 The document discusses strategies for using social media "stories" formats, particularly Snapchat and Instagram stories, to promote brands and engage audiences.  It provides tips on optimizing content for each platform, leveraging influencers, using geotags and filters, and driving traffic. Live videos, user generated content, contests and takeovers are presented as effective tactics.  While some formats and features are similar across platforms, the document emphasizes experimenting with each platform's unique attributes and cultivating distinct brand personalities on Snapchat vs Instagram.

1. @LAURAEWILSON#DSDENVER
BATTLE OF MICROSTORYTELLING:
MASTERING THE “STORIES” FORMAT
BATTLE OF MICRO-
STORYTELLING: MASTERING THE
“STORIES” FORMAT

2. #DSDENVER @LAURAEWILSON
LOVING THE NEW
INSTAGRAM LOGO…

3. #DSDENVER @LAURAEWILSON
TRUTH: VERY FEW FORMATS,
FEATURES, APPS, OR SERVICES ARE
UNIQUE.
“BUT AREN’T THEY MAD?!”

4. #DSDENVER @LAURAEWILSON
NEWSFEEDS WERE DESIGNED FOR DESKTOPS.
“STORIES” ARE MADE (ONLY) FOR MOBILE.

5. A LOOK AT SOME “STORIES” FORMATS
#DSDENVER @LAURAEWILSON

6. AT THEIR CORE THESE PLATFORMS…
#DSDENVER @LAURAEWILSON

7. #DSDENVER @LAURAEWILSON
 Content is ephemeral and it only lasts 24 hours
 All have some photo editing and drawing/doodling tools
 Can browse other user generated stories
 Import content to each platform from your phone’s camera roll
 Respond and interact privately 1-to-1
QUICK REVIEW OF THE SIMILARITIES

8. SNAPCHAT USERS ARE RACKING
UP
10 BILLIONVIDEO VIEWS PER DAY
SOURCE: SNAPCHAT, MAY 2016
#DSDENVER @LAURAEWILSON

9. #DSDENVER @LAURAEWILSON
INSTAGRAM STORIES NOW HAS 250M USERS PER DAY
(THAT’S MORE THAN SNAPCHAT).

10. #DSDENVER @LAURAEWILSON
 Lenses
 Geolocation
 Chronological order
 Custom geofilters
 Discover
 Audiences must seek you
out!
 AR Stickers
 Scissors
 Underground culture
 Spectacles
 Custom Stories
 Established Audience
 Uploadable Content
 Stories algorithim
 LIVE!
 Lenses
 Searchable location stickers
 Searchable hashtag stickers
 Fancier pen tool
 Boomerang
 AR Stickers
 Account Interactions
 Selfie-stickers
 Can drive to permanent content
 Established Audience
 Uploadable Content, no
time limit!
 Lenses + Filters
 Can drive to permanent
content

11. #DSDENVER @LAURAEWILSON
DON’T GET ROMANTIC ABOUT THE PLATFORMS.
LEARN THE CONTENT FORMATS, ADAPT + ADOPT

12. #DSDENVER @LAURAEWILSON
THE CULTURES ARE STILL DISTINCT

13. #DSDENVER @LAURAEWILSON
‘A DAY IN THE LIFE’ CONTENT IS
THE EASIEST CONTENT SOURCE
FOR ANY INDUSTRY ON SNAPCHAT
AND
ON INSTAGRAM STORIES.

14. #DSDENVER @LAURAEWILSON
IF YOU HAVE A SMALL TEAM YOU MUST ADOPT
BRAND AMBASSADORS OR AN INFLUENCER STRATEGY

15. HRC
AWARDS
TAKEOVER
15#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

16. HRC
AWARDS
TAKEOVER
16#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

17. HRC
AWARDS
TAKEOVER
17#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

18. HRC
AWARDS
TAKEOVER
18#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

19. HRC
AWARDS
TAKEOVER
19#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

20. HRC
AWARDS
TAKEOVER
20#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

21. HRC
AWARDS
TAKEOVER
21#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

22. HRC
AWARDS
TAKEOVER
22#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

23. HRC
AWARDS
TAKEOVER
23#DSDENVER @LAURAEWILSON
 BRAND AMBASSADOR
 BEHIND THE SCENES
 “CUSTOMER” PERSPECTIVE
 BRAND ALIGNMENT

24. #DSDENVER @LAURAEWILSON
FIND “INFLUENCERS” WHO ALIGN WITH YOUR BRAND
AND AGREE TO YOUR CAMPAIGN OBJECTIVES.

25. DEE 1
FIN LIT
TAKEOVER
25#DSDENVER @LAURAEWILSON
 UNEXPECTED
INFLUENCER
 CELEBRITY VOICE
 EXPANDED REACH

26. #DSDENVER @LAURAEWILSON
‘TAKEOVERS’ WORK ON INSTAGRAM TOO

27. #DSDENVER @LAURAEWILSON
NO ONE TRULY ENJOYS LEFTOVERS.
OPTIMIZE YOUR CONTENT FOR THE PLATFORM.

