Stories formats are known to capture people's imagination. Facebook Stories, Instagram Stories, Messenger Stories and WhatsApp statuses also help strengthen customers' "affinity" with the brand as well as boost sales.
Here's what you need to know about the Stories format - the information collected by the survey in the form of images and videos - that drives the buying process and what buyers need to learn about stories from brands at the time they are viewed and shared over 24 hours on social media.
68% of people surveyed said they use stories on 3 or more apps and use them more than once a week.
The Stories format allows us to express ourselves creatively as well as experience moments beyond everyday life and see ourselves as part of the larger world as the survey mentioned.
People love using stories to connect with brands and intend to use stories to connect with brands regularly.
69% say Stories are an effective way to let people know about new products and services.
62% say they are more interested in products and brands after seeing them on Stories.
31% say they will continue to use Stories to connect with brands they like.
Stories also help marketers guide customers through shopping and create stronger connections between brands and people.
Across all regions surveyed, respondents said that after seeing a product or service on stories, they go to the brand's website to find out more information and search for the product or service on e-commerce sites.
Surveys show that people's attention is an important factor in creating brand stories
51% of stories are about sales and promotions
51% of stories are short and easy to understand
49% of stories are about tips and advice
44% of stories introduce new products
43% of stories feel real
In Brazil, Germany and Indonesia, inspirational or uplifting stories are always in the top 5, in Australia and Mexico, stories about events (shows, concerts, fairs, etc.) that relate to individuals are often at the top.
Marketers can make a brand's story easy to understand by adding captions or sentiments because Instagram's global data shows that 40% of Instagram Stories with video are viewed with sound-off.
However, it can also be argued that creativity is the most essential ingredient that makes brand stories effective.
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Surveys show that many people want to see content from brands in Stories, especially when stories include sales or promotions and can be consumed quickly and easily.
People turn to stories for novel content including content related to new products.
Source: Facebook
