Instagram is on the rise, and more and more brands are looking to establish an Instagram presence in order to better tap into their audience's interest. But there is a key challenge in modern Instagram publishing. Instagram Stories vs. Feed: Which is best? Watch full webinar: https://www.falcon.io/webinars/stories-vs-feed/

1. When Should You Use
Instagram Stories vs. Feed?
#FalconEd

2. Your Presenters.
Natalie Shrader-Pruitt
Social Media Specialist
ECU
Kristin Zachary
Digital Media Specialist
ECU
#FalconEd
Andras Demjen
Customer Strategist
Falcon.io

3. Instagram Stories vs. Feed?
ECU Success Story
Q&A
Today’s Agenda.

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.

5. Cast your vote on-screen.

6. THE DUALITY OF FEED
VS. STORIES
Navigating the landscape of Instagram.

7. INSTAGRAM IS RISING
AND RISING.
User base
1 B (63% logs in daily)
340 M*
2.45 B
Engagement
1,6%
0,09%
0,048%

8. THE GAME IS
GETTING COMPLEX.
User trends
• Social self-care
• Complex narratives
• Cultural globalisation
The algorithm
It’s powered by machine
learning, therefore it is
constantly changing in order
to adapt and improve based
on new data.
Important metrics
• Likes
• Comments
• Shares
+ Views & Saves

9. LIFE AFTER LIKES.

10. Number of IG feed posts / week
0
1
3
4
2016 2017 2018 2019 2020*
Post volume
THE NEWS FEED IS
UNDER PRESSURE.
Stories are on the rise
Instagram stories are growing fast and the
consumers attention is moving over there.
Oversaturation of content
The news feed is becoming oversaturated with
content and it is an overwhelming experience.

11. THE DUALITY.
Instagram stories
• Full screen
• Disappears
• Typically enhanced
Users are likely to visit stories to
see live, unfiltered content - such
as behind-the-scenes clips.
Instagram feed
• Smaller screen estate
• Lives in the feed or on account
profiles forever
• Typically edited
Users are likely to go to their feed
for broader range of reasons,
mostly to find information and
discover products and brands.

12. SEARCH KEEPS THE
FEED RELEVANT.
81%
Research
products or
services
83%
Discover new
products or
services

13. STORIES ARE
TAKING OVER.
Number of daily active Instagram Stories users
0
167
333
500
Apr '17 Jun '17 Oct '17 Jun '18 Jan 2019
Number of users in millions
Stories are conversational
Stories help users feel closer and
improve connections through being
authentic and personally relatable.
Ephemeral is king
Stories build on FOMO and top of
the mind positioning.

14. STORIES IN THE
SALES FUNNEL.
Nurture
Invite users who are in the middle
of your funnel to engage with your
content more consistently.
Warm up
Use highlights to spotlight key
content for users who are new to
your brand.
Convert
Conversions can be achieved
through using stories for driving
sales and website traffic.

15. NAVIGATING THE
DUAL LANDSCAPE.
Stories
Lasts only 24 hours
Ideal for engagement
Off the cut
Feed
Evergreen
Curated
Ideal for reach

16. Editorial level,
aesthetic and
organised feed
Authentic, raw,
snappy stories

17. ADAPT
TEST
EVALUATE
ADJUST

18. ECU SUCCESS STORY
Back to school (virtually).

19. Instagram is on the rise, and more and more brands are looking to establish an
Instagram presence in order to better tap into their audience’s interest. But there is
a key challenge in modern Instagram publishing. Instagram Stories vs. Feed:
Which is best?

20. INSTAGRAM
STORIES
Slide deck: HiSlide.io

21. Social Network
Premium PowerPoint Template 21
Your Story ecuinnerpii
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ecu_shs ecuparents Ecu_lgbqq
LIV
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eastcarolinauniv
East Carolina University
1,471 Likes
Slide deck: HiSlide.io | Info Source: Later.com
STORIES
STORIES
These last 24 hours. Great way to reach and
engage new potential customers, while building a
stronger connection with your existing audience.
1
HIGHLIGHTS
Live permanently on your profile unless you
remove. They allow you to house curated
collections of stories on your profile for your old
and new followers to view at any time.
2
IGTV + SERIES
Long-form video. Instagram’s way of disrupting the
traditional TV experience by updating long-form
content for the modern, mobile experience.
3
LIVES
Cannot be edited. A stream for followers to tune in
and engage with you. A great way to humanize
your business and build a connection with your
audience.
4
Used to disseminate important info to our students and save the
information in the highlights for our students to revisit.

22. STORIES
Instagram stories are a great way to
reach and engage new potential
customers, while building a stronger
connection with your existing
audience.
Stories have continued to evolve over
the years by introducing more
engagement-boosting features, which
allow you to start conversations with
your audience and humanize your
brand.
Source: Later.com
Polls
Get feedback and engagement from
Pirate Nation/Gauge their interests.
1
Questions
A way to be helpful while engaging our
audience for events like move-in. Allows
us to hear from students and address
concerns in a personal way.
We have also included it in our crisis
management for coronavirus.
2
Countdowns
We use this for big events like College
Colors Day, Paint It Purple Fridays, first
football game of the season, etc.
3 Quizzes
We use these for fun to quiz Pirate Nation
on general ECU facts, but will also use
them to cover up a new feed photo post
we share to the story to have people
guess what it is for engagement.
4
Slide deck: HiSlide.io

