It’s been a few years since Instagram introduced the stories @ mention option. Whether you follow an account or not, you will get a notification whenever someone mentions you in a story. As a brand, you can leverage this feature to your advantage using chatbots.
Conversational marketing based on automated messages provides marketers with a chance to convey their social media presence into tangible benefits. The use of Instagram business chatbots is on the rise, but for this technique to be successful, it’s very important to find an organic way to identify the users that would be open to having a direct conversation.
One possibility that carries a lot of potential is to use Story Mentions as entry points into direct conversations, since users who mention the brand are most likely interested in learning more about its offer or participating in any online promo activities it organises.
Here are a few important things to keep in mind before you start considering whether this marketing channel could be productive for you.
What are Instagram chatbots, and how do they function?
AI-based chatbots with machine learning capabilities are increasingly being deployed on social networks to conveniently manage contacts with a large number of followers. They utilise the existing chat mechanisms such as Instagram DM’s to deliver personalised messages and interactively respond to customers.
The bots are capable of faithfully simulating one-on-one communication and executing multiple scenarios depending on the course of the conversation. Importantly, automated DM’s can only be sent to users who have already interacted with the Instagram account of the brand in some way, and setting up predefined triggers is a big part of their deployment.
Using Story Mentions as triggers for automated conversations
Instagram Story Mentions are instances when a user tags a brand in his own content. This gives the opportunity to the commercial account to reply, and this can be a great point for activating the chatbot. The reply can be customised based on the information about the user that can be collected from the network and serve as a start of a continuous conversation.
The users who mention the brand on their own initiative are clearly among the most important targets, as they tend to have a positive opinion about the brand and can be expected to react enthusiastically to the message. On the other hand, if the mention is in a negative context, the bot can recognise it and address the user’s concern by directing him to customer support or the appropriate online location.
What types of campaigns can be based on Story Mention Replies?
Automated Instagram messages are a simple tool that can be easily integrated into numerous marketing and public relations strategies. As previously explained, it’s highly suitable for sensing public sentiment and providing an appropriate response, either to amplify the hype or to manage negative publicity.
This channel of communication is also great for product giveaways and coupon-based discounts, which can be used as rewards for users who choose to interact with the bot. Automated messages can be used for lead generation or brand visibility campaigns, as well as many other types of outreach efforts. That’s why creative and strategic use of Story Mention Replies can be the cornerstone for the successful monetisation of your brand’s Instagram presence.
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