Instagram has launched "Stories", a new feature that allows users to share ephemeral content that disappears after 24 hours. This mimics Snapchat's format and is seen as Instagram's response to consumer demand for more authentic, unedited sharing over perfectly polished photos. The update has implications for brands: they must embrace more raw, candid content styles through influencer partnerships. Instagram is also developing advertising options for Stories. As social platforms continue evolving, brands must adapt content for each new format to stay relevant across networks.