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What's Next: The Rise of Stories
The document discusses the evolution and significance of storytelling within social media, highlighting how stories have become a key format for sharing content and engaging users. It outlines the historical progression of social media, the rise of ephemeral content, and the benefits of using story formats for brands. The presentation emphasizes the importance of authenticity and audience connection, suggesting that stories will continue to shape interactions and marketing strategies in the future.
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What's Next: The Rise of Stories
- 1. Powered by What’s Next: TheRise of Stories
- 2. Welcome Gabriel Araujo Global ChiefCreative Officer Ogilvy Social Lab Awie Erasmus Strategy Director Ogilvy Social Lab Christophe Chantraine Head of Media Ogilvy Social Lab José Arteaga Creative Digital Strategist Ogilvy Consulting Laurie Close Senior Strategist Ogilvy Consulting
- 3. Tell us where you aredialing in from! What’s the weather like in your city?
- 4. Do you want this deck? Itwill be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com
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- 10. Full screen Playful Shortform AuthenticEphemeral Interactive Stories 101
- 11. YESTERDAY TODAY TOMORROW STORIES HAVE ALWAYS BEENTOLD AND ALWAYS WILL BE.
- 12. Source: Chauvet cavein France; Source: The evolution of Storytelling, Reporter Magazine (2015) From the first cave drawings to oral traditions and written words to the use of technology. Yesterday: Stories have always been told and always will be
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- 14. A short Historyof Social Media Source: The History of Social Media, SocialMediaToday.com (2018); The History of Social Media, Miriam J. Johnson (2015); Active social media users, Hootsuite (2018) 1969 Military’s first social media attempt 1997 Start of social sites with Six Degrees & Google.com is registered 2002 Friendster is created and launched 2003 LinkedIn gave people a place to post their resume 2004 Facebook was launched & Google created Gmail 2006 MySpace is booming & Twitter is launched 2010 Instagram is launched 2013 Vine is launched and bought by Twitter, MySpace re-launches & Yahoo buys Tumblr 2005 Birth of YouTube 2009 Foursquare is launched 2011 Launch of Snapchat 2015 Periscope is purchased by Twitter 2018 VR, Fake News, live videos and so much more emerge 3.196B people are crazy about social media ! Yesterday: Social media gave us the tools to tell our stories
- 15. Source: The Upsand Downs of Social Media, Harvard (2018); Top 10 Reasons for Using Social Media, GlobalWebIndex (Q3 2017) Relationships Exploration Browsing Self-expression Why use Social Media? to stay in touch with what their friends are doing. to stay up-to-date with news and current events. to fill up spare time. to share their opinion on social media. 42% 41% 39% 30% Yesterday: Social media gave us the tools to tell our stories
- 16. YESTERDAY TODAY TOMORROW SOCIAL MEDIA BECAME ABIG PART OF OUR DAILY LIVES.
- 17. But soon itbecame a highly curated space. People became obsessed and stressed out with curating the perfect social profile. Source: The Ups and Downs of Social Media, Harvard (2018); Social Media and Teen Anxiety, Harvard (2017) Today: Social media became a big part of our daily lives
- 18. Today: Social mediabecame a big part of our daily lives “A quick post turned into 30 minutes of editing, writing, deleting, rewriting, finding tags and pushing yourself to finally publish it, only to spend another 30 minutes monitoring the number of likes that came in. Then, you’d be feeling anxious and starting to worry if the number didn’t increase enough every time you pulled to refresh.” Mary (24) Source: Psychcentral.com (2016)
- 19. Source: Global adspending by medium, Zenith (2018); SocialFlow (2016) This resulted in a drop in user engagement. Today: Social media became a big part of our daily lives
- 21. Source: Active socialmedia users - Global social media research summary, Hootsuite (2018) 60% follower growth per quarter of Snapchat during their first year. 2,500% snaps per day during the first year of Snapchat. Today: Social media became a big part of our daily lives
- 22. YESTERDAY TODAY TOMORROW STORIES WAS THE REACTIONTO OVERLY CURATED SOCIAL LIFE.
