What Instagram’s Story Feature Means for Advertising

By August 22, 2016 digital marketing, Instagram

There’s a great adage from Oscar Wilde that speaks continually more truth as our society evolves: “Talent borrows, genius steals.”

Instagram has taken Wilde’s words to heart recently by releasing its newest feature, Instagram Stories. The app will now let you post videos and photos of your daily shenanigans that people can view for 24 hours. After that, the content disappears.

If you’re a Snapchat user, that feature probably sounds wildly familiar because the company implemented that same conceit into its app months ago and users and digital marketing companies alike used the feature to help broadcast their brand on a larger scale and a more creative way.

“Instagram is a follower platform where Snapchat is more of a best friend platform,” VP of platform partnerships at VaynerMedia said to Advertising Age. “Snapchat hasn’t encouraged brands to build up huge followings.”

Instagram Stories is a no-brainer, especially since the company is considered to be very brand friendly for companies who look to advertise on the app. Digital marketing companies are also looking to take Instagram Stories more seriously than Snapchat Stories because the audience base is so much larger. Snapchat revealed they have 100 million daily users, whereas Instagram has 300 million daily users.

The differences between the audience reached between the two users has already been notable. Within 24 hours, a video from Nike on Instagram Stories had 800,000 views. Nike’s most viewed video on Snapchat Stories has been 66,000.

For digital marketing companies and other businesses looking to make a name for themselves, it looks they’ll be better off investing their efforts into Instagram then Snapchat. Not only does Instagram have more users, but they tend to have a larger base of both millennials and people in their 30’s and 40’s, whereas Snapchat is almost exclusively a millennial audience.

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