What is better/more appropriate for your brand, Snapchat or Instagram Stories? Clients have begun asking this question with greater frequency for sure. With the heated rivalry bubbling at an all time high, they both provide very compelling arguments and benefits.
This piece from Social Media Today provides some solid insight, backed by data on the topic and is worth a read. Our take is that brands should be playing in any ecosystem where there is potential to stand out and capture the attention of their target demo AND IF they can put out good, relevant and consistent content. Know what you want to say, know how to say it on the platform(s) in question and then execute.
We work with a lot of smaller or early stage brands who are just learning their voice, who their customer is and how to create and deploy content. With them we have historically focused more heavily on evergreen vs ephemeral content, as it sticks around longer and carries more long term value. When Instagram stories came out we wrote a piece about it and talked about the idea of documenting vs creating (and therefore not having to invest a lot of time in crafting excellent visuals) and encouraged clients to experiment with some raw content. Early results for our clients have proven that there is underpriced attention there, and we are all in on that.
Since many SMB’s have already taken the time to create Instagram accounts for their business, have learned the ecosystem and have developed an audience already, we give “The Gram” a slight edge. Brands have already figured out ways to “advertise” there and trying to do that for the first time in the Snapchat environment will feel a bit foreign. It is also a bit less intuitive for most and harder to navigate, therefore making it a less attractive option in the short term.
We sense that both will play a big role in 2017, but as it stands today Instagram provides an easier roadmap and path to success for SMB’s. Stay tuned for updates on both throughout the year, but for now head over to IG and follow some of our brand’s stories for some inspiration.