Introducing Instagram polls and how your business can make the most of it
Originally published at linkedin.com on October 4, 2017.
Much after Facebook Questions, Twitter Polls, and Messenger Group Chat Polls, Instagram has given its users the ability to create quick and simple polls through their Instagram Stories.
But what are Instagram Polls, and how can they help your business know more about your consumers?
How to create your own polls
First, let’s begin by knowing how to create a poll in your Instagram Story. As shown in its blog post, Instagram has made the polling option available through the sticker tab. Next to its “#Hashtag” sticker, you can find the poll option. Simply taping it will put it on top of your picture or video. Tapping it again will allow you to edit the question as well as the two answers. The poll only has space for two choices, which you can both edit. The polls are meant to be in a “x or y” format, choosing one or the other. There’s a chance that we will not be seeing more than two options given Instagram’s prioritization on a clean aesthetic.
After editing the question and options, simply drag the sticker around and place it wherever you want on your picture or video. You can also leave the question space empty and add other text so that it plays better into the style of your post.
Past poll success stories
Polls let you get a better sense of your follower’s decision-making. In Twitter, you can give your followers up to four choices, while Facebook and Messenger allow for more than four choices.
Airbnb’s #AirbnbEscape
For example, before President’s Day, Airbnb asked their followers what couldn’t be missing from their future vacations. Airbnb listed four possibilities: a breezy hammock, mountain views, bohemian decor, or an outdoor hot tub and left it for their followers to decide.
With a total of 629 votes, “mountain views” was the audience’s favorite choice. The poll reflected on audience insights and one Twitter and Airbnb user went ahead and showcased his arrival to his Stockholm Airbnb under the poll.
Employing successful and significant polls to your brand help you build significant relationships with your consumers through these platforms.
Krispy Kreme’s #DoughnutBowl
Perhaps the best time to employ polls are during the general discussion of timely events. Take for example Krispy Kreme’s tweet prior to Super Bowl 50. Krispy Kreme’s Twitter had playoffs for their different donuts, having followers choose from two donuts at a time in anticipation for the Big Game. With 2,196 votes, Krispy Kreme’s tweet below showed product recognition and further demonstrated their preference.
When joining general discussions, especially the Super Bowl, it is important to tie in your brand to the event in a non-forceful manner. Kripsy Kreme aptly named their campaign #DoughnutBowl due to its connection to the Super Bowl, while Airbnb focused their attention on #AirbnbEscape (rather than appropriating President’s Day to push their brand).
To read on more success stories, click here for Twitter’s blog.
Another step forward for Instagram, leaving Snapchat behind
It’s been a bit over a year since Instagram debuted their own take on Stories. It should not come to a surprise to anyone to see a steady decline in their Snapchat metrics ever since more features kept getting added to Instagram. Even Instagram CEO Kevin Systrom admitted to ReCode that “we [Instagram and Snapchat] are copying each other, but I don’t know, that’s just the way Silicon Valley works.” But he does point out that “the question is, who executes the best?”
Snapchat still has some tricks up its sleeve: it recently announced its Augmented Reality art exhibit that will be available in specific cities. You can learn more in the video below.
Additionally, half a month ago Snapchat unveiled AR bitmojis that came to life to join us on our day-to-days. I personally am thrilled to see more projects come up from Snapchat and see what other ways they innovate to continue to be a tech leader in social media platforms.
What do you think? Do you think Instagram’s polls were a much needed feature to enhance the ways we tell stories? Or will the feature be forgotten soon? Comment below!
Got any thoughts to add? Tweet me @juliangumbo or comment below!
Julian Gamboa is a UC Berkeley graduate with a focus on marketing. Julian was selected as a LinkedIn Top Voice for Marketing and #Social Media (2017) and a Course Instructor of the marketing and digital publishing course Digital Marketing Today at the Haas School of Business. He is also the founder of Digiviewpoint, a millennial publishing account.
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