On August 2, Instagram rolled out Stories, a function intentionally similar to Snapchat’s Stories, which allows users to capture and share content that disappears after 24 hours. In this Eye On report, we explore what Instagram stories are, how they work and, most importantly, what this update means for marketers, influencers and the digital sphere as a whole. Tags: social media, technology, marketing, digital marketing, influencers, influencer marketing, technology updates, Snapchat, Snapchat Stories, Instagram, Instagram Stories, Instagram update, social media marketing, digital advertising

1. Eye On!
Why do Instagram Stories
Matter?!
August 2016!

2. Contents!!
1. Table of contents!
2. What are Instagram Stories?!
3. How do Instagram Stories work?!
4. Why do Instagram Stories matter?!

3. Eye On: Instagram Stories, Vol 5, Issue 3, August 2016 © Leo Burnett /// Arc Worldwide!
Eye On: Instagram Stories
What Are Instagram Stories?!
!
On Aug 2, Instagram rolled out Stories, which now allows users to
capture and share photo and video content that disappears after 24
hours. !
!
Sound familiar? !
!
It should.!
!
The feature is a direct copycat of Snapchat – and Instagram isn’t trying
to hide it. Instagram CEO Kevin Systrom credits Snapchat for the
concept in the launch announcement for a product that could provide a
massive opportunity for influencers.!

4. Eye On: Instagram Stories, Vol 5, Issue 3, August 2016 © Leo Burnett /// Arc Worldwide!
Eye On: Instagram Stories
How Do They Work?!
!
Stories Are Familiar. Just like Snapchat, users take photos or
videos up to 10 seconds long within the Stories section. Once
captured, stickers and a pen tool let users alter the content before
sharing. All content shared within a 24-hour period is linked together
and can be viewed like a slideshow. After that 24 hours, the content
disappears.!
!
What’s Different? Creatively, not too much. Users can choose from
three different pen styles (advantage: Instagram) but won’t have any
of the filters that keep Snapchatters engaged and give brands
creative and targeted ad options. Instagram may yet add these
features in future rollouts, but, for now, Snapchat has the leg up in
giving yourself dog ears.!
!
Take a Look. Stories published by anyone you follow will display on
a horizontal row at the top of your home screen. Algorithms drive
which Stories you see first (the users you engage with most will get
top spots), showing us that data is at the core of this new product,
just like everything else on Facebook and Instagram.!
!
Unlike Snapchat, Stories visibility isn’t limited by your connections on
the platform. You can go to any user’s profile (assuming it’s not
private) to view their current Story. On the flip side, Instagram has
also built in a layer of privacy, allowing users to select who has
access to each piece of content they add to their story.!
!
Image placeholder box!
To the Left: Two users and
sometime-writers of Eye
On try out the pen features
when creating an
Instagram Story.!
!
To the right: @Nasa uses
Stories to let followers
know when a meteor
shower is going to happen.
The lines at the top
indicate how many more
images in a Story they
have queued up.!

5. Eye On: Instagram Stories, Vol 5, Issue 3, August 2016 © Leo Burnett /// Arc Worldwide!
Eye On: Instagram Stories
Why It Matters.!
!
Stories opens a huge opportunity for brand social engagement and
influencer partnerships. !
!
The most obvious benefit stems from community and reach. While
Snapchat has seen a massive increase in users over the past six
months, Instagram is the clear leader, with a much larger and more
diverse user base and a built-in method to discover new accounts to
follow. Instagram also brings Facebook’s analytics to the table, so
brands will be able to understand the impact of their !
Stories in a way that isn’t possible on Snapchat. Brands will also be
able to reach their existing Insta audience with new and diverse types
of content. As with the rollout of Facebook Live, Stories provide an
authentic and more immediate way of sharing, which is the type of
content Millennials and Gen Z are most eager to consume. !
!
The update reveals huge potential with influencers on Instagram. Not
only will finding partners to publish sponsored Stories be easier
(compared to Snapchat), the new way of sharing content will give
brands a more natural way in to the influencer’s audience. Because
the Stories format is less formal, users are more comfortable seeing a
range of content types, branded or not. Brands looking to capture a!
Image placeholder box!
Image placeholder box!
shopping journey could create a story that takes the user in-store to show products on
shelves; brands struggling to incorporate products as part of a social creative concept
can show packaging or the product in use woven into a larger story.!
!
We may also see influencers choosing one platform over the other. On the initial days of
the product launch, many big Instagrammers published Stories talking through their
confusion about how to share – should they publish similar stories to both channels or
choose one over the other? For anyone not yet on Snapchat or struggling to grow that
audience, the choice seems a no brainer. !
!
What does this mean for Snapchat? That remains to be seen. Now going head-to-head,
expect a push for innovation from both Snapchat and Instagram. As a first step,
Snapchat will almost certainly loosen their strict data restrictions while Instagram will
look to build in engagement and creative ad options like filters. !
Click a bubble at
the top of the
feed to start
playing an
account’s Story.!