28. #DSDENVER @LAURAEWILSON
TAGGING AND
ENGAGING YOUR
CUSTOMERS OR
INFLUENCERS CAN
REALLY INCREASE
ENGAGEMENT
TAGGING OTHER USERS
@GEORGETOWNUNIVERSITY

29. #DSDENVER @LAURAEWILSON
TAGGING AND
ENGAGING YOUR
FOLLOWERS WITH
PERSONAL MESSAGES
TAGGING OTHER USERS
@CHEERIOS

30. #DSDENVER @LAURAEWILSON
UGC CAN BE A REGULAR
SOURCE OF CONTENT
FOR YOUR BRAND ON
INSTAGRAM STORIES
TAGGING OTHER USERS
@WHOLEFOODS

31. #DSDENVER @LAURAEWILSON
THIS IS WHERE
INSTAGRAM STORIES
SHINES AS THE CLEAR
WINNER
TEXT BASED STORYTELLING
@WASHINGTONPOST

32. #DSDENVER @LAURAEWILSON
OPPORTUNITY TO
REPACKAGE CONTENT
AND TAILOR IT TO THE
PLATFORM
TEXT BASED STORYTELLING
@STITCHFIX

33. #DSDENVER @LAURAEWILSON
DRIVING TRAFFIC TO LONGER
FORM WRITTEN CONTENT,
VIDEO, OR WEBSITES
SWIPE UP TO READ MORE
@JCREWMENS

34. TRACK TRAFFIC TO YOUR
WEBSITE FROM YOUR
SNAPCHAT CONTENT
WITH UNIQUE URLS
FOLLOWERS CAN TYPE
@LAURAEWILSON#DSDENVER @LAURAEWILSON
USE UNIQUE VANITY URLS

35. #DSDENVER
THIS IS STILL
EXECUTED BEST
ON SNAPCHAT
DRAWING BASED STORYTELLING

36. #DSDENVER @LAURAEWILSON
DRAWING BASED CONTEST

37.  147 screenshots
 48 entries
Cost to us: $100
#DSDENVER @LAURAEWILSON
DRAWING BASED CONTEST

38. USE SNAPCHAT SPECIFIC FUNCTIONALITY
#DSDENVER
MEASURE ENGAGEMENT
WITH YOUR STICKERS
BY NUMBER OF
SCREENSHOTS

39. #DSDENVER
ANY INDUSTRY CAN CREATE
AN INTERESTING SNAP SERIES
EXPERIAN’S
#CREDITSNAP
CREDIT SCHOOL

40. LEVERAGE THE LIVE! FUNCTIONALITY
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSDENVER
GREAT FOR REALLY RAW
AND INFORMAL LIVE
CONTENT AND
INTERACTIONS WITH
FANS
LIVE CAN HELP IDENTIFY
YOUR SUPERFANS

41. LEVERAGE THE LIVE! FUNCTIONALITY
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSDENVER @LAURAEWILSON
GREAT FOR REALLY RAW
AND INFORMAL LIVE
CONTENT AND
INTERACTIONS WITH
FANS
INSTAGRAM LIVE GIVES
YOU PRIME REAL ESTATE
ON INSTAGRAM WITHOUT
SPENDING MONEY ON ADS

42. LEVERAGE THE LIVE! FUNCTIONALITY
ACCOUNT
TAKEOVERS
(ON OFF)
CTA +
CURATE
#DSDENVER @LAURAEWILSON
GREAT FOR REALLY RAW
AND INFORMAL LIVE
CONTENT AND
INTERACTIONS WITH
FANS
INSTAGRAM LIVE GIVES
YOU PRIME REAL ESTATE
ON INSTAGRAM WITHOUT
SPENDING MONEY ON ADS

43. #DSDENVER @LAURAEWILSON
GEOLOCATION IS CRITICALLY IMPORTANT TO USER
EXPERIENCE AND CONTENT ON SNAPCHAT

44. REMINDER OF CALL TO ACTION
POLITICAL
CAMPAIGNS HAVE
BEEN HEAVY USERS
OF GEOFILTERS
#DSDENVER
STRATEGIC PLACEMENT + DESIGN

45. FOCUS ON CUSTOMER CENTRIC DESIGN
SNAPCHAT IS FUN
YOUR GEOFILTERS
SHOULD BE TOO!
#DSDENVER

46. EXAMPLE CAMPAIGN RESULTS
$15.78 total/for
6 hours
.04/usage
#DSDENVER

47. #DSDENVER
Source: Instagram
PAID AND ORGANIC REACH HIGHER AND EASIER
ON INSTAGRAM (FOR NOW)

48. DUNKIN DONUTS: MASS SCALE PERSONALIZED
12am - 8am 8am - 12pm 12pm - 5pm 5pm - 12am
#DSDENVER

49. SNAP ADS CREATED TO LOOK LIKE A USER
SNAP
#DSDENVER
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY

50. #DSDENVER
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY
SNAP ADS CREATED TO LOOK LIKE A USER
SNAP

51. SNAP ADS CREATED TO LOOK LIKE A USER
SNAP
#DSDENVER
WHEN USERS SWIPED UP
THEY COULD UNLOCK A
SPECIAL FILTER TO USE
BEYOND NATIONAL DONUT
DAY

52. MOST IMPORTANTLY: EXPERIMENT WITH FORMAT
#DSDENVER
 Videos vs. photos
 Selfies and first person perspective vs. shooting other
people/subjects
 Using sound vs. no sound
 How many pieces to each story
 Where your followers are most interested in following you

53. LAURA.WILSON@GEORGETOWN.EDU
@LAURAEWILSON
QUESTIONS?