The rise of stories; What you need to know

March 16, 2020

Show Notes

What are stories? In short, for most platforms they are 15 second, slice of life style videos that disappear after 24 hours. We can all thank Snapchat for the introduction and IG for the explosion. 

  1. Stories have blown up! We now are seeing stories on YouTube and LinkedIn. It’s also voted as one of the top three places people are watching videos online!

  2. 73% of marketers uploaded 2 or more marketing videos to YouTube in the last month

  3. 72% of marketers post branded content to Facebook Stories once a week or more
  4. Audiences want brand Stories to be useful, easy, and authentic
  5. Go make your own story on your favorite platform if you haven’t. Share them with us @bitbranding on FB and Instagram

Stories are no longer a secondary format, a lot of people on Instagram go to stories and enjoy those more than they do the posts. Quick tip: Using IG stories actually helps you get more engagement on your posts. 

Whether you are a veteran or novice when it comes to stories, we can all agree that they are going to stick around and are only growing in popularity, so it only makes sense for you, as a business, to adopt the feature. 

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Christian [00:00:00] The rise of stories and this episode, we're going to have just a nice little chat about our thoughts on stories, Instagrams stories, Facebook story, YouTube stories, future linking LinkedIn stories. So stick around. We have some cool stats and we're going to talk about what's our favorite and not least favorite. 

[00:00:21] This is the marketing natives providing actionable ways to grow, improve and succeed in your business. 

[00:00:29] And now your host, Christian and Aaron. Ok! 

Aaron [00:00:35] So before we jump too far, I want to talk about what a story is, because I don't know if you stories are not Christian. I've never seen one of yours, but you done one for stories. Yes. Yes. OK. I'm just playing with I'm playing with you. OK. So for those of you who are not familiar with stories there, like a 15 second clip, that's like a slice of life style video. And it all started really on Snapchat. It's not Sisalem. You don't do slice of life. You said video doesn't really have to be that. It doesn't have to be a video, but it is. It can be up to 15 seconds for the video style. I would encourage people to do the video, but the way that it's started anyway was a video, at least from whatever I remember, which was Snapchat. And I remember a Snapchat starting it. And then Instagram. I can't remember the timeframe, but I remember when Instagram announced like, hey, we're going to do our own stories feature. And I remember testing them. It was like Instagram was just like crazy. How many more people we're looking on stories there. So it's kind of like a little history slash 15 seconds of a picture or video. Slice of life. That's kind of explained a story, I guess, and I guess is good to note. 

Christian [00:01:39] The stories are on Facebook now. Yes. Stories are getting added to Linked-In. Yeah. 

Christian [00:01:49] Yeah. Do you follow the other day? And I mean, more and more platforms are adding this type of content. 

Christian [00:01:57] Where? 

Christian [00:01:58] It's just more organic. You can post whatever you want. You're not as worried about. The nitty gritty details about capitalism. Or yeah, or does this picture have the right filter? X, Y, Z? Are these the correct hashtag? That's more in the moment you're just posting. 

Aaron [00:02:21] Yeah. What are the things that I was as I was doing some research, too, is like we're now seeing more people navigate towards stories. Before I was like a second platform. You know, you went to Instagram and you're like, oh, I'll check out some stories later. But now it's like if you go to Instagram, at least for me, if I go to Instagram, the first thing I look at is stories, not necessarily just scroll through the feed as much. Do you do that or do you look to the feed more events? No. So it could be your first platform market. So it's. But mostly, I guess whenever people start, it is like they went to the platform, they went to Facebook, they went to Instagram, they went to Snapchat mainly to see like specific things on the like s the post Snapchat a little bit different like the posts. And now you may choose stories over something else. And also there's on Facebook. I don't ever watch stories. Yeah. And there's like I don't remember the numbers, but it's only like one and I know it was like 44 percent. So 44 percent of people have looked at a Facebook story in the last month, which is not that much of you know, I've looked at two and I think it was on an accident. But I think that it's one of those things where, like we're training ourselves to eventually look at stories and it will start to take over. And they're giving it as like, I don't know, presidents inside of like the feed to cause. Like you look on Facebook right now and it's like the very top are the story. So they want you to look at them, even though we're probably not yet. 

Christian [00:03:46] Yeah. To me, I think they just feel slower and clunkier on Facebook. 

Aaron [00:03:52] Yeah. You can't swipe as easily. Yeah, it is. It is clunky. 

Christian [00:03:56] So. Just my two cents. Yeah. 

