Instagram recently rolled out a new feature that may look familiar to you if you鈥檝e ever used Snapchat. In fact, the feature is almost identical to Snapchat鈥檚 existing 鈥淪tories.鈥� It even has a near-identical name: Instagram Stories.
How does it work?
If you know how Snapchat Stories work, then you need no introduction to Instagram Stories. The feature functions essentially the same way, appearing as circular icons containing images of people you follow. You click on the icon to see the story your friend compiled about themselves, which may include photos in a slideshow format and/or videos up to 10 seconds long 鈥� just like Snapchat. Unlike regular Instagram posts, viewers aren鈥檛 able to like or post comments.
The story also self-destructs within 24 hours of being uploaded 鈥� another feature taken straight from Snapchat鈥檚 playbook.
Creating a story is simple. The site will now show a 鈥�+鈥� icon in the upper left-hand corner of your home screen. Click it to create a new story. It will be available privately (just to your followers) or publicly, depending on your privacy setting. You鈥檒l also be able to make your story only viewable by select individuals.
Instagram vs Snapchat
With the introduction of Instagram Stories, Snapchat has lost an element that made it unique. It remains to be seen how 鈥� if at all 鈥� this will affect Snapchat in terms of daily active users. Instagram currently takes the lead with roughly registered users, double that of Snapchat鈥檚 .
The two sites also share roughly the same user demographic: young , which comprise a little over half of the user base. Many of those users are active on both sites and dart back and forth between the two.
It鈥檚 also worth noting that Instagram has a bit of edge over Snapchat since it鈥檚 owned by Facebook, which is releasing its own new videos features such as Facebook Live.
The implications for event organisers
So what does this mean for event organisers? Is it just another tool in the toolbox, or does it represent a major game changer? More importantly, how exactly can Instagram Stories be used?
Here are a few ways to use Instagram Stories for event promotion. It鈥檚 worth noting that these methods are already currently used by many event organisers who use Snapchat for marketing.
1. Give a sneak peek of a product
Does your event include a product launch? If so, then using Instagram Stories is a great way to hype the product. Create a slideshow made up of product photos taken from different angles.
This will get followers talking as they begin hypothesising about the product. The fact that the story can only be viewed once also means viewers will have to rely on memory as they discuss the look of the product, which adds to the fun and mystique.
2. Film 鈥渂ehind-the-scenes鈥� content
There are always interesting moments that happen during your planning process that attendees don鈥檛 see. Giving them a 鈥渂ehind-the-scenes鈥� look at your event can help you raise excitement among attendees and make them feel more involved in your event.
This type of content can include photos or video of performer rehearsals, fun costumes, venue transformations and so on. You can even incorporate a bit of humour by filming a quick 10-second blooper.
3. Encourage attendees to use Instagram Stories
If you decide to use Instagram Stories, you should encourage your attendees to follow suit. Once your event starts, ask guests to take pictures and film footage to for their own Instagram stories.
When guests do this, they help you promote your event by sharing with their followers 鈥� and people who didn鈥檛 make this event may be inspired to attend the next one. Aside from attendees, you should also encourage staff members, sponsors, and speakers to share on social media.
4. Tease your guests
Don鈥檛 reveal everything to your attendees at once 鈥� slowly leak it to them instead to drum up excitement.
If you have a high-profile speaker, for example, why not tease their identity and make your attendees guess who it is? Your Instagram Stories鈥� photos can reveal hints, such as the speaker鈥檚 initials, or a blurred picture that your followers have to decipher.
Whether Instagram is guilty of copycatting or not is beside the point. What鈥檚 relevant is that event organisers now have an additional social media tool to use to reach a bigger or more established audience.
Not sure which social media channels are right for your event? Check out the Social Media Cheat Sheet to find out.
