The Guide to Facebook Stories for Businesses

The Guide to Facebook Stories for Businesses


The facebook stories allow you to share short photos and videos in full screen on the platform.

Used well, this ephemeral format allows companies to communicate authentically for create or strengthen ties with their community.

But that’s not the only benefit of Facebook Stories.

If you want to know everything about this type of publication, I invite you to discover this guide to Facebook stories. In particular, you will learn what a Facebook story is, what are the attractive points for brands, how to create a facebook story with the various existing tools, how to add a link in a Facebook story and what metrics are available to measure your results.

What is a Facebook story?

A Facebook story is a series of clips, with full screen images and / or videos, which disappear from the application 24 hours after their publication.

A Facebook story can also consist of a single clip, consisting of an image or a video.

Several options exist for customize Facebook stories, such as augmented reality effects, stickers, the text tool.

Facebook stories are displayed in a dedicated section on the Facebook page, and at the top of the news feed, in a non-fixed carousel, for people who like the page and its followers.

Facebook stories have been introduced in 2017, roughly a year after Instagram Stories.

What are the characteristics of Facebook stories?

The photos are 5 seconds long each, and the videos can be up to 20 seconds long.

As stated before, the lifespan of a story is 24 hours.

The dimensions of a Facebook story are 1080 x 1920 pixels, with a ratio 9:16.

Facebook stories accept comments and reactions. But only the person who posted the story can see them.

What are the benefits of Facebook Stories for businesses?

First of all, Facebook Stories are a second news feed on the platform, thus offering additional visibility space for your company’s content.

In the absence of recent official figures on their usage, we know that there were 150 million daily active users as of May 2018.

Facebook subsequently made the choice to communicate on the daily active users of Facebook AND Messenger stories, thus cumulating 300 million daily active users in September 2019, and approaching a little more than 400 million daily active users of stories Instagram at the same time.

However, I think that many brands are using the feature of sharing Instagram stories to Facebook stories, considerably reducing the number of stories published only for Facebook (or even with a differentiating editorial line).

However, business communities are generally larger on Facebook than on Instagram.

So much so that the reach of the same story is often higher on Facebook than on Instagram (it all depends on the size of your respective communities).

In addition to the additional visibility space offered, the stories are particularly appreciated by millennials (people born between 1984 and 1962).

They therefore make it possible to reach a targeted audience coveted by companies.

Finally, unlike Instagram stories, Facebook stories allow all pages, without eligibility criteria, to add a link in their content. This represents a very attractive feature for drive traffic outside of Facebook (traffic, sales, leads).

However, this functionality is much less intuitive as of this writing, as we will see later.

How to create a Facebook Story for your page?

You can create a Facebook story:

– From the mobile with the main application or the page manager
– From the desktop with Facebook Creator Studio

However, I would advise you to go for the first option if you want to access all the options available.

Before you begin, remember that you must be an administrator or editor to create a story for your Facebook page.

Method 1: create a Facebook story from the Facebook app


Access your Page after selecting the More button located in the navigation menu at the bottom (hamburger button).

Tap your profile picture and choose ” create a story“.

Choose one of the modes offered among: text, boomerang, mood, selfie, poll (main app only).

Or take a picture by pressing the shutter button once or a video by holding your finger on the shutter button.

You can also choose a photo or video from your camera roll.

Personalize your clip with the tools and features available.

Repeat the operation as many times as there are clips.

Then, share your clips one by one in your Facebook story.

The procedure is identical with the page manager: tap on your profile picture and choose “create a story”. Note that you will not access the 5 modes offered via the main application.

Method 2: Create a Story from Facebook Creator Studio

create-story-facebook-creator-studio

Meeting on Facebook Creator Studio.

Click on ” create a publication “And select” add a story“.

Choose from the 2 available modes: ” create a story with photos ” or ” create a story with text“.

Use the options proposed. Then share your clip in your story.

What tools and creative effects are available?

