The data says that Instagram Stories are where your consumers and clients attention are. Regardless of your target persona, audiences are flooding to Instagram, and if you're not posting to your Story, you're barely visible on the platform.
The metrics I've tested to gain this knowledge are: Story Views vs. Profile Views vs. Follower Count.
If your business has enough followers (usually 10,000 or more), then you will be granted access to be able to add a "link" to your story, which allows the user viewing your story to be taken to a web page with more information about your business on it.
I refer to this as the "Instagram Story Swipe-Up-To-URL" Feature. If you have enough followers to have this enabled, you have no excuse not to be posting 3-6 :15 second story slides per day on Instagram that link to various products, services and landing pages about your business.
But there is yet another way to gain visibility now at a low cost per audience attention, and that is to run Instagram Story Swipe-Up Ads.
This is done through Facebook Business Manager / Facebook Ads Manager, and this video shows you how, along with this earlier Data Driven Daily Tip.
To run an Instagram Story Swipe Up Ad, you'll need to do the following:
1. Log into Facebook Ads Manager.
2. Choose any Ad Objective (but I recommend the Consideration Column and something like Traffic).
3. Name your ad, upload an image that is 1080 x 1420 px. Here is a link to the official guide on Instagram Story Ad Creative Dimensions and Guidelines from Facebook.
4. Have fun filling out your Website URL Link, ad Text, and Budget, and then click Confirm!
Thanks for reading, watching and listening, and have a great day!
Paul Hickey, Founder / CEO / Lead Strategist at Data Driven Design, LLC has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.