Is Snapc hat worth your time? With Instag ram stories, it may not be
When Instagram released its Snapchat-adjacent stories feature in August 2016, Instagram CEO Kevin Systrom said Snapchat deserved all the credit for the auto-advancing mix of photos and video.
Almost a year later, the story feature has been so successful that Snapchat growth has slowed as a result of Instagram adding the experience.
According to Tech Crunch, Instagram stories reached 150 million daily users, which wasn’t far behind Snapchat’s daily users number.
Buzzfeed also reported that users who were early influencers on Snapchat were leaving the platform. Digiday also reported that 60 percent of users skip ads on the platform, meaning that monetization has been slow to grow on the platform.
While many large news brands have created engaging content on Snapchat’s Discover section, smaller publishers can’t get in the section, which makes their content harder to find.
And recent data from customer acquisition firm Fluent found that 61 percent of users don’t follow a news brand on Discover.
With all of this bad news for Snapchat, is it worth news media organizations spending a lot of time on Snapchat? If you’re a smaller newsroom, it’s probably better to invest more time into Instagram and Instagram stories than Snapchat.
Facebook has added several new features to Instagram, including the ability to add links to stories for verified Instagram accounts. This feature has rolled out slowly, but at least with Instagram there is the opportunity to get traffic back to your site, unlike Snapchat.
Many news brands have found tremendous engagement from readers on Instagram, including sites at GateHouse such as the Northwest Florida Daily News and the Providence Journal.
The Northwest Florida Daily News reposts photos from the community, which yields more follows to the accounts. The Providence Journal also does a lot of posts about food, which is a huge engagement topic in their community.
For newsrooms that have tried Snapchat, the most successful approach is to treat it as an experiment, where staff moves quickly into the space, but moves on if it’s not working. GateHouse Newsroom is a digital editorial resource by GateHouse Media. Our contributors highlight enterprising journalism, dish the latest in social media strategy, demystify new digital tools and comment on industry trends. Sign up for our weekly newsletter at gatehousenewsroom.com. GateHouse is one of the largest publishers of locally based media in the United States, reaching more than 20 million people each week through hundreds of newspapers and digital products.
Penny Riordan, Director of Digital Content Partnerships