I love Instagram Stories and I rarely look at Snapchat anymore. I like how it’s easy to produce content for Instagram Stories because there’s less emphasis on perfection. You can just snap a photo or record a short video, add text overlay (like a hashtag or your location for context) and/or emoji, and then you’re ready to share! With the new Type feature, you could even eliminate graphics from the equation if you’d prefer to make it a text-based post.
The latest trend on social media is all about creating and filling out survey templates designed for Instagram Stories that let your followers get to know you. For example, you might identify your favourite foods or reveal exactly how many Netflix shows you’ve binge watched. It’s become popular because it’s light and fun to share!
Typically, bloggers or illustrators who are super active on Instagram design the surveys you see. I would like to show you how some major brands are using their resources to make their own surveys and encourage fans to share.
NBC
I’ll start off with the Instagram account behind one of my favourite TV shows: Will & Grace. The cultural references in the revival are totally on point and always make me laugh. I recently started following Sean Hayes (Jack McFarland) on Instagram, so that’s where I discovered the survey template that NBC’s digital team created for fans of the show. Naturally, Sean said he relates to his own character the most and said Cher was one of his favourite guest stars.
If you go to the show’s Instagram profile, you’ll see that they only have 3 types of Instagram Highlights: Templates, Highlights and Bloopers. I like how this is simple and straightforward. It also makes the templates stand out because they don’t get lost in a sea of other Instagram Highlights.
All of the brands featured here included instructions on the first slide. All you need to do is take screenshots, fill in your responses, upload to your own Instagram Stories and tag the brand. That’s it!
NBC’s account for Will & Grace is less than a year old, as it was created to promote the revival. The show has already been renewed for 2 additional seasons, so they have lots of time to continue playing with Instagram’s features and other aspects of social media.
Essie
I get the impression that Essie understands their target customers very well. From their presence at fashion shows to their vending machines at airports, they always seem on-trend.
Their survey templates on Instagram Stories are no exception. Not only did they make them, but they also typed out easy-to-follow instructions to ensure that when you share the surveys, you’ll look flawless and tech savvy. Isn’t that everyone’s goal on the platform? These instructions teach you how to hide Essie’s account name at the top left, which is not necessary to promote the brand because they also gave themselves credit at the bottom right corner of the templates.
So far, Essie has created 2 survey templates: nail game 101 & this or that. They’ve saved the templates to their Instagram Highlights for easy access. This also makes it easy for them to add more to their account and keep the surveys organized.
With over 2 million Instagram followers and the expertise of everyone at their forward-thinking parent company, L’Oréal, this is definitely a hot account to watch.
Sephora
Finally, I’d like to feature another iconic brand, Sephora, which has 14 million Instagram followers. Evidently, Sephora’s survey template is geared towards young makeup lovers who aspire to make it big as influencers. After all, who doesn’t want to be the next Jen Atkin?
If you want to succeed, everyone says you’ve got to set goals and write them down. I don’t think my mentors were referring to Instagram Stories, but why not try it? We’re talking about launching a fantasy makeup collab, not planning your entire financial future.
I think completing Sephora’s survey is a fun way to present your personal brand. What better way to casually reiterate that you’re creative, cool and ambitious? Instagram is all about curating your life, which includes your sense of style, imagination and goals.
Tips For Social Media Managers:
- Share an introductory slide to explain how it works and drive engagement
- Include design elements, such as colours and fonts, which align with your brand guidelines
- Write back! If a follower tags you in a survey and slides into your DMs, acknowledge them
The survey templates are a fun way to interact with brands and your followers. Plus, when you share your responses on your personal account, you can encourage your audience to do the same and keep the chain going. Keep the social aspect of social media and embrace Instagram Stories as a way to reveal your personality and interests. Everyone wants to interact with and get noticed by their favourite brands, so here’s a new opportunity!