In this post, Social Media Officer, Alice Hajek, talks about the introduction of Instagram’s new feature – Instagram Stories and what it means for Macmillan.
Today, Instagram launched a new feature ‘Instagram Stories’, in an attempt to fill the platform with less polished, more real time content. Very similar in name (well, pretty much the same name) to Snapchat’s My Story function, the new feature allows you to share photos of your day that you may not have published to your Instagram profile ordinarily. These photos, just like Snapchat, will disappear within 24 hours. You can also use their drawing tools and emojis to enhance your photos (like Snapchat).
So where will Instagram stories live? There will be space for 5 stories to feature along the top of your Instagram feed, with more available as you scroll through. These stories, of course, will be based on an algorithm that puts the accounts you engage with the near the beginning. You’ll also be able to see who has viewed your story and block people from accessing it.
(Source: Instagram blog)
So what does this mean for Macmillan?
At first glance, it’s hard to know when we would choose this new feature over creating a Snapchat story. Without specific analytics, it’s probably fair to say the age ranges of our audiences differ between platforms, with Instagram reaching a more typical Macmillan audience compared to Snapchat, meaning the type of content will play a key role in this decision.
Also, although we have a bigger audience on Instagram, Instagram’s algorithmic way of sorting stories may not work in our favour pushing us to the end of the list, whereas Snapchat organise their stories by most recently updated. It will be very interesting to see how many people view a Macmillan story on Instagram, if and when we decide to utilise the tool.