Why could this be? As people are increasingly using social media to research prospective purchases, Instagram serves as an outlet for brands to creatively show their products, services, or happy customers in action.
One of the ways that brands on the app share content with audiences is through branded Instagram Stories. These Stories enable audiences to learn more about your brand and what you offer — generating interest with prospective buyers and creating trust.
In this post, discover high-quality Instagram Story tips and tricks from businesses that effectively use the feature on the platform.
If you’ve been on Instagram for a while now, you’re probably more than familiar with its Stories feature. But if you’re new to the platform, here’s a quick explanation of Stories:
What is an Instagram Story?
An Instagram Story is like a slide show of vertical images or videos. Each page of a Story lasts for 10 seconds and the whole edition will disappear after 24 hours unless users choose to feature it on the top of their profile. While some Stories can be on the longer end with five or more pages, others can be just one page.
While an individual might use a Story to show photos or videos from a vacation, work, or other aspects of their daily life, brands often use this feature to highlight photo or video content about their product, brand, or a topic related to their industry. By doing this, the brand might entertain and gain awareness from Instagrammers who enjoy tapping through random Stories.
To make your content even more interesting, you can also add GIF stickers, text overlays, filters, and interactive features — like polls and quizzes — to Stories after you upload or shoot them. You can also optimize your Story by adding text overlays with relevant hashtags or by adding handles of users that are affiliated with the content.
Whether you’re new to the app or a pro, you might be wondering where to start when it comes to using this feature for your brand. You might also worry that this strategy could be expensive, time-consuming, or require graphic design skills.
The truth is, creating Instagram Stories can actually be pretty simple and fun for your social media managers. Case in point: recent HubSpot research found that 46% of marketers already leverage the feature in their marketing strategies, and 55% are planning on increasing their investment in Stories for 2022.
To help you plan your Instagram Story strategy, we’ve compiled a list of 25 brands that have mastered the app feature. Although the brands on this list are larger companies, all of them have strategies that could be easily scaled to fit the marketing budget of smaller companies.
25 Brands Using Instagram Stories
Abercrombie and Fitch, a clothing company, often uses Instagram Stories to call attention to their offers. By sharing high-quality product photos, they’re more likely to capture audience attention, spark interest, and inspire someone to make a purchase.
In the image below, Abercombie and Fitch shares a Story featuring an exclusive online-only item and includes a “Tap To Shop” link.
Abercrombie and Fitch stands out with its high-quality product photos, and the copy included in their stories. It doesn’t just share a picture of a product but also reminds viewers that it’s time to start shopping for the holidays and that they can quickly begin shopping for the holidays by tapping to shop.
While LEGO commercials and other branding material might be more targeted to children, its Instagram approach is targeted to older audiences that will buy the product. These audiences could include young adults that love puzzle projects, or parents that might buy a set for their children.
LEGO’s Instagram primarily highlights works of art made with their products. While this might be interesting for younger people on Instagram, it could also be fascinating to older people who used to play with LEGOs and might want to buy them for their children.
LEGO adds to these Stories with interactive polls and quizzes. In a recent Story celebrating Harley Davidson, they showed a LEGO replica of a motorcycle and included a quiz that asked, “How many LEGO elements are in this life-size Harley?” This is a great example of how a brand can use a relevant quiz to engage people in an interesting way.
LEGO’s Instagram is a great example of how a brand that sells a product primarily to one age group can adjust its content for social platforms that host audiences from other generations. While they’re still on brand and hone in on LEGO nostalgia, they do a great job of creating interactive content specifically for the young adults on the platform.
NASA leverages beautiful space imagery, pictures of cool gadgets they work with, and interesting space discovery news to create Stories that speak to science lovers. On any given day, you might see a Story about a new planet, polls related to space travel, or quick historical fun facts.
NASA’s style is surprisingly casual and easy to comprehend. Although the organization’s content discusses complex topics like space, science, and technology, its Stories do a great job at cutting to the chase by explaining what’s interesting or newsworthy in a way that’s understandable to those without science degrees.
To pull in viewers, NASA begins Stories with an interactive element or text that summarizes the topic they’ll discuss. Here are two pages they used to kick off different Story editions:
NASA’s strategy of grabbing audiences with quick, understandable, and interesting information can be key on many fast-paced social media platforms where people merely glance at a post or tap quickly through a Story before moving on to the next interesting piece of content.
When it comes to their overall approach, NASA does a great job at leveraging the strong content and information it has readily available to create unique Stories about space. While some brands might need to get super creative and brainstorm Story content from scratch, NASA recognized that its photo and video content would align well with Instagram Stories.
If you’re part of a smaller brand that has highly visual products or content, you might want to prioritize visual social platforms like NASA has done. Not only will it be easier for you to leverage visual content that you’re already creating, but you’ll have a leg up on brands that aren’t as visual.
Additionally, while some people might be intimidated by scientific discussions, they might still follow NASA because the brand publishes jargon-free stories that simply explain need-to-know details about complex topics. If you have a highly technical or complicated product or service, take a page from NASA’s book and use Stories as a chance to be more accessible to your audience.
MIT Technology Review’s Instagram content isn’t only for academics and science experts. The publication actually does a great job of creating and telling stories most of the Instagram’s audiences can understand.
One of the publication’s Instagram Story strategies involves taking long-form pieces of content and abridging them for the platform. Because MIT Tech Review is verified with over 1.1 Million followers, it’s able to include “swipe ups” in Stories. A swipe up is a CTA that says something like, “Swipe up” or “Read more.” When a viewer sees it, they can swipe their finger upward to see a page or article from the publisher’s website.
If you can include swipe ups, this tactic is both creative and might be helpful for boosting traffic to full stories. Users might read an interesting, but short, Story — like the one below about 2019 technology fails — and want to swipe up to see a full long-form article.
While NASA leverages its exclusive visuals, MIT Tech Review similarly leverages its readily available editorial content. Rather than writing separate news content for Instagram Stories, they adapt pre-written articles that they think will be interesting to Instagram readers.
This abridged-content strategy could be excellent for publishers or brands that regularly blog. If a brand can’t link Stories to their website just yet, they could still create a shortened version of a blog post and alternatively include a page that says the article’s link can be found in the Instagram account’s bio.
