Another benefit of the story is its versatility – from voting buttons to stickers or question and answer capabilities, the opportunities for engagement with your audience are expanding, and they provide new ways to interact and gain better insights about your followers.
It’s still important to balance this personalisation with high-quality content, so using multiple styles and platforms can help to provide balance. Test out a few different options to find out what works best for your brand. While high production value might not generate immediate leads, it could help to increase your online following.
Find creative ways to repurpose content from customers and your wider communities (local and online) – but always be sure to credit the original post.
If you’re not prepared to watch a story disappear after the effort you put into creating it, make use of the highlights option where stories can be displayed for longer periods of time and grouped into categories. This feature is ideal for special promotions that deserve extended exposure, but make sure you use it sparingly or risk losing audience interest.
Finally, don’t be afraid to show some personality through this medium. While your posts should all be appropriate and professional, the online circle of trust tightens as brands become human, so let your customers see who’s behind the brand now and then.