Why Brands Should Focus On Instagram Stories Over Snapchat
Backlash on Snapchat’s latest redesign was loud, furious and almost unanimous: users HATE it. More than 1 million people voiced their displeasure by signing a petition for Snapchat to revert to their previous design.
While loyal snappers have adapted to the newest features, many more have fled to other social media platforms, such as Twitter and Facebook, to voice their extreme distaste. Showing very little interest in changing, this may be a loss for Snapchat, but it could be a huge win for other social media platforms – especially Instagram.
After initially mocking the idea, Instagram adopted it’s own Snapchat Story-style posts only viewable for 24 hours in 2016. And it took off – after only a year it surpassed Snapchat’s Stories in usage per day. Over 250 million people are using Instagram Stories daily – significantly more than the 173 million for Snapchat.
Snapchat has responded by continuously providing new features, but their first attempt at a major overhaul sparked the harsh criticism they endured in February. As the outrage grows, it’s safe to say more even more users will move to Instagram, making their Stories a prime opportunity for brands.
Currently, brands are using Instagram Stories to connect with their audience in real-time through a mix of hashtags, polls and live videos. Hashtags help Stories reach a larger audience than just followers, appearing when anyone searches for a specific term. Polls and live videos bring more interaction, letting followers comment and voice opinions. Filters, emojis, dynamic text and newly added gifs give an authentic, in the moment feel to help build a personal connection with the audience.
Instagram Stories were tapped as one of the top social trends in 2018 by Sprout Social’s 6 Social Media Trends That Will Take Over 2018 article. Over a million businesses are using Instagram Stories, and 1 in 5 organic Instagram Stories from these brands see at least one direct message from a consumer. With a 20% interaction rate, it’s no wonder Stories are pegged to take over.
Brands looking to connect with their audience through social media should look to Instagram Stories. Consumers want more real-time, authentic advertisements, and with a high rate of engagement and users abandoning Snapchat, Instagram Stories are the place to feature them.
If you’re looking to create new and exciting ways to connect with your audience, call us we’d be glad to show you how, contact Donovan connective marketing at: 717.560.1333 or http://www.donovanadv.com.