Instagram Stories: Creation to Conversion for Marketers : Social Media Examiner

by Michael Stelzner / July 27, 2023

Want to convert more followers on Instagram? Wondering how Stories can help you close more business?

In this article, you’ll discover how to convert with Instagram Stories.

Instagram has a long list of features and formats that are great for social media marketers. But Stories has some unique aspects that make it a powerful way to get more conversions.

Some marketers think that stories are a waste of time because they're aimed at followers rather than viewers.

But the latest updates to the Instagram algorithm have changed everything. In 2023, the Instagram news feed is approximately 40% recommended content. Users are seeing posts, stories, and reels from accounts they don't follow yet.

That gives you an opportunity to reach new viewers with your stories and turn them into committed followers.

What's more, the algorithm uses engagement with your stories as important information to help rank your content. Every time someone watches a Instagram story all the way through, reacts to it, or sends you a DM, you get a boost with the algorithm.

That's why you need to create content for Instagram Stories, optimize it for engagement, and get those conversions. Here's how.

If you want to get results from Instagram Stories, then you'll need to post regularly: ideally, around 5-7 posts every day. Regularly updating your stories means that they stay at the top of the feed where as many people as possible will see them.

But that's a lot of content to create, right?

Don't panic. These three simple categories will help you create Instagram stories:

For example, in one day, you could post:

That's it—you're already up to seven posts! In every Instagram story, the focus is on learning. Just remember that your stories should help viewers learn about, from, and with you.

The reason the focus is on learning content is that it triggers engagement. People will respond to your educational stories by chatting to you, asking follow-up questions, and supporting your brand. That engagement means more visibility from the algorithm, and ultimately, more conversions.

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The other important point about this content is that it focuses on your real life, expertise, and working processes. That's because everyone loves to see a slice of life. Instead of speaking in the abstract, you're showing followers something real, immediate, and down to earth.

We've covered the basics of creating Instagram story content: make it real, educational, and engaging.

Now we're going to dig deeper with some specific content ideas that you can add to your content calendar today.

What's the best way to get more engagement? Ask for it!

Everyone loves to share their opinion—and you can use that to your advantage. Use your videos, captions, or stickers to ask people:

As well as generating engagement, the responses you get will also be valuable feedback and customer insight.

There’s magic in the mundane. Even if you think your everyday life is boring, it's fascinating to other people. Your routine, your work, and your life are new to them—even if it's old news to you!

And the life you share doesn't have to be perfect, either. Imperfections are attractive; they catch our attention. It's more exciting to hear a story about someone who built their business in the face of adversity than someone who sailed through with zero challenges.

Don't be afraid to show the humdrum details of your daily work. Whenever possible, show your face to the camera so people can relate to you even more.

If you want a quick and easy dose of engagement, try adding poll stickers to your stories. You can make them up in moments but they get a lot of attention. They also send positive signals to the Instagram algorithm that people love tapping on your stories.

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Try asking…

Any yes/no question and any choice between two options make a great Instagram story poll.

As well as instant polls, you can share question stickers on your stories. Use these to set up a Q&A session!

You can run general sessions such as an “Ask Me Anything” hour, or offer expert advice on a specific topic. Niche Q&As will often get more engagement. However, it's still worth running general sessions from time to time, especially if you have an influx of new followers who need to get to know you.

Some creators or marketers with smaller accounts worry: What if nobody asks a question? Well, it doesn't have to be a problem!

Once you've created a question sticker, you can go ahead and submit questions yourself. Then you can use those questions to create new videos and no one will ever know the difference.

The Head of Instagram Adam Mosseri still runs a weekly Q&A more than 13 years after the platform was launched. You might think that his audience knows him and the social media platform inside out. But there's always more to share: updates, opinions, ideas, new features, and general chat.

The questions sticker can be used very flexibly. It's not just for Q&A sessions. You can use it to collect leads and conversions, too.

For example, you could set up a questions sticker for viewers to share their email address if they want to receive a lead magnet. (If you use this tactic, just make sure that your email includes an unsubscribe link so users are still in control of their data.) You could also use questions stickers or ask people to message you a keyword to get links and offers in their DMs.

Remember, the ultimate goal of posting Instagram stories is to get more conversions. It's in your interest to make those conversions as frictionless as possible by using every tool at your disposal.

We can't talk about making conversions frictionless without talking about accessibility. Well over 25% of your followers will have accessibility needs or use accessibility features to interact with your content.

Here's how you can help them:

Making your stories accessible only takes a few minutes of thought but it can bring your content to a much bigger audience. Your followers will appreciate the care and effort that you put in.

How to Get More Conversions With Instagram Stories

You've created flawless Instagram stories, posted them regularly, and gotten all of the engagement you could wish for.

But how do you lock in those conversions? How do you guarantee that views, follows, and interactions will lead to more leads and sales?

Here are seven golden rules to get more conversions with Instagram stories.

If you follow these rules, then your stories will get the conversions they deserve. Your audience will grow, your followers will become even more loyal, and you'll see an increase in leads and conversions, too.

Chelsea Peitz is an Instagram strategist, consultant, and speaker who helps service-based businesses attract the right clients with video content. She hosts The Chelsea Peitz Podcast and her latest book is called What to Post: How to Create Engaging Social Media Content that Builds Your Brand and Gets Results (for Real Estate). Find her on Instagram @chelsea.peitz.

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