Video Stories: Which Platform Should You Use?

To sum up marketing in 2017, it’d be one word: Video.

Thanks to new launches by Facebook and Instagram and the continued growth and popularity of Snapchat, video has become one of the year’s most powerful marketing tools.

Snapchat, the first to launch video stories in 2013, created the formula which allows users to upload photos and videos in one edited story. The video is then deleted from your profile after 24 hrs.

Instagram – which is owned by Facebook – rolled out their own version of Snapchat’s “stories” in 2016. After encountering a few bumps in the road – and adding live-streaming into its formula – Instagram’s “stories” surpassed Snapchat in daily active users by 2017.

Finally, Facebook joined the party incorporating their own version of stories into Facebook messenger, WhatsApp and Facebook proper, in addition to Facebook’s ever-growing Facebook Live.

The appeal of the “stories” is simple, it allows users to engage with their audience in real-time to show off their personality, life or brand.

When choosing which platform to use for your “stories” there are a few things you need to consider first.

To start, narrow down who is your audience and what message you are trying to send. Are you trying to reach young people? Perhaps you're better served using Snapchat, as their audience is typically between 18-24.

Users on Snapchat like to keep their stories more low-key, casual and playful. In contrast to Instagram, whose users range from ages 18-29, and are looking for more refined and visually-appealing content.

While the numbers aren’t in for Facebook just yet, the platform remains one of the top-ranking social media sites for business. Sharing information about the company, products or behind-the-scenes content could be better-suited for Facebook’s wide-ranging audience.

While there’s no exact formula when it comes to social media marketing, keeping track of what’s working and what’s not will always be your best bet, especially when it comes increasing engagement and sales.

Once you’ve identified your audience, you can effectively narrow down which platforms are best for your business.

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