We’ve said it a hundred times before – marketing is one of the most important aspects in running a business. Companies look for different ways to reach their customers and create a bond between them, and in the last couple of years Instagram Stories has made a revolution in the marketing industry.

It is no wonder why it has become such a hit among marketers when we take into consideration the fact that 300 million people user Instagram Stories on a daily basis, with 28 minutes being the average time spent on the platform.

Stories that companies create redirect the users to a shoppable page, another social platform, a blog post, a campaign page, or an app.

Companies from the fitness industry, the fashion industry, and the retailing industry are the top three most popular on Instagram Stories.

Let’s take American fashion company Michael Kors Holdings Limited as an example.

It used custom Instagram Stories for its Millennial audience by promoting smartwatches among young women. This ultimately led to a 24 point lift in ad recall and an 8.8 point increase in favorability.

Willing to find out more? Take a look at the infographic below to learn how other brands use Instagram Stories.