No other platform guarantees the level of engagement and interactions for brands the way Instagram does. So it’s hardly a surprise that a slew of beauty brands jumped on the platform’s latest Snapchat-esque feature, Instagram Stories, within hours of it being announced yesterday. Instagram Stories lets the platform’s 500 million-plus monthly users including brand accounts curate daily moments in a format that disappears after 24 hours. The feature is nearly identical to Snapchat Stories that has been around since 2013 — and that is apparent to people online. According to data from Brandwatch, while the format has been mentioned over 326,000 times online so far, a majority of those mentions (57.5 percent) negatively compare it to Snapchat. Still, there are obvious advantages for brands to post ephemeral content to Instagram. To read the rest of this article, head to Glossy.co http://digiday.com/?p=191538
Beauty brands have been quick to adopt Instagram 's new feature , called Instagram Stories , since its launch this week . The feature , almost identical to Snapchat Stories , allows the platform 's 500 million - plus monthly users to curate daily stories in a format that only lasts for 24 hours . Brandwatch data indicates that although the feature has so far received over 326,000 comments on the internet , 80 % of them have negatively compared it to Snapchat . However , Alex Del Rosario , associate director of social at ad agency Huge , says the advantage of mirroring Snapchat 's service is that the learning curve for Instagram users will be short .