The Harvard Business Review often centers Stories around management, professionalism, and career-life. Like the MIT Tech Review, it uses a casual tone of voice and similarly adapts long-form content into abridged Stories. However, one key difference is that HBR is a bit more interactive.
While HBR embraces Instagram’s poll, quiz, and other interactive Story features, it also gets creative by adding its own spin on interactivity to a story. In the example before, the publication shows users a burn-out checklist which they can screenshot and check off. The story then gives you advice for what to do if you checked any of the boxes.
For readers that want to know more, they offer a swipe up to a long-form article on their website.
Although the name “Harvard” can sound intimidating, the publication’s Stories are easy for any reader to follow. This is a great example of how a brand can succeed by talking directly to the young, more casual audience of Instagram.
On top of an understandable and relatable tone, interactive elements like checklists, polls, and quizzes might make readers think more deeply about a topic than they had before. This might pull them into content because they want to learn more or dive deeper into a topic they were asked to vote on.
Even if you aren’t a publisher, doing something similar could be equally as beneficial to your content.
For example, if you’re running an Instagram account for an extermination company, you might start a story with a poll saying, “Do you know where bed bugs come from?” Then, you could tell a story of where they come from, how to prevent them, and how they can call an exterminator if their preventative measures don’t work.
People might tap through after taking the poll to see if they’re right about bed bug origins or because the question made them realize how worried they are about bed bugs.
Like NASA, America’s Test Kitchen, a website and video blog with recipe content, doesn’t go too far off-brand with its Instagram Stories. While many of America’s Test Kitchen’s videos on other platforms show you how to make a recipe, the brand publishes behind-the-scenes kitchen videos and shots of ingredients to amp up audiences for upcoming recipe videos.
In one Story, the Test Kitchen showed photographs and videos of bacon as chefs were testing out bacon recipes. The Story then offered up a poll that asked viewers how crispy they like their bacon.
While America’s Test Kitchen’s Story strategy is perfect for food publications, it could also be helpful for restaurants as well. When someone sees a video of a restaurant’s chef cooking a new dish, it might make them crave that meal and go to the restaurant to order it. Additionally, as prospective customers see chefs cooking thoroughly and with care, they might also trust that their food will be prepared well
The Museum of Fine Arts, Boston uses Instagram Stories bring its current statues and paintings to life. While you might think that looking at pictures of 17th-century art might bore you, the MFA zests things up by partnering them with funny quotes, meme references, and polls.
For example, they recently presented multiple pictures of horse-related art accompanied with lyrics from the highly-memed song, “Old Town Road.”
While the MFA is known for being prestigious and academic, it uses Instagram Stories like this to show that the brand can still be both humorous and hip.
This is an example of how a brand that could’ve been considered “dry” on Instagram thought outside the box to show off their product in a whole new way. While it can be beneficial to stay on brand if you align well with a platform, some companies or organizations, like museums or national parks, might want to experiment with odd new content strategies on fast-paced platforms like Instagram.
Aside from Instagram’s own account, National Geographic is the most-followed brand on the platform. Like its standard photo posts, the publisher experiments with a variety of different content styles.
While NatGeo’s Stories usually highlight mini-documentaries, they also occasionally include polls or quizzes. This is a good example of how mixing things up and experimenting with different content styles can keep your audiences on the edge wondering what type of content they might see next.
Like MIT and Harvard, National Geographic also occasionally abridges long-form content in order to promote an article or video that a viewer can swipe up to. In the example screenshotted below, they promote a video that discusses the history of NASA’s Apollo mission, while tagging NASA for some added Story optimization.
The brand has also dabbled with sponsored content. In one edition, sponsored by Barbie, they told the story of a female conservation photographer. This was an interesting example of a sponsorship which allowed National Geographic to tell a beautifully shot story about nature, while aligning with Barbie’s mission to encourage female empowerment.
Like MIT Tech Review and NASA, National Geographic leverages the beautiful and exclusive imagery it already has to adapt interesting on-brand content for Instagram. This allows the company to use their resources in an economic way while also promoting long-form content that goes into more detail than the Story does.
While NatGeo does a great job of adapting content, it also experiments with partner content. When even small brands partner with other companies to create content, production can be more affordable, and launching the content could help both brands gain fans from the other’s base.
YouTube Music uses its Instagram account to inspire users to download the YouTube Music streaming app. By pairing high-quality visuals with audio snippets, viewers get an exciting preview of what’s to come when they download the app.
Listening to music is typically an audio-only activity, where people click play and, well, listen. YouTube Music uses Instagram Stories to take the music listening experience to the next level by sharing song snippets paired with high-quality photos of the artists, which is not something that usually goes along with listening to music.
Audience members know that YouTube sometimes connects the song to the artist, and users may excitedly check its Stories to see if a photo is shared of their favorite artist.
Like America’s Test Kitchen, the restaurant chain Outback Steakhouse leverages images of delicious food and polls to engage its Instagram Story audiences.
While some Stories feel like ads by discussing promos and deals, others feel more interactive and creative.
For example, in one recent Story, users were shown multiple Outback menu items for each dinner course, then they were asked to vote on which meal they wanted for each course. At the end of the Story, Outback noted a multicourse dinner deal they were offering. This is a great way of highlighting multiple products at once without making your audiences feel overwhelmed.
If you can’t think of an idea for a Story with a more traditional plot and narrative, Outback proves that you can still pull people through a series of images in a way that feels more like an interactive experience than an ad.
A variety of different brands could take on a similar strategy. For example, if you were a marketer for a shoe company could post a Story that allows people to vote on the shoe styles that they’d wear for different occasions. This type of story would allow your audiences to see and weigh in on two different styles of your products at once.
Later, when they can’t figure out which shoes they want to wear to an outing, they might remember your Story and go to your shoe outlet knowing you have a bunch of different options.
Nike’s Instagram Stories feature interviews with prominent athletes who use Nike products. During the interviews, the athletes talk about their career accomplishments, rather than focusing on Nike products.
In the example below, soccer player Alex Morgan told the story about how she realized she wanted a different career path than her sister.
Although this has nothing to do with shoes, the content aims to motivate athletes who might want to purchase shoes worn by other successful people in the sporting industry.
Leveraging relevant influencers, like Nike, allows you to create content that aligns with your brand without purely focusing on your product.
