Entradas

Probablemente haya pensado mucho sobre el aspecto, la personalidad y la voz de su marca. Pero, ¿qué pasa con su papel en la sociedad?

Según The Sprout Social Index™ 2022, la alineación de la empresa con los valores personales es un 74 % más importante para los consumidores hoy que en 2021. Ahora, si faltan prácticas de responsabilidad social corporativa, no solo impacta al público. También puede afectar su resultado final.

La responsabilidad social corporativa (o RSE, para abreviar) es un modelo de rendición de cuentas que utilizan las empresas para integrar las causas sociales y ambientales en sus operaciones. Dependiendo de la causa, esto puede significar cualquier cosa, desde patrocinios corporativos hasta días de voluntariado y campañas de concientización.

La forma en que su marca actúa puede configurarla para crear conexiones duraderas con audiencias que buscan poner su dinero donde están sus bocas. Para ayudarlo a promover el programa de su empresa, hemos recopilado siete ejemplos de responsabilidad social corporativa de las principales marcas que utilizan las redes sociales para correr la voz sobre cómo están retribuyendo. Sumerjámonos.

1. El camino de Alaska Airlines hacia cero emisiones netas

Uno de los cinco valores fundamentales de Alaska Airlines es “hacer lo correcto”. Puede parecer simple, pero ha allanado el camino para algunos esfuerzos de responsabilidad social corporativa verdaderamente innovadores, incluido un plan de cinco partes para lograr cero emisiones netas para 2040.

Este no es un proyecto pequeño para una empresa que quema 750 millones de galones de combustible cada año. Alaska Airlines en realidad amplió su modelo comercial de nuevas maneras con la formación de Alaska Star Ventures, un brazo de inversión que respalda las tecnologías emergentes de sustentabilidad de la aviación.

Esto hace más que ayudarlos a alcanzar su objetivo: la inversión continua también sirve para impulsar a toda una industria. Lo que aprendan de este objetivo grande y audaz puede ayudar a informar cómo otras compañías de aviación modelan sus prácticas de sostenibilidad en el futuro.

Un plan de 20 años hacia la sustentabilidad asegura que la compañía no esté promoviendo soluciones fragmentadas para un problema tan grave como la crisis climática. En cambio, están pensando en grande, practicando la rendición de cuentas e invirtiendo en su enfoque.

Quitar: No es necesario que haya cumplido con todos sus esfuerzos de RSE antes de poder comenzar a hablar de ellos. Dejar que tus fans participen en tu viaje puede humanizar tu marca y mostrar que estás haciendo los cambios incrementales necesarios para un futuro mejor.

2. Serie de sostenibilidad navideña de Grove Collaborative

Cualquiera que haya organizado una reunión festiva sabe que incluso una pequeña fiesta puede generar mucha basura. Es por eso que Grove Collaborative está ayudando a las personas a hacer que la época más maravillosa del año también sea maravillosa para el planeta.

A lo largo de noviembre, Grove Collaborative utilizó sus canales sociales para compartir consejos y trucos para una temporada navideña más sostenible. Como una marca que se especializa en artículos para el hogar reutilizables y amigables con el planeta, esta sería una oportunidad fácil para promocionar su propia línea de productos. En cambio, la marca mantuvo las cosas en general para ayudar a todos a hacer más bien, ya sean clientes de Grove o no.

Este ejemplo de CSR funciona porque muestra qué tan bien Grove Collaborative conoce su misión y audiencia. En lugar de alentar a las personas a comprar más, brindan soluciones sostenibles para lo que ya tienen.

Mantener esta serie de productos sin promoción ayuda a Grove Collaborative a posicionar su marca como algo más que una simple tienda de productos directos al consumidor: son un recurso al que los consumidores pueden volver para obtener más consejos sobre una vida sostenible.

Quitar: Evite incluir lenguaje promocional en las publicaciones sobre sus esfuerzos de RSC. Concéntrese en crear conciencia para mantener la autenticidad de su mensaje.

3. Campaña anti-cyberflashing de Bumble

Durante mucho tiempo, el flasheo cibernético se sintió como un efecto secundario desafortunado de estar en línea. Ahora, Bumble está dando un paso al frente para cambiar eso.

Su postura sobre el tema es simple pero poderosa: el flasheo es un delito, y el flasheo digital también debería serlo. Hasta ahora, han ayudado a aprobar leyes tanto en Texas como en Virginia que sancionan por ley el envío de fotografías lascivas no solicitadas.

Este trabajo es el resultado directo de una encuesta encargada por Bumble distribuida en 2018 que descubrió que una de cada tres mujeres ha recibido fotografías indeseadas e inapropiadas mientras usaba la aplicación Bumble. Después de investigar el fenómeno y no encontrar ninguna base legal para evitar este tipo de exposición no deseada, se pusieron manos a la obra.

Bumble está estableciendo un nuevo estándar para los ejemplos de responsabilidad social corporativa al tomar una posición en nombre de sus usuarios. Estos esfuerzos ayudan a mantener la misión de su marca de apoyar las conexiones empoderadas en el amor mediante la creación de un entorno digital más seguro para que prosperen.

Quitar: Las marcas no deberían tener miedo de hacer política en línea siempre que trabajen en el mejor interés de su público objetivo. Use herramientas de encuestas y escucha social para concentrarse en lo que les importa a sus fanáticos y use la plataforma de su marca para demostrar que los respalda.

4. La misión de Tony’s Chocolonely para una cadena de suministro 100% libre de esclavos

La empresa de confitería holandesa Tony’s Chocolonely se especializa en deliciosos dulces de chocolate de comercio justo. También se especializan en defender los derechos de los agricultores y una cadena mundial de suministro de chocolate libre de esclavos.

