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.
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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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