Stories are short-lived content that disappears after a set time. It is precisely this temporary nature that is their advantage – they can tolerate a less polished form than permanent posts, so they can be created quickly and often. For companies, they serve to show behind-the-scenes operations, the progress of an order, introduce people, remind about an event, run polls and questions for followers, or quickly announce a change. They have greater value for premises and services, where the customer appreciates a look inside. Interactive elements such as polls and questions also bring feedback that the company would not otherwise obtain, and they increase engagement. The best stories can be saved into permanent highlighted sections on the profile, where they serve as answers to frequently asked questions for new visitors.
Source: thinkwithgoogle.com
See also: Post formats, Company social media profile, User-Generated Content.
