Yesterday, the Bayer Facebook page promoted a story that was unbranded and provided health tips for patients. Screen shots are available at the bottom of this blog post. Although I have not seen others by Bayer, it appears as though this was part of a series, so there will hopefully be more to come. Keeping the stories unbranded is a great way to ensure that there are no regulatory violations since this global Bayer Facebook page seems to represent all of its affiliates, and each country has its own regulatory requirements. Plus, this shows that the focus of the story was to help patients. It is very patient-centric.
Pfizer recently used Facebook stories to promote their presence and main message at a cardiology conference.
With the recent Facebook algorithm changes which makes it more challenging for organic page posts to be seen by followers, it is not surprising to see more and more pages use Facebook stories to engage with their followers. Facebook stories are a great way of reaching out to passive followers, followers that do not see your posts on their timeline anymore or those that just forgot about your page and possibly your organization. Unfortunately, viewers cannot like or comment on stories by pages, but it’s still a great way (and free, at least for the moment) to get your brand name in front of your followers’ eyes. Note that you can reply to stories by friends, but not by pages.
Update March 21, 2018: Here is a new story by Bayer that complements the one above which was posted on the previous day.