To stay competitive with their rival, Snapchat, Instagram introduced a feature that mimics Snapchat's functionality.
The feature was a hit, and today, over 250 million people create Instagram Stories every single day.
It wasn't long before brands started creating Stories of their own as part of their social media content strategies.
They tend to get quite a bit of engagement, despite the fact that they only last for a limited amount of time.
Research indicates that users spend a good deal of their time in the app looking at Stories, and if you're using Instagram, it would be silly not to take advantage of this.
Creating Stories is pretty simple, and the hard part is finding something worth sharing.
It's an opportunity to let your brand's unique personality shine through, with fun (if ephemeral) content your audience will love.
Check it out…
Why Share Instagram Stories?
Instagram Stories can drive a ton of engagement and value — whether you're sharing a Story from a brand account or your own personal profile.
Since launching back in August 2016, a total of 250 million Instagram users have started sharing disappearing content on Instagram Stories — contributing to the huge jump in time spent in-app every day from 24 minutes to 32.
Whether publishers are trying to grow brand awareness, grow traffic to videos or newsletter outside of Instagram, or share sponsored content, publishers are flocking to Instagram to publish fun disappearing content that infuses brand voice and personality without taking up too much of the average techie's dwindling attention span.
What's more, Instagram Stories are credited with fueling the massive growth of Instagram Direct — private one-to-one messaging between users within the app.
Instagram Direct has grown into one of the most popular messaging apps in the world with a staggering 375 million users.
Even more impressive, TechCrunch reports that one in five Instagram Stories shared by a brand receives a Direct reply — giving brands a direct line to connect with their audience and learn more about them.
You can find the full guide to creating great Instagram stories in the full blog post from Hubspot.