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Stories Are the New Storefront

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stories are the new storefront
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How do you lure in shoppers when the streets are empty and stores are losing footfall? The pandemic has presented the retail industry with an unprecedented challenge, moving business out of physical stores and into the digital realm. In many cases, that’s come at the cost of human interaction: although ecommerce is a quick and convenient way to shop online – and it is booming – it also lacks the social component that stores have offered. 

No one likes a brand that’s purely transactional. That’s why now more than ever retail brands must focus on digital storytelling: on creating brand experiences and interactive digital moments that bring their products and services to life. In fact, social commerce is quickly becoming the most important way to drive real shopping intent.

Brands must meet shoppers wherever they are – including at different points on the digital shopping journey, from discovery all the way to the point of purchase. Nowhere is that easier or as effective as on social media, and on Stories in particular. 

Stories have transformed social media and advertising. We are currently witnessing the entirety of the social media landscape merging into Stories. The same Stories format is in use across Instagram, Facebook, Pinterest, Snapchat, Twitter, LinkedIn, and now even Spotify. TikTok was entirely built on Stories. New versions of Stories are beginning to pop up as well, including Instagram Reels and Spotlight on Snapchat. 

The shift from Feed to Stories, for advertisers and users alike, represents a leap even bigger than that of desktop to mobile. Invented by Snapchat, mainstreamed by Instagram (where Stories now have more than 500 million daily actives), and further popularized by TikTok (currently the world’s fastest growing social media platform), Stories are seen by users as a “more authentic” means of communication with friends and family. In essence, they capture “realer” moments. For advertisers, that means the format can allow for more meaningful interactions for brands to get closer to consumers. 

The distinctive feature of Stories is that, rather than focusing on one single element, such as images or text, Stories allow for the full plurality of expression. Stories, as posts, can consist of long and short video, still images, graphics, text, sound, emojis, and more. As such, for brands, they can also be a way of recreating the in-store experience on a consumer’s phone: Interactive elements such as polls and Q&As can create a sense of dialogue, for example, while uplifting music paired with striking visual footage can lead to stronger emotional ties with shoppers. 

The Stories format packs in at once the qualities of YouTube, Facebook, Instagram, TikTok, Snapchat, Twitter, Pinterest, and countless other social media apps. In short, Stories are a hybrid concentration of all that is social media. Advertisers who capitalize on the synergies and create content native to the format, can slide effortlessly into consumers’ pockets: Stories ads, created mobile-first, are less intrusive and more relevant. They capitalize on all the major recent developments in digital advertising: the rise of storytelling, the pivot to video, and the growing importance of personalization and localization.

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With new advertising campaigns designed Stories-first – and powered by automation tools like Smartly.io – brands can take advantage of all the audiences and behaviors across all social platforms at once, deploying a consistent multi-platform interactive experience that reaches shoppers across the buyer’s journey. That might mean using Pinterest Stories to reach shoppers who are in the discovery, search phase; TikTok Stories to promote more authentic shopping experiences; Instagram Stories to create visual, creative moments; and Facebook Stories to reach those buyers who are ready to purchase. 

Just because stores are shut or operating at limited hours doesn’t mean brands should give up on interacting with shoppers. With a Story-focused multi-platform strategy to social commerce, retail brands put themselves in the best position possible to connect with customers at the right moment in the right context – an unbeatable combination that will ultimately drive the sale. 

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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