Storytelling as a concept has for some time been a crucial element in digital marketing and social media campaigns. Today’s social media platforms are perfect for focusing on shaping a story around one’s product or brand because it’s all about the story, right? When it comes to visual storytelling, there are no more prominent and better platforms than Instagram and Snapchat.
Since the launch of Snapchat in 2011, it’s been possible for the user to send multimedia messages to another user all over the world and the number of registered users exploded in the following years. Snapchat managed to create small authentic visual windows into people’s lives, and users were crazy about it. However, it isn’t easy to stay on top of the social media throne, and within the last years, Instagram has been working hard at knocking down Snapchat. Unfortunately for Snapchat, Instagram’s evil masterplan somewhat succeeded.
After Instagram duplicated Snapchat’s Story function – yes, Instagram even admits to implementing a direct duplicate onto their platform – they have knocked Snapchat off the throne and entered a constant battle for users’ time and content.
According to research, Snapchat has approximately 186 million daily users and Instagram has skyrocketed and now has over 500 million daily users and a total of 1 billion registered users worldwide. Instagram keeps introducing new features, like adding music to your stories and interactive elements such as the “ask me anything?” option. Nothing indicates that the growth will decline or stop.
When taking a look at the 20 most-followed Instagram accounts, only three out of 20 are brands (Instagram, National Geographic and Nike) and the rest are celebrities. Even though this illustrates that’s it’s not easy for brands to land in the top ten, it also illustrates an open door. Following some of the learnings from these brands might provide some new opportunities.
When asked, 30% of brands have plans to incorporate Stories into their branding strategy in 2018 compared to 8% in 2017.