Definition
A short-form, ephemeral content format — typically a vertical image or video up to 60 seconds in length — that disappears after 24 hours on platforms including Instagram, Facebook, Snapchat, and WhatsApp. Stories were pioneered by Snapchat and popularized by Instagram, which launched its Stories feature in 2016. For creators, Stories serve as a low-production, high-frequency content format for behind-the-scenes content, polls, Q&As, product promotions, and audience engagement. Stories' ephemeral nature creates urgency and drives higher open rates than feed posts.