Stories

In a world where users are confronted with thousands of pieces of information every day, it is crucial to create content that captures attention – and holds it. Stories have become one of the most effective formats in digital marketing today. They provide brands with the opportunity to communicate with their audience in an authentic, emotional, and interactive way. Particularly due to their short lifespan and placement at the top of social media apps, they are ideally suited to interact with target audiences on equal footing.

In this article, you will learn how stories work in digital marketing, why they are so effective, and how you can use them strategically.

1. What are Stories?

Stories are short, vertical content (usually videos or images) available on platforms like Instagram, Facebook, WhatsApp, LinkedIn, Pinterest, or TikTok. They typically disappear after 24 hours, but can remain visible longer through features like highlights or saved story archives.

Features of Stories:

• Duration: typically 15 seconds per segment

• Format: 9:16 vertical format

• Content: videos, photos, text, emojis, links, music

• Function: insights, interaction, entertainment, advertising

• Platforms: Instagram, Facebook, WhatsApp, LinkedIn, TikTok (similar formats)

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2. Why Stories are So Important in Digital Marketing

a) Instant Attention

Stories appear at the top of social media apps and are often viewed by users first – even before the actual feed.

b) Authenticity

Stories often seem more spontaneous and genuine than traditional posts. This builds trust in the brand and creates closeness.

c) Interactive Features

Questions, polls, quizzes, votes, swipe-up links (or link stickers) – all of this promotes engagement and interaction with the community.

d) Urgency Through Time Limitation

The 24-hour availability creates FOMO (“Fear of Missing Out”) – users don’t want to miss anything.

e) Low Production Barrier

Stories don’t need to be perfect – a mobile video is often enough. This lowers the entry barrier for companies and brands.

3. Use Cases for Stories in Marketing

1. Presenting Products

With short clips or boomerangs, products can be shown in everyday situations – ideal for an authentic brand experience.

2. Behind-the-Scenes Content

Show insights into daily work life, production, or events – this conveys transparency and builds trust.

3. Announcements and Teasers

Whether it's a product launch, a new collection, or a discount campaign – stories are perfect for building excitement.

4. Interactive Community Elements

Ask questions, conduct polls, or incorporate quiz stickers – this fosters viewer engagement.

5. Share User Generated Content

Share story contributions from customers (with their consent) to support your brand through real experiences.

6. Story Series or Tutorials

Use multiple slides to tell stories in series form: e.g., “5 Tips in 5 Days,” “Mini Recipe Series,” “Q&A about the Brand.”

4. How to Create Good Stories

a) Strong Opening

The first few seconds are crucial. Use eye-catching colors, surprising statements, or questions to grab attention.

b) Clear Goal

What do you want to achieve? Reach, interaction, clicks? Every story should have a clear goal and a call to action.

c) Don’t Forget Branding

Subtly integrate your logo, brand colors, or fonts into your stories – this increases recognition value.

d) Use Music and Sound Purposefully

Music underscores the emotion of the content. Use suitable sounds or voiceovers to make your content more lively.

e) Vertical Thinking

Stories are mobile-optimized content – so don’t recycle landscape videos. Use the entire vertical format for your content.

5. Story Highlights – Making Content Permanently Visible

Stories can be permanently saved on the profile through highlights. These are perfect for:

• Answering FAQs

• Showing product information or categories

• Making events or campaigns visible in the long term

• Presenting testimonials and customer feedback

• Sharing company values or team introductions

Structure your highlights by topics and design them in a uniform style – this makes you appear professional and trustworthy.

6. Measuring Success: Metrics for Stories

The most important metrics for story performance are:

• Impressions: How often was the story seen?

• Reach: How many users viewed the story?

• Responses: Number of reactions via direct message

• Next Clicks: How many clicked to the next story?

• Drop-Offs: How many left the story?

• Interactions with Stickers: Clicks on polls, links, quizzes, etc.

Tools like Instagram Insights, Facebook Creator Studio, or third-party tools like Later, Hootsuite, or Metricool assist in evaluation.

7. Best Practices and Tips

• Post Regularly, e.g., 3–5 stories per day, to stay in memory.

• Variety is key: Show different content and use all available tools (stickers, music, text).

• Storytelling Rather than Advertising: Tell small stories instead of flat advertising messages.

• Link Smartly: Direct interested parties to the shop, blog, or newsletter sign-up.

• Use Peak Times: Post at times when your target audience is active.

8. Paid Stories – Advertising in Story Format

In addition to organic stories, companies can run story ads. These appear between other users’ stories and can be targeted.

Advantages of Story Ads:

• Seamless Integration into user behavior

• Target Audience Specific Targeting like other Facebook/Instagram campaigns

• Swipe-Up Function / Link Sticker to the website, landing page, or shop

• Ideal for quick conversions, awareness, or traffic

It is important that story ads do not look like traditional advertising – they should visually and content-wise align with organic stories.

9. Platform Differences: Stories on Different Networks

10. Challenges and Common Mistakes

❌ Too Much Text

Stories are fast-paced – keep text short, clear, and big.

❌ Unstructured Approach

Guide your viewers through a clear story or structure.

❌ Only Advertising

Too many promotional contents can deter viewers. Value is crucial.

❌ No Interaction

Those who do not use polls, questions, or links miss the potential for engagement and conversion.

Conclusion: Stories are More than a Trend

Stories are a central element of modern brand communication. They enable real closeness to the target audience, promote interaction, increase brand loyalty, and can achieve concrete conversions – from website visits to product purchases.

Whether a large corporation or a small start-up: Those who strategically, regularly, and creatively use stories create a strong foundation for sustainable success in digital marketing.