The growth of Instagram Stories is an opportunity for brands to create a strong link with customers and reach audiences efficiently. With a great user base and a best analytic tool for companies, the Facebook-owned platform seems to be better than Snapchat in the ephemeral and dissapeaping message space.
Instagram Stories (IS), launched in August 2016, is a feature of Instagram (a sharing app of photo and video) that lets people share all the moments of their day by using ephemeral photos and videos that disappear after 24 hours. According to Sprout Social, a Social Media specialist, Instagram boasts over 400 million daily active users, 1 million advertisers and 22.2% of millennials. Since its launch, Instagram Stories now has 250 million daily active users, up from 200 million in April, 150 million in January and 100 million in October after launching the feature.
Recently, Instagram Stories has rolled out a new update that will allow users to share replays of their lives videos with others for up to 24 hours. Now people can rewatch the live broadcast they missed.
Some analysts said that IS is a replica of Snapchat. Though, Snapchat had already been the first mover to launch Snapchat Stories in the ephemeral and dissapeaping message space in 2013. The company has 166 million daily active users compared to Instagram’s total 700 million monthly users. In an interview with TechCrunch, Instagram’s CEO has admitted taking some of Snapchat’s features, but insisted that it was a tendency in Silicon Valley. According to @martyswant, a technology staff writer for Adweek, the new mission for the sharing app is to allow Instagram to more directly compete with rival Snapchat, which pioneered and popularized Stories-style vertical video.
Both platforms allow users and brands to :
- Post photos and videos that are viewable for 24 hours.
- Embellish photos and videos with doodles, emojis, geotags, lenses, and text. Videos can be up to 10 seconds in length.
- Viewer Media on public mode, unless you make your Instagram or Snapchat account private.
- Let users search through public stories, and see what other users and brands are sharing about.
- It’s slightly easier to search for and discover new users on Instagram than on Snapchat, by spelling out the exact username.
- Instagram allows brands to attach links and landing pages to their Stories. And the share app also permits clickable hashtags and geotags to be added to Stories — on Snapchat, they’re manually searchable.
- Instagram Stories is an addition to an existing photo and video-sharing platform — Snapchat is only about ephemeral content-sharing.
Many social media and digital marketing experts prefer Instagram Stories over Snapchat for more traffic, best way for reaching audiences and more discoverability.
Rosemary MacCabe, one of Ireland’s leading social influencers, said that IS allows Influencer Marketing to target efficiently people by using a fonction that allow to swipe up to website. That means you can direct traffic towards your site, blog or another Instagram account unlike Snapchat account. Sophia Bernazzani observed also that another benefit to Instagram’s larger audience is its ability to drive more traffic to brands’ websites and landing pages. Instagram Stories has developed the ability for brands to link to web pages — making it undeniably easier for audiences to find and interact with brands on their sites, too. According to Hilary Milnes, a fashion tech reporter at Digiday and
@glossyco, Instagram offer not only a greater exposure for brands and retailers, but it also lets them link out to a landing page.
Best way for Reaching Audience
Lesta Liu, a Social Media Strategist at the Social Media Current, thought that Instagram provides many meaningful ways for entrepreneurs to connect with their ideal customers. Instagram combines the comedy of Vine with Pinterest-worthy aesthetics and the immediacy of Periscope. Instagram offers some brands greater reach and scale to connect with people on social media. Sophia Bernazzani revealed that Instagram offers more greater reach than Snapchat and scale to connect with people on social media. In the same way, Hilary Milnes, a fashion tech reporter at Digiday and
@glossyco, said that Instagram’s analytics tools are also better than fleshed out Snapchat’s, which have always been more opaque for brands trying to see if their posts are getting traction.
Instagram allows brands and users to discover new content and accounts with Location and Hashtag Stories while Snapchat just created a search bar and universal Stories, a key difference between the two platforms according to Sophia Bernazzani. So, Snapchat has rolled out a new feature “Snap Map” which allows users to view their friends’ locations in real time. This characteristic aims to strength the discoverability of the photo-sharing platform. Based on a recent blog post, Many people, including influencers, are increasingly using Instagram Stories. “Stories is allowing users to give more access to their already existing audience,” said Gil Eyal, the CEO and co-founder of the influencer marketing platform HYPR. Mediakix has conducted a month-long study in order to evaluate where Influencers are most posted messages on Instagram and Snapchat.The results showed that more stories were posted on Instagram than on Snapchat.
Instagram Stories has a big user base that can allow brands and users to take advantage for targeting people. An ease use of the app let his followers enjoy by sharing ephemeral videos and photos. Companies have to be on Instagram Stories and implement a real strategy to reach their audience. Bryan Kramer, a social business strategist, has advised Brands to be more authentic with their content. Brands have to be able to create dialogue by getting influencers involved with their products, by showing more behind scenes videos, and by testing new concept for small companies, etc. “Our Instagram Stories strategy is about providing exclusive or behind-the-scenes access, brand advocate takeovers, and promotional highlights for new product offerings or special deals,” said Alyssa Bronander, senior content strategist at Rent the Runway.
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