Facebook has issued a new Instagram Covid-19 Stories Playbook to help businesses during the coronavirus outbreak. The eight-page guide is packed with tips, suggestions and directions for brands to stay connected with their audience in real-time. We’ve rounded up the key points here for you:
Make it easy for customers to support your business
Recognising that many businesses are struggling right now, Facebook says you can use Stories to garner support from your audience. If you’re in the food industry, you can use a pre-made sticker to enable ordering directly through Instagram. Others could use a gift card sticker to give customers an option to support now and enjoy later.
Tone of voice is key right now – on Stories this means choosing imagery that is appropriate and using language that conveys empathy. Facebook suggests highlighting products, services and resources on Stories that help the audience navigate their new normal for example, by using your food delivery box or encouraging your audience to check out a local business or independent store.
It’s important to stay in touch with customers at this time, with Facebook suggesting your use Stories to share updates, communicate changes to business hours and promote your digital events or new resources. The playbook gives examples of brands using Stores to announce online classes or promote FAQs from followers. Turning commonly asked questions into a Highlight on your profile is also useful here.
Bad news seems to be everywhere right now so Facebook encourages businesses to use their Stories presence to be uplifting and engaging. That could mean sharing positive content from others or kind messages from your followers. The guide also says to share important updates and information from trusted sources such as the World Health Organisation to minimise the spread of disinformation and fake news and use the Stay Home sticker on your Stories.
Authenticity across your marketing is vital. Translating that into Stories could mean taking users behind the scenes at your business to show how you have adapted and being honest about how you’re feeling. Facebook also suggests sharing ways you’re helping others and encourage people to get involved where safe to do so.
Using interactive stickers on your Stickers encourages viewers to participate and engage. Examples include the ‘ask a question’ sticker or creating a hashtag so you can re-share content from your community.
Download the full playbook here. If you need more help to strike the right note on social media, get in touch with the Adrac team.