The new Instagram Stories feature is turning out a huge success. According to The Wall Street Journal, more and more publishers are now flocking to the image sharing app to use the feature.
Instagram Stories, which was launched a couple of days back, encourages users to post stories about their lives as often as they could. The feature was taken straight off the book of Snapchat—and as a matter of fact, Instagram’s CEO Kevin Systrom didn’t deny the fact that the new feature was taken out of the books of Snapchat. “They deserve all the credit”, insisting that “This isn’t about who invented something. This is about a format, and how you take it to a network and put your own spin on it,”
Almost two weeks after it was launched by the Facebook-owned company, WSJ reports that a flurry of publishers are now queuing up to use Stories. Some of the big names mentioned in the report include those already on the books of Snapchat. Companies like CNN, Food Network, People, Tastemade, Comedy Central, and Cosmopolitan are among those that have started producing Stories on a regular basis. The results too have been highly impressive, with some publishers saying they are now seeing improvement in “viewership numbers.”
Stories (both on Snapchat and Instagram) is made up of collection of images and videos that are usually glossed and designed with graphics and emoticons—and usually disappear after 24 hours of uploading or publishing them. “You can bring your story to life in new ways with text and drawing tools. The photos and videos will disappear after 24 hours and won’t appear on your profile grid or in feed.”
Some publishers who spoke with The Wall Street Journal are quite impressed with what they have seen so far—though admitting that the “the new content is very experimental.”
“What we like so far is that Instagram Stories gives us the ability to showcase content that might not have made it into our highly curated feed before,” said Amy Odell, editor of Cosmopolitan.com. For example, Odell said, “instead of just one perfectly edited image of an ice cream sundae, we posted several Stories from a recent ice cream social held at Cosmopolitan.com headquarters.”
Publishers are particularly impressed by the fact that Stories are showcased along the top of a user’s feed at the moment, which helps to drive early consumption. The first Story posted by Mashable when the feature was launched generated roughly 30,000 unique viewers—which more than doubles what the website records on an average video posted to the image sharing app, a spokesman said. Food Network also recorded a high consumption rate, with its Stories regularly exceeding 100,000 views.
Instagram Stories adds to the number of channels that provide publishers a platform to reach out to their audiences. This time around, users won’t have anything to worry about since Stories doesn’t require them to like or post comments—and the best part is, it disappears after 24 hours.
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