These Fashion Brands Have the Most Engaging Instagram Stories

 

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When it comes to Instagram, anyone can be a little celebrity with their army of likes and mildly stunning photography skills. Of course, beyond the commonly labelled “Insta-worthy” photo grids on one too many profiles, another world lies in the Instagram Stories. There, users upload snippets in real-time to update their followers on the exciting moments of their day. Each photograph or few-seconds video can be edited with basic filters or hilarious stickers for effect. Throw fashion into the mix with a little cheeky humour, and you might probably have a winning combination.

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Louis Vuitton, Dolce & Gabbana, Dior and Christian Louboutin are currently the fashion brands with the highest engagement rate on the app’s Stories feature. The Facebook-owned photo-sharing app, which boasts over 700 million monthly users worldwide, recently marked its first anniversary of the Stories feature with a newly released list of its top 15 fashion industry users. The luxury houses share the top spots with supermodels including Emily Ratajkowski, Candice Swanepoel and Cara Delevingne. The list was based on the cumulative number of ‘Story’ views for accounts with above 10 million followers, compiled over the year.

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Though its debut in August 2016 was initially met with relative scepticism, with common sentiments comparing its similarity with Snapchat, its adaption rate has skyrocketed while Snapchat’s growth suffered a decrease of more than half in the past year. The winning formula for Instagram Stories seems to be the brand’s ability to engage informally with its audience, reaching beyond the proverbial fourth wall with a tongue-in-cheek moment or perhaps, a peek behind-the-scenes. Indeed, Eva Chen, Instagram's head of fashion partnerships, finds that the success of Stories lies in the way fashion begins to engage with the consumer in an authentic, “a little bit more down to earth” manner, and perhaps even “funnier, scrappier.”

Even the intangibility of the Stories feature -- each 'story' only lasts 24 hours before it disappears -- encourages a constant engagement with the audience, bridging a disconnect and enabling the audience to be 'in the moment', even if miles away.

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