Beauty brands are making Instagram Stories a major part of their marketing strategy for young consumers—and it’s working. Instagram reports that 50% of business users post Stories, and one in five garners a direct message. Kiehl’s claimed in 2016 that 8% of their followers looked at their stories versus just 2% who liked their posts, and influencer marketing is being affected as well. More and more brands are asking for 24-hour “takeovers” of their stories over one-off posts. (Glossy)
