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New INMA report highlights Stories future, format best practices in media

By Dawn McMullan


Dallas, Texas, USA


With the Stories format predicted by some to become more dominant on social platforms in the next year, a report released today by INMA shows best practices in execution and which news companies are leading the way.

“Stories Format: News Media’s Next Social Opportunity” is available exclusively for members of INMA. 

Authors Yusuf and Sumaiya Omar, the husband-wife co-founders of Hashtag Our Stories, tell the story of the Stories social media format — notably on Snapchat, Instagram, Facebook, and WhatsApp. The emergence of Stories across social media is redefining journalism and how audiences engage with content — as well as opening up interesting advertising opportunities.

Part of a broader shift from text formats to visual formats in social media, the interactive- and mobile-heavy Stories format relies heavily on the reporter’s personality.

The INMA report looks at what NBC, CNN, The Guardian, BBC News, The New York Times, and Financial Times are doing today with Stories on Snapchat, Instagram, and other platforms. It delves into best practices with critiques by the authors. 

“Stories Format” also explores how media companies can use Stories effectively: 

  • How to discover and capitalise on user-generated content. 
  • How to produce your own Stories. 
  • And how to optimise each platform from Snap to Instagram to Facebook to Google AMP to WhatsApp.
INMA's latest report on the Stories platform is available free for INMA members.
INMA's latest report on the Stories platform is available free for INMA members.

The report’s authors have criss-crossed the world promoting Hashtag Our Stories, a social-first video publisher that focuses on stories about local solutions to global problems. Yusuf Omar is a former CNN senior social media reporter on Snapchat, mobile editor at Hindustan Times, a TEDx speaker, and more. Sumaiya Omar has spent five years experimenting with emerging news platforms in South Africa, India, and the United Kingdom. 

“Stories Format: News Media’s Next Social Opportunity” is available for free to INMA members and available to non-members for US$795, which includes one year of association membership, all reports, Webinars, and access to all INMA content and peer connection tools.

INMA members may download the report and non-members may order the report by going to

About Dawn McMullan

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