Long gone are the days where posting to your Facebook wall or curating the perfect Instagram photo was enough for your posting strategy. Brands and businesses are continually battling it out to get the attention of Facebook’s 1.59 billion daily active users. In today’s ever-changing social media landscape, that means keeping up with the ins and outs of new and expanded features. It also means continually adjusting posting strategy and advertising tactics.

Enter: Stories. An added element to content production that occupies prime real estate on the desktop and mobile feeds of all of Facebook’s family of platforms. (That’s Facebook, Instagram, Messenger and WhatsApp). It’s the first thing you see when you sign into each of these sites. It’s a signal of Facebook’s intention to value this type of content above the rest…at least for now.

But rest assured that the News Feed is not dead. In fact, it’s still a great place to publish content when done strategically. However, instead of picking the correct placements for their content, many brands and businesses are just posting wherever their competitors are posting too. But that’s neither strategic nor sustainable.

To help make your posting strategy easy-peasy, check out our tips on what to publish on your News Feed vs. Stories.

Tip #1: Stand out with timely Stories’ prominent placement multiple times throughout the feed. Be strategic with News Feed content that lasts more than 24 hours.

Tip #2: Utilize Stories’ interactive features to build relationships with your audience. Maximize your organic content by turning it into an ad in just a few clicks.

Tip #3: With News Feed content having a potential shelf-life of a few days, Stories are the place to go for timely or real-time content.

Tip #4: Stories were created with the intention of being real-time content. In contrast, the News Feed has veered away from timely content with consistent updates to its algorithm.