Adapt or die – that’s the way it works, right Blackberry? Well, Instagram must have seen the growing success of Snapchat and realized it must adapt. So they did with the recent launch of Instagram Stories, ripped right from the Snapchat experience. Launching just two weeks ago, Instagram Stories are already a favorite among brands. The concept of a story on each platform is a series of photos and 10-second videos that disappear after 24 hours.
The first day Instagram Stories were available, Nike generated 800,000 views within 24 hours. According to Nike’s social media agency, Nike’s best video on Snapchat only received 66,000 views. The sheer size of the platform also helps with the faster growth of Instagram Stories for marketing versus Snapchat. Instagram has around 300 million daily users, whereas Snapchat has approximately 150 million.
Countless other brands have joined Nike in taking advantage of reaching large audiences through the new Snapchat Stories, including Ketel One, E! News, BarkBox, J. Crew, Food Network, and more.
“Instagram is a follower platform where Snapchat is more of a best friend platform,” said Dan Grossman, Vice President of platform partnerships at VaynerMedia. “Snapchat hasn’t encouraged brands to build up huge followings.” The brand-friendliness of Instagram provides a huge opportunity to communicate with fans on their terms.
Has your brand used Instagram or Snapchat for marketing? We’d love to hear about your experience!