How Instagram is using ‘Stories’ to reap the benefits of the growing video market

As with every feature release by a major social media platform, there are always contrasting opinions, and that is the case with Instagram’s ‘Stories’. From the NFL’s $10m deal with Twitter, to Instagram’s algorithm, to Facebook Live, each recent update has caused a large array of opinions. As Instagram launched what some say is ‘Snapchat’s doppelganger’, the articles and comments came flooding in.

‘Facebook still feels threatened by its smaller competition’, wrote Bloomberg, referencing Facebook’s attempt at buying Snapchat in 2013 for $3 billion. When it comes to social media platforms, many can be said to have ‘copied’ others in previous years, such as when Twitter swapped ‘favourites’ for hearts, Twitter introduced auto-play and Facebook introduced hashtags. Shortly after each release, however, the features integrate flawlessly into the platforms and the protesters cease their negativity.

Real-time videos: Instagram vs Snapchat

Instagram’s new feature ‘Stories’, offers a simplified version of Snapchat ‘Stories’, allowing users to swipe through photos and videos seamlessly, from the top of their content feed. Notably ‘Stories’ are all vertical in a 16:9 aspect ratio. This coincides with data stating that 98% of all videos are watched in portrait (a reason Grabyo introduced a tool to edit any horizontal or square video into vertical in seconds to our platform). The feature aims to drive the prominence of video content on Instagram after data released in June identified that 91% of posts on Instagram are photos.

With this release Mark Zuckerberg made the poignant remark, ‘this is the latest step in putting video at the centre of all our service,’ and rightly so, why should Instagram not move further into the video market? Currently 500 million Facebook users watch 8 billion videos a day. Facebook-owned Instagram now wants in on the video success, and is willing to take big steps to increase the number of videos shared to the platform. Instagram has always been about sharing moments, and stories, creatively, and there is no better medium to do that than video.

Share real-time videos to Instagram – New opportunities

‘Stories’ is not Instagram’s first step into the video space; earlier this year they increased the length of video content up to a minute, whilst also offering analytics on how many viewed the content. With a 24-hour limit on each post, the spontaneity of Instagram ‘Stories’ is exciting to consumers, giving them a sense of viewing exclusIve content. This fast-paced distribution also appeals to a younger demographic, which dominates Snapchat’s platform.

The biggest opportunity that Instagram offers is for further creativity. Marketers will be looking to discover how they can maximise ‘Stories’ aside from their existing Instagram strategy. Each ‘Story’ lasts for a maximum of seven seconds, forcing attention from users. Advertisements on Snapchat gain 78% of users’ attention, whereas Instagram have only gained 48% of users’ attention from static advertisements to date. With this move, Instagram can improve the engagement between rights holders, brands, influencers and their fans, and bring huge potential for lucrative sponsored content opportunities.

Behind the scenes at Grabyo…

Therefore, regardless if you feel that Instagram’s ‘Stories’ was foul play, it has opened up a new opportunity for content creators. Instagram has now truly entered the social video market, and ‘Stories’ will be a key feature driving the growth of video on the platform.

To learn more about how Grabyo can assist in sharing real-time video content to Instagram, click here.