Instagram launched its latest feature earlier this week: Instagram Stories. If it looks familiar, there’s good reason; Instagram Stories is a direct ripoff of Snapchat. The new feature allows users to add photos and short videos to a “story” stream, with media disappearing after, you guessed it, 24 hours. Also like Snapchat, Instagram Stories users can overlay their photos and videos with drawings and text, and swipe to select from a variety of filters.

So who will win the battle of Instagram Stories vs. Snapchat? Well, live feed content, which both Snapchat and Instagram Stories are based on, is still a young form of content – especially for businesses. Even after a few years, many marketers still struggle with ways to regularly use Snapchat effectively. This category of non-Snapchat users may start utilizing live feed content now that it is provided on a platform that they are already familiar with. What is really up in the air is how the crowd of existing Snapchat users will react. Will they start using Instagram Stories out of convenience? Or will they remain loyal to the original?

Whether you choose #TeamSnapchat or #TeamInstagramStories, we recommend marketers consider the benefits of this clearly up-and-coming form of content.

Benefits of Live Content

1. Create More Playful Content. Having an outlet to produce more down-to-earth content is a great way to better connect with your audience and become more likable.
2. Connect with Younger Audiences. Live feed content appeals to younger audiences because it allows them to take advantage of communicating via social media while still actively living their life.
3. Take Advantage of the Sense of Urgency. Since this form of content expires there is a sense of urgency when it comes to consumption. Followers will be eager to consume content in a “now or never” setting.
4. Post Experimental Content. If you make a mistake, it is only a 24-hour mistake. If you do something genius that draws huge levels of engagement use that content on your “regular” profiles. With other social networks start to utilize more paid, less organic ways for businesses to share content, this is a unique opportunity to test engagement without having to pay.

BENEFITS OF INSTAGRAM STORIES VS SNAPCHAT FOR MARKETERS

1. Your existing audience. Instagram is already a powerful platform with an existing sense of community. If you are already active and gain a lot of engagement from Instagram, Stories is good news for you. Instead of looking to gain a following on a separate platform, you can just take advantage of your existing following.
2. Accessible analytics. Instagram has made it easier to check who watches your stories. This is a feature already existing on Snapchat, but Instagram takes it a step further by putting the numbers and viewers for each part of your story in one place.
3. Searchable. Instagram has more flexible privacy settings than Snapchat does. On Snapchat, it is difficult to follow anyone unless you know their username or phone number. On Instagram, unless Privacy is turned on, you can find and follow anyone.
4. Instagram for business. Instagram is rolling out special profiles for businesses, making your website and contact information more prominent. Having a true profile is already a benefit of Instagram over Snapchat, and its added features for businesses gives it an extra bonus.

Where Instagram Stories Falls Short

• Order of content. While Snapchat stories are arranged in chronological order, Instagram Stories are organized by user interaction. This provides an opportunity for a business to be top-of-feed and top-of-mind; that is, if they are providing content that followers actually enjoy. Be careful not to abuse how easy and quick it is to produce a bit of content.
• Still the newcomer. While some argue that Instagram Stories is hands down a better version of Snapchat, this feature is still the newcomer. There will be die hard Snapchat users who will refuse to make the switch. The question remains, how many will that be?

Instagram Stories still has an uphill battle ahead. But with a strong user base on Instagram, the Stories feature could be perfect opportunity for your business to hit the ground running with live content, serving it to an already captive audience.

Have you tried Instagram Stories? What are your predictions? Share them in the Comments!