Sip, lo leíste bien. La esclavitud moderna es una realidad desafortunada en la industria del cacao.

Esta tragedia continúa porque la mayoría de los consumidores están muy alejados de los procesos que llevan los productos a las tiendas para que los compren. Esta distancia evita que estas prácticas increíblemente dañinas se vean, consideren o discutan en general. Ahí es donde entra Tony’s Chocolonely.

La empresa crea conciencia sobre el tema de la esclavitud moderna cada vez que puede. Está en su empaque, en su sitio web y en un tema importante en todo su contenido social. Para Tony’s Chocolonely, la responsabilidad social corporativa es más que una práctica: es parte de la misión de su marca.

Quitar: si está tratando de crear conciencia sobre una causa específica, cree una historia más cohesiva vinculando su contenido de responsabilidad social corporativa con un marco general de mensajes de marca.

5. Campaña #SubaruLovesPets de Subaru

Gracias a Subaru, el 22 de octubre es el día favorito del año para todos los cachorros.

En 2019, Subaru presentó el Día Nacional de Hacer un Perro como parte de su iniciativa #SubaruLovesPets. Desde entonces, han estado celebrando a los amigos peludos y alentando a los clientes a considerar la posibilidad de adoptar a los “desvalidos”, perros con necesidades especiales, en eventos de adopción emergentes en los concesionarios de todo el país.

En las redes sociales, esto ha resultado en algunas colaboraciones realmente adorables. En el 2022, se asociaron con la cuenta cómica de Twitter WeRateDogs (@dog_rates) para compartir historias de adopción y, por supuesto, calificaciones de perros.

Esto, junto con su asociación de larga data con ASPCA, demuestra que los esfuerzos de responsabilidad social corporativa no necesitan estar vinculados a su industria o función comercial. Si es importante para su equipo, entonces es importante. Período.

Quitar: Las asociaciones de creadores no se limitan a las promociones de productos. Úselos para amplificar sus esfuerzos de responsabilidad social corporativa para compartir su misión con nuevas audiencias.

6. Serie #MisfitMemos de Misfits Market

Misfits Market hace más que traer alimentos orgánicos de calidad directamente a su puerta. También traen información de calidad sobre las ineficiencias en nuestro sistema alimentario directamente a su feed.

Su serie #MisfitsMemos en TikTok destaca problemas poco conocidos en la cadena de suministro de alimentos para mostrar a los consumidores cómo pueden usar sus dólares para hacer un cambio.

Estos videos educativos del tamaño de un bocado son una excelente introducción a la misión de Misfits Market. En poco más de 30 segundos, su equipo puede explicar cómo están abordando las ineficiencias en el sistema alimentario a través de un modelo comercial innovador que ha incorporado la responsabilidad social corporativa en todas sus operaciones.

Quitar: Las redes sociales pueden ser una poderosa herramienta de enseñanza. Use contenido educativo para desarrollar el conocimiento de su audiencia sobre una práctica o problema.

7. Campaña Bloom Over Doom de Nike

Nike tiene grandes objetivos en lo que respecta a la sostenibilidad. Sus iniciativas Move to Zero incluyen compromisos sobre la transición a la energía renovable, la reducción de las emisiones de carbono y el desvío de los desechos de fabricación.

Para promover estas iniciativas, Nike lanzó la campaña Bloom Over Doom en agosto de 2022.

Bloom Over Doom celebra la filosofía de la empresa hacia la innovación en la sostenibilidad. En lugar de centrarse en los riesgos y peligros de dejar la crisis climática sin control, se están centrando en cómo pueden apoyar un futuro más brillante a través de la sanación, el optimismo y la acción colectiva.

La campaña está repleta de imágenes sociales brillantes y una copia aspiracional. Es emocionante mirarlo y aún más emocionante sentirse parte de él.

Quitar: Retribuir es algo bueno. Incluso si está apoyando una causa más importante, incorpore un poco de alegría pintando la imagen de la visión de su marca para el futuro. Esto le dará a tus seguidores algo emocionante a lo que apoyar mientras se mantienen al día con tu progreso.

Encuentre los temas que le importan a su audiencia

Estos ejemplos de responsabilidad social corporativa muestran que cuando las marcas hablan sobre las causas que apoyan, los fanáticos responderán con compromiso y apoyo. Aumente la conciencia sobre las causas que resuenan con su audiencia para ayudarlos a ponerse al día para que puedan ayudarlo a hacer el trabajo.

Aprenda cómo entregar su mensaje de manera efectiva como parte de una estrategia general más amplia utilizando nuestra plantilla de plan de comunicaciones corporativas. Esto lo ayudará a construir de manera proactiva una imagen pública positiva que mejore su reputación y conecte su marca con su próximo mayor admirador.

There is no denying that content creators have shifted the world of social media and marketing. The creator economy is booming and as more brands seek out partnerships for their social media networks, marketers need to understand how to remain creative and confident when building their strategies.

In this article we’ll lay out why creator marketing is a must for marketers over the next year. We’ll also give you tips on how to craft a creator marketing strategy and answer frequently asked questions.

What is creator marketing?

Creator marketing is when brands partner with content creators to drive awareness and engagement for specific campaigns or initiatives. It goes beyond simply publishing one post with the help of a creator. It focuses on the larger strategy at play, determining how creator partnerships can support a brand’s overall marketing goals.

Incorporating creator marketing into your social media strategy can improve your reach, grow audience engagement and help you connect with new communities in an authentic way.

Why a creator marketing strategy is a must next year

Every brand should have creator marketing on their radar when strategizing for the new year.