23. HIGHLIGHTS
Unlike regular Instagram stories,
which disappear after 24 hours,
Highlights live permanently on your
profile unless you remove them.
They allow you to house curated
collections of stories on your profile
for your old and new followers to view
at any time.
The location of the highlights on your
profile allow you to easily direct your
followers to your most valuable and
interesting content.
Source: Later.com
News
Stories such as Pirate Profiles, Grad
profiles, undergrad research awards,
faculty research, #ARRRGHtic.
1 Initiatives
Graduation, homecoming, move-in,
Halloween, TikTok, admissions, #ECU24,
athletics, digital dating, resources.
2
Safety
Run, Hide, Fight, LiveSafe.
Working on expanding into mental health,
crisis hotlines, etc., like UCF.
3
Events
Campus Compass: Mondays – weekly
campus events.
City Compass: Tuesdays – City events.
4
Crisis Communication
COVID-19. We have a general story, as
well as alternative course delivery and
changes to campus resources.
5 Takeovers
Student events and organizations take
over the IG story to share their event or
organization.
6
#ECUViews
Campus beauty photos shared from
members of Pirate Nation.
7
Slide deck: HiSlide.io

24. IGTV + SERIES
IGTV is a place for long-form video on
Instagram. IGTV is Instagram’s way of
disrupting the traditional TV experience by
updating long-form content for the modern,
mobile experience.
With growth of YouTube and the shift to
mobile video, teens are spending less and
less time watching traditional TV, making it
crucial to meet your audience where they
are … on social media.
Now, ITGV has the series capability, where
you can make video series, in addition to
general long-form content.
Source: Later.com
General Content
• Over 1 minute long and under 15
minutes.
• Choose or create a thumbnail for the
feed, so it fits with your brand/theme.
• Examples of content:
• Ghost of Messick
• #PaintItPurple
• PeeDee Meets New Pirates
1
Series
• #CatchUpWithCliff
• #CliffsCab
• #ECUVlog
• Coronavirus
2
Slide deck: HiSlide.io

25. Social Network
Premium PowerPoint Template
For our #PaintItPurple Fridays initiative, we did an IG
”reveal” of the logo. We posted three photos a day and
on the last day, we had the IGTV #PaintItPurple video be
the middle post. We used piece of the logo as the ”cover
photo” to link up with the rest of the photo.
IGTV + FEED
Slide deck: HiSlide.io

26. LIVES
Instagram Live is a channel that helps you
gain new followers, engagement and even
sell products.
Unlike pre-recorded Instagram Stories or
IGTV videos, Instagram Live cannot be
edited and is a stream for followers to tune
in and engage with you/your business. It is
a great way to showcase the human side of
your business and build a connection with
your audience.
Lives allow your audience to comment/ask
questions in real-time, making it one of the
most interactive video platforms.
Source: Later.com
New to ECU
We just used this for the first time on
March 18 for our coronavirus info session
about residence hall move-out. It allows
us the ability to connect with our audience
in a crisis.
1
Slide deck: HiSlide.io

27. INSTAGRAM
FEED
Slide deck: HiSlide.io

28. Social Network
Premium PowerPoint Template
The Instagram feed is used to build your brand and sell yourself on
Instagram. Having a cohesive Instagram feed is one of the best
ways to grow a large and loyal following while showcasing your
brand’s unique personality.
Our feed is used as a highlight reel 99% of the time. However, there
are occasional campus initiatives or crisis communications that
need to go out on the feed, and these do not always fall in line with
your theme.
Campus beauty shots (#ECUViews) make up the majority of our
content, and we try to regularly incorporate User-Generated Content
(UGC) by sharing Pirate Nation’s campus photos on our feed with
credit to the photographer by tagging their IG handle (which also
helps increase our engagement because they share).
BUILDING OUR BRAND
Slide deck: HiSlide.io | Some Info: Later.com

29. Social Network
Premium PowerPoint Template 29
ENGAGING
CONTENT
Brand Voice
Dad jokes/pun captions.
Creates a laid back/approachable persona
for our audience.
1
Nostalgia
#TBT/#ThrowbackThursday posts.
Always start with the most recent photo
on IG, because our audience – primarily
students — is most familiar with the
”newer” #ECUView than the “older” one.
2
Call to actions
To engage the audience/get them to
comment.
This makes the audience feel included
and shows we value their opinions and
feelings.
3
Slide deck: HiSlide.io

30. Social Network
Premium PowerPoint Template
Raise your hands if you love Wright Fountain 🙌
Swipe ⬅ for a little 2019 ➡ 1987-88 ➡ 1942 ⛲ #TBT from the @joynerlibrary #ARRRGHives ☠
NOSTALGIA + CTA EXAMPLE
Slide deck: HiSlide.io
2,235 Likes 17 Comments

31. Social Network
Premium PowerPoint Template 31
2,788 Likes 39 Comments
NOSTALGIA
SEPTEMBER 12, 2019
👍
723 Likes 3 Comments
Other Post
February 7, 2020
👎
VS
Slide deck: HiSlide.io
Swipe ⬅ for a little “then and now” Joyner
arches #TBT from the @joynerlibrary
#ARRRGHives ☠
We’re pawsitive @Harley_Tunstall and her
#PiratePup Sadie enjoying the warm weather
on campus will brighten your day ☀
📸 @ECUViews | #ECUViews

33. #FalconEd
April 7 - How to Manage Social Media in a Crisis
April 23 - How to Measure & Improve Your Social Media ROI

34. @falconIOfalcon.io welcome@falcon.io