As Instagram becomes the mainstream choice for brand Stories, attracting content from a range of sectors, Snapchat risks becoming a niche platform for a concentrated set of Beauty brands. Yet brands that leave Snapchat behind may be making a mistake.
Instagram’s daily active user base more than doubled to 250 million between October 2016 and June 2017. The platform has also overtaken Snapchat as the preferred Stories platform among brands. Only 9% of brands posted a Snapchat Story during a single week observed by L2, compared to 41% on Instagram.
Instagram and Snapchat offer clearly differentiated features for brands. Instagram is more commerce-focused: brands can include swipe-up links in their Stories that lead to their sites, influencer tags, and checkout buttons. These allow brands to move beyond engagement metrics and render their live content shoppable. But Snapchat can still be useful for displaying authentic, casual content, such as coverage of events.
Coach uses both Snapchat and Instagram Stories to boost the exposure of events that the brand hosts or sponsors. For example, as part of its Friends of the High Line Summer Party event, Coach took to the two social channels to hype its new Coach for Men fragrance. On Instagram Stories, the brand documented the party through a series of vertical GIFs, videos, and images for its 1.9 million followers. Coach’s Snap Story featured similar images enhanced with the Spectacles feature, a landscape mode that encourages users to tilt their device to view the image from different vantage points. Rather than duplicating content, Coach utilized both platforms in a complementary way.