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.

1. INSTAGRAM
STORIES:
5 IMPLICATIONS
Photo: http://www.kurtzgraphics.com/branding/

2. c
WHAT DO YOU
NEED TO KNOW?
Instagram has launched Stories: a
Snapchat-style stream of content that
disappears within 24 hours and is not
recorded on your picture-perfect
newsfeed.
We share the five things you need to
know about Instagram Stories.

3. 1. People want to share real moments,
not perfect moments.
Snapchat became popular largely
due to the backlash against pretty,
perfect 'Kodak moments’ (as
described in Snapchat’s launch blog
post from 2012).
Instagram's Stories update follows
the same consumer trend. Brands
that understand the evolution of
social media expectations will be
seen as more on point than those
who still focus on perfect Kodak
moments.
Photo Credit: http://www.brandingstrategyinsider.com/2011/12/brand-management-the-last-kodak-moment.html#.V6DLMJMrJTY

4. 2. Brands must embrace raw, ‘in the moment’ content.
Snapchat started the ephemeral, unedited
style of content. Many brands ignored it
because Snapchat was 'just for teens', and
brands could distribute their perfect content
on other social media.
Brands can no longer ignore this trend.
Perfectly polished content is not the only
option for social media. It's ok to be a little
less filtered (literally!).
Pro tip: Influencer partnerships are a great
first step into creating this style of raw,
'gritty' content. YesJulz Snapchat celeb
shows how it’s done using the Beats
Snapchat filter last year.
Photo Credit:http://www.businessinsider.com/beats-takes-out-sponsored-lens-2015-11

5. 3. Brands have new Instagram advertising options.
There are plans to bring advertising
and business opportunities to
Instagram Stories.
No details yet on specific ad formats,
costs etc. Ads are likely to appear
between user Stories in vertical video
style, similar to Snapchat.
If you're a brand with a big budget
start chatting to your Instagram/
Facebook rep about being part of the
early roll-out for these new ad
products.

6. 4. Social media platforms (continue)
to become less differentiated.
A month ago, Snapchat morphed
into Instagram when they enabled
users to upload older (or edited)
content to Snapchat. Now
Instagram morphs into Snapchat.
In another corner Twitter is
constantly evolving to be more like
Facebook. Facebook is taking
inspiration from WeChat.
And the cycle continues!
Photo Credit:http://www.techtimes.com/articles/101858/20151103/instagram-copies-snapchat-and-twitter-to-start-its-own-curated-video-stream.htm

7. 5. You need to update your Instagram app.
The Stories update is part of
Instagram 9.0, currently available in
Apple's App Store and rolling out to
Google Play in a few weeks.
Check out Instagram's official blog
post for more details on how Stories
works: http://blog.instagram.com/
post/148348940287/160802-stories

8. Questions?
hannah.law@ogilvy.com
@hannahlaw