So you’re building a campaign and you need to decide the type of content you want to see creators submit. Should you select posts? Carousels? Stories? Or all three?!

It’s really up to you and what aligns with your brand and objective; as well as what resonates with a creator’s audience. Let us break it down for you:

Posts

Posts are great because they have to stay in a creator’s feed for a minimum of 30 days. Secondly, they can incorporate a multitude of formats like static images, videos, stop motion and boomerangs.

Boomerangs are an eye-catching way to show off a product, stop motion is created by stitching a series of photos together to form a video, while flat lays are a simple yet versatile way to capture beauty products, clothing, travel gear and food.

In-feed posts can also include long-form videos that last 15 seconds or more. Just keep in mind that creators can charge 20% - 50% more of their usual fee for content like this, that requires more effort.

The great thing about in-feed posts is that it gives an influencer creative freedom to craft content that resonates with their audience.

Carousels

This allows creators to upload 10 photos or videos in a single post. Carousels open up some clever ways to captivate your community and show off your brand - from unboxing products and preparing meals to tutorials and before & after snaps. We see creators using them to share their makeup look or travel adventures in more detail. We’ve even seen creators take one stunning panorama and splice it up across a handful of Carousel tiles.

The sky is your creative limit here. If you’re selecting Carousels, it’s extremely helpful to let creators know the breadth of content you’d like to see.

Stories

Instagram Stories are super effective as they put your content front and centre. In fact, the best thing about a Story is its ‘screen estate’ — it’s a full-screen takeover with zero distractions.

They also boost engagement and give followers a more “behind-the-scenes” look into the world of a creator—often making them more authentic, believable and therefore engaging. Stories allow creators to drop the facade and get a bit more playful with features like filters, gifs, stickers or even a soundtrack.

Most importantly, influencers with 10k+ followers can include a hyperlink or swipe up function with their Stories. This single form of interaction means the direct response rate is higher, leading to faster path to purchase.

Stories also make fantastic Branded Content Ads—great for those brands that are looking to amplify their success to get the most bang for their buck!

The one thing to keep in mind is that Stories disappear after 24 hours.

Once your personal Content Library begins filling up with beautiful branded content, it’s time to approve the posts you love and send them out into the world.

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