Social Media
How Stories Changed Social Media in 2018
In 2018 the most important real estate on social media is no longer the feed. It is the row of Stories across the top of the screen. Full screen, vertical, and gone in twenty four hours, Stories have changed how people share and how brands need to think.
Why disappearing content works
Because a Story vanishes, it feels casual and honest rather than polished and posed. That lower pressure invites more frequent posting and more genuine moments, which is exactly what audiences respond to. The format rewards presence over perfection.
How brands are using Stories
- Behind the scenes glimpses that make a brand feel human.
- Quick product demos and tutorials shot on a phone.
- Polls, questions, and stickers that turn viewers into participants.
- Limited time offers that use the format’s built in urgency.
Design for sound off and vertical
Most Stories are watched on mute and held upright. Add captions, fill the full vertical frame, and make the first second count, because a thumb is always ready to skip ahead.
Key takeaways
- ✓Stories reward frequency and authenticity over polish.
- ✓Use interactive stickers to pull viewers into the moment.
- ✓Design vertical, captioned, and built to grab attention fast.
Nadia Hoffmann
Social Media & Content Lead
Nadia Hoffmann leads social media and content at ThisCom, helping brands build audiences and community across social platforms, podcasts, and crowdfunding campaigns.
All articles by Nadia Hoffmann →Frequently asked questions
Should brands post to Stories or the main feed?+
Both, but with different goals. The feed is your curated highlight reel, while Stories are for frequent, casual, in-the-moment content. Together they give people a fuller picture of your brand.
How often should a brand post Stories?+
Aim for a few times a week at least, and daily if you can sustain it. Because Stories disappear, regular posting keeps you visible at the top of the screen without cluttering anyone’s feed.
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