Aaron [00:04:00] I think it's also one for those of you who are not aware, you can do a story on Instagram and then post to Facebook. And I think you can even now and this may or may not be correct that you got to check this, but you can also do a story on Facebook now and then post to Instagram. Jack is shaking his head. He's off camera, but he's shaking his head that that's possible, too. So you can go back and forth from whichever platform you and you like to work with. I guess Best Buy does seem to me like that same store on Instagram doesn't have the same effect on Facebook. It does seem slower, I guess, but I don't know. I guess it's important to know. And I guess also YouTube has their own version of stories, which I didn't know they aren't doing as well. But I guess it's important to note that YouTube is trying to do stories and YouTube has two billion ish monthly active users and they're starting to push stories as well. So they're trying to figure out a way to incorporate stories into the way that you consume YouTube videos to which I don't know, because for YouTube I feel like I go there for my long-form content than short-form. But maybe they're trying to take a more that marketplace. 

Christian [00:05:09] Well, I mean, if you think about creators on YouTube, they don't have a way to necessarily communicate with their audience other than via a video. Right. So what creator they're doing is they're going to Twitter. They're going to read it. They're going to all these other places. And I think YouTube is partitioned to that insane. We need to include something like stories where its creators can just ask a quick question, you know, to their audience and they're able to just answer it within stories and things. I think communicate with our audience through that method instead of just having to do a video, post video in order to communicate with them and keep them right there on the platform. 

Aaron [00:05:51] Yeah. And yeah, you're right. And you can go and find them like to find the email or whatever else. But you have to search like crazy to try to find it. And there's no direct communication. So we just got confirmation here that like, yes, stories are available, but you also have to have a large account to be able to do it. So it's like us over here with less than a little bit less than a thousand subscribers. Hopefully by the airing of this video, we hit a thousand. I don't know what it'll be out there, but yeah, we're probably not going to have stories until you become a much larger account. So I'm curious now. I'm also I also think that it's important to note that LinkedIn adding stories should be really interesting because LinkedIn, you think it was more professional and stories are not as professional. So it's like those people who are like, I don't want you on LinkedIn because I have to be like, you know, I don't I can't be myself or it's not the right place to be myself because LinkedIn is such a B2B site. I consider it more of like the you're going to a business casual event versus you're going to hang out with friends like on Instagram or Facebook. But now adding the stories feature, it allows you to be in your office or us doing a story literally like this where we could be doing some professional, but it's more less polished, I guess. So I think that will be a huge explosion on LinkedIn. 

Christian [00:07:05] I mean, I've seen. 

Christian [00:07:07] For example, on tiktok you see professional people, professional finance coaches and things like trying to get a younger demographic. And I mean, they're doing an excellent job still being professional, but using the platform in a way that is highly engaging with the audience. So I think with LinkedIn, obviously they want to attract more people and all that. So it's just a matter of time to everyone has a mixture of everything. You know, we're talking specifically about stories, but, you know, all these platforms eventually kind of look the same. Even though LinkedIn is more towards professionals, they're still adding some of the features from Instagram and eventually, like maybe even things like from Tiktok, which just seems counterintuitive, from just looking at the other platform and saying like, OK, there's for a type of demographic. But I think that type of demographic is also on those other platforms and doing those things already. 

Christian [00:08:09] So they're already trained to, you know, use those tools. It's just a matter of, yeah, like you're saying, implement it in a different way. So it's not going to be dancing videos or anything like that. Right. But it's still going to be highly consumable content. Highly valuable content. Right. Right. They're from within Linked-In. 

Aaron [00:08:32] Yeah, I'm probably most excited about that. The YouTube one we can't really touch as well. But LinkedIn. Yeah, that's a good point. 

Aaron [00:08:38] And it's also, I guess, important to note that with the LinkedIn stories, we don't know like if that's going to be a really good reach to you because LinkedIn has crazy organic reach right now. So like, are there stories and you got 10000 followers or 5000 connections or whatever? Are you going to reach all of those people? Whereas Instagram and Facebook, they know they can't reach those people. So will you be able to reach a ton of people doing that? So maybe something to know for you as a business owner if LinkedIn, your platform of choice and you're already getting a bunch of organic reach once they roll out like video for you in which they ruled that out, but stories for you that maybe something to jump on because the platforms creating that feature for a reason so that reach maybe insane. 

