There has been some blatantly bold copying in the social media marketing world this week. Photo-sharing giant, Instagram, unveiled a Stories feature, enabling users to establish an ephemeral feed of photos and videos with a shelf life of only 24 hours. The posted content, with a maximum timer of 10 seconds, directly copies what Snapchat pioneered with the development of their MyStory feature in 2014.
Instagram’s CEO, Kevin Systrom, told TechCrunch this week that Snapchat, “deserves all the credit,” when it comes to the development of their Stories feature. But, “both Instagram and Snapchat operate in a world ruled by innovation,” and Instagram felt it was time they took a genius idea, and make it even better for their photo-sharing mavens.
Why copy Snapchat?
Anyone who has a Snapchat account knows how incredibly addicting and freeing a 24-hour live feed of content can be. It removes all the pressure that comes with permanent social media posting, and enables users to share more of their day-to-day lives.
Instagram, a Facebook-owned entity with more than 300 million active users daily, initially set out to make their platform a casual, laid back arena for users to share an upward of 5 photos per day. What happened, however, was a pretentious transformation over the last few years that has left the app in a tough situation. From 2013 to 2015, almost 100% of users decreased their Instagram posting frequency, for fear of scaring erratic followers away and damaging their “boutique” aesthetic.
By adding a Stories feature, Instagram is hoping to “fill in the gaps” that are missing between the highly doctored and edited photos posted only once per week by popular accounts.
Should businesses take note?
Though the owners of Snapchat are probably infuriated right now, this development is nothing but good for business owners. Now, when social media managers log into a business Instagram account, they can kill two birds with one stone, and update the company’s Stories as well. The Stories feature follows Instagram’s privacy settings, allowing all businesses to share their Stories with millions of interested viewers. Additionally, it’s just another popular avenue for sharing content with interested consumers, which is after all, the driving factor in purchasing decisions today.
Here at SocialMe Media, we offer full social media management for Instagram, and can effectively set-up and manage an engaging and entertaining Stories feed for interested clients. If any of this seems confusing, allow us to take over and give you a highly active and interesting social media presence, starting with Instagram.