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“The expansion of the TikTok Stories pilot promises to be very exciting for influencers and advertisers alike – it will empower brands with another touchpoint to reach audiences.
Often, within the Instagram platform ecosystem, campaigns are deployed using a mixture of both grid post formats and Stories combined – forming what feels like a more 360 degree approach in channel. Stories have been incredibly successful on Instagram, allowing creators to post more raw, authentic and behind the scenes content. Plus, it can be created and posted much more easily and with shorter lead-times than that of grid content which requires more substantial consideration in how it’s edited.
The true beauty of Stories is that, as consumers, we get to see a more human side of our favorite content creators; by feeling like we can take a peek behind the curtain, it makes us feel more connected to them. From a brand perspective, Stories have been exceptionally powerful too when utilized by influencers. By sharing content that appears to be more ‘unfiltered’ in its nature, it feels like a more genuine product/service recommendation, with the ability to share detail in a very snackable way.
With TikTok creating more raw content per se, on balance with that of other social channels, the addition of Stories is a natural next step in the rapid development of the platform. The inclusion of TikTok’s established creative suite of tools available to users within the Stories tile of the platform will help build out creativity and unleash creators’ creative potential, further extending an already interesting TikTok ecosystem that will truly benefit creators, brands and audiences.”