Instagram’s newest feature is making waves of controversy in the world of social media loyalty as the capability seems eerily similar to Snapchat Stories.
The Facebook-owned photo-sharing app just launched Stories, a new feature that looks almost exactly like Snapchat’s Stories product. Both let users post photos and videos to a timeline that disappears in 24 hours.
The genius lies in the platform having a larger audience for brands and advertisers that Snapchat has failed to really leverage. Unlike Instagram, Snapchat lacks the appeal for users to follow brands on their platform, which is commonly used for more personal interactions between users.
Despite user Stories airing their dislike for the Instagram feature that is “copying Snapchat,” these same users are watching more brands’ Instagram Stories than Snapchat Stories. The fact of the matter is simple: the same audience is more willing to follow brands on Instagram than on Snapchat, therefore providing better access to Instagram Stories by these brands.
Nike has already seen that size difference in action, telling Ad Age that it got 800,000 views on a newly posted Instagram Story versus 66,000 views on its most popular Snapchat Story. Snapchat may have a higher ratio of loyal millennial users than Instagram, but Instagram has way more users overall.
Unlike Snapchat Stories, Instagram Stories offers more features that are more advertiser-friendly in nature, including uploading from your camera roll and more creative pen options, including a neon pen. Instagram does lack the geofilters and ever-changing selfie filter lenses that are uniquely Snapchat’s bread-and-butter with their users.
Regardless, though, Instagram Stories is a marketing game changer for brands already on Instagram. Utilizing the new feature is simple and easy to learn, but like all social media marketing, know the platform before you go on a posting frenzy.
For strategic posting on Instagram Stories and other social media platforms, contact us.