FACTS AND FEATURES OF THE INSTAGRAM STORY

Since Instagram Stories are clearly positioned above the feed, are very easy to use, offer varied entertainment and a continuous flow of interesting content , they are very popular with users and have become an important tool for companies to interact with and increase reach.

Over a billion people worldwide use Instagram every month [1] , half of them even daily. 28 million users are from Germany [2] , of which 24 million people look at Instagram Stories - an enormous reach for brands. Well-made brand accounts are popular: Around 90 percent of all users follow at least one company on Instagram. Through authentic communication in stories, brand content is perceived quite normally alongside content from friends or influencers - in the perception it is less direct advertising than the sustainable development of an identification with the brand and its messages and communications. A third of the most viewed stories even come from companies.

Currently, a small disadvantage of stories is that they can only be published just in time. Unlike normal posts, drafts cannot be saved. Fortunately, Instagram announced in March 2021 that the draft feature for stories is coming soon. Agencies are currently using paid tools such as Hootsuite, which also allow time-controlled publishing.

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