No other platform guarantees the level of engagement and interactions for brands the way Instagram does. So it’s hardly a surprise that a slew of beauty brands jumped on the platform’s latest Snapchat-esque feature, Instagram Stories, within hours of it being announced yesterday.
Instagram Stories lets the platform’s 500 million-plus monthly users including brand accounts curate daily moments in a format that disappears after 24 hours. The feature is nearly identical to Snapchat Stories that has been around since 2013 — and that is apparent to people online. According to data from Brandwatch, while the format has been mentioned over 326,000 times online so far, a majority of those mentions (57.5 percent) negatively compare it to Snapchat.
Still, there are obvious advantages for brands to post ephemeral content to Instagram. To read the rest of this article, head to Glossy.co
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