In a Sprout survey of 280 marketers responsible for their brand’s social media strategy, 57% of respondents collaborate with content creators on a monthly basis. And nearly half of respondents (49%) value creator collaborations more than they do their other social strategies.

But why are marketers collaborating with creators so frequently and why are they seen as valuable?

Because creators help brands achieve goals in ways that brands can’t. Creators embody what consumers are looking for: authenticity. The Sprout Social Index™ revealed it’s the second most important creator qualification for consumers and marketers. The best creators inspire communities and drive culture, so they can help brands nurture existing customer relationships and attract new audiences.

In our Creator Economy Report, we found marketers rank generating engagement (62%) and reaching new audiences (60%) as their top two goals for creator marketing.

Types of creators to inform your marketing strategy

Not all creators are one in the same. Here’s an explanation of the various types of creators and when a brand may choose them for a partnership:

Content creators

Content creators produce entertaining, educational or captivating content for digital distribution. This content can include, but is not limited to:

• Audio content (podcasts and audiobooks)
• Written works (blog articles, social copy and ad copy)
• Images (memes, photos or graphics)
• Videos (Youtube videos, live streams and short-form like TikToks and Reels)

What’s special about creators is that they have an online presence that draws people to them. Content creators’ viewers are more than just their followers—they’re fans and devout supporters that admire the creator’s unique voice. Their followers trust and respect their opinions because they have created a deep connection with them over time.

To connect with a particular audience in an authentic way, brands need to collaborate with a content creator who has a relationship with that target audience.

Social media content creators

A social media content creator makes and shares educational or entertaining content for an audience across social media platforms. Similar to regular content creators, they can write blogs, create memes, etc. However, the difference between the two is social media content creators prioritize understanding and building an audience on social media.

This subcategory of content creator usually maintains a presence across all social media networks. Our creator report research found more than half of content creators anticipate using TikTok, Instagram and Facebook creator collaborations within the next three to six months. If your brand is looking to collaborate across several networks at once, social media content creators are a great option. You can request sponsored posts to be shared across all of your interested networks, furthering your reach but with lower lift effort for everyone.

Influencers

You may have heard the saying, “All squares are rectangles, but not all rectangles are squares.” Well, some influencers can be content creators but not all content creators are influencers. You might have heard digital creator and influencer used interchangeably, but they are not one in the same.

So what’s the difference between a digital creator and an influencer?

A content creator makes a living creating content, distributing photos, videos, blog articles, etc. Whereas influencers inspire followers to buy or do something. An influencer may have a different profession as well.

For example, a trainer who shares their favorite athleisure essentials and food brands could be an influencer. Influencers are simply sharing their lives and promoting brands and services they use. If you’re looking to launch and promote a new product or service, influencer marketing is a great option since people are more likely to trust their opinions.

Content creators by platform

Along with knowing the different types of creators, it’s important to recognize what creators can bring to the table by platform. Facebook, Instagram, TikTok, YouTube and Twitter are some of the most popular social media networks for marketers working with creators.

Here’s a quick overview of creator marketing by platform:

Facebook and Instagram creator marketing

Some 71% of Facebook and Instagram users have taken shopping action as a result of seeing content posted by a creator.

Facebook and Instagram offer branded content ads, making it a great option for ecommerce, retail and consumer-packaged goods (CPG) brands. When compared to creator handle ads without the paid partnership label, Instagram branded content ads see an 82% increase in probability to win purchase outcomes. The numbers speak for themselves—creator marketing can help convert consumers and encourage them to buy.

YouTube creator marketing

YouTube is the OG home of content creators, so naturally it’s a great fit. The video platform is known for its educational and entertaining content, so almost any brand can join in.

Pinterest creator marketing

Although it isn’t as popular as the other channels, Pinterest creator marketing can be effective as well. Content on Pinterest never expires, so you’ll be able to reach new audiences long-term. Creators can collaborate with brands via shoppable paid partnership tags and affiliate links.

Pinterest is all about the aesthetics and DIY projects, making them a great avenue for the beauty, fashion and interior design industries.

TikTok creator marketing

There’s a reason why #TikTokMadeMeBuyIt remains a trending hashtag. TikTok is basically modern word-of-mouth marketing. TikTok reported 67% of users say the app inspired them to make a purchase decision, even if they weren’t looking to buy anything. And with over 1 billion monthly users, nearly any brand can take advantage.

How to differentiate your creator strategy from the rest

From generating engagement to reaching audiences and driving revenue, there are a variety of ways you can use digital content creators to supercharge your brand strategy. To achieve impactful business results, you need to remain creative and relevant when brainstorming creator collaborations.

Here are five ways to make your creator strategy stand out:

1. Use creators to strengthen your brand community

According to our Creator Economy Report, “Successful creators don’t just churn out content, they inspire communities. They bring people together around shared interests, hobbies and identities.”

Use creators to help strengthen your brand community. Your brand community consists of the people who follow your social content, and advocates for your brand’s services and products. Essentially, they are fans so they enjoy seeing anything your brand does. Pay attention to creators who are already thriving in your community and identify how you can collaborate with them.

2. Follow the trends

As a marketer you need to stay on top of industry trends. Sign up for newsletters, listen to podcasts, follow top creators and publications who center creator marketing content. The information you receive could ignite the spark you need for your next partnership.

3. Consider hiring a creator relations manager

A creator relations manager is an emerging role, but it could help your brand significantly. Their sole focus is finding and securing creators. They also cultivate relationships and can manage a creator program budget, if you’re looking to go that route. Creator relations managers have a pulse on the creator economy and may be able to identify unique opportunities.

4. Empower diverse creators

Collaboration with diverse creators has become more important than ever as more consumers want wider representation and desire to purchase from brands who align with their values.