People might watch these Stories to learn more about the famous athletes being interviewed. Then, they might trust Nike’s brand more because these successful athletes also trust its products.
While a small company might not be able to hire or film a famous athlete or influencer, they could still experiment with a similar strategy by interviewing smaller influencers or experts within their industry.
For example, if a gym owner wants to gain more clients, they could interview a local athlete about their goals, accomplishments, and what motivates them. People interested in the local athlete might watch the video to learn more about the person, but then consider a gym membership if they want to have similar athletic accomplishments.
Black Girl Sunscreen is a beauty brand that sells sun safety products. It uses its Instagram to share high-quality product photos, share influencer collaborations, and educate audiences on the importance of sun safety and using its products.
In Stories, Black Girl Sunscreen often shares user-generated content of audiences using its products and relevant brand announcements, like the Cyber Monday announcement shown in the image below.
A great way to keep users engaged on your profile is to share exciting content with them, especially when it comes to upcoming deals. People want to know when they’ll have access to deals for their favorite products, so sharing these announcements on Instagram Stories is a valuable strategy.
Stories are a major part of the travel company’s Instagram strategy. In fact, they have a few different styles of Stories. For example, which gives short profiles of Airbnb customers is called “Experiences, while another — called “Adventures” combines curated and Airbnb-recorded content to show documentaries of unique vacations around the world.
Here’s an example of one of Airbnb’s experience pieces which centers around a customer who regularly stays in Brooklyn. Aside from explaining what the customer does, Airbnb also uses polls and quizzes related to her job to get people interested in the history she researches:
While Airbnb creates a lot of high-quality video and animated content for its stories, they also don’t shy away from sharing high definition customer videos while crediting and tagging them.
Here’s another screenshot from one of the brand’s Adventure Stories where they included videos of an Airbnb customer swimming with sharks and credited them with their account handle:
One of the best ways to gain brand trust is by telling or presenting stories from happy customers. Airbnb’s Instagram team recognizes this and centers its storytelling strategy around that.
While they film and present their own beautiful footage and documentaries, they also are wise to share user-curated videos and images — a great opportunity to show its fans how pleased customers were with their trips.
Although this customer experience strategy works well for Airbnb, it could work for a variety of other companies, especially if they are still building up their customer base or selling a disruptive product that no one’s used before.
For example, if a new ride-share company had a few happy customers but wanted to boost its marketing strategy, it might create Stories where customers talk about interesting places that their shared ride brought them to, or maybe they’d discuss an interesting driver they met on a long ride. They could earn trust when prospective customers see how happy and safe customers felt when using the ride-share service.
Starbucks uses Stories to share customer testimonies, new product launches, and other interactive content. Although a lot of the brand’s content revolves around its drinks, the Stories don’t feel like advertisements because they embrace fun facts and interactive polls and quizzes.
In one example, Starbucks asks viewers to guess which drink is coming back. It then shares the best answers and reveals the S’mores Frap and image. To add some extra interactivity, viewers can vote on what type of S’mores Frap they prefer and guess how many s’mores are shown in a video.
Even if they center specifically around a product rather than a narrative or plotline, Stories like these can still be fun from beginning to end. Starbucks does a great job of using interactive features to engage viewers.
By offering open ended questions and quizzes, they might engage with people who don’t like a specific beverage, but want to guess anyway. With the polls, they can gain similar engagement, while also possibly learning more about what drinks and flavors their audience prefers.
Telfar is a luxury fashion brand well known for its bags. Like many other brands on the list, it uses Instagram to share new product announcements, user-generated content, and high-quality product photos.
In the image below, Telfar uses Stories to share info about an upcoming event.
People spend a significant amount of time on social media per day, so announcing events on Instagram Stories is a valuable strategy. You’re likely to reach your audiences where they spend a significant amount of time, and they’ll be excited by the opportunity to participate in an event for your business.
Yes. Obviously Instagram is excellent at posting Stories on its own platform. But, even though the brand is giant, they still rely on their fanbase for most of the content.
Almost all of Instagram’s Stories are filled with photos or videos submitted by users. This allows Instagram to show off some of the most beautiful imagery and the most interesting videos on the platform. Because they tag and credit users who submitted content, they also give those accounts some great promotion. This, in turn, makes Instagram look like they care about their community and how people are using the app.
Here’s a screenshot from a motivational story created by an Instagram user:
Whether you’re marketing a small business or large business, you always want to be picking “low hanging fruit.” For those that don’t know this common startup saying, it means that if you see a huge opportunity in front of you, you should grab it. Just like you would grab a delicious-looking apple that was hanging low to the ground off of a tall tree.
By sourcing and republishing interesting content from some of its most engaging users, Instagram grabs its low hanging fruit and makes a delicious juice out of it.
Odds are, you’re not Instagram’s size — and you probably don’t have your own thriving social platform to pull content from. But, this doesn’t mean you can’t curate content from your customers in a more scalable way.
Like Airbnb, Instagram benefits greatly from highlighting content that was already created by its fans. If you’re a small business that regularly gets some type of content from your customers or fans, you can create a sense of trust and community by sharing it and acknowledging those individuals.
For example, if you run marketing for a clothing outlet and keep getting pictures of people wearing the dresses it sells, you could make a Story that shows photos from customers who wore those outfits to different outings. Like Instagram, you could tag those customers so they or their followers might see the Story.
In another scenario, say you’re running a local art studio. You might want to publish a Story that includes photos, sculptures, and paintings from your students. This allows your students to feel like you care about their success and want to share it, while also showing prospective students how much they could learn if they took your classes.
Sephora is an international retailer for beauty products and personal care items. With more than 20 million followers, audiences turn to their accounts to view educational content about the products they sell, collaborations with influencers, and unique images and videos about products.
The images below show that the brand shares informational content about its rewards program and upcoming offers on Instagram Stories.
Sephora’s Beauty Insider Rewards program is well known, as people can exchange points from purchases to receive free items. Sephora uses Instagram stories to show users what products they can expect to have access to with a certain number of points, generating excitement among users and inspiring them to make purchases to receive their free items.
The NBA regularly posts behind-the-scenes styled Instagram Stories which might highlight post-game celebrations, interviews, and other off-the-court happenings.
