Aug 03 2016

Instagram believes in ghosts. Do you?

Posted by: CRAFT

ICYMI: Instagram unleashed its newest update yesterday — Instagram Stories — and it looks just like Snapchat. They say imitation is the sincerest form of flattery. The social media jury is still out.

Our take on this… at the end of the day, platforms are simply formats. It all comes down to well-crafted, timely content.

Just like hashtags, feeds, @usernames — stories are the next evolution of the platform’s features. The move by Instagram to emulate the stories feature on Snapchat is more about the next generation of media consumption than anything else.

Imitation is also about validation. This move by Instagram validates the idea of “lifecasting.” Sharing as many moments as possible from one’s day is not just for Gen Zer’s on Snapchat, it’s mainstream behavior.

Snapchat users record 8 billion videos per day with users spending an average of 30 minutes inside the application, and these numbers are only continuing to grow. The number of brands and adults on the platform would astound you!

We crave quick bursts of immediate entertainment and the ability to share unpolished, genuine experiences. Real-time stories reflect our changing consumption habits in this brave new mobile-first world.

So what does all this mean for you?

Give us a raw unfiltered look at the behind the scenes. Do you want your employees to understand what your Government Relations team does in Washington? Why not create a story of your lobbyists’ meetings on the Hill? Encourage your advocates to send you a snap of their reaction to the debates. Show an unfiltered moment of your CEO working on a key initiative.

People expect authenticity from brands, and the platforms are adapting to cater to in-the-moment content. Our client, Balance Gym, was an early-adopter of Instagram, and today they’re selling gym memberships through the platform with unfiltered content that features real members working out. In the trade association space, the National Restaurant Association experiences their highest levels of social engagement when they showcase authentic restaurateurs and industry employees.

Every day the bar is being raised by brands that are delivering compelling, genuine content. If your brand — whether you’re a company, trade association, Member of Congress or political organization — doesn’t adapt, you won’t be relevant on social.

Do you believe in ghosts now?