Trust us, Facebook Stories could be your ticket to better engagement and more followers in 2021.

In fact, according to internal data, Facebook has Stories Over 500 million active users per dayand we expect it to increase this year.

With easy-to-use features, a top-notch Facebook news feed location, and plenty of opportunities to introduce your brand and business to new audiences, now is the time to start using Facebook Stories as a valuable marketing resource for your brand.

Ready to start? Here's everything you need to know about Facebook Stories in 2021:


  1. Why use Facebook Stories for Business?
  2. How to use Facebook Stories for Business
  3. How to Create a Facebook Stories Strategy for Your Business

Why use Facebook Stories for Business?

When Facebook first announced in 2016 that it was creating a native story tool, everyone was surprised because it had launched Instagram Stories a few months earlier!

Fast forward to 2019, and Facebook Stories had managed to catch on 500 million active users every day – and we expect that number to grow.

Instagram tells daily user statistics

Image courtesy TechCrunch

With decreasing organic reach due to Facebook's de-prioritization We believe the time has come for brands to create and share marketing content on Facebook feeds.


Because Facebook Stories could be the best opportunity for brands to increase engagement, build brand awareness and strengthen their relationship with their audience.

And a lot has to do with where Facebook Stories are.

Unlike normal Facebook posts that appear in people's feeds, Facebook Stories appear at the very top of the Facebook app. This is a prime property for businesses looking to grab their audience's attention.

Facebook stories

And while user adoption rates for Facebook Stories are increasing, the number is still low enough to stand out from the competition and increase your organic reach.

Also, you can post your Instagram Stories on Facebook for easy story sharing on both platforms.

With Lateryou can plan, manage and schedule your Facebook posts! Open a free account today.

How to use Facebook Stories for Business

Step 1: Create a Facebook Page

To share Facebook Stories as a company, you must be the administrator or publisher of a Facebook Page. (If you already have an active Facebook Page for your business, you can skip to step 2.)

Start with click here to create a Facebook page and choose a category for your business.

Select the Facebook Stories category

Next, you'll be asked to give your page a name (if you're a business, it's best to use your real business name) and other details like address, phone number, and more.

Once you've submitted the required information, you'll be able to choose a profile picture and cover photo for your page.

And that's it!

Step 2: getting started with Facebook Stories

Unlike Instagram Stories, which can only be shared through the Instagram mobile app, you can create and share Facebook Stories from your computer, the Facebook app, Facebook Lite, and even the Facebook Messenger app!

We recommend using the Facebook app to create and share your stories. It offers more options and tools than the desktop version of Facebook.

When you share a photo or video with your Facebook Story, you can see it in the Stories section at the top of your friends or followers' news feed on Facebook and at the top of your Messenger inbox.

And like Instagram, your Facebook stories are visible to your selected audience for 24 hours.

After you've downloaded the Facebook app and signed into your account, tap the hamburger button (three horizontal lines) in the lower right corner of the screen.

Here you can select the Facebook page you are creating stories for.

To get started with Facebook Stories, you can either tap the ellipsis button in the top right corner of the screen, which will open up various options, including Open Camera.

You can also scroll down to find the "Story" section of your page and tap the "Add to Your Story" button to open the Facebook camera. However, this option does not allow you to access Facebook live or video recordings.

Step 3: creating content for Facebook Stories

Let's start by reviewing the Facebook Stories camera and the creative features you can access.

1. Front and rear cameras

As with Instagram Stories, you can switch from the front-facing camera to the rear-facing camera and vice versa by tapping the flip camera button.

how to flip the camera in facebook stories

You can also change the camera views while recording! This is a great little feature that lets you add context to your story when you toggle Selfie mode on and off.

2. Lighting settings

When creating a story for Facebook, you can choose from three different lighting settings: lightning on (lightning symbol), lightning off (moon and X symbol) and settings in low light (moon and cloud symbol).

