers of certain events.

Here are some interesting stats about social media stories from a Facebook survey:

  • 68% of people use stories on at least 3 different apps each week
  • 62% of users were more interested in a brand or product after seeing it in a story
  • 50% of users said they make more online purchases as a result of stories

As you can see, there is real value for businesses that can learn to use social media stories to their advantage.

Our findings

Over the Christmas period, we experimented with many different styles of stories (both organic and boosted). Here’s what we found with one of our clients:

  • 86% of Facebook traffic came from stories
  • 35% of Instagram traffic came from stories
  • Bounce rate was 24% lower from story referrals
  • Users visited 1.81 more site pages when arriving from stories
  • Average session duration was 18 seconds longer for story referrals

So, even though story traffic made up a smaller amount of the overall traffic, you can see that the users were actually more engaged when they arrived on the site through a story post. This is all great news for businesses looking to dip their toes into stories.

Need help with creating social media stories?

If you want to try out stories for yourself but have no idea where to start, we can help! Our team of social media marketing pros can devise a story strategy that will draw more clients to your website, and our graphic design team can create stunning visuals to boot.

Get in touch by phone on 01244 347 545, or send us an email at [email protected] and we’ll get back to you as soon as possible.

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    Eclipse have taken Barrowmore's website to the next level - I cannot recommend them highly enough!
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    The team at Eclipse have provided us with an excellent service for several years providing a full digital marketing service from updating our website to updating all of our social media platforms.
    Holly Youde
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    Eclipse have expertly guided us through a new website build, SEO, social media strategy and general marketing material requirements. They now intuitively know what we want - we are consistently complimented on our website and branding. We know we are not the easiest to work for but the team have professionally persevered resulting in a great working relationship that we hope will continue long term. Highly recommended!
    Peter Harrison
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    Elliott Baird
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    fantastic from the very start. We are constantly reminded how good our web site is from our customers feed back. always available on the phone to update any changes that we require. A big thank you to all at Eclipse.
    Emma Brown
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    I cannot recommend the team at Eclipse highly enough. Their creativity, professionalism and expertise is why we work with them time and time again.
    Kevin Redfern
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    Eclipse Creative Consultants have been fantastic to work with! Highly recommended!
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    Google Rating
    5.0
    Based on 11 reviews
    eclipse marketing
    eclipse marketing
    5.0
    Suzanne Hallworth
    Suzanne Hallworth
    10:48 28 Jan 20
    "Eclipse marketing have worked with Seddon Homes since the early 2000s, looking after all of our marketing requirements. This includes branding , signage and print through to our website , social media and digital marketing campaigns. They are without doubt a very passionate and talented team who combine imaginative marketing solutions with enthusiasm and hard work. The team clearly enjoy what they do and this is obvious in the work that they produce. I look forward to working with them for many years to come!"Suzanne M HallworthHead of Sales & Marketing
    Saskia Webster
    Saskia Webster
    09:40 17 Nov 19
    Eclipse Creative Consultants Ltd kindly agreed to produce a logo for the Mold Plastic Reduction group. They listened with care and responded quickly to our input. We are delighted with the logo. Thanks to all the team :)
    Liam Bradshaw
    Liam Bradshaw
    13:29 14 Nov 19
    Patrick Haycock
    Patrick Haycock
    17:22 11 Feb 19
    Eclipse have taken Barrowmore's website to the next level - I cannot recommend them highly enough!
    Julie Willis
    Julie Willis
    17:02 16 Jan 19
    The team at Eclipse have provided us with an excellent service for several years providing a full digital marketing service from updating our website to updating all of our social media platforms.
    Holly Youde
    Holly Youde
    19:42 10 Jan 19
    Eclipse have expertly guided us through a new website build, SEO, social media strategy and general marketing material requirements. They now intuitively know what we want - we are consistently complimented on our website and branding. We know we are not the easiest to work for but the team have professionally persevered resulting in a great working relationship that we hope will continue long term. Highly recommended!
    Peter Harrison
    Peter Harrison
    09:15 02 Dec 18
    Elliott Baird
    Elliott Baird
    10:36 19 Oct 18
    fantastic from the very start. We are constantly reminded how good our web site is from our customers feed back. always available on the phone to update any changes that we require. A big thank you to all at Eclipse.
    Emma Brown
    Emma Brown
    10:01 02 Aug 18
    I cannot recommend the team at Eclipse highly enough. Their creativity, professionalism and expertise is why we work with them time and time again.
    Kevin Redfern
    Kevin Redfern
    08:47 01 Aug 18
    Eclipse Creative Consultants have been fantastic to work with! Highly recommended!
    Craig Stanfield
    Craig Stanfield
    21:12 18 Sep 17
    See all reviewsWrite a review
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