- 23. Snaps and ephemeralcontent became an instant hit, supported by celebrities using it. Source: Snapchat (2018)
- 24. Snapchat clones poppedout on every social network. Oct2013 Snapchat Stories Aug2016 Instagram Stories Feb2017 WhatsApp Status Mar2017 Facebook Stories Mar2017 Messenger Day Mar2017 Medium Stories Jun2017 Skype Highlights Oct2017 Page Stories Nov2017 YouTube Reels Apr2018 Netflix Mobile Movie Previews 2,500% snaps per day during the first year. Today: Stories was the reaction to overly curated social life
- 25. 0 100 200 300 400 Mar 16 May16 Jul 16 Sep 16 Nov 16 Jan 17 Mar 17 May 17 Jul 17 Sep 17 Nov 17 Jan 18 Mar 18 May 18 130 148 154 161 173 178 187 191 188 0 100 150 200 300 400 Sources: Company filings & Statistica 150 173 Worldwide daily active users of stories Today: Stories was the reaction to overly curated social life
- 26. People started to love Stories totell their story. of daily Instagram users create or consume a Story. Stories growth rate compared to newsfeed. Higher completition rate for Story videos compared to Newsfeed videos. Source: As Snapchat growth stalls out, Facebook Stories hits 150 million daily active users, Business Insider (2018); Statista (2018) 60% 15x 7,8x Today: Stories was the reaction to overly curated social life
- 27. 8 Reasons Why Peoplelove Stories and will continue doing so. Today: Stories was the reaction to overly curated social life
- 28. Authenticity 1 opt forStories instead of Newsfeed to see unfiltered content. Stories helps them be more authentic with friends and family. 64% 47% Source: How Do People Perceive and Use Instagram Stories and Feed?, FacebookIQ (2018) Today: Stories was the reaction to overly curated social life
- 29. FOMO 2 are afraidof missing out on events, news and status updates. of adults check social media at least 10 times a day. 56% 56% Today: Stories was the reaction to overly curated social life Source: Beware of Social Media Addiction It May Cause FOMO Anxiety, LinkedIn (2018); Study Finds (2018)
- 30. Access 3 Walled gardens= restricted access are drawn to Stories because content disappears after 24hrs.44% Today: Stories was the reaction to overly curated social life Source: Independent UK (2017)
- 31. True mobile 4 Accesssocial media via smartphone 95% 2.95bn Today: Stories was the reaction to overly curated social life Source: Global social media research summary 2018, SmartInsights.com (2018); Statista (2018) Active mobile users
- 32. Easy 5 Today: Stories wasthe reaction to overly curated social life
- 33. Fun 6 opt forStories to discover playful and funny content. have responded to messages only using GIFs or emojis. 63% 56% Today: Stories was the reaction to overly curated social life Source: A Deeper Look Into How People Use Facebook Messenger and Similar Channels, AdWeek (2017)
- 34. Biology 7 skilled storytellershad more children compared to others. it lights up areas of the brain which are also activated by other activities such as eating and sex. .53 Drug Today: Stories became the reaction to overly curated social life Source: How Telling Stories Makes Us Human, Time Magazine (2017); Harvard (2018)
- 35. It sells! 8 moreinterested in a product after seeing an Instagram Story.38% Today: Stories became the reaction to overly curated social life Source: How Do People Perceive and Use Instagram Stories and Feed?, FacebookIQ (2018)
- 36. YESTERDAY TODAY TOMORROW STORIES ARE HERETO STAY AND WILL CHANGE THE WAY WE INTERACT.
- 37. Source: As Snapchatgrowth stalls out, Facebook Stories hits 150 million daily active users, Business Insider (2018); Statista (2018) Stories will be the #1 social format by 2019 . 400M May 2018 Tomorrow: Stories are here to stay and to change the way we interact
- 38. “We expect Storiesare on track to overtake posts and feeds as the most common way that people share across all social apps,” “That’s because Stories is a better format for sharing multiple video clips throughout your day. The growth of Stories will have an impact on how we build product and think about our business, including WhatsApp and Instagram, which are the No. 1 and No. 2 most-used Stories products in the world.” Tomorrow: Stories are here to stay and to change the way we interact And it is not just us…
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- 40. Life is unexpected. Thatswhy instagram stories is growing so fast. Because we are broadcasting life, real time, 24/7, and people love it. They can find real connections with their interests and brands that they can relate with.
- 41. We need tounderstand the cultural movements to participate in real time conversations with the audience. Instagram Stories is the best connection with the truth people are looking for. And as they are looking for real connections, with meaning, how about to show your truth and capture some different emotions from your audience.
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- 46. CONTENT FIRST The mobile-firstapproach organically leads to a design that’s more content-focused, and therefore user-focused. And the heart of the format is content — that’s what the users are there for.
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- 52. INTERACTIVITY MEANS ENGAGEMENT POLLS, TAP& HOLD OR GAMIFICATION. MAKE SOMETHING HAPPEN TO CAPTURE ATTENTION
- 53. Create with nativetools PROGRESSION BAR PROFILE PHOTO EMOJIFY SWIPE UP TO REVEAL
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- 58. GO LIVE ORGO HOME THE CLOSEST THE BRAND CAN BE WITH THE AUDIENCE IS EXPOSING THEMSELVES LIVE.
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- 60. CREATIVE GUIDELINES PLAY BYTHE RULES OF THE FORMAT MAKE IT WORTH PEOPLE’S TIME PROVIDE A UNIQUE EXPERIENCE GOOD CONTENT AT THE CORE INTERACTIVITY MEANS ENGAGEMENT GO LIVE OR GO HOME
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- 62. October 29, 2018 WhyStories matter for businesses?