Aaron [00:09:24] So this is your favorite part of the podcast where we tell you a little bit more about bitbranding or tell you some offers that we have, and currently at least for these next few episodes, we're going to continue to talk about our Web site costs cost calculator. This is where you as a business owner entrepreneur can go and find out exactly how much it costs for you to build a new Web site. This is whether it's an e-commerce site, a redesign, a brand new site, brand new business does not matter. You just need to go over the calculator. Does it branding that SEO and you'll be able to fill out the information there and get an accurate quote instantly. So it takes you five or 10 minutes to fill it out. Find out how much it's gonna cost you to build an effective Web site. And like I said, it can be e-commerce and redesign or it can be completely custom Web site. We can answer all that for you. It's a really cool calculator. Make sure you go over to calculator a bitbranding dot co, fill it out and it is free. Forget to mention that by. 

Aaron [00:10:20] OK, so we're back. And I want to cumber cover a few stats that we pulled off of social media today. So you cite them correctly. So number one, 73 percent of marketers uploaded 2 or more marketing videos to YouTube in last month, which is important. Those people aren't necessarily doing stories. But the important part is that they're actually creating content for the platform for something like YouTube. And marketers are like growing with that. So that's a good chunk of that includes us, too. We've uploaded more than two videos, but a good chunk of people who are marketers are uploading content to YouTube, which hopefully when they roll out the source feature for everybody means that there'll be more videos uploaded for the platform as well. 

Aaron [00:11:03] So that's number number one there. 

Aaron [00:11:07] Another interesting stat that I found anyway is 72 percent of marketers post branded content to Facebook stories once a week or more, which seems like really high to me. Like I do. I don't know if they count the fact that we post on Facebook story, Facebook, Instagram stories and then we share that to Facebook if they're counting that, too. If so, then I agree with it. If not, like we aren't going to at least our agency, we're not going and creating a Facebook branded story and then going releasing it specifically there. We do it on Instagram and its share, but it's kind of an ambiguous number there on whether or not it's coming from Facebook. 

Christian [00:11:44] Right. Versus just reposting it from. So I think they're kind of both. 

Aaron [00:11:49] Yeah, I would assume so. Just because that number seems really high and both of us have just said that we aren't really going the other way. No one from Facebook, Instagram as much as we are from Instagram to Facebook. And I feel like a lot of people are going that direction anyway because we started with Instagram stories. So it's native, it feels right. And then it's just a matter of clicking a button to go to Facebook vs. creating on Facebook. 

Christian [00:12:15] The third tidbit to know is that audiences want brand stories to be useful, easy and authentic. 

Christian [00:12:26] I think the main thing that pops up my head here is useful and easy because I see a lot of people doing stories where I'm talking about people, but also brands where. 

Christian [00:12:39] They would repost like if you create a fake Instagram story, right, and you have text on it. And then I go and repost it. And then I have my own text on it. Like you get super confused on what to read. First you posted. You know what? Text belongs to what post. Yeah. And a lot of people are doing that. And it's just so much text on these stories and it's just like a mess and it's not easy or useful. When it comes to that. So I think to some extent people are using stories incorrectly when it comes to the amount of text and maybe not. Using a signature text that they use all the time. Right. So like that would maybe signal to me. Oh, yeah. This is Aaron's find that he always uses with the blue background or whatever. Right. And that will be easier to consume and digest versus seeing like a bunch of different fonts with different backgrounds from a previous post and then the current post. So to me that I think that's the worst thing that I've seen on a story so far. It's the amount of text and then you're not knowing what the heck is going on. 

Aaron [00:13:55] Right. Yeah. Textured. I guess just to clarify, the text should help you move either the picture or the video. Like you can have text on a picture or a video, but it should move you through something. So if you're. Yeah. Take it. Christian has a picture of him with with a beard, without a beard or whatever. And he's telling people like, hey, this is before and this is after. He's using the text I've seen. I know what you're talking about too. I've mainly seen it from consumers more so than brands, because I know brands who have like posted when people have tagged them. And yeah, it looks really bad because they obviously don't have a social media team or something like, look, you know, somebody reused us and it's like, okay, yeah. This just. It just makes them look bad. But I see it also from a lot of consumers where it's like, all right, I tag you. Then you share it. And then it gives me the option to cause like, oh, you used it and added to your story. And then I'm like, okay, I'm going to share it again. So it's like this like really long window of okay, Aaron created a post-Christian, shared the post. Aaron re-assured the post and X. Yeah, it just gets no waiting. It's not effective either because I feel like it's bad for you and it's bad for me. It's like it's clearly we re shared this picture, but now we've ruined it because it's like a picture within a picture with in a picture. 

Christian [00:15:09] Within a picture. Yes. 

