It's been a little over two months since Instagram Stories rolled out to all of their 500 million active monthly users. The hand wringing and foul cries ensued as many loyal Snapchat fans mocked the obvious look-a-like entry to their beloved Snapchat Stories.
We talked about it extensively in the office with the "against" far outweighing the Instagram suppporters and I even spent some time explaining why Instagram stories are a good thing. We've since added some, "positivity" back into the fray on how to actually use Instagram stories for your company (or brand).
So let's all agree at this point that organizations have ample reasons to be on both platforms and can make both work individually and together. Let's review some of the key stats to refresh why both are necessary and where you are likely to find the most support for one or the other:
- Snapchat has 100 million daily active users submitting 400 snaps per day!
- Around 71% of Snapchat's users fall within the 18-34 age range.
- Within 18-25 year olds, Snapchat is preferred over Instagram by 63%.
- However, when it comes to where 18-25 year olds listed their friends, Snapchat's lead narrowed to 52% on Snapchat versus 48% on Instagram.
- Snapchatters love filters. Instagrammers love "retouching" their images. Both love sharing!
Clearly there are large enough audiences that you can leverage both and should create content plans for each platform.
Now let's get specific and dive into 3 ways to use both Snapchat and Instagram Stories:
- Promote Instagram on Snapchat and vice versa. One of the biggest benefits to Instagram Stories are the sheer numbers of followers your brand has accumulated over time, versus the effort to attract followers Snapchat has required in the past. By downloading your Snapchat Story and then sharing it as a story on Instagram, you can give your followers a taste of what's unique (or the same) about you on Snapchat. Just make sure you include a screen shot to make it easier for your fans to double up!
- Partner with Influencers. Instagram and Snapchat takeovers are nothing new. Heck, we even devote an entire week to takeovers now at Verge Pipe Media with a team member adding colorful personal details throughout the week on Twitter, Instagram and Snapchat. If you have access to celebriities and influencers who make sense to grow your brand following - give them access to both Instagram AND Snapchat! Challenge them (within your brand guidelines) to post unique content on each and why you recommend following on a specific platform. For example, "for the best behind the scenes looks at team meetings, follow us on Snapchat," and "for stories from our travels around the south east, follow us on Instagram."
- Go behind the scenes! This is the fun stuff that consistently attracts and retains followers and with a few tweaks, you can do duplicate behind the scenes stories on Instagram and Snapchat. Use funny face and other filters when interviewing guests visiting your location or even unsuspecting team members who are giving tours of the office on Snapchat. The mix of your subject being serious with the well timed use of a face filter will add to the audience delight. Then, use very similar if not the same approach on Instagram Stories, but without the filters (obviously) and make it a more "serious" approach to what goes on behind the scenes at your office.
Easy, right? These are three sure-fire tactics which you can incorporate into your content calenders and social media strategy that use the same idea, but different platforms to reach and engage prospects, leads and even current customers under the age of 35 (mostly - @DonCrow is above the cut-off line).
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