Snapchat has found success by being the exact opposite of that - remember how it started as just a “sexting” app? Since the beginning, Snapchat has created an ephemeral environment where users didn’t obsess about what they were sharing, and Snapchat made sharing “real life” moments fun. Instagram has become the highlight reel of our lives, featuring the perfectly curated moments we want to remember forever on our feed. Putting Snapchat inside of Instagram doesn’t change the fact that it’s still Instagram, and the people you follow and interact with on Instagram are most likely different than the people you interact with on Snapchat. People need to love posting stories to Instagram, and love it so much they want to watch other people’s stories, including brand stories. In order for Instagram Stories to work for businesses, Instagram Stories need to work for their individual users. That being said, Instagram Stories was just launched this week, and we don’t know if it will become a success.
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Learn more: How to Use Instagram Stories for Business But now? Looking at those numbers, it almost seems silly to continue to dedicate so much time and resources to growing our Snapchat when we could be receiving 10x the reach and engagement on Instagram Stories. At the time, we were excited: our Snapchat was growing by about 200 followers a week (about 1600 total) and we were getting a 30% view rate on our stories.
We got over 8000 views on Later’s first Instagram story with basically zero effort, whereas our best Snapchat story only got about 500 views, and that was work.
“It’s going to feel very different.”Īnd it does, because the reach on Instagram stories is kind of incredible. “If you’re a business, if you’re a celebrity, if you’re an interest-based account, you can have a giant audience,” says Instagram CEO Kevin Systrom. With the touch of a button, you’re able to share Snapchat-like content with all of your followers, and considering Instagram has over 500 million active monthly users, you’ll automatically have way more reach using Instagram Stories over Snapchat. The biggest advantage that Instagram Stories has over Snapchat is that you don’t need to build a new audience. The Incredible Reach of Instagram Stories
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(Who could forget those two weeks when you couldn’t open social media without seeing an obnoxious yellow QR code everywhere?). This is why you have seen so many people adding their Snapchat name to their Instagram bio, teasing Snapchat content on Instagram, or just posting their Snapchat ghost. New Instagram stories are a near-identical clone to Snapchatīrands, influencers, and content creators have spent years building up their Instagram following, and everyone has found it difficult to now move those hard-earned followers over to Snapchat. Basically, you have to work to add someone on Snapchat. You have to know their username, which for some reason is usually different than the rest of their social media handles, and there’s no “search” functionality in Snapchat. The only way to view a Snapchat story is to commit to adding the user to your friends list, and adding them is not exactly easy. One of the biggest challenges about using Snapchat for business is discovery it’s incredibly hard to find people to follow, and you can’t casually browse content like you can on Instagram. We were all convinced that in order to be relevant you had to be active on Snapchat, and then Instagram Stories happened. Brands scrambled to figure out what they would use this new channel for, and suddenly “behind-the-scenes” content and puppy filters became incredibly important for your social media strategy. Scared that Instagram would go the way of Facebook’s pay-to-play system, everyone got to work on growing their Snapchat audience. Between Instagram engagement decreasing by 33% and the roll-out of the new Instagram algorithm feed, marketers and users alike started to look towards the next big thing: Snapchat.
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