As an agency with a close relationship with Facebook, we were able to get not one, not two, not even three, but four invites to the UK Independent Facebook Agency Day. We gained a great deal of knowledge, here are some of our insights.

It’s All About The Stories

A total of 400 million individuals are using ‘Insta Stories’ every day, making it a key component of a brands social media strategy.

Samuel Doyle, Lead of Creative Shop at Facebook, said it’s important to have the objective in mind when creating Instagram Stories. “Your story should explain the brand in three seconds, highlighting feature products. To summarise, relevance equals success, so be playful”.

Appetite for videos in Stories is also increasing, especially when compared to standard video that is posted in the feed, which isn’t as effective. Creating videos for Stories has different challenges as well, at least 60% of stories are played with sound on, whereas Instagram feed videos are not, so this factor must be considered when shooting videos.

Instagram Stories have continued to grow at an impressive rate and with new features available that make them more interactive, there are no reasons Stories shouldn’t be an integral part of your social media strategy.

#DidYouKnow this is the first-year mobile overtook TV?

Automatic Placements

Turning on automatic placements when setting up an ad is key to the success of that campaign. The ad will run across both feeds (Facebook and Instagram) and the Stories format improving reach potential. Facebook’s algorithm will then decide where to serve the ad ensuring you get the greatest reach for the lowest cost.

#DidYouKnow Automatic Placements get you the most optimization events at the lowest average cost overall – not the lowest average cost for each placement?

Facebook Partner Apps

There are a handful of apps which can be useful when creating content for stories:

  • Videoshop – it’s a fast and easy app, used to personalise videos. It includes features such as adding music, sound effects, subtitles and slow motion to videos.
  • RIPL – used to create professional, eye-catching videos, it also has an ability to track your success straight from the app.
  • QUIK – another app which helps perfect your videos, add effects and transitions to your video to stand out.

#DidYouKnow all of these apps are free?

The Customer Journey

We also discovered Facebook’s customer journey guide:

  1. Driving Salience
    At this stage, our customers are out of market. Therefore, we need to acquire our customer base. The best way to do this is through Automatic Placement.
  2. Trigger Conversion
    Your customer at this point is searching for products, but with low intent. The best way to capture this audience is by using broad targeting. With broad audience targeting, you are able to reach people who show an interest in your products (or products similar to yours), even if they haven’t visited your website or app yet. This is the best way to be discoverable at key moments. Use Facebook’s dynamic creative option for best results.
  3. Conversions
    In this stage, you should show content that is relevant to users whose intention of buying your product is high. You can use multiple pixel/SDK events to understand consumer needs.
  4. Build Loyalty
    This is the last stage of the journey and it’s all about the after experience.

#DidYouKnow 64% prefer messaging a company via Facebook over emailing or calling? Using Facebook Messenger as a communication method gives your customer the added customer service.

We had a great day at the Facebook Agency Day, learning new ways to make the most of the creative tools we use day to day, and exploring what they have to offer.

Therefore, to keep being creative and playful with Instagram Stories, use automatic placements to drive campaign success and use Facebook’s customer journey to guide you in the right direction for happy clients.