You can use the following tools and creative effects:

  • Augmented reality effects
  • Stickers
  • Emojis
  • Text Tool
  • Drawing tool
  • Buttons
  • Animate
  • Cut tool (video)
  • Boomerang (video)

How to add a clickable link in your Facebook story?

Facebook changed this feature, which makes it binding today.

To add a link in your Facebook story, here is the procedure to follow:

From the clip (image or video) of your story on mobile, press buttons icon in the right vertical menu.

Select the most appropriate call-to-action button to your situation among the buttons available for your page: buy, reserve, call, find out more, route, see the event, see the job offer, see the offer.

For the first 4 buttons, note that an automatic link will be added, corresponding to the one you indicated in the website provided for your Facebook page (not the call to action button).

create-story-facebook-add-link

It’s a fundamental difference to the previous version which allowed to manually add a link by indicating it in a specific field.

To overcome this limitation, you will need use Facebook Creator Studio and thus include the link of your choice.

create-story-facebook-add-link-creator-studio

We cannot be less intuitive. But, this feature still has the merit of existing for the moment.

How to delete a Facebook story?

To delete a Facebook story, whether from mobile or desktop, click on the 3 dots and select “delete photo / video”.

How to program a Facebook story?

Facebook API does not allow automatic posting of Facebook Stories in the app.

To my knowledge, there is no Instagram marketing partner offering the post via notification.

What metrics are available for Facebook Stories?

Click on the statistics tab of your Facebook page, then on stories.

If you are accessing this section for the first time, click on activate.

The following indicators are available:

Overview (summary and graph of the last 28 days):

  • Unique openings : number of unique people who have seen one or more active stories. Number updated daily.
  • The interactions : total number of responses, interactions and reactions. This number includes reactions, sticker interactions, swipes up, profile presses, replies, and shares.
  • Stories published : Total number of stories published, excluding active stories.

Audience demographics (who viewed your Page Stories in the last 28 days)

Published stories (add columns to get the metrics you want)

  • Unique story openings : number of unique people who opened the story.
  • Clicks on Next : number of times someone pressed to go to the next photo or video in your story.
  • Press Return : number of times someone pressed to jump to the previous photo or video in your story.
  • Glides forward : number of times a person swiped the screen to go to the next story on the account.
  • Exits : number of times a person left the stories reader to return to their news feed.
  • Total interactions : total number of actions performed from the story of your page, including reactions, responses, shares, interactions by sticker, taps and swipes.
  • Page visits : number of people who clicked on the name of your page at the top left of your page’s story.
  • Shares : number of people who shared your page story using the Share button at the bottom of the story (including Messenger or in their own story).
  • Drag Actions : number of times someone swiped up on a link or action button at the bottom of your Page’s story.
  • Answers : Number of responses to your page’s story, including text responses and GIF responses.
  • Interactions with stickers : number of times someone has pressed the stickers in the story of your page.
  • Reactions : number of people who reacted to the story of your page.

Conclusion

Already a user of Instagram stories, I find thefrustrating Facebook story creation experience.

For Facebook stories, there is 3 tools, which all offer a more or less different interface.

Otherwise, I can’t find all of the options available in Instagram stories, even for the most basic.

For example, the Facebook stories text tool offers a single font on images and videos …

Ultimately, user experience and creativity suffer.

If you’re new to Stories, Facebook offers a simple interface that will get you started smoothly with this format. Pick a tool and try to stick to it.

Remember the subtlety of adding custom links.

However, this situation does not detract from the interest of Facebook stories for companies, as I explained previously.

Furthermore, some brands use the automatic sharing feature of Instagram stories to Facebook stories too easily, resulting in an experience that is not the most appropriate for Facebook.

The most knowledgeable brands will know how to adapt their editorial line by taking into account the specificities of each of them..

Your Turn Now

What do you think of Facebook stories? Are you already using this format? If so, for what results? How do you use it in relation to Instagram Stories? Share your tips and best practices in the comments.

If you don’t follow me on Facebook, you can join me here.



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