Light settings in Facebook stories

3. Camera settings

Tapping the gear icon in the top right corner of the screen will open your camera settings. However, you shouldn't call them a "camera setting" as you are only given one setting option: the ability to automatically save the content you create to your device.

You can also tap Something Not Working if you encounter a problem.

4. Face filters

Facebook has invested a lot AR filter ("Augmented Reality") over the years and currently offers dozens of custom filters for stories.

All you have to do is tap the smiley face icon and you will be able to scroll through all of the options.

find a face in facebook stories

NOTE: To access some branded AR filters, like with Instagram, you must first follow the account that created the filter.

5. Upload recorded content

You can also upload a previously captured photo or video from your camera roll either by tapping the photo icon in the lower right corner or by swiping up on the screen.

6. Capture options for Facebook stories

Facebook currently offers four different recording options: Normal, Video, Boomerang, and Live.

Normal allows you to tap the capture button to take a photo. You can also press and hold the button to record a video up to 20 seconds in length.

If you select video mode, you can tap the record button once to start a video and tap again to stop.

The boomerang option works the same as it does on Instagram. All you have to do is tap the record button to stitch a series of photos together and create a short animation that will play back and forth.

If you select the Live option, you will be prompted to start a live video broadcast for your followers to adjust to.

Start a live video broadcast

Step 4: Using Facebook Stories' Creative Tools

After you've taken a photo or video, there are several creative tools you can use to make your Facebook story even more engaging – such as: B. Stickers, text, user tags, links, drawing tools, effects and backgrounds.

While Facebook Stories doesn't have as many tools as Instagram Stories, there is still a lot you can do.

For example, you can use name stickers to highlight other accounts or survey stickers to get feedback from your audience on your products.

Using Facebook Stories Stickers

You can also use the "@ TAG" sticker to tag other users from a drop-down list while entering their account name, just like with Instagram Stories!

Facebook Stories tag users

And you can tap the magic wand icon in the lower left corner to access dozen of cool effects and animations.

Magic wand icon facebook stories

Once you're happy with your design you can add a custom link or CTA button to your stories.

Step 5: Adding Custom Links and Buttons to Facebook Stories

When a custom link is added, viewers can select "See More" to open the page in the Facebook browser – similar to how links work in Instagram Stories.

Custom link in Facebook stories

Alternatively, you can add a CTA button to your stories, e.g. B. "Shop Now", "Buy Now", "Get Directions" or "More Info" to direct your viewers to a specific page that is already linked on your Facebook account.

Add custom links to Facebook stories

Step 6: share your Facebook stories

Once you've added some creative details to your story, you can save them to your device (this happens automatically if you've enabled this option beforehand), share them in your news feed and the page's story, or share them with individual followers.

Share your Facebook stories

Step 7: Track Your Facebook Stories Analytics

There are a few different ways you can track the performance of your Facebook Stories.

The first option is to navigate to one of your active stories and tap the eye icon in the lower left corner. This will bring up a list of the people who viewed your story.

You can also view statistics on the performance of your Page's Stories when you enable your Facebook Stories Insights. To do this, go to your page on the desktop and click Insights at the top.

Click Stories in the left column, then click Turn On.

Now when you get back to your insights (which you can also access through the Facebook mobile app), you can view information on the following topics:

  • Publish Date: When an administrator or publisher of your page created the story.
  • Story Elements: A thumbnail of your page's story.
  • Status: If the status of your page's story is active, it means that an administrator or editor of your page created the story in the last 24 hours and it is still visible to the public. If your Page Story has finished status, it has been more than 24 hours since your Page Story was created and it will no longer be visible to the public.
  • Opening Unique Story: The number of people who opened your page's story.
  • Tap Forward: The number of times someone taps to skip to the next part of your story.
  • Tap Backward: The number of times someone taps to go back to a previous part of your story.
  • Forward swipes: The number of times someone swipes to jump to the next account's story.
  • Exit: The number of times someone exits the story viewer to return to their news feed.

