Week 2 / 2.9

Introduction to Facebook and Instagram Stories Module

  • Presenter: Eli, Co-founder at Nosu

  • Focus: Understanding Instagram Stories, building parasocial relationships, using memory anchors, and implementing story polls as calls to action.

Overview of Instagram and Facebook Stories

  • Definition: Short image or video content pieces visible on Facebook and Instagram platforms for 24 hours.

    • Visibility: Located at the top of the screen as circular icons.

  • Functions of Stories:

    • Top of Mind Awareness: Most effective content placement for daily engagement with audiences.

    • Trust Building: Provides an intimate, authentic view, fostering relationships with viewers.

    • Low Friction Conversations: Stories facilitate easy communication and connection, generating leads and interaction.

Setting Up Stories for Optimal Use

  • Posting Stories:

    • Use the Instagram app to post content.

    • Enable automatic resharing of Stories to Facebook personal profiles (not business pages).

  • Steps to Set Up:

    • Go to your profile > settings > accounts center.

    • Under “sharing across profiles,” select option to share from Instagram to your personal profile.

Building Parasocial Relationships

  • Definition: A one-sided relationship in which one party extends emotional energy, interest, and time, while the other party (the persona) is unaware of their existence.

  • Strategies:

    • Share behind-the-scenes content from both personal and work life using selfie videos and images to provide value and intimacy.

    • Mindfulness of Brand Vision:

    • Share content aligned with brand identity to reinforce reputation.

    • Avoid disassociated or irrelevant content.

    • Focus on relatability over impressiveness to build audience trust which can lead to client conversion.

Examples of Effective Story Content

  • Types of posts:

    • Personal moments, such as grabbing coffee before a showing.

    • Celebrating positive reviews from clients, e.g., cropping a Google review screenshot with a caption.

    • Sharing thoughts during client interactions in different settings (e.g., neighborhoods).

    • Light-hearted content like relaxing with pets or sharing family moments as long as they align with brand vision.

    • Expressing opinions or insights on relevant topics.

Posting Strategies and Frequency

  • Key Consideration: Use Instagram's native story features over external tools like Canva for higher engagement.

  • Frequency:

    • Optimal Posting Rate: 1 to 3 stories daily.

    • Posting more than three can lead to diminishing returns in viewership and engagement.

Understanding Memory Anchors

  • Definition: A recurring phrase, object, or visual cue that aids in recognition and memory retention of the content creator.

  • Importance: Memory anchors help in standing out against other stimuli due to the first restaurant bias (distinct items are more memorable).

  • Examples from Pop Culture:

    • Oprah Winfrey: Emotional interviews and car giveaways.

    • Taylor Swift: Red lipstick and Easter eggs in her songs.

    • Elon Musk: Casual attire and unique tweeting style.

    • Barack Obama: Slogan and physical gestures.

    • Steve Jobs: Signature black turtleneck.

Creating Your Own Memory Anchors

  • Types of Memory Anchors:

    1. Phrase: A recurring slogan or catchphrase.

    2. Visuals: Signature outfits, colors, or certain settings.

    3. Behaviors: Repeated rituals or habits during story recordings (e.g., taking off glasses, always filming in a specific location).

  • Implementation:

    • Choose one or two types from the above categories and incorporate them consistently in stories to reinforce recognition.

    • Utilize tools like AI (e.g., ChatGPT) to help brainstorm ideas for unique memory anchors.

Using Story Polls to Encourage Interaction

  • Purpose of Polls: Engage followers and stimulate conversation through interactive content.

  • Frequency of Polls: Incorporate polls 2-4 times per week into your regular story posts.

  • Steps to Create a Poll:

    1. Open Instagram Stories and select a relevant image (e.g., a home interior).

    2. Add a poll element with interactive choices (e.g., “Me” vs. “Not Me” options for home buying).

    3. Add a contextual text prompt encouraging interaction (e.g., asking who wants a list of new homes).

    4. Post the poll and wait for responses.

    5. Follow up with individuals directly, preferably via voice message, to engage further.

  • Establishing Relationships: The performance of polls correlates to existing rapport with your audience; more established relationships yield better response rates.

Conclusion

  • Effective Use of Stories: Blend behind-the-scenes personal and work life, value storytelling, memory anchors, and interactive polls to maximize audience engagement.

  • Recommendations: Consistently interact and provide rich content to cultivate stronger parasocial relationships that lead to potential business opportunities.