How Instagram Beat Snapchat at its Own Game
By: Jamdan Clang
Just a year after the launch of Instagram stories, the
platform has already surpassed Snapchat in number of users.
Even though Snapchat rolled out Stories first, Instagram has
an overall larger user base and the support of its parent company, Facebook. There
are more than 700 million monthly active Instagram users, compared to around
300 million active users on Snapchat (Forbes). This means that even if only
half of Instagram’s users use Stories, Snapchat is still playing catch up on
something they originated.
One of the main reasons Instagram has overtaken Snapchat is
the addition of certain features to stories.
Instagram Stories can contain links to more content, making
it more interactive and potentially more informative. This feature is
especially useful for brands who want to link to online stores or campaign websites.
It’s also much easier to find users on Instagram than it is on Snapchat,
allowing for brands and influencers to easily grow their following.
Instagram Live
The ability to broadcast live and interact with followers is
something Snapchat lacks. Instagram also added the option for Live videos to
stay on stories for 24 hours, giving users a lot more flexibility on how to
view your live content, creating a larger audience for Instagram stories.
Most recently, Instagram added the “Guest” feature to live
broadcasting. This allows users to add anyone viewing the live video to join
the broadcast, as pictured below.
The broadcasters can remove their guest and add someone else
at any time, or the guest can choose to exit on their own. This would be a
great feature for brands/influencers looking to do Q&A sessions or live
broadcasted interviews.
Instagram Live will continue to drive the success of Stories
as more and more users begin to utilize the function. Most importantly, brands
have the unique opportunity to create quality content for a growing audience.
Those brands that are already using livestreaming to their advantage will have
a sizable head start as Instagram continues to bolster its live video presence.
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