Air Asia uses Instagram Stories as a high definition storyteller
It has been 13 months since Instagram Stories made its first debut. It is a norm now to post everything to the platform. I have Snapchat on my smartphone, and I have been neglecting it ever since. Good job Instagram.
Various businesses have also used Stories to promote their brands, causes, or items.
Air Asia has captured my attention.
Instagram itself is a photo album of beautiful, high definition photos, for those who really make an effort to make it artistic. I have an example down here:-
However, for Stories, you do not make things HD over there. It is a place for you to dump random stuff, unnecessary photos because you want people to know what you do on that day.
Do not get me wrong. It is ingenious. I do not need to post food photos on my Instagram anymore. Just post it in Stories, people see it, and you would not clog your Instagram account. I even archived all those kind of photos from my past posts. Aaaah, Archive - another ingenious creation. That is a tale for another time.
Anyway, Stories is also a clumsy creation. Poor quality video. Poor quality live video. (I use Oppo A57 with 16-megapixel front and 13-megapixel rear camera - higher than iPhone 7 Plus, and still, poor quality Stories video). Photos in Stories are great depending on what your smartphone specs are.
My point is, you have a lot of Stories to see every day from the people you follow. You see it, but you do not really see it. If it is not interesting, you tap your screen to skip it. If the person's Stories are boring, you swipe to see another person's Stories.
And business organizations' Instagram Stories are situated between these pile of an enormous amount of Stories. Your business Stories would not get noticed or appreciated by your followers. I realize that if your videos are not HD, your photos are amateur-like, your followers will tap their smartphone screens.
I bet Air Asia does not want this to happen.
I was lying on my bed on a Saturday morning when I was swiping Instagram Stories. When I saw Air Asia's Stories, my fingers were numb and froze:-
The Stories above was a panning video. Who needs a pixelated video when you can make a panning video from a high definition photo.
As a business that has an Instagram account, and this is the best low-cost airline in the world we are talking about, they cannot just randomly post photos captured by using a camera phone. These are high-quality photos, involving huge, fancy, and technical DSLR cameras.
This is a smart move from Air Asia. If you want your followers' fingers numb and freeze, you need to make a huge effort to make your Stories stands out. Air Asia did it well, with high definition photos, sophisticated fonts, and good editing.
Oh, and talking about the fonts. Those fonts are not provided by Instagram Stories. Based on my analysis and observation, the photos are captured, edited to the size ratio of 900x1600 (you can thank me later) and fonts are added by using Photoshop.
Anyhow, HD photos are not just the main catalyst for these eye-grabbing Stories. Air Asia uses Instagram Stories to tell real stories. The flow of each story is a continuation, it has a chain process. Air Asia did not post random updates about the Winner's Clinic. They did not post random videos about it. Not even a live video. Air Asia crafted a story out of it and presented it in the most Vanity Fair-ly way by using Stories. It has given an impact to anyone who has seen their Stories.
This is PR meets social media, meets photography, meets art.
I cannot wait for more future Stories from Air Asia. Everyone can fly, but not everyone can make Instagram Stories a work of art.