For example, partnerships with Latinx creators like Vanessa Sirias illustrate the value diverse creators bring to the table. Her collaboration with Cheetos for the  #DejaTuHuellaFund resulted in over 125 million views on TikTok.

Diverse creators not only encompass creativity, authenticity and cultural competence, but they can help audiences relate to your brand across social media. However, note that only looking to creators from marginalized communities once or twice a year comes off as ingenuine.

Plus you’re limiting your reach, especially when it comes to connecting with existing and new audiences. Adding a rainbow flag to your profile page during Pride Month or a single Black History Month post isn’t going to cut it. Build a list of diverse creators you would like to work with and build a rapport with them so you’re prepared when it’s time to launch a campaign.

5. Don’t count out smaller creators

Leaning on smaller creators is another great way to incorporate creators into your content strategy. Micro-creators may have a small audience, but they’re just as valuable, if not more valuable to brands depending on the niche and industry.

Smaller creators typically value creation, so you can expect high quality content. Plus they’ve gained loyal followers who trust their opinions and are likely to be influenced to use your brand.

Creator marketing just makes sense

Similar to the early days of YouTube gurus and belly laugh-inducing Viners, the new creator economy is just getting started and will continue to evolve.

If you want to learn even more ways to maintain creativity while building your creator marketing strategy, read our Creator Economy Report.

Creator marketing FAQs: Building a foolproof strategy

Who should drive the strategy: creators or the brand?

This will vary depending on your brand and industry, but understand some of the most successful brand-creator partnerships happen when brands lean on creators’ expertise.

Brands need to give some control to creators to reap the full benefits of these partnerships. Although creator content is paid media, it’s not owned by the brand. Give creators the opportunity to create something special and try not to impose too many restrictions. The entire point is to leverage their unique personality and talents to amplify your campaign.

Our data shows that most brands give broad or very broad directions to creators during collaborations:

How specific is the direction you give creators when they collaborate with your brand?

• 18% Very broad
• 26% Broad
• 18% Neither broad nor specific
• 27% Specific
• 14% Very specific

Two good rules of thumb: (1) Avoid asking creators to imitate your brand voice and (2) don’t ask them to post too many times. Data from The Sprout Social Index™ shows 81% of consumers will unfollower creators if they post sponsored content more than a few times per week.

When should an SMM or marketer reach out to a creator for help?

Some 57% of brands collaborate with creators monthly, but there isn’t a one-size fits all approach for this either. The cadence you use for content creators depends on your goals and resources. You also want to give yourself time to strategize and execute. Don’t just use creators for the sake of it.

How can SMMs report on creator collaborations and prove ROI?

To illustrate the best return on investment from your creator collaborations, consider your goals and budget.

Often the most popular (and affordable) option is story posts. However, there’s a smaller time frame to generate impact. Plus, to earn conversions you’ll need links, which can cost more. Weigh the pros and cons of pricing against the content’s longevity and your campaign goals.

Also consider alternative structures, like affiliate marketing or gifting products or services, to supplement financial compensation. However, beware of your approach and also consider the creator’s interests as well. Is what you’re asking them reasonable for what they get in return?

How do you choose the right creator for your brand or campaign?

There’s a lot that goes into finding the right content creators for your brand.

We recently teamed up with Glewee to understand how brands can find the right creator and measure the impact they could have on their bottom line.

We found that follower count and engagement are good metrics to measure potential impact. However remember that getting your ad content in front of the right audience is more important than the magnitude of how many people see it.

Glewee created the below minimum follower threshold for each platform, so you can gauge who’s a good fit based on the average size and engagement rate they should have to make an impact.

Again, keep in mind these benchmarks are just a starting point, not definite determinations of success. Smaller creators can have strong audience loyalty too, plus some content may not perform as well on certain networks.

How can brands working with popular creators differentiate themselves from previous partnerships?

If you want to differentiate yourself from other popular brand partnerships, creativity and innovation are key. Review the creator’s previous collaborations and think about how you can stand out. You can lean on the creator’s expertise as they have a grasp on what resonates with their audience and will have interesting content ideas, but don’t be afraid to think outside the box too.

If you’re looking to connect with a new audience, consider creators within that niche. For example, if you’re building a video game brand for Gen Z gamers, consider working with a metaverse content creator.

Cuando piensas en marcas en las redes sociales, ¿cuáles te vienen primero a la mente? ¿El sarcasmo digno de zumbido de Wendy? ¿Las inspiradoras campañas Real Beauty de Dove? ¿El TikTok de Sprout? (Pista Pista.)

Las personas no recuerdan las marcas o el contenido de ventas, recuerdan las historias. Y genial marketing de marca on social está detrás de algunas de las historias más creativas que existen. Desde personajes sociales vanguardistas hasta la publicación de memes nuevos, la narración toma muchas formas diferentes. Pero todo se reduce a un objetivo común: conectar con la gente. Y funciona; cuando las marcas usan las redes sociales para resaltar su personalidad, 45% de los consumidores dicen que se sienten más conectados con ellos.

Mirar los usos inteligentes de las redes sociales alimenta la inspiración para la presencia social de su empresa. En Sprout, nos obsesionamos con la próxima gran cosa en las redes sociales, no podemos evitarlo. Así que les preguntamos a algunos miembros del Equipo Sprout: ¿Qué marcas están viendo en busca de inspiración en este momento? Lea lo que tenían que decir.

Marcas que estamos viendo

Greg Rokisky: Nickelodeon, La Colombe, GoPro, Delta, Oreo

Nickelodeon: Historias de Instagram

“Nickelodeon tiene al menos algunas historias de Instagram casi todos los días y están a la altura de la marca, son creativos, priorizan el compromiso y constantemente brindan contenido exclusivo y detrás de escena para alentar a otros a regresar una y otra vez”.

