Paul Hanrahan
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Delve further in to Instagram and take a closer look at Instagram Stories

In August 2016 Instagram followed in the footsteps of Snapchat and launched their version of ‘Stories’.

As with Snapchat, users can create Instagram Stories with photos and/or snippets of video and let their creativity run wild using stickers, emojis, doodles and captions to customise everything. Again, as with Snapchat, Instagram Stories aren’t permanent posts to your page or profile, they will vanish after 24 hours.

So if they are so similar to Snapchat Stories, why work with Instagram?

The main reason here is the demographic. Instagram is significantly bigger than Snapchat with more than 400 million active daily users worldwide, compared to Snapchat’s c.100 million. Whereas Snapchat attracts a younger demographic, Instagram has a broader appeal with users from a wider age range.

Plus, there are technical differences. Instagram allows users to add captions, which means they can also pull in hashtags, potentially expanding their reach to entirely new audiences. You can also go ‘live’ on Instagram with the resulting Story disappearing once you stop filming.

Of course, the key characteristic of Instagram is visual so the potential of Instagram Stories is brilliant for cultural and arts organisations. While Instagram and Snapchat Stories do very similar things, they cater to different audiences. If you can invest in exploring both, great.

If you have to choose, consider your audience demographic. If you’re targeting a particularly young audience then go for Snapchat; if you have an older or more varied age range of audience, then Instagram’s a better bet.

You can find out more about Snapchat Stories and how they could help your organisation connect with a younger audience here. Or to pick up the basics of Stories across all social networks, read our article here.

Main image credit:   Shooting by Night Bucharest City by Marco Verch (CC BY 2.0)