For example, a recent Story followed the Toronto Raptors parade in Ontario, Canada and showed clips of players with family members and posing for photo ops with the Canadian rapper, Drake.
When you show the people behind a company or brand, it makes it feel more relatable or trustworthy. With the NBA, we often see players looking serious and tough as they play basketball. But, when you see them off the court, you realize that they’re human, just like you.
Although someone might not be a sports fan, they might still watch behind-the-scenes stories like this to learn more about the faces behind the brand or to get insight on how the world of sports works.
In other industries, people might also respond well to behind-the-scenes video. For example, if you’re marketing for a school or gym where professors and trainers might seem intimidating to prospects, showing Instagram Stories that follow them in their daily lives might make prospects less apprehensive about signing up for a course or membership.
Wayfair, an online furniture and home-decor company, publishes Stories that fall into five home-related categories: Wall Art Wednesday, #WayfairAtHome, Home Renos, Multifunctional, and Design Services.
When you visit its account page, instead of featuring multiple individual stories, they show you icons for each category. Once you click in, you’ll see multiple Stories that relate to each group.
Regardless of which category the Story falls into, Wayfair is always creatively weaving product shots into it in either a humorous or creative way.
Here’s a screenshot from a Story where the brand uses humor to show off wall art:
In another example, they give valuable tips for home renovation that acknowledge Wayfair products:
Wayfair includes a “See more.” swipe up call to action in every page of its Stories which allows viewers to swipe directly to a product immediately after its shown.
If you’re working at an ecommerce company, or want to highlight and sell products quickly, Wayfair’s strategy could be beneficial. These Stories allow possible customers to see products in action and used in real-life scenarios, which might make them want to make a purchase.
If you can’t link your website to your Story, you could alternatively stick a product line link in your Instagram bio, then create a Story highlighting products that will be shown on that webpage. At the end of it, rather than including a linked call to action, you could direct viewers to your bio.
If you end up creating a bunch of Stories that fit into just a few categories, you might also want to consider presenting them as featured Stories like Wayfair does on its profile. That way, if someone is interested in one product category over another, they’ll know where to click to see relevant content.
The New England-based Italian coffee chain, Caffe Nero, uses its Instagram Stories to highlight new products, menu items, and it’s baristas. Recently, the company posted a Story about its “Barista of the Year” competition and award which highlighted the winner as well as eight baristas who were named as finalists.
Whether you’re marketing for a local business or a chain, Stories can be a helpful way to highlight unique aspects of your brand — especially devoted and friendly staff.
By highlighting nine highly-skilled baristas and showing an award ceremony, Caffe Nero shows prospective customers that its employees are pleasant, want to help customers, are good at making coffee, and enjoy their jobs. It also makes Caffe Nero look like a brand that cares about both its staff and good customer experiences.
If someone has to pick between a huge restaurant chain with unhappy staff and a smaller chain with staff that cares about customer happiness, odds are, they’ll probably choose the second option because their experience might be smoother and more pleasant.
NYU’s Stories center around topics that you might see in a student newspaper. In any given story edition, you might find student profiles, historical fun facts about NYU, graduation speeches, and university-related newsbites.
In one Story, published on Valentine’s Day, NYU discussed alumni who fell in love:
In the same Story, they also highlighted instances of sibling students
And just recently, NYU published footage of its Pride Parade:
Because Gen-Z and millennials flock to Instagram, this type of student-friendly content seems very well targeted. While many in Gen-Z are starting to enroll in college programs, some millennials might still be thinking about getting a first or second degree.
When prospective students are preparing to make a huge investment in college, they want to choose a school that cares about its students. With the strategy of telling interesting student stories and covering campus events, NYU gives possible students an idea of what going to the school might be like. These Stories might also show them how fun and diverse NYU could be.
If you’re part of a business that requires students or customers to pay large annual fees, one great way of showing them it’s worth it is by highlighting current customers or students. Emotionally, prospects might connect with people in their situation who are happy with a big investment that they made.
While this strategy works well for colleges and universities, it might also benefit other programs, such as a networking organization. For example, if you’re trying to market a group where members pay to attend networking events, workshops, or other career training, you might post Stories that talk about members who found jobs after joining, or use the platform to show videos of current members at an interesting networking workshop.
Planet Fitness leverages its diverse customer base by promoting gym triumphs in its Instagram Stories. Its featured Story includes one customer triumph or success story on each page with teaser language encouraging viewers to swipe up to the Planet Fitness website.
The best thing about this Story is that it shows successes from a wide range of people. While you might see a highlight about an athlete preparing for a marathon one day, you’ll also regularly see moms going to the gym, friends working out together, or other testimonials about customer milestones.
Planet Fitness continues to define itself as a “judgement-free zone” by showing realistic accomplishments by every-day people. Those who want to go to the gym might see these stories and feel like Planet Fitness is a realistic and welcoming place for them to start working out.
Every-day person success Stories can be a great way to lighten up your brand image if you think prospects are too nervous to come to you. Aside from gyms, this could be an approach for other businesses or brands that might be intimidating to customers.
For example, because people can get nervous around lawyers, a law firm might want to use Stories to post video testimonials from clients who won their court cases with help from the organization. In another scenario, a nutritionist might have patients volunteer to talk about their wellness success.
The non-profit organization which raises money for cancer research and treatments regularly keeps Instagram followers up to date with the projects its funding, cancer-survivor testimonials, and updates on its annual 5K Fun Runs.
Although cancer is a tough topic, The Jimmy Fund’s Stories are optimistic and promote the charity’s successes.
In one Story, the organization toured a state of the art cancer treatment center that they had helped fund:
In another, a cancer survivor gives five tips for living with the disease:
If you’re a marketer for an organization that asks for donations or funding, you might already know that you’ll need to gain trust from your following in order to get the money you need. One of the best ways to show that someone’s donation will be put to good use is to promote how the funds are effectively being used to help others.
By using the Stories feature to present funded projects, like new cancer treatment centers, viewers can literally see what their money could go toward.
If you’re just getting a philanthropic organization or fund off of the ground, another way to earn trust could be by creating content that is valuable to the group you’re trying to help.
For example, along with noting what the charity has been funding, The Jimmy Fund also posts advice for cancer patients and cancer survivors. While those living with cancer can benefit from this, those who aren’t will see that the organization genuinely cares about the group it says it supports.
