November 26, 2023

In-App Stories for Mobile Marketing

In this blog post, we delve into in-app stories and how some of the mobile apps use them.

Ananya Vairavarajan

In-app stories, first introduced by Snapchat, are now seen frequently in mobile apps across industries. They are a captivating feature within mobile apps that draw users into an interactive narrative and foster anticipation.

Let's look at what in-app stories are and a few examples of how they are used in mobile apps.

What are in-app stories?

In-app stories work well to drive home key messages or share special offers because they are short, simple, and easy to consume. They use multimedia elements to encourage users to swipe, tap, and explore, creating a sense of suspense as the story unfolds.

Whether for brand storytelling, news updates, or product showcases, in-app stories enhance user engagement, making them a powerful tool for keeping users engaged.

Examples of in-app stories


Decathlon employs personalized stories within its app, enticing users to visit the app more frequently and engage for extended durations.

These stories, featuring product details, effectively channel traffic to specific products and directly enhance conversion rates.

Decathlon in-app stories


Swiggy Dineout provides curated stories for its users to explore different restaurants, reviews of other users, and different offers provided by restaurants. This improves the engagement and adoption of the Dineout feature amongst the users.

swiggy in-app stories

Stable Money

Stable Money, an app that lets its customers book fixed deposits digitally, introduced Stories to communicate its value prop and build trust with its users.

They have tailored the Stories content to the app's specific goals and the needs of its user base. This appeals in a quicker way for the users.

Stable money in-app story


Mudrex provides in-app stories that have a range of content that users can learn from. By organizing content into different story groups, Mudrex has successfully boosted their engagement and conversion rates.

Mudrex in-app story


Turtlemint, an app that lets its users buy different kinds of insurance, used Stories to build trust with its users - by showcasing its wide reach (used by 2.8L+ users), its insurance partners and its partnership 🤝 with Dhoni.

Turtlemint app in-app story

Challenges faced while creating in-app stories

Developers need to build the core mobile app. They don't really have the time to keep adding and changing in-app stories (designs, content, etc).

On top of that, every new experiment with a story takes 2 weeks to build, another 2 weeks to make the app release, and another month or so to understand whether your in-app story achieved the desired engagement.

Plotline enables creation of in-app stories, fully no-code

Plotline helps product and marketing teams in high-growth consumer companies create and deploy in-app stories that match your design theme. It also provides powerful event-based targeting and user segmentation to help the right user take the right action at the right time.

Apart from stories, you can use other UI elements like tooltips, spotlights, PiP videos, etc., to engage your users effectively.

In case you want to deploy in-app stories in your mobile app, start your free trial with us.

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