Snapchat first, and now Instagram Stories, have proven that they can.
Posted: Sat Apr 05, 2025 6:07 am
Why create content that's only available for 24 hours and that also has to be segmented into ten-second fragments? What's the point of working on a script, copy, images, or videos that are doomed to disappear? Is it even worth it?
Each with its own peculiarities, each with its own phone number library specific target audience niche. Each with its pros and cons. And above all, with its own way of understanding how to generate engaging content: because what Snapchat and Instagram Stories have achieved is to give a new twist to the way we tell stories . Especially in the case of brands.
The simplest thing would be to think that to get the most out of Snapchat or Instagram Stories, you'd just need to string together fragments of images or videos embellished with phrases and stickers. After all, given the short time they'll be available... Wrong.
Because the way content is consumed is different here . On Instagram Stories and Snapchat, there's no news feed where content appears, like on Twitter, Facebook, LinkedIn, or Instagram itself. Here, users are presented with a "display window" of brands or people who have created stories, allowing them to choose which one to tap to access. So, to begin, they have to make an "act of will." And from there, everything else follows. Making an impact, getting the "viewer" to watch your stories, getting them to interact and send messages—it's a challenge.
But what's more, telling a good story in ten-second fragments isn't easy : it requires synthesis, agility, versatility, and lots and lots of creativity—enough to avoid being a string of vignettes. Because as soon as they get bored, the user will skip: it's channel surfing taken to the extreme. It's a different format.
Each with its own peculiarities, each with its own phone number library specific target audience niche. Each with its pros and cons. And above all, with its own way of understanding how to generate engaging content: because what Snapchat and Instagram Stories have achieved is to give a new twist to the way we tell stories . Especially in the case of brands.
The simplest thing would be to think that to get the most out of Snapchat or Instagram Stories, you'd just need to string together fragments of images or videos embellished with phrases and stickers. After all, given the short time they'll be available... Wrong.
Because the way content is consumed is different here . On Instagram Stories and Snapchat, there's no news feed where content appears, like on Twitter, Facebook, LinkedIn, or Instagram itself. Here, users are presented with a "display window" of brands or people who have created stories, allowing them to choose which one to tap to access. So, to begin, they have to make an "act of will." And from there, everything else follows. Making an impact, getting the "viewer" to watch your stories, getting them to interact and send messages—it's a challenge.
But what's more, telling a good story in ten-second fragments isn't easy : it requires synthesis, agility, versatility, and lots and lots of creativity—enough to avoid being a string of vignettes. Because as soon as they get bored, the user will skip: it's channel surfing taken to the extreme. It's a different format.