La Colombe: contenido de café relacionado

“Como alguien que tiene un exceso de cafeína el 99,9 % del tiempo, este contenido no solo le habla al corazón de un amante del café, sino que también se conecta con cualquier consumidor que ame el espresso”.

Delta: encuestas de Twitter

“Me encanta la reciente experimentación de Delta de emparejar las encuestas de Twitter con los medios. Este método ocupa más espacio y definitivamente hizo que mi pulgar dejara de desplazarse y me dio ganas de reservar un vuelo a un destino emocionante”.

OREO: Campañas inclusivas y de celebración

“Habiendo trabajado de primera mano con el equipo de OREO en activaciones pasadas para la comunidad LGBTQ+, me encanta la consideración y la creatividad que se encuentran en el contenido desarrollado para social en torno a una campaña.”

“Desde mostrarse como un aliado de nuestros seres queridos hasta relacionarnos con las tendencias culturales como una creciente amor por las especias de calabazame encanta ver lo que OREO continúa haciendo en sus cuentas”.

Olivia Jepson: PF Candle Co., Washington Post, Momento

PF Candle Co.: Compromiso de la audiencia

“Me encantan sus historias en las que usan encuestas para medir la estética de las personas para recomendar aromas. ¡Una forma súper creativa de involucrar a las personas y también crear un camino para comprar!”

Washington Post: contenido inteligente

“TikTok del Washington Post, por muchas razones. Hacen que las noticias sean divertidas y digeribles para una nueva audiencia, y analizan temas realmente complejos”.

Momento: Tutoriales y reseñas

“Los tutoriales y reseñas de Moment son demasiado buenos. Me encanta que sus reseñas y tutoriales sean desde la perspectiva de alguien que es un cineasta o creador real. Son súper auténticos y brindan una revisión desde la perspectiva de sus casos de uso”.

“En lugar de solo hablar sobre las características del producto, Moment también comparte muchos ejemplos e imágenes finales. Ponen a prueba su producto y creo que realmente crean su contenido para sus clientes. Los canales de Moment alcanzaron un fantástico balance de ventas sociales”.

Jonathan Zuluaga: McDonald’s, Bonobos

McDonald’s: conversación que despierta

“Siempre soy un gran seguidor de McDonald’s y descubro que siempre pueden hacer algo que despierte la conversación. Su Twitter en particular es asombroso, y son creativos con el uso de hilos y respuestas”.

Bonobos: asociaciones inteligentes

“Recientemente, Bonobos se asoció con Nick Kroll en lo que es una asociación poco probable”.

“Si bien llamaron la atención con una celebridad, destacaron algunos de los beneficios de su producto, como la elasticidad de sus pantalones y la diversidad de productos”.

Ronnie Gomez: Letterboxd, Departamento de Vida Silvestre de Oklahoma, Morning Brew

Letterboxd: las noticias sobre cine se encuentran con el humor

“Consiguen el equilibrio perfecto entre las noticias cinematográficas con letra F mayúscula y el discurso de Stan. Sé que puedo confiar en su cuenta para actualizaciones sobre próximas películas, pero también para bromas. Además, su serie #LastFourWatched es una obra de compromiso realmente inteligente”.

El Departamento de Vida Silvestre de Oklahoma: Humor

“Su trabajo en #GarWeek ha asegurado un fan de por vida”.

Morning Brew: Publicaciones con personalidad y sustancia

“Solo acepto noticias financieras/empresariales si me las presentan a través de Publicaciones en las redes sociales de Morning Brew. Su presencia social tiene una personalidad tan clara. Puedo reconocer su contenido incluso antes de mirar el identificador que lo compartió”.

“Es realmente impresionante considerando que publican sobre noticias de última hora, temas de moda, memes de redes socialescontenido de creadores internos, etc. Me da una mejor idea de cómo las últimas noticias de negocios impactan mi vida y mi mundo”.

Emmet Ward: Unión de Asociaciones Europeas de Fútbol (UEFA), Lidl

UEFA: inclusión

“Una marca que me ha llamado la atención este año es la UEFA, particularmente su promoción del Campeonato Europeo Femenino. A través de la narración visual, lograron llenar los partidos de fútbol, ​​interactuar con un mercado potencial que supera los 24 millones de personas y crear una plataforma completamente nueva para las mujeres increíbles en el juego a través de sus campañas activas en las redes sociales”.

“Siendo el fútbol el deporte número uno en Europa, es muy emocionante ver a las increíbles atletas femeninas recibir el merecido reconocimiento como embajadoras del deporte”.

Lidl: Humor y personalidad

“Habiendo sido un empleado anterior del gigante europeo de supermercados Lidl, siempre estoy buscando inspiración tanto en él como en su rival, Aldi. Ambos tienen una presencia increíble en las redes sociales, llenas de humor que enganchan totalmente al cliente. Verificar el hilarante cartel de Lidl Irlanda refiriéndose a su tienda rival Aldi, literalmente ubicada frente a ellos en la misma calle.

“Ambos supermercados han prosperado y experimentado un crecimiento increíble durante la pandemia con su ingeniosa presencia en las redes sociales que a menudo se relaciona con otras marcas minoristas en una diversión alegre. Esto claramente resuena con sus clientes, ya que ocuparon la primera y la segunda posición sobre sus contrapartes emblemáticas en popularidad y uso en 2019. ¡Desde entonces, continúan creciendo cada vez más y sus estrategias sociales son geniales! Uno para buscar inspiración de hecho “.

