The Myth Behind the Instagram Story Links
Instagram stories have become a staple in social media marketing, offering a quick, easy way to share content with followers. Yet, there’s a pervasive myth that adding links to these stories could potentially kill user engagement. An experiment by Hootsuite aimed to put this theory to the test.
Understanding Instagram User Engagement
Before diving into the crux of the experiment, let’s understand what user engagement on Instagram entails. Engagement refers to the way users interact with your content—be it through likes, comments, shares, or swiping up on stories with links. For marketers, engagement is the golden metric that signifies how well the content resonates with the audience.
The Hootsuite Experiment
Hootsuite’s experiment was simple: measure engagement on Instagram stories with and without links. They theorized that adding links to stories would result in a lower engagement rate, possibly because users might feel less inclined to interact with content that seems too promotional or because the simplicity of just watching a story is interrupted by the “call to action” of the link.
Methodology and Results
To conduct a fair test, Hootsuite posted a series of stories that were similar in content and aesthetic, but only some contained a link. They then analyzed the engagement data using Instagram’s in-built analytics tools. Surprisingly, the stories with links consistently showed a lower level of user interaction, thus supporting their hypothesis. This suggests that the additional step of ‘swiping up’ might deter users from engaging with the content in the way they would if the story was ‘link-free’.
Analyzing the Data
The data revealed that links in Instagram stories resulted in a lower ‘completion rate’, meaning fewer people watched the story to the end if a link was included. This indicates a clear user preference for uninterrupted content consumption behaviors on the platform. But the question remains: why does this happen? Is it due to the link diverting attention, or possibly the perception that content with links is more market-driven and less personal?
The Psychology Behind Engagement
Understanding the psychological aspect of user interaction is crucial in dissecting these results. Users on social media, particularly platforms like Instagram, crave authentic, compelling stories. The mere presence of a link can shift a narrative from engaging content to an ad, thus reducing the perceived authenticity and disrupting the user experience.
Marketing Strategy Implications
These findings have significant implications for marketers. The typical strategy of funneling followers to websites or promotional content via story links might require rethinking. Instead, brands may need to focus on creating stories that foster high engagement without links, saving promotional calls to action for the post itself, or utilizing the ‘link in bio’ tactic.
Alternatives to Instagram Story Links
So, if links in stories dampen engagement, what alternatives do marketers have? One could be leveraging direct messages to share links or engaging with followers in the comments section. Another is to employ ‘link in bio’ tools that provide a single, clickable link that takes users to a curated page with multiple links.
Case Studies: Brands Getting It Right
To exemplify success without links in stories, take a page from companies like Nike. They often use stories to showcase new products or athlete stories without direct links, encouraging users to connect with the brand narrative before heading to their bio for more information. This clever balancing act maintains engagement while subtly guiding users towards conversion points.
Crafting Compelling Stories Without Links
Creating a compelling Instagram story without a link boils down to narrative and visual engagement. Use high-quality images, sharp short videos, and apply interactive elements like polls or questions to foster a two-way conversation with your audience. Remember, the goal is to keep the viewer engaged until the last frame rolls out.
A Digital Marketing Shift
The results of the Hootsuite experiment necessitate a shift in digital marketing strategies on Instagram. Marketers must now balance the act of informing and selling with entertaining and engaging. The future of Instagram marketing might see a more nuanced, tailored approach that respects the user’s desire for seamless content consumption.
In conclusion, the shocking truth revealed by the Hootsuite experiment paves the way for a different Instagram story strategy. Links, while useful, can be a double-edged sword, sometimes at the expense of engagement. The key for marketers is to adapt and innovate, finding new ways to draw audiences without relying heavily on links in stories. More details on the Hootsuite experiment can be found in their report, which can be read in full on the Hootsuite blog here.