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As an influencer marketing agency, we find more brands investing in video content—mainly Instagram Reels and in-feed videos. This makes sense, as the lifespan of an in-feed post tends to be longer. A longer lifespan increases the chance of brand exposure and higher viewership. Instagram is investing more in features like Reels to help content creators make the most of video content.
If you're activating influencer marketing campaigns on Instagram, Stories continue to be an impactful part of the deliverable mix. Despite their transient nature, Stories provide immense value for brands and are the best way to drive organic web traffic.
The industry standards for Stories have changed over recent years, and—sorry, social media managers—they will continue to.
Here are some best practices for brands and content creators for Instagram Stories.
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How long should your Story frames be? Recently the frame limit for a Story increased from 15 seconds to a full minute. Should brands and creators adjust their Instagram Stories strategy now that the frame limit is 60 seconds?
It’s important to note: A significant functionality update doesn’t equate to an immediate user behavior update.
Consider your behavior. Any time a story lasts 40 seconds, you can expect your consumer to tap out mentally.
The mental prep to sit through a long story isn’t natural right now. Viewers still expect short, bite-sized, easy-to-digest content that is easy to tap through. They also expect to consume the content faster than a Reel or a TikTok. So even if it’s one extended video (e.g., a GRWM video), request your creator partners to chop it up.
How many Story frames should your request? At Fohr, our default is a minimum of 3 x story frames.
Multiple story frames increase the likelihood of getting the audience member to pause and view the content. Even if it’s lengthy, one frame is too easy for users to skip past and miss your brand integration.
How many links should you add to Stories? Instagram Stories allow for one link per Story frame. You should leverage that opportunity to drive traffic as frequently as possible.
For example, if multiple products are part of a round-up, you can request each product be linked. If the creator you have contracted has shared bonus Story frames, remember it’s a bonus. In this case, they may not provide links.
Stories have built-in functionality for polling, question stickers, and quizzes. Encourage influencers to engage their audience through participation and boost performance.
You wouldn’t want to create a 60-second video perfect for TikTok to repost as a Story. Stories have their native feel. Ensure your influencer partners know you aren’t looking for a repost as a way to strategize the video content differently.
Encourage influencers to use text overlays or captions to convey important information.
Each Story frame should have a clear call-to-action (CTA) that directs viewers to take the desired action. Typical desired actions include clicking a link, answering a poll, or tapping through to your brand's account. Make the CTA prominent and compelling.
Clearly define your objectives and key performance indicators (KPIs) for the campaign.
Some typical KPIs include viewership, Sticker taps, swipe-ups, conversion, and creating compelling assets for paid media repurposing. Give creators that insight to set them up for success and so they can adjust their creative approach.
It’s important to remember that best practices may vary depending on your specific vertical, audience target, and objectives. It is essential to monitor performance and optimize using metrics like reach, impressions, engagement, click-through rates, and conversions. Use these guidelines for your unique circumstances and refine your approach for the best result.