Aaron [00:15:11] Yeah. And I used to chartists. I probably spent too much time trying to figure out like, okay, who actually posted this picture. And then you can never go back to the person let you go to the person's throat. Yeah. So the point is that was not easy to follow and it's not easy for people to have the stories. And I guess what this one Christian read that audiences want brand stories to be useful, easy and authentic. Yeah. It's don't try too hard. Like if your brand is the one that likes to put your face in front of it, great. Do that and add text to it because we like to see that. Or if you're the one who likes to tell the story through pictures, do that. There's no right or wrong way to do it. But if you are making it easy and it is authentic and it is engaging, then it's going to do really well. There's no I think you taught this last month about it doesn't matter to Instagram whether or not it's a picture or video. It's their way to the same. Right. So I don't know. 

Christian [00:16:05] The algorithm takes the same. It's whatever your audience prefers right at that point. So they're engaging with it. It's going to work. Cool. 

Aaron [00:16:15] All right. So that's all the tips we had on if you had any extra ones. If there was anything that I really wanted to throw this out there, because I think it's important to talk about stories which Swett chose the topic. But I don't know if there is anything that recent that you've. I'm asking Mr. Christian and you guys, too, whether or not there's something on stories that you've seen or you've enjoyed. I know there's a lot of people, at least a friend of ours anyway, who's trying to sell like presets or whatever for stories to start branding them. Do you think that's a good thing or do you like that? Do you think it's cool, unique, like brands should do that or consumer should do something like that? 

Christian [00:16:53] Yeah, absolutely. I mean, Instagram is giving you the ability to do that. So why not take advantage of it? And I think what Aaron's talking about is stickers. 

Christian [00:17:03] So on your phone, if you go to your regular camera roll and then you copy the picture and you go back to Instagram. That picture is going to show up in a little corner on the stories. As for you to paste that right into your story, so a good friend of ours, he created transparent pages, saved them to his camera roll and his phone, and he just copy those pictures and paste them on Instagram stories and they come out as cutouts. Right. So he gets able to sort of interpolate pictures with kind of like cool wooden backgrounds and just some nice ingredients and a lot of different cool things that he's doing with that. So I've slowly like I haven't really seen a lot of people do that, actually. Almost nobody except for him. 

Christian [00:17:57] Another one of her friends owes it to Benny. He's been doing it for a while because of Franklin. Yeah, exactly. 

Christian [00:18:03] So, I mean, yeah, it's it's absolutely genius. And I think that'll be the last tip would be to, you know, use all the tools Instagram has given you. 

Christian [00:18:13] There was something recently. I guess the grid type. 

Christian [00:18:20] Oh, yeah. Later. Yeah. So. Within the stories, you're able to kind of do a Ford grid or half-and-half or whatever so that they're giving you all these tools, so this is a matter of experimenting and trying to use all these things to your advantage. And I mean, that's what Franklin did. He saw an opportunity there, too. Hey, what if I do? Transparent. You know, background saved my phone and use it as a sticker. And it worked. 

Aaron [00:18:45] So I guess from that is the point that we're getting at is you should just continue to test things and continue to work. Because he could've been happy just writing texts and would have been completely fine. But now he found Secours and like you said, nobody else is really doing it. And we both follow probably some bigger accounts and bigger brands and bigger people who still aren't even doing stuff like that. So he's standing out. You should check him out, though, too. We'll link up his Web site. Don't remember exactly where you can buy those those stickers. But poster boy dot me is where you can find it in its poster. Or poster, Bill. I got me. And we'll go to Lincoln here as his handle. 

Christian [00:19:25] I think if you could search him on Instagram, you'll find Lincoln there. 

Aaron [00:19:28] Find a link for the stickers. Yes. Go check him out. He's got some cool stuff. Very creative guy. And I also think that, yeah, the maybe you may even be to talk him into, hey, create some branded ones for me. If you don't know how to do that, so be really cool. Free to do. Yeah. All right. 

Aaron [00:19:46] So thank you guys so much for listening to another episode of The Marketing Natives. I hope this episode added a lot of value to you and more so just helped you think differently about stories or think a little bit more about the platform. Because stories are not just a secondary platform anymore. People are using them like crazy and you should figure out a way that you can get your brand out there to tell more stories through stories. 

Aaron [00:20:10] So this is your first time listening to the podcast. Please make sure to go to Apple i-Tunes Apple podcasts or whatever platform you're listening to hit that subscribe button. And if you've been listening for a while, what we really would love to have happen is for you to go leave us an honest reading and review over on Apple podcast. This allows us to continue to make great content for you till hours if you have an episode of an or an idea for an episode. We'll happily talk about that, but we just want to know how we can make the podcast better for you. And leaving a review does that. So we'll talk to you guys next week. 

[00:20:43] The marketing native's podcast is a production of Bitbranding. 

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