The home-improvement store uses a variety of different story styles to show off its products. While most are created by Lowe’s, other stories are curated from customers.
In one curated story, viewers can watch a woman refloor her bathroom with tiles she bought at Lowe’s:
In a story created by Lowe’s, the brand takes a similar approach as Outback Steakhouse by allowing viewers to vote on which type of paint color they preferred in a specific room:
While home-improvement might be nerve-wracking to someone who hasn’t done it before, Lowe’s uses colorful imagery and creative stories to show how fun and creative it can be. Because Lowe’s shows its own tools in these stories, novices who don’t want to be overwhelmed by product choices might just buy the exact same supplies so they can replicate what they’ve already seen.
If your company offers DIY products, whether they relate to home-making, cooking, art, or other activities, showing them in action can be a really great way to encourage purchases. How-tos and demonstrations can excite prospective customers and show them how easy it can be to do a home project. Because of this, they might run straight to your store to buy similar supplies or ask your staff to show them other products for another DIY project.
Tips for Creating an Instagram Story
If this list has inspired you to create a branded Instagram Story, here are a few key takeaways to remember as you begin to brainstorm your first edition.
- Identify and leverage content that might already align well with the platform. Do you have great customers that you can interview on camera? Or photos or videos of your product or service in action? While you’ll still want to adapt imagery or Story lengths to fit the platform, don’t be afraid to publish Stories with curated or pre-created content that you think will engage Instagrammers and prospective customers.
- Create content specifically for the platform’s audience. Whether you’re adapting content or creating it from scratch, make sure you’re posting about topics that younger and more-visual Instagram audiences will engage with.
- Use interactive features like questions, polls, and quizzes. These add depth to a story and might enable users to think about each topic more seriously.
- Keep stories quick and to the point. Don’t overwhelm your audiences with too much text or too many pages. This might cause them to tap out of your story.
- Add a swipe up if you can. These can be a great way to gain traffic through Instagram. Don’t have the swipe up feature yet? Here’s how you can get it.
Stories can be a great way to add some unique and engaging content to your Instagram strategy. If you’re ready to make one, but feel overwhelmed by all the app’s features, leverage the strategies used by the brands on this list — your audience will surely enjoy it.
Is a Marketing Degree Worth it in 2023?
If you’re thinking about getting a degree at any age, it makes sense to think about the value of that degree. Is the qualification needed for the career you want? Are there alternative paths to that career? Can you develop better skills by gaining experience in work?
All of these are perfectly valid questions. After all, getting a degree requires a pretty large investment of both time and money. You want to know that you’ll get enough return on that investment to make it worthwhile.
When it comes to marketing, a lot of entry-level jobs list a bachelor’s degree as a requirement. That doesn’t mean there aren’t alternate ways to get into marketing but having a relevant degree certainly makes your resume more competitive.
Marketing skills are in demand in the current jobs market. According to a recent report from LinkedIn, marketing job posts grew 63% in just six months last year. Half of those jobs were in the digital and media sectors, meaning digital and content marketing skills are highly valued.
Personal Development & Career Path
The reason for this increased demand for marketers is tied to the rise in digital marketing. New methods of marketing have continued to develop out of the digital sector. This means that marketers capable of creating engaging content or managing social media accounts are needed.
This leaves a lot of room for personal development. Young graduates who are well-versed in social media and community management can hit the ground running in digital marketing. Getting on this path early can lead to content strategist and marketing management positions.
What are the Types of Marketing Degrees?
When we say marketing degree, the term is a bit too general. There are a lot of degree paths that focus on marketing in major or minor ways. The level of degree available will depend on your current education history, but the specific course will be down to your personal choice.
Associate, Bachelor’s, or Master’s?
Recent statistics suggest that 74% of US marketing professionals hold a bachelor’s degree. 9% have an associate degree and 8% have a master’s degree. Here’s a quick overview of the differences.
Associate degrees – 2-year courses that cover marketing and business in a more basic way than bachelor’s qualifications. They’re designed to give students the basic skills needed to apply for entry-level marketing jobs.
Bachelor’s degrees – 3/4-year courses that cover business and economics. There is a range of bachelor’s courses with marketing at their core, but you’ll also cover wider business topics like management, communication, and administration.
Master’s degrees – 2-year courses, usually only available if you’ve already completed a bachelor’s degree. MA or MBA courses are designed to develop a deep understanding of complex business topics. They are highly specific, covering areas like strategic marketing or marketing analytics.
Free to use image from Pixabay
Marketing Specific or Business General?
This is down to personal choice. There are general business degrees that will cover marketing as a module as well as marketing-specific degrees. There are also multiple universities and colleges, both offline and online, offering different course platforms.
If you’re looking at a specific job role or career path, then research which type of degree is most relevant. Remember that you will need to add to your marketing skills if you intend to progress to management roles in the future.
Check the Modules & Curriculum
This is important, and not only because it lets you see which courses align with your career goals. Marketing has changed significantly over the last decade, even more so if you go back to before the digital age. Many business courses are still behind on current marketing trends.
What Jobs Look for a Marketing Degree?
Once you’ve got your marketing qualification, what jobs should you be looking for? Here are some job titles and areas you should watch out for, and what qualifications you’ll need for them.
If you’re starting with a degree and no experience, or work experience but no degree, take a look at these roles.
- Sales/customer service roles – These are adjacent roles to marketing where most companies do not ask for prior qualifications. If you don’t have a degree, this is a good place to start.
- Marketing or public relations intern – Another possibility if you don’t have a degree, or you’re still in education.
- Digital/content marketing associate – These roles will almost always require an associate’s or bachelor’s degree. A good grasp of new digital and social marketing techniques will be required to succeed.
- Copywriter/Bid writer – This is a good route into marketing for those with journalism or literature qualifications. These roles combine aspects of marketing, creative writing, and persuasive writing.
- SEO specialist – A more focused form of marketing centered on SEO content optimization. If you know how to optimize a blog post for search engine rankings, this role is for you. Bachelor’s or associate qualifications will be a minimum requirement.
- Social media/community manager – Since these are relatively new roles, we tend to see a mix of degree-qualified marketers and people who’ve had success fostering communities or online brands but don’t have on-paper credentials.
