Instagram launched Stories less than a month ago – facing a mixed reception from ordinary users, influencers and brands. Many are resolute not to use Instagram Stories, but others have embraced it with some positive results, it seems. A recent Wall Street Journal article talked about “a flurry of media companies” that have “taken to regularly producing Stories, and some say they are seeing solid early viewership numbers.”
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These media companies, include big names such as CNN, Food Network, People, Comedy Central, Cosmopolitan and Tastemade. Others, like AwesomenessTV for example have already run ad campaigns on Stories. Entertainment Weekly has even used Instagram Stories to reveal a new cover. Time Inc.’s Sports Illustrated is even covering the Rio Olympics with Stories.
The numbers they are getting back are quite positive. For example, Time Inc.’s People posted a Today show cast Story which received upward of 100,000 views. Of course publishers aren’t using Stories at its full potential just yet, but rather dabbling in some experimentation.
What Is The Future Of Instagram Stories?
There are certainly some interesting future possibilities for Stories. It is certainly interesting to ponder how the feature will be used by brands and influencers in the near future. It’s great in terms of storytelling, as it allows content creators to easily make full stories that have a beginning and an end. It also allows publishers to create differentiated content that has more of an “unfiltered” feel which characterises behind-the scenes “backstage” content. This is certainly something that Snapchat has, and brands were always using.
Of course the success of Stories depends on what features Instagram adds to it in the near future. The question is: Can Stories create something unique without blatantly copying Snapchat?
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