By Emmie V. Abadilla
Mobile-driven storytelling has become a tool for businesses, brands and consumers with over 500 million accounts using Instagram Stories daily and more than 300 million using Facebook and Messenger Stories every-day.
According to an Ipsos survey commissioned by Facebook, among 1,526 self-reported Stories users in the Philippines, 75 percent said they use Stories on three or more apps at least once a week.
As to Stories they are interested in seeing, 58 percent want to see Stories from brands that feel real, and 56 percent said they are interested in Stories from brands that introduce new products.
“The Stories format may be fleeting, but its impact is not. Stories across Facebook’s family of apps are where people share and discover content they care about,” explained John Rubio, Country Director, Facebook Philippines.
“There’s opportunity for brands to spark interest and prompt more consumers to take immediate action on their online finds. It helps move things along in the consumer journey from discovery to purchase,” he undescored.
Since Instagram Stories ads launched in 2017, advertisers have embraced the format, creating ads for people.
Now, there are 3 million advertisers using Stories ads to reach customers across Instagram, Facebook, and Messenger.
Significantly, people enjoy using stories to connect with brands and plan to do so more often.
In fact, 76 percent of respondents in the Philippines think that Stories is a great way for people to get to know new products or services.
Majority or 62 percent said they have become more interested in a brand or product after seeing it in Stories and 31 percent acknowledged that in the future, they will be even more likely to use Stories to connect with brands they like.
Stories also help forge stronger connections between brands and people.
The format enables people to express themselves creatively, experience moments outside their everyday lives and feel part of a bigger community, the survey indicated.
About 1 in 2 people surveyed said they have strengthened their relationships with brands, and many indicated that stories propel them through the purchase process.
Through Stories, a shopper might discover a new clothing line, see a series of personal finance tips, or enjoy behind-the-scenes glimpses of how their favorite snacks are made. Stories can inspire people to take action.
The bulk or 61 percent of Stories users in the Philippines said they’re making more online purchases as a result of using Stories.
Across Asia-Pacific, the most common actions people said they took after seeing products or services in Stories include browsing the brand’s website to get more information (61%).
A significant number also noted they visited a store to check out the product or service in person (45%), while others said they sent a message to a business (31%).