Abigail Tan: Nike

Contenido social centrado en el consumidor

“Nike usa a sus consumidores como el centro de su presencia en las redes sociales, haciendo que su contenido sea más identificable. Desde apoyar causas sociales, destacar a los atletas (incluso personas no convencionales) y mostrar diferentes culturas. solo su Feed de IG solo es prueba de esto. Esta marca también siempre ha sido inclusiva, desafiando los estereotipos de género”.

¿Qué marcas estás viendo?

Así como las redes sociales cambian constantemente, también lo hace la lista de marcas conocidas por tener una presencia social que detiene el espectáculo o el desplazamiento.

Mantenerse al día con los principales candidatos en esa lista es una excelente manera de despertar la creatividad. ideas de redes sociales que hará que tu marca cobre vida en sus canales.

Las marcas en esta lista son un excelente punto de partida. Para profundizar aún más, lea nuestro artículo sorpresa y deleite para explorar aún más marcas que lo están haciendo bien en las redes sociales.

Stories have become as synonymous with Instagram as the term “link in bio.” And their popularity speaks for itself. If you haven’t refreshed your Instagram story ideas in a bit, this is your sign to do so.

Instagram stories are a powerful feature to use to engage with your audience. Unlike in-feed posts, you can post Stories throughout the day to stay top-of-mind for your followers without annoying them.

And more opportunities to post means more opportunities to creatively engage with your audience. It makes sense that over 33% of respondents to our recent Twitter poll said they use Instagram stories over five times a week.

In this article, we’ll give you 39 engaging Instagram Story ideas to help spark more content ideas, without burning yourself out in the process.

Easily explore all sections here:

39 Instagram story ideas to spark your creativity

When it comes to what kind of Stories you can make, the opportunities are endless. In a recent LinkedIn poll, 52% of respondents said they used Stories to share other content, links and engage with their audience.

The key is to inspire engagement. Just like in-feed posts, engagement matters when it comes to ranking Stories.

Getting your audience to interact with your Story can mean the difference between being featured at the top of your followers’ feed, or being pushed to the back of the line.

There are always tips and tricks you can use to boost engagement, like using stickers (which you’ll see a lot of in this article) and posting up to five times a day. But ultimately, the key is to create content that your audience will want to engage with. Let’s dive into some Story ideas that do this well:

Instagram story ideas for business

Create a “this or that”

These are an easy, interactive way to capture engagement. They keep people tapping to see what others voted for, and what comes next.

Typically, these Stories include a Poll sticker so viewers can vote for “This” or “That.” And with infinite ways to use them, they always feel fresh.

You can even use them for product research. Clothing company Rawson used this format to better understand customer preferences.

Promote a discount with stickers

Stories are one of the best places to promote limited-time discounts. Post about your promotion through the week to keep it top-of-mind.

Pairing that with a link that will take followers directly to your products is even better.

Include a discount code and call to action in your Story, along with a link sticker so that viewers can shop with your code right from your Story. (Including cute animals like Chewy does helps too.)

One step further: Use UTMs codes in your links for your Story stickers to track any sales you make through your Story. This will help you connect your efforts back to business goals, and prove ROI.

Countdown a product launch

Creating a countdown leading up to an upcoming product drop or announcement builds serious hype. And Instagram countdown stickers allow viewers to enable a reminder when the countdown is over so they know when to shop, check back in and more.

Chicago brand Lost Girls Vintage created a countdown to promote their holiday dress shop—especially enticing for a company with exclusive, limited vintage stock where you have to shop fast.

Share your blog or article content

Even if you have a robust link in bio tool, driving people from a post to your profile is an extra step that can cost you a reader.

Use the link sticker we mentioned to link to blog posts, articles, data reports and more from your Story. This also goes for sharing news about your company from other websites and media outlets.

Pet insurance company Figo has a highlight dedicated to Stories with links leading to their blog. This is especially useful for brands who rely on long-form content, like media companies.

One step further: Tease your blog post to peak viewers’ interest. Create a Story that poses an intriguing question. When viewers tap to see more, link them to the blog post to find the answer.

Use stickers to emphasize your content

The term “sticker” can mean a lot of different things on Instagram—from interactive polls, quizzes and questions boxes, to trending holiday stickers.

Here, we’re specifically talking about cute graphic stickers, like the one in Sprout’s Story below. These can be used to add emphasis and create intrigue.

Share a good review of your product

Real customer reviews matter. In fact, 39% of consumers say they like to see customer testimonials or demos from brands.

Sharing reviews in your Stories not only builds trust with potential buyers—it also celebrates your customers who took time to leave a review. And that’s always a win-win.

One step further: Save these in a Story Highlight like Nuuly did so that reviews of your products always live on your profile.

Share your business plans for the day

Sharing your business plans or routine for the day puts your work on display, but can also inspire others to try your time management tips or change how they organize their day.

Similarly, if you or your company are prominent names, Stories like this provide a valuable peek behind the curtain.

This is especially effective for individuals, creators or companies centered around helping professionals. Or, this simply provides a behind the scenes moment.

Create shoppable stories

What better way to use Instagram for business than to make sales from your Stories?

There are two main ways to sell items directly from your Story:

• Use a link sticker: As we mentioned, this will link viewers directly to your website.
• Use a shopping sticker: While a link sticker takes viewers off the platform, shopping stickers allow them to shop directly from Instagram, like Nisolo’s story below. To do this, you’ll need to set up Instagram Shopping.

Behind the scenes

In a digital world that craves authenticity, bringing your audience behind the scenes can make waves.

This is one of the easiest ways to humanize your brand and bring your audience into your day-to-day.

We love this behind the scenes photoshoot by clothing brand Alice and Wonder. Besides taking customers along on the photography journey, this Story highlights upcoming products in a non-promotional way—chef’s kiss.

