Earlier this year, Instagram announced its goal to make Stories their number one focus for communication. In other words, it’s time to amp up how your brand uses IG Stories. Done right, Stories can help humanize your brand, inspire customers with authentic content and foster a strong community—and that’s just the beginning.
In this blog, we’re going to:
- Look at six brands that are absolutely crushing Instagram stories
- Identify tactics your brand can use to achieve the same successes (we even created a handy dandy infographic for you – see above)
- Give you a special bonus tip—if you read to the end 🎉
So, let’s dive right in…
REI – Outdoor Industry
Popular outdoor company, REI uses Instagram Stories and highlights to promote their blog posts with interactive, click-through content. By including CTAs like “Tap Here” and “Swipe Up” on the image, followers are encouraged to either stay in the story or explore more branded content and visit their site. This type of content is excellent for keeping fans involved throughout the entire story (instead of swiping away after 1 frame) and encouraging even more engagement.
REI also uses Stories to lend their voice and influence to their involvement in important issues, news and trends. From participation in the Global Climate Strike to partnering with Black businesses in support of Black Lives Matter—REI showcases how they are taking action through their Stories.
REI also does a great job of using Instagram Story Highlights to inform customers about products, nurture their community and more. A great example of this is their Q&A section, where they save FAQs so followers can access the answers at any time. Doing so means their IG does more than inspire customers, it also informs them during their purchase journey.
Gibson – Music Industry
Iconic guitar brand Gibson uses Instagram Stories to take their fans behind the scenes of the guitar tech board. Their series “Tech Time”, features one of their luthiers answering commonly asked questions like how to adjust the bridge, swap pick-ups, etc. As most people are still spending more time at home, the need for these common tech tips has gone up and Gibson recognized that.
Another way Gibson uses Instagram Stories is by showcasing brand collaborations and artist events. In the first slide, they gave their fans a tour of Third Man Records in Nashville, TN showing how Gibson’s been featured at the popular tourist attraction. Then in the second slide, they link to an artist’s livestream performance so anyone viewing the story can go watch. With live events just now slowly coming back, story features like this are a great way to keep their fans feeling involved in the music.
Callie Danielle – Apparel and Design Industry
Apparel and Design brand Callie Danielle does a great job of using Instagram Stories to their fullest. Managed by Callie, herself, she talks to her audience like she would her friends and family—creating a close-knit community who she refers to as her #CDFAM. Her main strategy is treating her Stories like a daily vlog. Through vlogging, she uses Questions & Polls and many other features to seek feedback on new designs and share sneak peeks of launches.
During her fall launch, most behind the scenes teaser content happened on Instagram Stories. Anyone following, found out in advance when the actual launch was coming via Countdowns. Sharing a countdown was great for Callie Danielle to get her fans excited early for the product launch to come. Plus, the more people that shared her countdown to their own story, the more engagement for the brand overall.
One more thing we love from Callie Danielle is how she incentivizes her fans every week! Every Wednesday, she creates free wallpaper designs that anyone can screenshot and save for personal use. There are hundreds to choose from and can all be found in her Instagram Story Highlights. It’s always great to see a brand giving back to their fans and Callie really does a great job of doing that.
“Being consistent and engaging with your audience is essential. Definitely interacting with them, asking questions, and responding to them is something that not only earns customers and a higher following, but it can also create lifetime friends.”
-Callie Danielle, owner and creator
Tails Up Pup – Dog Accessories & Toy Industry
Founded by Danielle Caras and co-owned with her husband Nick Caras, Tails Up Pup uses Instagram Stories to share special promotions, behind the scenes, sneak peek new products, and give their fans a day in the life of running a small business. From daily vlogs like their Instagram Story show “What’s Up, Pup?” to Questions and Polls, IG Stories help them tap into their audience and get to know them better, while still sharing feedback about what’s happening at the storefront and office of their small business.
Another great feature Tails Up Pup uses is Resharing Brand Mentions from their fans directly to their own stories. Doing this, they don’t only help their social media community feel recognized, but create excitement and engagement around their brand. People love being featured by brands that they follow and they will likely share again. It’s pretty much a win-win situation. Better yet, that fan involvement paves the way for overall brand loyalty and long-time fans.
“Instagram stories have really helped us not only build our brand but also build a lasting relationship with our customers. We use IG stories to show behind the scenes, answer questions, show sneak peeks, and so much more. It allows the customer to see a face with the brand and allows them to know who they are supporting when they spend their money with us”
-Tails Up Pup Creator, Danielle Caras
Pipsnacks – Snack Foods Industry
Pipsnacks is a women-owned, minority-owned, family business offering healthy heirloom popcorn and snacks. Through their Instagram Stories and Highlights, they show how fans of all ages are enjoying their product variety, tell their brand story, share customer feedback, behind the scenes content, and more.
We love how Pipsnacks uses Brand Mention Reshares to share their fans posts and stories to their own, referring to their fans as #Pipsters. From quick reviews and recipes shared from influencers to just your everyday snacker—Pipsnacks loves to highlight people who are enjoying their products. Through these mentions, it helps keep their online community engaged, and most importantly—encourages them to go grab a bag of their favorite Pipsnack and munch away! 😋
Cheekwood – Events/Attractions Industry
Cheekwood is a 55-acre botanical garden & art museum located on the historic Cheek estate in Nashville, TN. They use Instagram Stories to show sneak peeks of exhibits, fans visiting, and showcase events happening. We loved the way they turned to Instagram Story Highlights and Questions during the pandemic to bring stunning content of their gardens through their Virtual Blooms tours and engage their fans to participate. There were months that Cheekwood was closed, but their social media was thriving and brought their online community together.
Another great way that Cheekwood uses Instagram Stories is by sharing interactive blog content to keep their fans tapping through to learn more. From arts and crafts to sharing new attractions to visit—Cheekwood leverages their blogs on Instagram Stories to share fun and unique things happening. During the day, they post about arts and crafts where on evenings, they focus more on their nightly attractions. It’s clear that they know who their audience is and when to talk to them—all leading to higher brand engagement on Instagram Stories.
So, what’s the point?
No matter the size of your brand, Instagram Stories and Highlights should be implemented into your marketing strategy. Why? Customers are more likely to spend money with a brand that’s transparent, personable and that engages them with authentic, interactive content. And that’s exactly what Stories help you achieve.
Want to talk about how your brand can use social media to better reach its goals? Give Amplify a shout for a free consultation!
BONUS TIP – SECRET MENTIONS FEATURE
Here’s how to use secret mentions on Instagram Stories.
- Use the eyedropper tool to match the color in your image with the mention tag
- Then, simply shrink the text and move it off to the side
- Whoever you tagged will still get the mention notification in their DMs, but you won’t see mentions or tags on your actual story. Same trick also works for hashtags!
This feature is perfect to if you are looking to tag someone without having it show on your content.
