So, what’s the deal with Instagram stories? Do they have more snap than Snapchat? We weigh in.
If you didn’t hear the news already (or if you haven’t opened the app in over a fortnight) Instagram recently released a major update which includes a new “Instagram Stories” feature. Unlike every other add-on in Instagram’s suite of native apps (think Rocky V), Instagram Stories really does have a fighting chance (think Rocky I-IV), and is far more likely to flourish like a butterfly, sting like a bee (wait, that doesn’t sound right). Why? Two reasons:
1. The new Stories feature is in-app, and not something that you need to download separately unlike add-ons like Boomerang.
2. Placement – it sits there right at the top of the feed, where you can’t miss it. Not to mention this new and unfamiliar feature is safely nested all nice and cosy within Instagram’s familiar user interface.
For some of you out there, y’might recognise the stories feature, considering it’s pretty much the exact same thing that Snapchat has (just sayin’). So what will this mean for the marketeers and the average Sam Snapper?
Snapchat for Instagrammers
It will be interesting to see how Instagram users slowly, and hesitantly begin to test the waters and adopt this new feature. We expect it will be similar to how most kids interact with the very first jellyfish they see washed up on a beach. (or even full-grown adults)
It ought to be said as well that Snapchat and Instagram are polar opposites when it comes to content, culture, and the sort of daily active users they attract. One is a full-fledged social media platform with painstakingly curated feeds of content that will seemingly last forever. The other is an unpolished, moment-by-moment messaging app which later added a distribution-focused “Story” feature in order to function more like a traditional social media platform.
For Instagram users, here at last is a safe and familiar place to try on this new fangled Snapchat-like “Stories” feature without the imminent threat of being exposed to “all that sexting” on “the Snapchat” (youths nowadays).
Snapchat, Instagram …or Both?
No need to panic! (just breathe) it’s unlikely Instagram’s new Stories feature will steal the attention of Snapchat’s core user base—especially users that already have a strong following there. At the same time, Instagram’s new Stories feature is moment-by-moment content which is almost identical to Snapchat’s Story feature, Instagram’s CEO confirmed. Though unlike most major social media platforms, there is no way to simply post this sort of content in both places at once. Rather, you’re left with two options:
1. Download your Snapchat story one snap at a time, then upload to Instagram (just as fun as it sounds!)
2. Snap the same content twice, once for each network
There will be some who are willing to go through with the first option: brands, influencers, and others who are trying to build their following. It makes perfect sense. This is something they ought to be doing.
It should be noted however (you are taking notes, right?) that content should be created on Snapchat first, then moved to Instagram as the reverse will result in a white-bordered story that screams “this is not original content!”
For most though, they will need to choose between Snapchat or Instagram for story content and stick with it. The average Snapchat user doesn’t have time (or the incentive) to repost their content day in, day out.
Instagram Stories for Marketers
If you’re a Social Media Manager creating content for Instagram, and you haven’t spent much time producing story content by this point, right now is the time to get started. Besides the fact that your fans are already using it (and may be expecting you to use it), you ought to take a moment to think about the monstrous, turnkey advantage Instagram just leveraged.
Consider the fact that Snapchat is still struggling to get brands on board:
- You can’t publicly link to anything
- Ads are heavily curated and a teeny bit expensive (just a bit)
- There’s no easy way for customers to find their favourite brands
- Snapchat is entirely mobile-only which makes measuring ROI nearly impossible (sorry guys)
…and when you consider Instagram already has all that infrastructure in place, including the recent “Business Profile” option, complete with Instagram Insights metrics, an easier interface for promotion, and the full gamut of new customer service channels (phone, text and email)—all in-app, it’s plain to see that Instagram is poised to win back the hearts and minds of marketers (ergo, brands) in one fell swoop.
That is, until the next Snapchat update. (dun, dun, dunnn…)
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