Introduce your team

People want to see the faces behind a brand. In fact, 76% of engaged social media users say it’s important for companies to post about their employees.

Celebrate and share stories about your company culture with an employee spotlight Story series. These can feature quotes, a casual video series Q&A, employee tips—the options are endless.

Cute Instagram story ideas

Create a game

As we mentioned, the Instagram algorithm prioritizes Stories that are popular, and based on interaction history.

Creating fun games keeps people coming back, and encourages them to interact with your Story. They’re entertained, you rack up engagement—it’s a win-win.

From hook to end, this game by Crumbl Cookies is a strong example. The actual game forces viewers to remain on the screen or tap back for a closer look. And they follow this up with a sticker viewers can tap on to submit their guess (Spoiler: a purple umbrella emoji is in the sprinkles.)

Write a thank you for your followers

Engagements, followers and conversions are more than just metrics—they’re actions taken by fans. Your account and business wouldn’t be where it is without your audience.

When you achieve a new milestone—from hitting a new follower count, to selling out of a product—thank them in your Story like Lost Girls Vintage did here.

Share uplifting or inspiring content

Sharing inspiring Story content creates emotional, uplifting moments. Not to mention, it’s hyper-sharable.

Inspirational content can be as simple as sharing encouraging quotes. But you can also go deeper and share human stories of triumph. This Story from Lurie Children’s hospital features a former patient who grew up to raise money for the hospital.

Include pets

The power of cute animals cannot be overstated. When I was a social media manager at Shedd Aquarium, nothing said “go viral” like a cute otter or penguin.

Featuring pets adds a cute, attention-getting factor to your Stories. Featuring them consistently for a “Fuzzy Fridays” or “Working Like a Dog Wednesdays” series that will keep audiences coming back? Even better.

One step further: Create an engagement moment and leverage user-generated content by featuring your audiences’ pets in your Story. Figo created an interactive Story template that encouraged fans to share their pets, and info about them.

Throwback Thursday

Throwback Thursdays have been around since the early days of social media. And yet, they’re evergreen.

#TBT Stories give you a regular series to post every week. Here are a few ways to get extra clever with it:

• Show your storefront when you first got it
• Highlight your first office before your business took off
• Share the first version or blueprint of your product
• Showcase your art from a few years ago, vs today
• Share your pet when you first got them, vs now
• Highlight your space—whether that’s your home decor, desk setup or office—a few years ago vs now
• Show early brand content, like throwbacks to your original products or old campaigns and post styles
• If you’ve ever had a viral post, Throwback Thursdays are the perfect time to reshare it and give yourself a boost

Share your outfit of the day

An especially effective type of content for fashion brands, influencers, sports teams (think: fans wearing the latest gear) and universities featuring students showing their school pride.

But this is also an easy way to lean into user-generated content. Share an outfit of the day—or #ootd—from followers and fans who tag you in their posts and Stories. And if that content features your product, remember to use a link or shopping sticker.

Share audience FAQs

Your audience will tell you what kind of content they want—right down to the questions they ask.

When you craft Stories around audience FAQs, you immediately have a foot in the door and provide value by solving their problems and providing answers.

Better yet—save these FAQ Stories in a highlight. Your customer care team and social media team answering the same questions day after day will thank you.

Instagram story question ideas

Ask followers’ their opinion on a topic

One of the best ways to become a truly interactive brand that shows they value their followers is by putting them in the spotlight.

Use a question sticker like Grammarly did below to prompt follower responses. Then, feature their answers (which are kept anonymous). It’s interactive user-generated content—with a twist.

Start an “ask me anything”

An “AMA” is a goldmine for engaging with your audience, and sparking future content ideas.

For example, when I managed social media for Shedd Aquarium, our audience always had questions about the animals, what working at an aquarium was like and more. And responding to their questions with behind the scenes photos or caretakers talking directly to them created surprise and delight moments.

Use the question sticker to gather audience questions. Then reshare them in another Story where you respond to their questions.

Start a poll

Polls allow anyone who answers them to see the poll results…but only after they vote. This leads to more engagement by piquing curiosity.

Your polls can be in-depth with an end goal of gaining audience insights. They can also be used as a quiz: think, selecting “True or False.”

Or, they can just be fun. When Taylor Swift’s album Midnights was released, Alice and Wonder created a poll that tapped into this cultural moment.

Start a prompt

Instagram prompts are essentially a conga line of Stories.

This newer Story feature allows you to set a prompt on your Story, like the one below. Then, everyone who uses your prompt shares a photo, reshares the prompt and in turn inspires their followers to continue the trend.

To start a prompt, start your Story with a photo or video related to the prompt you want to start. Then, select the “Add Yours” sticker, write your prompt and share. You’ll be notified when others add onto your prompt.

Start a quiz

Pop quiz! Did you know Instagram has a quiz sticker?

Quizzes are a fun way to test your audience’s knowledge and engage them. The Instagram quiz sticker makes creating a quiz easy. It even shows the right answer once someone makes their guess.

In this quiz by Unbounce, not only do they follow up their quiz with a call to action—they also have a magazine-style quiz results analysis at the end as a fun extra touch.

Instagram story layout ideas

Share an artistic collage

Think of collages as visual catalogs for your Story. They provide an easy way to feature multiple visuals at once—a great trick for gift guides, lookbooks, mood boards and more.

You can create these in Instagram by using the “Layout” option. This allows you to include up to six images in one Story in a grid pattern.

One step further: To get more creative, use an app like Canva to create custom, more malleable collages that bring your brand to life.

Use a photo editing tool to create a custom layout

Creating custom layouts and templates can bring your Stories to life, and add a little extra branding.

