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 over 326,000 monthly users to curate daily moments in a format that only lasts for hours . Brandwatch data indicates that although the format has so far received over 326,000 mentions on the internet, 57.5 percent of them have negatively compared it to Snapchat. However, Snapchat , 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.
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 moments in a format that only lasts for 24 hours. Brandwatch data indicates that although the format has so far received over 326,000 mentions on the internet, 57.5% of them have negatively compared it to Snapchat. However, Kevin 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.