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their opinion. This can be helpful for the company to develop products or to become better known by potential consumers. (Carbone 2019.) A rather new sticker for the Instagram story is the countdown function. A countdown for a sale or some special action can be set up. The follower can subscribe the countdown and will get a notification when the countdown is finished. This is a good way to promote events or important dates for customers to remember, for example. (Carbone 2019.) Also live-videos belong to the features of the Instagram story. The company is able to share live content through stories, and after the video is finished it can be posted to the story in order to be available for 24 hours like all other story content. Live videos are good to keep followers up to date and make them feel connected to the company. (Carbone 2019.) One tool that creates personality and authenticity are the gifs. Gif stickers can be added quite easily to the story content such videos and pictures in order to emphasize the message of the content, for example. (Carbone 2019.) This is closely connected to further chapters when talking about strengthening the brand. Showing the personality of the brand is important in order to create loyal followers who can identify with the brand. Compared to the feed content, the postings in the Instagram story do not have to be scheduled carefully as they are not affected by the algorithm of Instagram. Even though scheduling is not a priority, it is important to be consistent in posting to the story regularly. (Carbone 2019.) Not only the tools need to be considered, but especially for the brand building there are some factors that need to be applied in the Storytelling. As mentioned previously the consistency of a theme, filters or colors among other things is important to keep the brand image uniform in each way. The follower must directly recognize that the story he or she is watching is created by that one brand without looking at the company’s name. (PlannThat n.d.b.) One feature that can easily be used in Instagram stories are visuals that make the story different from others. Those visuals will become associated with the 34PDF Image | Brand-Awareness through Marketing on Instagram
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