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- 64. Anatomy: Creative andimmersive full screen format The anatomy of ads in stories
- 65. INSTAGRAM STORIES ADS Up to3 pieces of media, either photos or videos Creative, full screen format with no distractions INSTAGRAM STORIES CAROUSEL ADS SNAP ADS Up to 10 seconds full screen vertical Anatomy: Creative and immersive full screen format The anatomy of ads in stories
- 66. Anatomy: Creative andimmersive full screen format Amplify Facebook's fast-loading full screen instant experience format in Instagram Stories. Seamless post-click action - available for a variety of objectives Instant Storefront Instant Form Instant Lookbook Instant Experiences (previously known as Canvas)
- 67. ANATOMY FUNNEL CHALLENGE OPPORTUNITIES STORIES ARE AFULL FUNNEL SOLUTION
- 68. Build your brandin Stories Funnel: Stories are a full funnel solution Build your brand in stories
- 69. Funnel: Stories area full funnel solution Performance marketing in stories
- 70. LOW ORGANIC REACH averageOrganic Reach for Stories* 7,5% *Source: Social Lab internal data, October 2018 FACEBOOK’S TARGETING reachable users in June 2018 400M BUSINESS OUTCOME 160% return on ad spend on average for Social Lab clients Funnel: Stories are a full funnel solution Performance marketing considerations
- 71. LOCATION DEMOGRAPHICS INTEREST & BEHAVIOURRE-ENGAGEMENT LOOKALIKE • Video viewers • Website visitors • Fans / engagers • CRM Funnel: Stories are a full funnel solution Focus on audiences
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- 73. *Source: Facebook internaldata, 2016 Time spent with content on mobile1.7s Quicker on mobile than on desktop32% Challenge: Content consumption on mobile is (very) fast Attention and content consumption on mobile is fast
- 74. *Source: Social Labinternal data, October 2018 / 231 campaigns analysed. Challenge: Content consumption on mobile is (very) fast 2 main challenges for advertisers embracing the format View-through-Rate 12% of impressions lead to at least 3 seconds views vs 23% with Newsfeed placements 12% GRAB ATTENTION RETAIN ATTENTION
- 75. *Source: Social Labinternal data, October 2018 / 231 campaigns analysed. Challenge: Content consumption on mobile is (very) fast 2 main challenges for advertisers embracing the format tap forward rate Most of the Stories are not consumed until their end 76% exit rate High rate of people switching to another account’s Stories 4,68% View-through-Rate 12% of impressions lead to at least 3 seconds views vs 23% with Newsfeed placements 12% GRAB ATTENTION RETAIN ATTENTION
- 76. ANATOMY FUNNEL CHALLENGE OPPORTUNITIES THE RIGHT MOMENT TOLEVERAGE STORIES FOR YOUR BUSINESS
- 77. of IG accountspublished Stories during the period 61% average Stories published daily by brands using the solution 1,5 Instagram Stories are an untapped opportunity in the market. While they aren’t new anymore, we can still say their adoption remains limited compared to other Facebook placements. Source: Social Lab internal data, October 2018 Opportunities: The right moment to leverage stories for your business Limited adoption of organic Stories by advertisers
- 78. Source: Social Labinternal data, October 2018 0 1.25 2.5 3.75 5 Banking/Insurance Fashion Automotive Charity Travel CPG Retail Healthcare Tech Entertainment Government Publishing Frequency per vertical Opportunities: The right moment to leverage stories for your business
- 79. CPM We are here! WHENIT COMES TO PAID MEDIA, IT IS THE RIGHT MOMENT TO INVEST Opportunities: The right moment to leverage stories for your business
- 80. Compared to 77%going to Facebook placements 23% Source: Social Lab internal data, October 2018 7% 1,54€ Compared to Facebook & Instagram Newsfeed placements Compared to 3,03€ on average with Facebook & Instagram Newsfeed placements SHARE OF INVEST ON INSTAGRAM AD SPEND ON INSTAGRAM STORIES ADS CPM WITH INSTAGRAM STORIES ADS Lower cost because of limited competition Opportunities: The right moment to leverage stories for your business (Global data Q2 2018) (Social Lab internal data Q3 2018) (Social Lab internal data Q3 2018)
- 81. LEVERAGE LATEST FORMATSTO BOOST PERFORMANCES Opportunities: The right moment to leverage stories for your business
- 82. Ads in Storiesvs Carousel performances (Vans) Opportunities: The right moment to leverage stories for your business Regular story Carousel of stories SWIPE-UP RATE X2 Compared to regular ads in Instagram Stories COST PER SWIPE-UP 42% Cheaper VS
- 83. STREAMLINE PATH TOPURCHASE BY SENDING PEOPLE DIRECTLY TO PRODUCT PAGE Opportunities: The right moment to leverage stories for your business
- 84. Shopping in InstagramStories Use product stickers to weave product discovery seamlessly into your visual storytelling. A single tap lets people quickly access additional product details. Shopping Stickers Opportunities: The right moment to leverage stories for your business
- 85. INTEGRATE STORIES ACROSS CHANNELSAND PLACEMENTS IN AN HOLISTIC WAY Opportunities: The right moment to leverage stories for your business
- 86. Stories Stories 3 secs Stories Customer journeyacross channels and placements Opportunities: The right moment to leverage stories for your business
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- 88. Questions? Gabriel Araujo Global ChiefCreative Officer Ogilvy Social Lab Awie Erasmus Strategy Director Ogilvy Social Lab Christophe Chantraine Head of Media Ogilvy Social Lab José Arteaga Creative Digital Strategist Ogilvy Consulting Laurie Close Senior Strategist Ogilvy Consulting
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