What can B2B marketers learn from social stories such as Instagram, Facebook and TikTok?

In recent years, social media stories have taken the internet by storm. From Instagram to Facebook to TikTok, people can’t get enough of these short, engaging pieces of content. But what can customer stories learn from these social media powerhouses? And how can we apply them to our testimonials, Customer Success Stories and case studies? Let’s take a look.

What makes social media stories so popular? There are a few key elements that set them apart from traditional forms of content.

Short and simple

Social media stories are typically short and sweet, making them easy to consume on the go. Video clips on some platforms are limited to 15 seconds to prevent boring and unengaging content. Stories are typically focused on one point being made which makes them easier to consume and more snackable. Often case studies are difficult to read because they span multiple use-cases.

Visually appealing

Social media stories are often highly visual, with plenty of graphics, images, and videos. This makes stories immersive and easy to watch.


Many social media stories offer some form of interactivity, whether it’s allowing viewers to answer poll questions, providing links, or leaving comments making them more engaging than a standard customer success story or case studies. Social media stories often offer viewers the chance to explore the content in their own time and at their own pace.

Mobile first

Social media stories are designed with mobile users in mind. This is important because the majority of internet users now access the web from their smartphones.


Social media stories often evoke strong emotions, whether it’s laughter, sadness, or awe. This helps to create a more personal connection with the viewer. Adding emotion to a brand is very important for B2B marketers as it can help create a connection with potential customers that is difficult to do with a dry/boring B2B product.

Have a character

Social media stories often have a relatable main character that viewers can connect with – typically the author of the story. This helps to make the story more relatable and enjoyable. While this may seem obvious, many of our case studies and customer stories have the character removed due to the length or formality of the piece.

Virality built-in

Social media stories are easy to share across different social media platforms, which helps to increase their reach. This is important because it allows the story to be seen by a wider audience and creates a buzz around the brand.

Easy UI

Social media stories use tapping and swiping gestures which are easy to use and understand. This is in contrast to our customer stories, which often require users to click through links, scroll down long pages or fill out forms.


Social media stories often provide viewers with a way to give feedback through likes, comments, and shares. This helps to create a more engaging experience for the viewer and also allows the storyteller to get an idea of how their audience is reacting to the content. Which story is resonating and which story doesn’t?


Social media stories often come with built-in analytics that allows storytellers to track their reach and engagement. This is important because it allows them to see how successful their story is and make changes accordingly.

All of these factors make social media stories an excellent model for B2B customer success stories. After all, customer stories are meant to be brief, punchy pieces that showcase how your product or service has helped real people in the real world. They should be easy for your audience to digest, engage and share. And they should make an emotional impact.

So how can you make sure your customer stories pack a punch? Here are a few tips:

  1. Start with a bang. Just like any good story, your customer story should start with a headline that grabs attention and makes people want to read more

  2. Make your customers the heroes. In every good story, there’s a protagonist—someone for the audience to root for. In customer stories, that role is filled by your customers themselves. When crafting your story, focus on how your product or service made a difference in their lives

  3. Use strong visuals. A picture is worth a thousand words, and a video is worth even more. Whenever possible, use high-quality visuals to bring your story to life and help your audience feel like they’re right there with your customers

  4. Keep it short and sweet. As we mentioned before, one of the best things about social media stories is that they’re quick and easy to consume. So when in doubt, less is more!

  5. Incorporate calls to action. Customer stories are a great way to generate leads, so make sure to include a call to action at the end of your story.

Of course, you could always use a customer story platform such as Wizu, which is modelled on social media stories and provides all the engagement, immersion and tracking.

When done well, customer stories can be an incredibly effective way to connect with potential buyers and showcase the value of your product or service. By taking cues from social media giants like Instagram and Facebook, you can create customer stories that are short, punchy, and highly engaging—exactly what your audience is looking for.