Free to use image from Unsplash
If you have an MA or MBA, or significant experience in one of the above roles, then you can look at these more advanced roles for your career progression.
- Digital Marketing Manager – A role for experienced marketers that involves running campaigns and coordinating marketing associates.
- Senior Marketing Coordinator – A department management level role. Responsible for overall marketing strategy and departmental performance.
- Content Strategist – A specialist role that focuses on content strategy. Designing content plans based on demographic and keyword research are a core aspect of this role.
- Marketing Analyst – This role involves analyzing customer behaviors and market trends. If you want to move into analysis from a more direct marketing role, you’ll likely need specific data analysis qualifications.
- Public Relations Specialist – The public voice of a large organization’s PR team. Managing a brand’s public perception and setting brand-level communication policies like tone of voice.
- Experiential Marketing Specialist – This area of marketing is focused on optimizing the customer experience. Experiential specialists have a deep understanding of customer psychology and behaviors.
- Corporate Communications Manager – Communications managers are responsible for company-wide communications policies. This is an executive-level role that a marketing coordinator or public relations manager might move up to.
Average marketing salaries
Across all the roles we’ve discussed above, salaries vary widely. For those entry-level roles, you could be looking at anything from $25 – $40K depending on the role and your experience.
When it comes to median earnings for marketers with a bachelor’s or master’s degree, we can get a bit more specific. Recent statistics from Zippia show us that $69,993 p/a is the average for bachelor’s degree holders and $80,365 p/a for master’s degree marketers.
Image sourced from Zippia.com
Marketing Degree Pros and Cons
So, the question we asked above was “Is a marketing degree worth it?” Yet, in truth, it’s not a simple yes or no answer. The question you need to ask is “Is a marketing degree right for me?” Here’s a summary of the pros and cons that might give you some answers.
- Degree holders have better job prospects and higher earnings potential in marketing
- You can study highly specific skills with the right courses
- Gain soft skills like communication and collaboration
- High time and money investment required
- Diminishing salary returns at higher levels
- Can be a restrictive environment for self-starters and entrepreneurs
What are Marketing Degree Alternatives?
If you want to stick with education but don’t want to invest four years into a degree, then accredited online courses can provide an alternative. This can be your best choice if you wish to upskill in a specific area like running conference calls from Canada.
If higher education really isn’t your thing, the other option is gaining experience. Some businesses prefer internships and training programs for entry-level roles. This allows them to train marketers “their way” rather than re-training someone with more experience.
Free to use image from Unsplash
How to Decide if a Marketing Degree is Right for You
Ultimately, choosing to do a marketing degree depends on your goals, your preferences, and your talents. Consider all three factors before making your choice.
Do you want a management position that needs marketing knowledge? What areas of marketing interest you? What skills do you already possess? Answering these three questions will help you define your career path. That will narrow down your course choices.
If you want to get better at selling small business phone systems in Vancouver, you don’t need a four-year course for that. If you want to develop into high-level marketing roles, then you want that degree.
You don’t need a specific personality type to work in marketing. Your personality and interests might determine what area of marketing would suit you best though. For example, if you’re outgoing and creative then public relations or social media management might be for you.
Investment & Return
Money isn’t everything. But, if you’re going to put the resources into getting a degree, you want to know that you’ll get some return on your investment. From the figures we quoted above, it seems the “optimal” qualification in terms of salary return vs. time and money investment is a bachelor’s degree.
Average earnings for marketers with a master’s qualification were only $10k higher. This suggests that you’re not really getting a significant financial return for the additional investment. Of course, if that master’s leads to your dream job, you might see it differently.
Final Thoughts: Forge Your Own Path
Is a marketing degree worth it in 2023? The short answer is yes. Whether that means a marketing degree is right for you, we can’t tell you. Hopefully, though, this guide has given you the information you need to make that choice.
How the LinkedIn Algorithm Works in 2023 [Updated]
LinkedIn bills itself as “the world’s largest professional network” — and they have the numbers to prove it. With over 875 million members in more than 200 countries and regions, LinkedIn is immensely popular and well-used. On top of the sheer size of the platform, nearly 25% of users are senior-level influencers; about 10 million are categorized as C-level executives, and LinkedIn classifies 63 million as “decision makers.”
If you’re a B2B marketer or brand, you probably already know this social media platform offers you an excellent opportunity to reach your target demographic. However, seizing that opportunity is easier said than done since LinkedIn uses a unique algorithm to serve content to users.
In this article, we will walk through how the LinkedIn algorithm works in 2023, best practices for beating the algorithm with organic content, and how brands can elevate their presence on the platform.
What is the LinkedIn Algorithm?
The LinkedIn algorithm is a formula that determines which content gets seen by certain users on the platform. It’s designed to make each user’s newsfeed as relevant and interesting to them as possible to increase engagement and time spent on the platform. In this way, the LinkedIn algorithm is similar to the Facebook or TikTok algorithm, though LinkedIn’s is slightly more transparent (which is good news!).
In fact, LinkedIn itself is a good source for demystifying the algorithm and understanding what content is prioritized for members. But the general function of the LinkedIn algorithm is to review and assess billions of posts every day and position those that are most authentic, substantive and relevant to each user at the top of their feeds.
How the algorithm achieves that function is a little more complex.
How the LinkedIn Algorithm Works in 2023
LinkedIn users’ feeds don’t show posts in chronological order. Instead, the LinkedIn algorithm determines which posts show up at the top of users’ feeds, meaning that sometimes users see older or more popular posts before they see more recent ones.
Several factors influence the LinkedIn algorithm, and the factors change relatively often. Let’s take a closer look.
1. Assess and Filter Content by Quality
When someone posts on LinkedIn, the algorithm determines whether it’s spam, low-quality, or high-quality content. High-quality content is cleared, low-quality content undergoes additional screening, and spam content is eliminated.
- Spam – Content flagged as spam can have poor grammar, contain multiple links within the post, tag more than five people, use more than ten hashtags (or use expressly prescriptive hashtags like #follow, #like, and #comment) or be one of multiple postings from the same user within three hours.
- Low-quality – Content categorized as low quality isn’t spam but is judged as not particularly relevant to the audience. These posts can be hard to read, tag people who are unlikely to respond or interact, or deal with topics too broad to be interesting to users.
