Nov. 02, 2016
BY Les Tapolczai
Well done Instagram. Well done. While many are accusing Instagram of lifting their Stories functionality from Snapchat, we’ll give them a pass because they took Snapchat’s core idea and made it fundamentally better. Much like Snapchat, Instagram Stories are 10 second videos that disappear after 24 hours. From a consumer point of view, it’s simply a better designed user experience. It’s cleaner and more intuitive. I understand the appeal of Snapchat, but find its approach leads to much more juvenile content compared to Instagram’s determination to keep things somewhat more sophisticated and premium. What brand wouldn’t like that?
From a brand’s perspective, there’s a lot to love about Instagram Stories. First of all, let’s talk about the sheer size of Instagram. With over 300 million daily users, it has double the audience of Snapchat. Nike’s first Instagram Story generated over 800,000 views, easily 10 times more than their most watched Snapchat story. Next, Instagram also makes it much easier for brand platforms. Users can easily search and follow brands, while the illustrious heart icon allows fans to show their love and support for the Instagram content. The navigation system is extremely intuitive, identifying the video you’re watching, providing a video progress bar, and automatically launching the next story. That said, this is not a matter of choosing one platform over another. Smart brands are integrating both platforms to ensure they are reaching and engaging with all of their targets. However, if we had to choose just one, Instagram Stories seems to be the much friendlier brand platform.