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2. On Top of the Feed: When <strong>Instagram</strong> changed their algorithm a few months ago to<br />
show posts in-feed depending on how likely were you to be interested, brands had no<br />
choice but to work even harder to create compelling and engaging content. <strong>Instagram</strong><br />
Stories help brands be even more visible to their followers. If someone already follows<br />
your brand, they will see it on top of their feed highlighted by a colored circle, which<br />
indicates that a new story is available. This is a huge opportunity to get content right in<br />
front of an audience that already cares about you, helping to keep your brand top-ofmind<br />
and driving awareness.<br />
<strong>Instagram</strong> and other social networks have a unique ability to impact prospective<br />
customers and customers in various stages of the buyer’s journey, from awareness to<br />
advocacy. Here are the stages of the buyer’s journey:<br />
While <strong>Instagram</strong> Stories do not currently offer in-depth metrics, the feature is already<br />
being used by top brands across many verticals. Here’s how brands are using <strong>Instagram</strong><br />
Stories to meet business goals for their brands and<br />
products.<br />
Starbucks<br />
What: Fall has become synonymous with pumpkin patches<br />
and Starbucks’ Pumpkin Spice offerings. The retailer has, in<br />
a very light-hearted way, captured both popular subjects in<br />
this <strong>Instagram</strong> story.<br />
Impact on Buyer’s Journey: Starbucks’ seasonal coffees<br />
are so popular that they command their own social<br />
media pages. As the retailer launched the fall-themed<br />
coffees, this story was perfectly crafted to capture the fall<br />
mood and at the same time announce the new products,<br />
driving awareness.<br />
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