- High-quality – “Clear” content is easy to read, encourages engagement, incorporates strong keywords, uses three or fewer hashtags, and reserves outbound links to the comments. In other words, it’s something your audience will want to read or see and react to in a substantive way.
2. Test Post Engagement with a Small Follower Group
Once a post has made it through the spam filter, the algorithm distributes it to a small subset of your followers for a short time (about an hour) to test its ability to generate engagement. If this group of followers likes, comments or shares the post within this “golden hour,” the LinkedIn algorithm will push it to more people.
If, on the other hand, the post is ignored, or your followers choose to hide it from their feeds (or, worst of all, mark it as spam), the algorithm will not share it further.
3. Expand the Audience Based on Ranking Signals
If the algorithm decides your post is worthy of being sent to a broader audience, it will use a series of three ranking signals to determine exactly who sees it: personal connection, interest relevance and engagement probability.
These signals boil down to the level of connection between you and the user who potentially sees the post, that user’s interest in the content’s topic and the likelihood of that user interacting with the content. We’ll break down exactly what these ranking signals are further in the post.
4. Additional Spam Checks and Continued Engagement Monitoring
Even after a post is pushed to a broader audience, the LinkedIn algorithm continues monitoring how users perceive it in terms of quality. If your content is marked as spam or entirely ignored by the new audience group, LinkedIn will stop showing it to those audiences. On the other hand, if your post resonates with new audiences, LinkedIn will keep the post in rotation. So long as the post gets a steady stream of engagement, posts can stay in circulation for months.
8 Best Practices to Make the LinkedIn Algorithm Work for You
Understanding how the LinkedIn algorithm works is the first step to reaching more people on LinkedIn and ensuring your content is well-received and engaging. The next step is optimizing your content based on the factors the algorithm prioritizes to maximize its effect. This is where mastering the ranking signals comes into play.
Here are eight tips for crafting high-performing LinkedIn content:
1. Know What’s Relevant to Your Audience
Relevance is what the algorithm prizes above all other content qualities. For LinkedIn, relevance translates to engagement, which leads to more time spent on the platform, which results in more ad revenue and continued growth. Following this tip will win you points in the “interest relevance” and “engagement probability” ranking categories.
The entire LinkedIn ecosystem is set up to prioritize highly relevant content. To ensure your posts are relevant, create content focused on your niche and your audience’s specific needs and interests. As LinkedIn’s then-Director of Product Management Linda Leung explained in 2022, “we are continuously investing in the teams, tools, and technology to ensure that the content that you see on your feed adds value to your professional journey.”
Use customer research and analytics from other social media platforms to learn more about what your audience wants to know. Focus on creating high-quality, valuable content that helps professionals succeed in formats they prefer (for example, videos, which get three times the average engagement of text-only posts). But above all, posting content that is personal and has industry relevance is vital.
2. Post at the Right Time
As with most things, timing is crucial for successful LinkedIn posts. It’s even more critical when considering the “golden hour” testing process integral to the algorithm’s rankings. Remember, how much interaction a post gets within the first hour after it’s published determines whether it gets pushed to a broader audience. That means posting at the optimal time when your followers are online and primed to respond is a central factor to success.
You are the best judge of when your top LinkedIn followers and people in your network are most likely to be on the platform and engaging with content. But for the general public, data suggests the best time to post is at 9:00 a.m. EST on Tuesdays and Wednesdays. Cross-reference these times with your own analytics and knowledge about your audience — like a common time zone, for example — to find the best time for your posts.
3. Encourage Engagement
Your post format can play a significant role in user engagement. The LinkedIn algorithm doesn’t explicitly prioritize videos over photo and text posts, but LinkedIn’s internal research has found video ads are five times more likely to start conversations compared to other types of promoted content.
Asking a question is another great way to encourage interaction with your post. If you’re sharing industry insights, open the conversation to commenters by asking them to share their opinions or experiences on the topic.
Additionally, tagging someone in your LinkedIn post can expand its reach, but only tag relevant users and people likely to engage with the post. You don’t automatically get in front of a celebrity’s entire following just because you tagged them. In fact, the algorithm’s spam filter can penalize your post for that. But when you tag someone relevant, the tagged person’s connections and followers will also see your post in their feeds.
4. … But don’t beg users to engage
The LinkedIn algorithm penalizes posts and hashtags that expressly ask for an engagement action like a follow or a comment. In an official blog post from May 2022, LinkedIn said that it “won’t be promoting” posts that “ask or encourage the community to engage with content via likes or reactions posted with the exclusive intent of boosting reach on the platform.” Essentially, content that begs for engagement is now considered low-quality and should be avoided.
5. Promote new posts on non-LinkedIn channels
LinkedIn doesn’t exist in a vacuum, and neither do its users. Content that gains traction in other channels can help boost LinkedIn posts and vice versa. Sharing posts on your website, other social media platforms, or with coworkers can spark the initial engagement required for a viral LinkedIn post. Promoting content on other channels can also encourage inactive LinkedIn users to re-engage with the platform, and that interaction will be interpreted as net new engagement for your post.
6. Keep Your Posts Professional
As the “professional social networking site,” LinkedIn has a well-honed identity that extends to the type of content it favors. Specifically, business-related content that users will find relevant and helpful to their careers or within their industry.
This might seem common sense, but it can be tempting to think that content that earns lots of clicks or likes on other social media platforms will perform similarly when cross-posted on LinkedIn. Unfortunately (or fortunately), hilarious memes, TikTok dance clips and personal videos don’t resonate with the LinkedIn algorithm.
7. Avoid Outbound Links
The urge to include an outbound link in a LinkedIn post is real, especially for B2B marketers using LinkedIn to generate leads and traffic to their websites. But this is universally regarded as a tactic to avoid. LinkedIn wants to keep users on the platform and engaging; link-outs defeat that purpose. Therefore, the algorithm tends to downgrade content that includes an outbound link.
Posts without outbound links enjoyed six times more reach than posts containing links. Does that mean there’s no room for a link to your brand’s website or blog with additional resources? No. But the best practice is creating content that encourages a conversation and letting the audience request an outbound link. If you feel compelled to link to something off-platform, include that link in the comments.
