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Instagram’s Stories feature, which launched one year ago, has achieved widespread engagement among businesses that want to raise their brand awareness and expand their e-commerce penetration, the company said Wednesday.
The tool, launched in August 2016, allows users to create digital slide shows out of photos and videos in order to convey a story. Businesses ranging from Taco Bell to J.Crew and Starbucks have used Stories to give a behind-the-scenes peek at new products, launch limited sales, or get instant customer feedback about new initiatives.
More than 250 million daily active users are on Stories, compared to rival Snapchat’s 166 million, Instagram said.
Half of all businesses on Instagram produced an Instagram Story just in the last month, and one of every five organic stories from business members resulted in a direct message, the company claimed.
“That suggests businesses are exploring Stories as a means of interacting with existing and potential customers, and that some are succeeding pretty well in those efforts,” Pund-IT Principal Analyst Charles King told the E-Commerce Times.
Instagram rolled out Stories to boost member engagement, and statistics indicate the strategy worked, in terms of increased time spent on the service. Users under age 25 currently spend an average of 32 minutes a day on Instagram, while users over 25 spend an average of 24 minutes a day on the service, according to the company.
Instagram has added…