online press release may sound a little old-fashioned, especially in this age where we can get our news 24 hours a day, 7 days a week in any way we like – on the tv, radio or even social media. With the increase in the amount of multimedia content being shared on sites such as Instagram, through their Instagram Stories feature, is the press release still relevant?" />

Posted: March 09, 2018

Sharing your company news via an online press release may sound a little old-fashioned, especially in this age where we can get our news 24 hours a day, 7 days a week in any way we like – on the tv, radio or even social media. With the increase in the amount of multimedia content being shared on sites such as Instagram, through their Instagram Stories feature, is the press release still relevant?

Instagram Stories: What Are They?

If you haven't come across Instagram Stories before, then the easiest way to think about them is a still image or multimedia clip with text over the top that runs for about 15 seconds. Users can also add other special effects over the top, such as virtual sunglasses or dog's ears, as well as GIFs and emojis.

To access Instagram Stories, Instagram users just need to look at the very top of their feed and click on the circle relating to the story they would like to see. When Stories were first launched on Instagram they disappeared within 24 hours, but Instagram have recently changed this to allow them to be archived and users can also keep their favourite ones on their profile pages.

In the summer of 2017, Snapchat announced that 50% of businesses on their platform now produced at least one story a month, and one in five business stories had produced a direct message from a consumer. In fact, the stories feature has worked out so well for Instagram, that its owner ,Facebook, have now introduced them to their platform.

How to use Stories for PR Purposes

When you are thinking of using Instagram to tell your brand story, it is important to remember that at the end of the day the influencer you are using to promote your brand will decide how they are going to portray your story. However, there are ways you can inspire them and even guide the end result in a similar way to how you would guide a journalist to talk to the right person for their intended interview.

Before the advent of technological advances such as social media and press release software, PR professionals tended to concentrate on focusing the media's attention on what happened when the event had begun. Nowadays, the use of multimedia clips on social media has opened up the opportunity to do more behind the scenes stuff which can really help to build excitement before, during and after the event.

So, how can you use tools like Instagram Stories to help promote your brand?

Make it Easy for Influencers to Promote You

Every single piece of marketing or PR you send out should have your social handles highlighted. We live in such a social world these days that the easier you can make it for people to find you the better. They can then tag you in their stories, which will highlight your brand to their followers giving greater awareness, and also helps to add some background story to what is being shown in the photograph or video.

Understand what Influencers want from a Brand

Whilst many journalists will use Instagram Stories, it will tend to be for their own personal use rather than for promotional purposes. Influencers, on the other hand, may use Instagram Stories as the main way to connect with their followers. With a press release you are providing journalists with the resources they need to go ahead and print something – which you hope will paint your brand in a positive light. With influencers they may require free products, payment or something else in order to agree to feature you on their stories. However, the end result of the story should still be very much up to the influencers as you don't want it to appear too scripted – it should still reflect the influencers personal feelings.

One of the great things about our press release software at PRInABox is that you can get your press release in front of thousands of bloggers and influencers on a monthly basis, rapidly increasing your brands chances of being featured on Instagram Stories. To find out more about our service you can contact us by phone on 020 8720 6914 or send us an email to info@prinabox.com