These are especially useful for brand-specific Stories, or series that should all visually tie together, like Adler Planetarium’s “Space News” series.

Work with your design team to create unique-to-you Story templates. Or, try your hand at design by using an app like Canva.

One step further: An added benefit of pre-made Story templates is scheduling them versus adding them manually. Using Sprout Social’s compose tool, schedule Stories and posts ahead to save yourself time.

And with our Canva integration, add images directly from your Canva account.

Layer one photo on top of another

There’s a unique sticker that allows you to post a smaller photo on top of your larger Story background.

Tap this smaller photo to choose from a variety of frame shapes—from circles, to stars and BeReal-esque rectangles.

Create a guide

Creating a guide puts the “story” element in “Instagram Stories.”

Create a step-by-step guide, explainer or list that viewers will want to keep tapping through. Mattress and bedding brand Tuft and Needle has a number of sleep and wellness tips saved in their Story highlights.

One step further: Translate your longer-form content, like blog posts, into a how-to or step-by-step guide Story. This alleviates extra work by repurposing content and drives traffic to your site when you include a link to the full article or landing page.

Cool Instagram story ideas

Walk through how the product is made

Similar to creating behind the scenes Stories, showing your audience how your product is made gives them a peek behind the curtain moment.

Showing how an art piece is painted, how clothing is made, how cakes are decorated and more brings viewers along for the ride and tells more of a story, no pun intended, about your business.

Use emoji sliders

Emoji sliders might be the most “unique to Instagram” stickers available. And while they’re extremely simple, they’re also effective and fun.

These provide an interactive way for users to react to a question you ask or a topic you pose by dragging the emoji up and down a slider. While you can add a question or prompt to your Slider sticker, like Shedd Aquarium does below, you don’t have to.

This sticker suggests 15 default emojis to use, but tapping on the “+” sign at the end of the suggested emojis allows you to choose from all emojis available.

Share a fundraiser

Starting a fundraiser on Instagram allows you to express your brand’s values by raising money for an organization or business you care about. It’s also a great way to get involved on days like Giving Tuesday.

When you create your Story, navigate to stickers and tap the “Donation” sticker. From there, select the organization of your choice. Once you post, you’ll be able to see how much you’ve raised, and who donated.

One step further: If you’re raising money for a small business, add the “Support a Small Business” sticker as well.

Add your meta avatar

Meta Avatars provide a fun, social savvy way to add some emotion to your Stories. And Instagram gives you a new way to use them.

Select the “Add your Meta Avatar” sticker for a full page of reactions and expressions for your Avatar to be making.

Share a trending meme

Where would social media be without memes? In fact, where would any of us be?

Sharing trending memes or your spin on them is always a topical, fun way to rack up engagement.

If your Privacy settings allow your Stories to be shared, this can boost your brand awareness through audience shares.

Show a before and after

Instagram stories are the perfect place for this kind of content. With the tap of a finger, your audience transforms your before into an after image, like magic.

Interior design, art pieces, home rehab, makeup, organization and hair styling are just a few topics that work incredibly well for before and after Stories.

Get creative and bring your audience on a journey with you.

Instagram story birthday ideas

Do a birthday countdown

Whether you have a personal birthday coming up or your brand is celebrating its birthday, your loyal fans will want to celebrate with you. Create some hype.

Use a countdown sticker leading up to your birthday to stir up excitement. Plus, viewers can opt in for a reminder when the timer is complete, which can lead to a boost of engagement on the actual day—happy birthday to you!

Of course, it’s always nice to have an extra incentive at the end of your countdown for your b’day kickoff. Consider a birthday product drop or discount to reward those following along.

Create a digital birthday card

You celebrate your birthday with your friends. Why not invite your followers to do the same on Instagram for your brand?

This tactic is especially effective if that card includes a call to action or benefit. First Sip Coffee created a birthday card Story for their birthday to promote their celebration event to their fans.

Add custom birthday hashtag

Creating a hashtag for your brand enables fans to share their own user-generated content. The same goes for a fun, custom birthday hashtag.

Create a celebratory hashtag. Then, encourage fans to share their content using the hashtag. This is especially useful if you’re throwing an event that you want people to attend and post about.

Add happy birthday music

Thanks to TikTok, adding music to content has taken on a whole new life. Apply this engaging technique to your Stories to add a celebratory mood.

To add birthday music to your Story, head to your stickers and select the Music sticker.

Instagram story selfie ideas

Use a filter promoting a new show or movie

AR is extremely popular with the younger generation. According to Snapchat, 92% of Gen Z want to use AR for more immersive shopping experiences.

Using readily-accessible AR, like filters, is a great way to promote a new show or movie.

This is useful if you’re involved in the media you’re promoting, or if you just want to share an upcoming show or film you think your audience will enjoy.

Selfie with a custom filter for your business

You don’t need to rely on existing Instagram filters and AR effects alone. You can create your own.

Consider creating your own filters for events you throw. Then, encourage attendees to use that filter in their own Stories.

No hands feature to do a dance

Dance trends exist outside of TikTok. But it can be difficult to dance to a song or trending sound on selfie mode, unless someone else is filming.

Luckily, Instagram’s “No Hands” mode lets you film yourself with the front-facing camera that includes a countdown timer before it starts filming.

Create and share your own engaging Instagram story ideas

The list of Instagram story ideas doesn’t end here. There are infinite ways to create engaging, tap-worthy Stories that will boost your engagement and awareness.

The power to build engagement, increase audience interaction and even make sales and prove ROI is there. You just need to use it.

Use this article as your starting point. Then, level up: check out our Instagram marketing strategy article to seamlessly weave your new Story ideas into your marketing plans.