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4.4.6 Storytelling In 2016 the feature of Instagram stories was introduced. It is a tool that allows the user to publish a video, picture or a boomerang that disappears after 24 hours. Only the publisher of the story is able to see how many people and who watched the story, but after 24 hours the story will be deleted automatically, and it will only be visible for the publisher in their archive. Instagram users can react directly to a story via a private message or swipe up for a quick reaction which is only one emoji. (Rouse 2018, Hauser 2018, p.19.) The Instagram story itself has many features that can be used. The location, the temperature, gifs, texts, polls, and drawings, for example, can be added to the story. With some of those features the Instagram story becomes visible for other Instagram users who are interested in the location that has been tagged in the story for example, but who are not necessarily followers of the account. A good Instagram story is characterized by its variety and authenticity. (Carbone 2019.) In the following some of the special story features will be explained in regard to their use for the company. Using Hashtag and Location Stickers is useful for the discoverability of the company’s profile. Users can search, for example, for locations and then they are able to see stories that have been tagged with the location they searched for. The same procedure holds true for hashtag stickers used in stories. This implies that if that kind of a sticker is used, Instagram users who are not following the company’s account are able to see the story of a company and therefore may discover the profile. (Carbone 2019.) Polls and Emoji sliders are also a possibility of getting to know the target group of a company better. Instagram Insights already provides some data about the followers, but this data is hardly enough to define the typical customer. With polls the participants can decide between two different choices, and emoji sliders give the follower a possibility to express their opinion on a scale. Another tool that is similar to the two mentioned ones is a tool to interact more personally. With polls and emoji slider users are only able to vote but with the question asking tool a company can encourage followers to ask direct questions or to simply express 33PDF Image | Brand-Awareness through Marketing on Instagram
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