Harmelin Digital Contributer: Kaiti English
Did Instagram just pull a Melania Trump? On August 2nd, Instagram introduced Instagram Stories, a new “snapchatty feature” that allows users to post photos or videos to their “story” for followers to view within 24 hours. This feature has already become a brand favorite. According to Nike and its social media agency Laundry Service, Nike generated 800,000 views in 24 hours for an Instagram Story compared to 66,000 views for their best video on Snapchat.
What this means for marketers: Instagram Stories allows brands to utilize the huge following they have already built, without having to develop a whole new unique strategy. It is another way for brands to creatively communicate and engage with followers on their own terms. Although this is purely organic marketing (for now), it can be a great way to compliment a paid advertising campaign already running on Instagram. Instagram also allows brands to target specific audiences. For example, alcohol brands can restrict posts to users 21 and over.