Story (social media)

from Wikipedia, the free encyclopedia

In social networks and instant messaging services, a story is a function in which the user tells a story or provides status messages and information in the form of short, time-limited clips from several automatically running sequences. A story is usually displayed on the profile page of a user and thus represents an audiovisual extension to the text-based status function.

construction

A story is usually a short, automatic sequence ( autoplay ) of pictures or videos, which is divided into several sequences and which is accompanied by backgrounds, music, texts, stickers , animations , effects and emojis . The aim of the story is to tell a story (e.g. an everyday experience) or to convey a message (status message). In most cases, stories cannot be changed afterwards and are only available for a short time. Using hashtags , tagging people and location information can increase the reach of a story. As with other functions in social networks, the visibility of the story for groups of people can be adjusted in the data protection settings. Stories are almost exclusively created on a mobile device such as a smartphone or tablet computer and are usually displayed vertically.

history

With the advent of better cell phone cameras and the increasing popularity of internet-enabled mobile apps , there has also been a greater need to extend the status function, which has been around for a long time in social networks, to the multimedia area and thereby remove functions of the feed.

In October 2013, Snapchat first introduced the story function. This is a series of snaps that together tell a story through a chronological order. A story is deleted after 24 hours. Snapchat became very well known and loved by young people because of this feature, among other things, and resulted in copies in other apps. In October, Twitter introduced the story feature called Moments . In 2016, Google introduced the Google AMP Stories service , which enables mobile websites to load faster and be presented in the format of a story.

In August 2016, Instagram introduced a story function that deletes the content after 24 hours. The site was therefore often accused of copying Snapchat by the media .

In February 2017, the instant messenger WhatsApp introduced the Now Status story function in beta, which was later renamed Status. In March, a story function was introduced in Facebook for Facebook Messenger . Also, YouTube introduced in August 2018 a story function that initially was limited to pictures, but now also supports short video clips.

In August 2018, the Gif website Giphy introduced a story function. Even Netflix has been experimenting in June 2019 in the mobile app version of a story feature film trailer - and teaser.

Usage statistics

Around 1.5 billion people around the world use the story function in a social network or messenger on average every day. In the period between the end of 2018 and April 2019, the growth on the Facebook Messenger Stories service rose in particular. Younger people in particular use this function. More than 20% of 18 to 24 year-olds use the Instagram function, while it is just under 2% of those over 55. According to Statista, over 190 million users used the function on Snapchat in March 2019 , over 500 million on Facebook, over 500 million on Whatsapp and over 500 million on Instagram in December 2018. On Facebook Stories, an average of 150 million users use the function per day, on Instagram 300 million, on Whatsapp 450 million and on Facebook Messenger Stories 70 million.

In a Facebook survey of 18 thousand participants from 12 countries, 68% said they used the story function at least once a month. Every second stated that this influences their purchasing behavior and visits the advertising website. Stories in the areas of fashion and tourism are particularly popular .

The website Fanpage Karma analyzed several Instagram accounts according to the size of the profiles and determined the average reach of posts and stories per follower. It turned out that posts have a greater reach than stories, which often have less than half the reach.

Stories in online marketing

Due to the increasing popularity of the story function, it is not only used by private individuals, but is also an important part of social media marketing as a sub-item of online marketing . Above all, it is important to convey a brand authentically, visually, but also personally and entertainingly to the advertising customers with the story function. Instagram also recognized the potential for charity campaigns and introduced a donation function for stories in July 2019 .

Stories as a web series

The Instagram channel “eva.storie”, which was launched in 2019, recounts the story in real time of the adolescent Eva who was persecuted by the Holocaust and deported to the Auschwitz concentration camp . It is the first lavishly produced Instagram story in the form of a web series with several million US dollars in production costs and is intended primarily to educate young people about the events of that time, to stimulate debate and to encourage a culture of remembrance in which viewers have a certain closeness to the Feel person.

literature

Individual evidence

  1. ↑ Prof Dr Claudia Hilker: How do social media stories affect buying behavior? Accessed July 31, 2019 .
  2. ↑ a b Instagram, Snapchat, Twitter and Co .: An overview of the stories functions of the social media giants. Accessed July 31, 2019 .
  3. ↑ Snapchat Gets Its Own Timeline With Snapchat Stories, 24-Hour Photo & Video Tales. In: TechCrunch. Retrieved July 31, 2019 (American English).
  4. ↑ Snapchat Support. Accessed July 31, 2019 .
  5. ↑ RP ONLINE: New story function: Instagram becomes more like Snapchat. Accessed July 31, 2019 .
  6. ↑ Chatting about chatting: "Instagram is now the worse Snapchat" . In: Spiegel Online . August 4, 2016 ( spiegel.de [accessed July 31, 2019]).
  7. ↑ Annegret Mehlfeld: WhatsApp: New status message copies the Stories function from Snapchat. Accessed July 31, 2019 .
  8. ↑ Facebook introduces Snapchat function “Stories”. March 28, 2017, accessed July 31, 2019 .
  9. ↑ Jens Minor: YouTube Stories: Google's video platform is now also introducing a stories function - this is how it works - GWB. In: GoogleWatchBlog. August 2, 2018, accessed on July 31, 2019 (German).
  10. ↑ INTERNET WORLD Business: YouTube is testing its own stories function. Accessed July 31, 2019 .
  11. ↑ Dami Lee: Giphy is launching its own take on stories with curated GIFs throughout the day. August 20, 2018, accessed July 31, 2019 .
  12. ↑ Netflix: New function is reminiscent of social network. Accessed July 31, 2019 .
  13. ↑ Internet Trends Report 2019: The most important social media trends summarized. Accessed July 31, 2019 .
  14. ↑ Infographic: Who Uses Instagram Stories? Accessed July 31, 2019 .
  15. ↑ Infographic: Facebook's Snapchat Clones Have 500M Users Each. Retrieved July 31, 2019 .
  16. ↑ Trust, Stories, Messenger Marketing: The Social Media Trends 2019. In: OnlineMarketing.de. January 8, 2019, accessed on July 31, 2019 (German).
  17. ↑ Why marketers can use the Stories format to highlight brands. Accessed July 31, 2019 .
  18. ↑ Jan Firsching: Feed beats stories: Average reach of Instagram stories and posts in the feed. In: FUTUREBIZ. November 14, 2018, accessed on July 31, 2019 (German).
  19. ↑ by Jan Tißler: The “Stories” format is conquering the social web: What companies need to know now. Accessed July 31, 2019 (German).
  20. ↑ Trust, Stories, Messenger Marketing: The Social Media Trends 2019. In: OnlineMarketing.de. January 8, 2019, accessed on July 31, 2019 (German).
  21. ↑ Advertise & Sell: Instagram Update: Collect donations via Stories | W&V. July 30, 2019, accessed July 31, 2019 .
  22. ↑ Carolina Schwarz: Culture of remembrance on Instagram: Likes for the Holocaust . In: The daily newspaper: taz . May 3, 2019, ISSN  0931-9085 ( taz.de [accessed July 31, 2019]).
  23. ↑ This is what the Insta story of a girl in the Holocaust would have looked like. Accessed July 31, 2019 .