Pulse November 2018 - Page 59

Stories were designed to appeal to our ever-shrinking attention span. The fastest way to lose your audience is by forcing them to watch ten consecutive clips detailing every moment of your day. 1. DESIGN FOR NO SOUND When are you most likely to check your social media apps? We whip out our phones and mindlessly scroll at work, in a boring meeting or in a public space. To be sure you’re getting the most views out of your expiring content, optimize it for volume-off consumption. If you can’t avoid sound, flex your creativity to ensure that context isn’t lost for those with their volume turned down. Use the text option to overlay any necessary information so that users with the sound off can still understand the content. 2. KEEP IT SHORT & SWEET Avoid that dreaded “number of people swiped away” stat! Stories were designed to appeal to our ever-shrinking attention span. The fastest way to lose your audience is by forcing them to watch ten consecutive clips detailing every moment of your day. (Hint: they’ll just skip to the next Story anyway.) Extensive analysis of data on Instagram Insights shows that Instagram posters receive optimum engagement around 5 uploads. 3. MAP OUT YOUR STORY No different than a traditional story, this virtual version should have a beginning, a middle and an end. The most engaging Stories play out as a behind-the-scenes highlight reel of the shareable, authentic moments you are experiencing in real time. Don’t be afraid to spread a narrative or theme across multiple Stories; give your followers something to care about and invest in, even if it’s just for a handful of seconds each day. creative with the boomerang setting, which plays your video forward and then in reverse, creating a loop. Use all the tools available to you to grab the attention of your followers. What’s the Story? Instagram Stories are changing the way brands and companies are leveraging the power of social media. Whether you a manage a spa or lead marketing efforts for a vendor, you can improve your social storytelling and reap the benefits of ampli- fying your unique brand of awesome to new audiences across the social web. n What About Snapchat? Instagram Stories are more popular than Snapchat Stories, although Snapchat pioneered the format. Most of the advice given in this article works for Snapchat, BRING YOUR CONTENT TO LIFE Give your Stories a little too. However, most spas something extra by experimenting with the in-app stickers, filters and shooting options that Instagram offers. Add that “Sunday Funday” stamp over a shot of a morning yoga class at your spa. Get on Instagram, so Insta is 4. have much larger followings typically the better social media platform in which to invest your time. ERIN GARGAN KING is the CEO of Socialite Agency and a digital persuasion expert whose clients include The Oscars, vISA, Target, and others. She has been featured in Forbes and was recently named a 2017 “woman in Business” by the Orange County Business Journal. Erin helps professionals attract attention, increase influence and sell smarter using the power of digital persuasion. November 2018 ■ PULSE 57