As explained by Instagram:
“Add a question sticker to your story by selecting it from the sticker tray after taking a photo or video. Type out your prompt then place it wherever you’d like and share it to your story. When friends see the sticker, they can tap it to reply - and they can reply as many times as they want, right from the sticker.”
Along with regular and ‘emoji slider’ polls, the tool could give brands, in particular, another way to gather feedback from their audience, with questions relating to new products, ideas, opinion, etc.
“You can find your friends’ responses in your story’s viewers list. Tap any question they’ve asked to create a new story where you can answer it, and the question you’re answering will appear on your story for context. Though you’re able to see who submitted each response in your viewers list where it’s private, when you share that response in your story, your friend’s photo and username will not be shown.”
The option adds to the growing list of Instagram Stories options, including Music Stickers, Shopping tags and @mention sharing among others. Instagram's moving fast to keep the momentum of Stories going – and with 400 million daily active users and rising, they’re clearly doing something right.
If you’ve not added Stories into your social media marketing strategy yet, question stickers could be a good starting point, offering a simple, low effort way to generate engagement (and one which won’t show the total responses to viewers, in case you’re worried about not generating a heap of initial interest).