This week we saw a new exciting feature on the ever-expanding list of Instagram features. Meet the polling stickers-a fancy little functionality allowing brands to directly request feedback from their fans. The new polling feature can be added via the “poll” sticker and allows brands to see results in real time.
Adding polls is similar to adding any other sticker on Instagram: simply drag and drop it onto the image in your story, and you can automatically customise both the question and choices.
Ever since Instagram added the stories feature, they have been investigating ways to make it more interactive, from adding story search for hashtags and locations to integrating it with live video and so forth. The average engagement lies at 20%, at Seventy Nine PR, we managed to achieve an engagement rate of just under 35%.
People viewing your story will be able to tap on a choice to vote, which will then show them the overall results so far. To see the results for yourself, simply swipe up then click the viewers list, and it will show you the total number of votes, who voted, and what they chose.
Just like the story, your poll and its results will disappear after 24 hours, so we recommend to gather the data within the allocated time period. Considering that Instagram shows the profiles of the users who answered, it is possible to add their accounts to a database. You can then can re-target them or approach them via direct message on Instagram.
This tool will be pivotal in shaping the future of Instagram marketing for businesses. It will allow businesses to get fast input from those who matter the most- their consumers. From a restaurant planning a new dish, to a fashion outlet considering releasing a new clothing line. This tool will allow for businesses to directly communicate with their audience like never before.
You can expect to see Instagram themselves use the polls, for their own research. Perhaps, this will be a way for them to get feedback from users on updates or features they want to add. So hopefully we will see less A/B testing and more conversations.