Tracking these metrics is very important if you want to know what content is resonating with your audience. The more tailored your stories are, the more effective they become.

How to Create a Facebook Stories Strategy for Your Business

With more and more Facebook Story users, it's important to develop a strategy based on your specific goals – regardless of whether engagement increases or more followers are gained.

# 1: What to Post on Facebook Stories

One of the biggest questions we get from our Later community is whether they should create original content for Facebook Stories or simply repurpose their Instagram Stories.

Since companies are already using Instagram Stories and there is a native Instagram to Facebook re-sharing tool available, it makes sense to leverage the content you've created for Instagram!

To share your Instagram Stories posts on Facebook, just go to your Instagram profile settings and look for the Linked Accounts heading.

What to post on Facebook Stories

Next, tap Facebook and enter your Facebook login information.

What to post on Facebook Stories

Once your account is linked, you can share your Instagram posts and stories on Facebook.

Just go to your Instagram profile settings and then scroll down to Story Controls. Now toggle the button next to "Share your story with Facebook".

And voila! All of your future Instagram stories will also be shared as Facebook stories.

Instagram Stories are also shared as Facebook Stories

In time, you will learn what your Facebook audience is most engaged in and you can start creating original content that they will love.

For example, your Facebook audience may tend to see your stories from start to finish with a low exit rate. In that case, you may want to experiment with longer-term videos like tutorials, Q&A, and product display cases.

You can also use Facebook Stories to drive traffic to your articles and blog posts like @Moneymagazine::

Drive traffic to your articles on Facebook Stories

Or you can use them to share important updates and announcements like @Fernweh::

Use Facebook Stories to share important updates

Another way to use Facebook Stories? Share fun and interactive content with your audience, such as: @ Popsugar often does:

Use Facebook Stories to share fun and interactive content

Ultimately, the goal is to create a section on Facebook Stories that is only available for Instagram Stories content.

For example, if you're a fashion brand, Instagram Stories offers a behind-the-scenes look at your business, while Facebook Stories has longer, in-depth video tutorials on how to style your clothes.

# 2: How often to post stories on Facebook

There's no hard and fast rule of how much you should post on Facebook Stories – it depends on what your followers would like to see!

Some accounts can post a dozen stories a day while others are better off only posting a few times a week.

How often to post stories on Facebook

If you're not sure where to start, pay close attention to your Facebook Stories analysis for clues as to how often your audience likes it.

If you see high exit rates on your Facebook Stories, it could be a sign that you are posting too much or your audience is bored.

However, if you see a pattern where a high percentage of your followers watch until the end of your stories, it may be a sign that they want to see more of you.

If you're just starting out with Facebook Stories, it is a good idea to experiment with frequency and monitor your audience's behavior.

# 3: when to post stories on Facebook

When it comes to regular Facebook posts, it is important Post when your followers are most active because the newsfeed timeline is so sensitive.

But you have a little more freedom for Facebook Stories.

Due to their short-lived nature, Facebook stories last a maximum of 24 hours. This gives you a long window to be at the top of your followers' newsfeeds.

Facebook Stories exist for a maximum of 24 hours

Even if you post when your audience is not online, they can still see your Facebook Story when they sign in. Because of this, you may see more engagement with your Facebook Stories than your Facebook posts.

In other words, don't worry too much about how to post your Facebook Stories at optimal times, especially if you're just starting out on the platform.

Once you start posting stories on Facebook regularly, you will see when your audience engagement increases and you can plan your content calendar from this window.

As the organic reach of Facebook posts continues to decline, Facebook Stories could be the best opportunity for businesses to increase engagement, increase brand awareness, and strengthen their relationship with their Facebook audience!

Are you ready to grow your business on Facebook in 2021? Get started now for free!

Written by

Benjamin Chacon

Benjamin is a content marketing strategist at Later and recently performed a transplant from Toronto. You can follow his everyday life on Instagram @benjaminchacs.


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