Instagram & Facebook stories: what works now

Instagram & Facebook stories: what works now

Reading Time: 4 minutes

In recent weeks I’ve been working with several clients on their Instagram presence. As the ephemeral content is key to social media presence, we focused on publishing Instagram stories and sharing them on Facebook.

What is ephemeral content and why it matters

Actually, ephemeral content is nothing new; it’s just that the format and features are constantly changing.

Ephemeral content is temporary content that takes advantage of the fear of missing out (FOMO). It is designed in a way to get some immediate reactions from users (read an article, sign up for a newsletter, events, etc.). Secondly, it aims at increasing engagement on a more personal level.

Instagram and Facebook Stories are the leading examples of short-lived content.

If you’re still not sure about using stories for your organisation, have a look at this:

  • Instagram Stories has 300 million daily users
  • 82% of  audiences prefer live video to social posts
  • Instagram Stories has increased the time spent on the platform from 15 to 32 minutes a day

Even if your organisation does not have Instagram account, you should be actively using Facebook stories.

But what makes a good story? How to ensure your stories stand out and support your organisation’s goals? Here I am sharing my tips and tricks to creating awesome engaging stories.

Bite-sized and fast-paced stories

Users are consuming stories much faster than other formats. That means fast-paced stories are much more effective.

Clear CTA

Stories with a clear Call To Action drive more conversions. Users need a clear indication on what they can / should do to learn more, get sth, etc. Think strategically and experiment with elements that clearly tell users what they are expected to do (for example ‚Swipe up’).










Videos that match your branding

The look and feel of your stories is extremely important. When editing your videos, maintain a consistent aesthetics – use the same editing app, be consistent when it comes to the font, filters, etc.

With all the available and easy-to-use apps, you don’t need to be a professional video editor to produce a high-quality content.


Creating a story poll is an actionable way to give your fans a say. You are also getting valuable information on how much they know about the issue or which option they prefer. It’s actually an easy way to involve your followers in the decision-making process. For example, you have two cover options for annual report. Ask people to choose which one they prefer!










If possible, inform your followers about your location. This is a great way to engage local followers (works great when preparing or holding an event). In addition, you get a chance to be discovered by other people interested in your location – that has actually worked very well for all of my clients.


Q&A sessions

This is a great way to engage users and it works very well!  People ask questions about specific initiatives, organisation plans, career opportunities. Q&A sessions significantly increase engagement rates and you can narrow the subject of your Q&A session to a particular campaign.









Instagram hack

You can actually pin text, stickers and emojis into your videos/boomerangs — so they show up at the moment you choose.

In this way you can surprise your viewers and keep them engaged.

To do this, simply record your video then add a creative element like text, a sticker, emoji, or GIF. Now tap and hold the element that you added. Use the slider bar at the bottom of the screen to scroll through the video to find where you want to pin your creative element. Once you find the right location in your video, tap “Pin.”

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