Estimated reading time: 2 minutes, 58 seconds

Incorporating social media into your marketing strategy is crucial to grow your business. Used correctly, social media creates awareness for your brand and allows you to reach potential customers faster than other marketing campaigns such as direct mail or referrals.  While companies have previously relied on Facebook as the go-to Social Media platform to advertise, Instagram is slowly gaining momentum for companies looking to advertise to younger generations and increase sales

Through posts and recently added stories, businesses account for 25 million profiles on Instagram. If that statistic doesn’t make you want to immediately create a Instagram account, according to Instagram 60% of users discover products on Instagram.

While posts can bring awareness to numerous businesses, it’s the Instagram stories that create loyalty amongst followers. “I chose to share more candid content there. It’s easier for me to express my personality and humor,” Elena Davies (@elenadavies), former Big Brother contestant explains. Davies who has over 278K followers, recently created her own podcast, “MiscELENAeous” and uses Instagram stories to connect with her audience.  Talia Lifschutz (@talialifschutz), Instagram Personality agrees. She uses both stories and posts interchangeably to convey her brand to her 18.5K followers.

Today’s younger generous want to feel a connection with the brands they purchase. They want to ensure that they hold the same beliefs and sentiments. In a way, stories are a way for entrepreneurs to promote their persona, something that they cannot do by merely posting pictures on their Instagram feed.

Another reason why shifting between posts and stories are important is that stories can reach more people who are interested in a certain lifestyle.  “I think they [Instagram stories] hit more potential followers than just using posts/hash tags,” Katrina Hartman states. The owner of Divine Feminine Birth Services (@divinefemininebirthservices) in Rhode Island, Katrina relies on the awareness of social media to gain new followers and potential clients.  Hartman who is APPA Certified in Placenta Encapsulation and training to become a Doula, recently helped with her first live birth. She turned to Instagram stories to recount her experience- something that she couldn’t have done through a post. “I saw an influx of visitors to my page, more than I have by posting alone.” While some of her visitors may live in other states or countries – too far to take advantage of Hartman’s services, they can still come to her account to find out more about placenta encapsulation. 

Businesses can promote their brand in countless ways with the main goal of creating awareness, which will lead to eventual purchases. There are many different methods to promote their brand that is exclusive to their followers. Davies can post a sneak peak at her new podcast. Or she can post never-before-seen footage of her interviews. Lifschutz often times posts live Instagram stories attending various concerts, which helps to establish herself as an influencer in the music industry.  Stories are also a way to connect with followers. Hartman couldn’t hide her excitement when telling viewers how meaningful it was attending her first live birth. By showing her excitement, she was able to connect with viewers who have had similar experiences.

Facebook isn’t the only social media platform that businesses can utilize when advertising and promoting their brand. Instagram, specifically Instagram stories have allowed entrepreneurs to organically grow their company by showing followers their everyday lives. Whether the brand is an influencer, podcast, or service, Instagram stories can help personalize a brand and get their message across to like-minded individuals and potentially followers.

Last modified on Sunday, 24 March 2019
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Danielle Loughnane

Danielle Loughnane earned her B.F.A. in Creative Writing from Emerson College and has currently been working in the data science field since 2015. She is the author of a comic book entitled, “The Superhighs” and wrote a blog from 2011-2015 about working in the restaurant industry called, "Sir I Think You've Had Too Much.” In her spare time she likes reading graphic novels and snuggling with her dogs.

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