With business pages’ organic reach continuing to decrease on Facebook, it’s now more important than ever to experiment with different ways to get your posts in front of as many eyeballs as you possibly can.
While many brands are using disappearing Instagram and Snapchat stories to reach their audience, Facebook Stories has previously been limited to personal profiles, with very little uptick in usage.
The lack of people using Stories on Facebook we feel presents an opportunity for brands to fill that void. Currently only a few businesses are using this feature despite its prime real estate: Stories appear at the top of users’ Facebook News Feed on both desktop and the mobile app.
Facebook’s latest algorithm change prioritizes local news, as well as interactions between friends and family, making it even harder for posts from business pages to been seen without spending money to boost them. It’s now more important than ever to look at alternative ways to interact with your audience. Facebook Stories may help business pages gain some visibility, especially with so few people using them at this stage.
Much like Instagram Stories, Facebook Stories are visual rather than text-based. They can contain multiple photos and videos to communicate a message and will disappear in 24 hours.
If you have a business profile on Instagram, you can also push your Instagram Stories to Facebook Stories. Access your settings in the Instagram app, select ‘Story Settings’ and turn on ‘Share Your Story to Facebook.’ With this method, all of your Story analytics will be combined and viewable on Instagram.
What are the benefits of Facebook stories from a marketing point of view?
First of all and due to its characteristics, Facebook stories are the ideal medium to show everyday scenes of your business, in a more informal or familiar way than a normal post. This can be very useful to humanize your brand and bring it closer to the public, generating identification.
Secondly and as you can see in the image below, the stories are the first thing that users see when they enter the Social Network since they are fixed at the top of the window of the app. For this reason, they are a very effective way to spread commercials, promotions, news, etc.
It is important to understand the difference between content that makes a good Story versus content that makes a good post. Much like on Instagram, Stories tend to lend themselves better to behind-the-scenes content and often have a more “guerilla marketing” feel than the professional photography you’re more likely to use with posts. You want viewers to watch your story from the beginning to the end by guiding them through a journey. Smash Social are giving you some guidelines to follow on how to create a good Story versus how to create a good post:
Facebook Story Facebook Post
• Plan out what you want to showcase to your audience and create a storyboard
• Decide what story you want to tell your audience
• Do you want to share behind-the-scenes photos showing your audience what goes on in your business?
• Do you want to educate your audience with your expertise? Facebook
Stories can be a great way to deliver tips and short how-to tutorials.
• Are you trying to discover more about your audience? Ask for your fans’ feedback and use them to focus group new products or services
• Come up with an overall theme/idea and include a combination of video and images to keep the Story visually appealing.
• Decorate the Story with elements such as filters, stickers and text to keep it visually interesting
• Start with no more than 1 Story per day • It is crucial to write your text for speed readers. People scroll through their News Feed quickly, so get straight to the point and use strong call to actions
• The audience will be more interested in your post if the content is exclusive, entertaining or informative.
• Determine your objective behind each post. Are you trying to get brand awareness? Drive people back to your website? Get newsletter signups?
• To gain engagement in your post, ask questions and use hashtags. Be direct and avoid asking yes/no questions. You want people to comment and discuss.
• Keep your posts relevant to your business and audience. The focal point of your posts should always relate to your company’s culture, products/services, or business objectives.
How to create Facebook Stories
Through the Facebook app on your phone, you can directly post Stories by:
1. Going to your brand’s page
2. Scroll down to where you see ‘Your Page’s Story’
3. Click ‘Create a Story’
4. Create your Story by taking photos or video, or upload photos and video from your Camera Roll
5. You can add filters and text
6. Once you’re done, at the bottom of your screen, click the ‘Next’ button
7. You will be prompted to add it as a Story, or as a post to your page
8. Select “Your Page’s Story” and click the arrow button at the bottom
So what do Facebook Stories offer that Instagram Stores don’t?
Unlike Instagram Stories, Facebook Stories offers a huge array of effects to add extra impact to your images or videos: from full-screen artist-inspired filters to more specific overlays (some of which are licensed from movie studios), selfie lenses to color-reactive masks, and interactive overlays that respond to the number of people in the photo.
Another benefit offered by Facebook stories from the marketing point of view has to do with the possibility of promoting the location of your business, by being able to add geotags with the specific location of your branch.
Due to its ease of use, to the numerous stickers and comic filters offers, and the ability to add text, Facebook Stories are the fastest and most effective way to communicate the daily news of your business, example. When you receive new products, day discounts, etc.
Another great advantage is that you can exactly see who has seen your Facebook stories this allows you to know which users are most interested in your proposals. This gives you the possibility to make special promotions and keep in touch with your audience to attract and retain customers.
In summary and as you may have noticed, the possibilities offered by Facebook Stories to promote your business are innumerable, and it is up to you to make the most of them. Follow the advice we offer in this post, and you will get the best results. Then you tell us