Upside-Down Thinking by Patric Fransko
by Patric Fransko
August 17th, 2016

What’s Your Story

I wrote an article several months ago about the emergence of Snapchat and how you might be able to utilize it for your business. In just the past few weeks, Facebook, by way of Instagram, launched Instagram Stories as a way of trying to steal some of Snapchat’s momentum. This was a smart move on Facebook’s part as there is no doubt that Snapchat is occupying a larger share of the social attention graph. Whether this move to copy the main features of Snapchat is successful in bringing the attention back their way is yet to be seen.

However, I felt the increased momentum around this type of platform and the features warranted a closer look at why people like this format and how your business might be involved in this area. In the article below, I will look at the unique features of these platforms, why people seem to like them and if they are a good fit for you. This is not meant to be an in-depth look into either platform, but merely an overview for those unfamiliar. You can easily find a large amount of articles on the specifics of each platform by doing a Google search.

What Do They Do? – Both Snapchat and Instagram Stories allow you to upload a stream of individual posts that can be modified in a variety of ways. This probably doesn’t sound much different than regular Instagram, but the unique feature is that these posts only remain in your story for 24 hours. After 24 hours, they disappear. So, your story on both Snapchat and Instagram is a running series of posts from the past 24 hours.

Why Do People Like Them? – This is a bit tricky to answer, but I feel that this particular format is attractive for two specific reasons.

SnapSo, as mentioned, the jury is still out on whether you need to jump headlong into using these platforms, but definitely be aware of them and understand why people are attracted to them. By understanding this, you can even use more traditional marketing platforms to better resonate with your audience.

  1. The posts do not tend to be as scripted and edited like Facebook or Instagram. Because people understand that the post will disappear in 24 hours, there is not as much time spent making it the “perfect” post. This translates into posts that feel more real, intimate and transparent. In a day where people value these traits, it’s no wonder these platforms are gaining popularity versus the superficial “perfect” nature of posts on platforms like basic Instagram. Insta
  2. The nature of these snippets into your daily life allow people to—for those brief moments—see life as it is viewed through your eyes. Users tend to use these platforms as a looking glass for followers to see bits and pieces of their day. If it is a celebrity user, it allows a follower to feel like they are rolling with the celeb’s crew for the day. If it is a technician, it allows you to see the nuances of them doing their job that you wouldn’t normally see. People are interested in seeing life through someone else’s eyes through these small pieces of content.

Are These Platforms Right For Your Business? – This is the million-dollar question, right? The answer is a definitive … maybe. If done right, a company can utilize these platforms to give their customers and potential customers a sneak peek into their company and their process of doing the work. They can also place a human face on a company and cause a client or prospective client to see them as more than just a brand and relate to them on a deeper level. You know the old saying, “Ultimately, people buy from people,” well, using these programs allows someone to see you as a person or group of people instead of merely a brand. Of course, the post must be at least slightly entertaining and always appropriate, but it can definitely help people see your company in a different light.


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