Executive Summary

Stories are still an essential part of Instagram, with new tools for creators and the potential for a larger role in social commerce. But Twitter’s decision to kill off Fleets shows that the format isn’t viable on all platforms.

Stories have been around for nearly eight years now. Are they still important for marketing?

Yes, especially on Instagram. They inspire consumer engagement through interactive features such as polls, quizzes, and Q&As, and they are one of the last remaining ways to reliably drive traffic off social media platforms. Although vertical video venues such as TikTok have grown in popularity, Stories are still capturing consumer interest.

What’s up with Stories on LinkedIn, Pinterest, and Twitter?

These platforms were part of the third wave of adopters (Snapchat was the first, followed by Instagram and its siblings). However, lack of user engagement led Twitter to announce that it’s shutting down Fleets in August. LinkedIn is still pushing ahead with the format, but Pinterest may have the more interesting take, with Stories (called Idea Pins) that don’t disappear.

What’s new with paid ads in Stories?

Instagram’s ad formats are much stronger than they used to be, and paid ads are also starting to roll out on LinkedIn. But there are indications that ad spending on Instagram Stories may be reaching a plateau due to high ad load.

How will Stories evolve next?

We expect Instagram and its siblings will bring more social commerce features to Stories. We also foresee more video and interactivity. The rise of short-form video is something to keep an eye on, but we believe the uniqueness of the Story format will help it solidify its place as an important venue for social media marketing.

WHAT’S IN THIS REPORT? This report discusses the state of Stories for organic marketing, influencer marketing, and paid advertising; the role the format might play in social commerce; and how marketers can position themselves for success.

KEY STAT: Instagram Stories are still highly popular for influencer marketing, according to US marketers surveyed by Linqia in March 2021. Most expected to use the format, even as the percentage of those planning to use TikTok more than quadrupled since December 2019.