If you’re like a lot of brands we’ve helped, you know what Instagram Stories are, you feel like you should use them, but you just don’t know how. Plus, who’s got time to add one more social campaign to an already busy weekly schedule? Using Instagram Stories with your brand’s Instagram account is no small undertaking. It can feel intimidating. We get it. But you can do it when you have a strategy tied to it.

After having many versions of the “Should I use Instagram Stories in my marketing or not?” conversation with BuzzPlant clients, we’re excited to share a new infographic by Klear that brings data-backed insight to the topic.

Klear took a detailed look at how brands are using Instagram Stories, what industries are most active, as well as what types of Stories are being shared on the micro-platform. This long-term analysis incorporates data from 149 brands throughout 2017. Let’s look at some of the highlights below.

Great Stories Drive Shopping Cart Traffic

The majority of brands are linking their Instagram Stories to a shopping cart.

  • 59% – Shoppable Page
  • 23% – Other Social Platform
  • 10% – Blog Post
  • 5% – Campaign Page
  • 3% – App

If you’re not familiar with Shoppable, this platform allows brands to tag products in a post and link them directly to your online store. (Learn more.)

1 Out of 3 Promote a Product/Service

Product promotion is certainly the most popular type of Instagram Story shared by brands, accounting for 36% of all stories. “Inside Looks” account for 22% of Stories, and “Influencer Takeovers” for 14% of all Stories.

Fitness Is the Most Active Industry on Stories

Fitness and fashion are leading the way in Instagram Stories, while Food and Drink brands tend to be among the least active Instagram Story users.

Meet the Most Active Brands

If you want to see an example of how brands are using Instagram Stories well, be sure to check out:

  • Kayak
  • Mercedes-Benz
  • McDonalds
  • IBM
  • One Plus
  • Columbia
  • Whole Foods
  • Forever 21
  • Urban Outfitters
  • Lufthansa

Keep in mind, not all of these accounts may have Stories when you check them out (as they only last 24 hours), so if you don’t see anything, check back the next day. Our personal favorite? Kayak, which often uses Stories to take followers around the world on exciting journeys (ending with an inviting CTA to book a trip!).

Find Out How Brands Use Stories In Each Industry

Each industry uses Stories differently. The Automotive industry, for example, focuses heavily on Product Promotion, while Food & Drink does very little product promotion, instead focusing on Influencer takeovers.

Does Your Brand Use Instagram Stories?

Why or why not? What’s working… what isn’t? Drop us a comment below, and let us know – we love hearing from you!