On the outside, Instagram Stories look effortless — as if someone just flicked the camera on and started talking or shot a picture of a beautiful landscape and called it a day. In the world of social media marketing, that’s far from the truth. Instagram Stories are planned out, sometimes 3 or 4 weeks in advance. With 36% of businesses using Instagram Stories, it’s becoming more and more of an integral part of your overall marketing strategy. Looking to start planning an Instagram Story campaign? Start here.
Do I really need a campaign?
We hear the word “campaign” and think about the whole nine yards. It’s an all-encompassing word, so you might be sighing at the thought of planning out a whole campaign just for your Instagram Stories.
The good thing about Stories is they can stand alone. You don’t necessarily need a full-blown integrated campaign surrounding your Stories. Think of your Instagram Stories campaign as an asset to your overall marketing strategy. They can lightly complement all the other content you’re pushing out.
That being said, you still should plan them out. A haphazard Instagram Story could end up being a waste of time or it might not totally uphold your brand’s values. So the answer is: Yes. You need a campaign for your Instagram Stories, but it won’t be as much work as you may think.
How to plan your Instagram Story campaign
Start with your “why.”Why are you expanding your Instagram strategy? Why do you want to create Instagram Stories? What are your key objectives?
The starting point for your campaign is your “why.” Answer these questions to form that “why.” This will help you plan out who you’re talking to, how you’re messaging, your tone, and the cadence at which you’ll post your stories.
Pinpoint your target audienceIt’s not a campaign if you don’t know who you’re talking to. Step back and look at the target audience(s) for your brand. It may be vast and vague, like “consumers between the ages 18-60,” or it may be narrow, like “females aged 33-40 with an interest in fashion.” It doesn’t matter how broad or narrow your overall target audience is because we’re going to hone it in for your Instagram Story target audience.
First, look at the main audience for your Instagram profile. Use Instagram Insights to figure out the gender, age, and location of your main Instagram audience. Once you’ve done that, identify the portion of your audience who will resonate most with your Stories. This might be an iterative process — and that’s okay! You might guess a certain audience and after several stories find it to be an entirely different segment of your audience. Just keep checking Instagram Insights and using your best judgment to see who is responding well to your Stories.
Define your tone of voiceChances are, you have already defined a tone of voice for your brand. That’s great! But tone of voice varies from one medium to the other. For example, the way you talk on your blog is probably quite different from your tweets. Or your Facebook. Or your Instagram Stories.
We’re going to focus on the tone of voice for your Instagram Stories. Now that you know your “why” and your Story target audience, you can start to see a style of voice that will work well. For example, if your main objective is to get current customers to upgrade their plan or buy more of your products, your tone will be more salesy. On the flip side, if your main objective is to increase brand awareness, you’ll be more engaging — asking questions and posting polls to garner more interest in your brand.
Ready to launch your campaign? Don’t worry if you still have question marks about it. Launching a new campaign with Instagram Stories is a big deal, so cut yourself some slack. The important thing is that you’re starting here and you’re forming a strategy for your Stories. Reach out if you need more tips and advice for your Instagram Stories. Good luck and happy posting!