The launch of Instagram Stories directly off of the back of the new Instagram Business profiles has opened up a new way for social influencers to make money – and possibly take some of the short video market share from Snapchat and Twitter. Instagram Stories enables an Instagram user with the ability to combine separate pieces of multimedia into a short timeline, complete with your own custom captions, stickers and Microsoft Paint-like doodles, for unparalleledInstagram promotion. In short, Instagram Stories adds another business benefit for using Instagram .
If you are familiar with social media, then you may recognize Instagram Stories from Snapchat – the Stories feature basically copies the Snapchat Stories feature! Kevin Systrom , CEO of Instagram , was surprisingly upfront about stealing the format for this idea from Snapchat , saying to TechCrunch that he is quite aware that his company is copying Snapchat , but the value add for Instagram is the unique spin that it puts on the format.
If you go deeper into Instagram Stories, you will see that there are plenty of unique features that make it different from Snapchat and quite useful to a marketer. Let’s take a look at some of the potential that the Stories feature unlocks for an Instagram user who already knows how to make a great Instagram photo .
The Difference Between Instagram and Snapchat
First of all, and most importantly, the Snapchat and Instagram audiences will never completely overlap. Snapchat has a firm lock over the Millennial generation, with the overwhelming majority of its usership well under the age of 24. Instagram users, although skewing young, is less of a teen haven and more of a young adult platform. The Stories feature on Instagram will never pull an audience away from Snapchat ; however, it may cause some people never to join Snapchat . This alone may be enough for a social influencer who is using social media strictly for business to value Instagram over Snapchat because of Instagram’s larger overall audience.
Authenticity is the Name of the Game with Instagram Stories
Instagram has traditionally been all about photos, either edited or unedited, that stay up on a profile for viewing long after they are originally taken. These photos are meant to have a longer term appeal, as they are meant to draw comments and likes.
Because the Instagram Stories feature causes the photo/video stream to disappear after a 24 hour period, the point of putting together the performance is a little different. Instagram gave the Stories feature this time limit in an effort to encourage people to create even more authentic posts on Instagram without fear that those posts will be scrutinized by general society over time.
Instagram Stories has also implemented some of the more humorous filters and doodle techniques of Snapchat . Previously, Instagram custom filters were all based on relatively serious techniques from photographers, while Snapchat filters are almost made to be purposefully silly. By implementing more humor into the process, Instagram is hoping to create even more of a judgment-free zone to entice more real life truth from its user base.