Michael Hancox
Account Executive, GroupM
This is another indication of the big social players moving towards more fluid storytelling.
Learn the implications for the recently launched Instagram Stories, which allows users to share multiple photos and videos together in a slideshow format with their followers.
What’s changed?
Last week Instagram introduced Stories, allowing users to share multiple photos and videos together in a slideshow format. The Stories feature is integrated directly into user’s newsfeeds, with the stories bar appearing at the top and users can swipe through Stories from people and brands they follow.
What the change means?
Instagram orders Stories algorithmically using both Instagram and Facebook data to decide whose content users are most likely to interact with. This differs from Snapchat, where stories are ordered in chronological order, meaning the most recent post is the first one you see. The other way to view Stories is by going to a user’s profile and tapping on their profile image – Instagram indicates there is a story available by surrounding the profile picture with a colored ring.
- One of Instagram’s ace cards over Snapchat is the open network it has developed. It’s easier to find, follow and connect with people on the platform. This means the new feature is immediately open to a bigger network; 300 million daily users on Instagram, compared to Snapchat’s 150 million.
- As with Snapchat, Instagram users have the option to use a variety of creative filters, text and emojis. Snapchat still has the edge however with the inclusion of its Lenses, but with Facebook recently buying MSQRD (a company that specializes in augmented reality) and the testing of Selfie Filters on the Facebook platform, it is likely only a matter of time until Instagram rolls out a Lenses-type offering
- As for Stories, Nike generated 800k views in 24 hours with an Instagram Story the day the feature launched, compared with Snapchat the same day, where Nike’s best video saw only 66k views. General Electric, Mountain Dew and E! have all also tested the new format this week, utilizing the ability to restrict the audience to a given age range. Snapchat offers age restriction too, but only on ads.
Implications for advertisers?
- Along with Facebook’s new Selfie Filters, Twitter Moments and Stickers, this is another indication of the big social players moving towards more fluid storytelling.
- Instagram hasn’t rolled out an ad solution for Stories yet, but when it does advertisers will likely have access to the wider Facebook network, meaning richer, cross-platform targeting.
What’s next?
Instagram seems to have nailed the first version of the Stories feature with a well thought out UX that integrates smoothly with its users. As the offering develops, potentially covering more Snapchat features and launching ads, it will be interesting to see how brands and users react. For now, we recommend brands experiment with this new feature to find out what type of Stories work for their audience.
NOTE: This is an educational piece and by no means provides an endorsement of any particular media/technology supplier. It is essential that investment decisions are fully counseled by your Digital Investment Group.
