Social media outlets are always on the lookout for new ways to outdo the competition, and a recent Instagram update could significantly undercut Snapchat’s unique position in the market.
Up until recently, Instagram and Snapchat were two similar (but very different) beasts. Instagram often features highly-stylized and curated photos highlighting users’ “perfect moments.” In contrast, Snapchat provides an outlet for users everyday details like items they buy or who they’re hanging out with through brief snippets.
But Instagram took aim at Snapchat with the recent launch of its “Stories” platform, which allows users to post photos and videos that disappear after 24 hours.
“Instagram hopes to lower the bar for sharing all types of photos and video — and not just the carefully planned and painstakingly touched-up photographs that are typical of the service,” said Kevin Systrom, co-founder, and CEO of Instagram, according to Forbes.
The sudden shift is a big deal for digital marketing professionals, especially those who work with Instagram. Brands can now share photos and videos and feel authentic and less like ads. This can come in any number of ways, but brands will need to shy away from polished and glossy images for fresh and spontaneous posts.