by Karen Fratti
When Instagram launched its Stories feature earlier this month, some social media buffs were annoyed that the company had blatantly ripped Snapchat’s entire schtick.
But for digital marketers, Instagram Stories might be the best thing since, well, the Internet. ⤺ Tweet This!
It is sort of annoying that Snapchat’s arrival on the scene segmented the social media scene. It’s not just about demographics, either. The Story feature is fun and many brands are sort of just starting to really get how to make it work for them. Even some semi-digital natives were not really sure what they were supposed to do with the video and and messaging app. Just because Instagram is offering a similar feature doesn’t mean it’s time to ditch Snapchat. But there are some major advantages to Instagram Stories.
Everything In One Place
Unless your brand is strictly targeting a Snapchat audience, being able to run new campaigns on the same platform where most of your audience already is is a major advantage to using Instagram stories.
The Contact Button
Instagram just added a contact button for Instagram Stories, so consumers can connect with your brand immediately. You have to sign up for a “business profile,” but a little leg work can’t hurt. Especially because the company’s new Insights feature allows you to get a full view of your audience.
The fleeting nature of Snapchat content is a huge draw, if that’s what your brand needs to do to get the attention of your base. But Instagram Stories, while also ephemeral after 24 hours, sit up on top of the feed for users to peruse when they want to. There’s something to be said for not bombarding your crowd. And the users that do keep checking out your Stories are the ones you know to pay attention to.
Both platforms are great and serve a purpose. The convenience of being able to do what you were doing on Snapchat, without translating it back to Instagram, is probably the best reason to look into Instagram Stories and what your brand can do with it. Work smarter, not harder, right?