Instagram just launched a new platform very similar to Snapchat called Instagram Stories. Like Snapchat, Instagram Stories allows you to post short videos and photos to your Instagram followers that will self delete in 24 hours. The format is almost identical to Snapchat but with less filter options. For business owners, this new feature breaths new life into your Instagram account by allowing you connect with your followers in a more casual format than posting to your profile. In this video I discuss the pros and cons of the two platforms.
From our testing we have noticed our Instagram Stories posts are being viewed by 10% of our followers, which is a much better conversion rate than Facebook. Another great feature is it keeps business owners from having to build up yet another social media account by combining Snapchat features onto Instagram.
Research had suggested that over the last few years the amount of Instagram posts had dropped by almost 50%. The reason was that your Instagram profile is usually your best content, and many users were afraid to post unless they had a really good photo or video. Instagram stories gives business owners to share behind the scenes and low-quality content to their followers that otherwise would be unseen. Now, your Instagram profile can be reserved for your best images and videos, while staying connected with your followers daily through Instagram Stories. Many have criticized Instagram for copying Snapchat, and I agree that’s what has happened here, but nevertheless this is a great tool for business owners. Snapchat developed the best system for capturing quick and spontaneous content and Instagram capitalized on it. For example, if you own a restaurant you could post short videos of your kitchen, bar, or dining room throughout the day giving your followers a behind the scenes perspective. Video production companies can use Instagram Stories to showcase behind the scenes of their video shoots and adventures. Small business owners can stay connected with customers by revealing hot discounts and specials on Instagram Stories and nowhere else. This tactic would help you build a larger Instagram following and increase brand loyalty at the same time. The possibilities for business owners is endless and it’s up to you to decide the best approach for your niche and company.
Another great feature is the ability to see how many people have viewed your story. Plus, Instagram now gives you the ability to see who has viewed your story. One interesting thing we found was that the people who viewed our story were not the same people who like our photos. Data suggests a large amount of people scroll through photos and videos on Instagram but don’t actually engage with the post. Unlike the Instagram feed where you can like or comment on photos, Instagram Stories can only be viewed. The user does have the option to send you a private message, but nobody else viewing your feed would see the comment.
Recent data has suggested that Snapchat is the fastest growing social media platform in the world. Unfortunately for business owners, Snapchat makes it hard to grow your following and connect with customers. I believe this new Instagram update will bring a lot of people back to the platform who had become discouraged. For me personally, I’m done with Snapchat for business and will be focusing the bulk of my social media efforts on the new stories feature.
