Facebook Stories were first launched in March 2017 following the success of Instagram Stories, also owned by Facebook.
As with Instagram, Facebook Stories are a collection of short images, videos or GIFs and remain live for twenty-four hours. Facebook Stories appear at the top of Facebook and Messenger, and you can view historic stories in your Story Archive.
Businesses often use Facebook Stories to share product or service updates, behind the scenes sneak peeks and to initiate engagement between them and their audience.
Like Instagram, Facebook Stories are often more casual and authentic pieces of content because people know they only last such a short time.
Facebook Stories can be shared from within the Facebook App from a personal account or Business Page.
Alternatively, you can share a Facebook Story to a Business Page from within Facebook’s Creator Studio platform on a desktop.
If you’d like to share a Facebook Story as your business page, launch the Facebook App and go to your Page.
At the top of the screen, just below the ‘Create a Post’ button, you will see ‘Create Story’. You can also click on the blue plus (+) icon next to your profile picture.
When you have selected ‘Create Story’, you will be prompted to choose from the following options:
Text: Add your copy to a colourful background to share a key message with your audience.
Boomerang: You will likely be familiar with this feature on Instagram, and it’s the same on Facebook. Boomerangs are a series of shots played forward and backwards on a loop.
Mood: Here, you will be able to search for relevant GIFs to share.
Selfie: Does what it says on the tin, this will open your front camera where you can add filters and effects.
Poll: Ask your audience a question and customise your two answers. This is a great feature to encourage engagement with your audience.
Take A Photograph or Video: You will also see a camera button which enables you to take a photo or video within the Facebook App. Facebook Story videos can be up to 20 seconds long.
Upload Image: If you’d like to share something from your Camera Roll, then you will be able to select multiple images to upload and share.
If you’re looking to share a Facebook Story on desktop, then head over to Facebook’s Creator Studio platform. Here you can post to Facebook and Instagram, manage your content library and view insights.
Within Creator Studio, select ‘Create Post’ and then ‘Add Story’.
If you are an admin of several pages, you will be asked to select which page you’re looking to add a story to.
Once you have selected your page, you will need to choose whether to ‘Create A Photo Story’ or ‘Create A Text Story.
A photo story enables you to upload imagery already saved on your computer. Once you have uploaded your image, you can add text or a button with a link. If you select a text story, Facebook Creator Studio launches a text box and background editor.
Although this platform is more limited than mobile, businesses may find it easier to share several stories across their Facebook Pages, especially if the text and assets are already on a computer.
Facebook Story Metrics
If you’d like to view your Facebook Stories results, you can see this information under the ‘Insights’ section of your page. The available metrics, up to the last 28 days, include:
- Unique Opens
- Stories Published
- Forward Taps
- Backward Taps
- Forward Swipes
- Total Engagement
- Swipe Up
- Sticker Interactions
You can also view information on your audience demographic, including:
Why Use Facebook Stories?
Statistics show that Facebook Stories have over 150 million daily active users. We all know that businesses organic reach has been declining on Facebook over the years with a stronger focus on Ads and a user-first approach.
However, Facebook Stories could be the answer to getting short and sweet content seen by existing and potential customers.
One of the most important metrics to consider from the above metrics is the ‘Forward Swipes’.
A forward swipe is when a user skips your complete story, not just forward tapping their way through.
If you frequently see users skipping your whole story, then this suggests your content isn’t engaging or relevant enough.
Think about what stories you’re most likely to engage with, whether that’s a Poll Sticker or a format with less text and more creative, and use that insight to influence what you share as a brand.
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