8. Keep an Eye on SSI
LinkedIn has a proprietary metric called the Social Selling Index, which measures “how effective you are at establishing your professional brand, finding the right people, engaging with insights, and building relationships.” Per LinkedIn, social selling leaders create 45% more opportunities than those users with lower SSI scores.
A higher SSI boosts users’ posts closer to the top of their audience’s feeds. While this impacts post visibility for individual posters rather than brands and companies, it remains a significant influence on LinkedIn’s algorithm and is worth noting.
Source: Business 2 Community
An Overview of Ranking Signals on LinkedIn’s Algorithm
As mentioned earlier, there are three ranking signals the LinkedIn algorithm uses to rank posts in a user’s feed:
- Personal connections
- Interest relevance
- Engagement probability
And here’s how each signal impacts a post’s ranking:
In 2019, LinkedIn began deprioritizing content from mega influencers (think Oprah and Richard Brandon) and instead began highlighting content from users’ personal connections. To determine a user’s connections, LinkedIn considers these two things:
- Who a user works with or has previously worked with
- Who a user has interacted with before on the platform
At the top of the feed, users now see posts by people they engage with often and by anyone who posts consistently. Users also see more posts from connections with whom they share interests and skills (according to their LinkedIn profiles).
That said, as of 2022, LinkedIn is also “creating more ways to follow people throughout the feed experience,” including thought leaders, industry experts, and creators that may be outside of a user’s network. So it’s important to remember that personal connection is just one factor influencing post ranking.
Relevance is another of the three ranking signals – and in many ways, the most important one. LinkedIn explains on its engineering blog: “We already have a strong set of explicit and implicit signals that provide context on what content a member may find interesting based on their social connections and the Knowledge Graph (e.g., a company that they follow, or news widely shared within their company).”
LinkedIn also uses what they call an “interest graph” that represents the relationships between users and a variety of topics. This lets the LinkedIn algorithm measure the following:
- How interested users are in certain topics
- How related are different topics to one another
- Which connections share a user’s interests
The algorithm also considers the companies, people, hashtags, and topics mentioned in a post to predict interest. To maximize the interest relevance ranking, you have to understand your target audience and craft content that they’ll find relevant.
Interaction plays a significant role in a post’s ranking on LinkedIn. The platform uses machine learning to rank interaction in two ways:
- How likely a user is to comment on, share, or react to a post based on the content and people they have interacted with
- How quickly a post starts receiving engagement after it’s published. The faster users interact with a post, the more likely it will appear at the top of others’ feeds
Users who regularly interact with others’ posts in their LinkedIn feed are more likely to see interactions on their content, which in turn means that they’ll be more likely to show up on other people’s feeds.
Elevate Your Brand’s LinkedIn Presence
The LinkedIn algorithm can seem intimidating, but it really isn’t. It relies on a series of rules and ranking measures that can be understood and mastered to present users with content they find helpful in their professional lives.
Knowing that the algorithm prioritizes engagement, relevance and connection will help get your posts in front of more LinkedIn users and improve your overall performance on the platform. And by following the eight best practices outlined in this article, you’ll be able to keep your audience’s interest and create plenty of opportunities for them to engage with your content.
Tinuiti helps brands strengthen relationships with new and current customers through expert social media strategy and brilliant creative. Reach out to our Paid Social services team to learn how to start advancing your LinkedIn strategy today.
Editor’s Note: This post was originally published in September 2021 and has been regularly updated for freshness, accuracy, and comprehensiveness.
A Digital Practioner’s Guide to Starting the New Year Right
It’s that time of year again – the holiday excitement has faded as we fall back into the workweek. With a year’s worth of work stretched in front of us, there can be both a sense of opportunity and overwhelmedness.
Because transitioning back into the swing of things can be daunting, We’ve gathered key takeaways from the previous year, global Opticon Tour, and how we can successfully apply those learnings in 2023.
1. “Work about work” is holding teams back. Take this chance to declutter.
Consider the reality of what most digital teams are up against. When it comes to managing the content lifecycle, draft documents that are stored in separate places and disparate tools that don’t work together are the norm for many. With no centralized point of communication and cumbersome workflows, it can take forever for teams to create and approve content, and work is often duplicated or unused.
After work is completed, it can be easy to dismiss the headaches caused by inefficient, siloed workflows and processes. But the long-term effects of inefficient and bulky collaboration can be detrimental to a brand’s digital experience – and bottom line. (Those who joined us in San Diego at Opticon might recall this concept played out via ).
2. Change is constant. Set your team up to be adaptive.
We all know how difficult it is to create amazing customer experiences these days. The world is moving faster than ever, and change is constant and chaotic with uncertainty on nearly every level: economic upheaval, rapid cultural change, ever-escalating customer expectations (thanks, Amazon), and a tight talent market.
To not only stay the course but to also grow in this unpredictable environment, it’s important that teams constantly stay on the lookout for new ways to drive more sales and increase loyalty. In other words, consistently deliver modern, relevant, and personalized commerce experiences.
But keeping pace doesn’t necessarily mean working harder. Optimizely’s Monetize solutions, teams can drive sales and loyalty with fewer costs and efforts.
3. Data fuels a great customer experience. Test and optimize every touchpoint.
As practitioners, we all know that the best customer experience wins.
When teams don’t clearly understand what’s happening and when, they miss the mark. With little patience and high expectations, today’s customers will simply switch to a competitor that better understands them and provides a more personalized experience.
But when teams work together to inject data across silos, they have the insight needed to make the right decisions and create with confidence.
For instance, take the marketing team: with access to a slew of customer touchpoints and experimentation data, marketers should be a critical resource for understanding customers’ wants and needs. Developers, product teams, and beyond should utilize this data to remove the guesswork and inform strategies, priorities, roadmaps, and decisions.
With customer-centricity at the heart of any great digital experience, the best experiences are fueled by data uncovered by high-velocity experimentation. Consider the power that Optimizely’s Experimentation products can have on your entire team’s ability to unlock personalized insights and better connect with customers.
Hopefully, your new year is off to a great start – but if you’re feeling a little off track, contact Optimizely today to learn more about our DXP can impact your business and set you up for a successful and productive year.
A special thanks to our sponsors at Opticon London – Microsoft, Google Cloud, Valtech, and Siteimprove – and Opticon Stockholm – Microsoft, Google Cloud, Valtech, and Contentsquare.
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