You can add one more to the mix, however: a revamped version of Instagram Direct.
Though the Instagram Direct feature is nothing new, the Facebook-owned app has repurposed it to include disappearing photo and video messages in single or group messages as well as permanent text/emojis.
Previously, Instagram Direct was a clunky chat feature, but this update makes the tool much more attractive. It brings the added feature of enabling users to embellish their photos and videos—just like Snapchat.
[RELATED: Attend the Big 5 Social Media Boot Camp and learn to use Facebook, LinkedIn, Snapchat and Instagram to get huge results.]
Here’s how Instagram announced the new version:
Instagram claims that 375 million people are using Direct, calling it in a blog post “the best place to have fun, visual conversations with your friends.”
Photos and videos can only be replayed once, and users will get a notification if another user takes a screenshot of it. Regular texts, uploads and reshares stay the same on the app and will remain viewable.
Instagram’s product lead for sharing, Robby Stein, told TechCrunch:
Direct is our best friends experience, for just goofing around on the couch and sharing with your best friends. The fun element comes in by allowing users to include stickers, doodles and filters to their photos and videos within the chat.
It’s also a way brand managers can connect with younger consumers.
Snapchat seeks to woo marketers
Instagram’s permanent/ephemeral combo could pose a threat to Snapchat, which is improving how it markets itself to advertisers. The app recently released a new feature called “Snap to Store.” It’s a way to connect online activity on Snapchat to offline purchases.
New research from Greenberg Strategy reveals that Snapchatters are using the app in distinct locations, including:
- 80 percent at a restaurant
- 66 percent at a shopping mall
- 50 percent at a gym
- 49 percent at an airport
One case study of the beta version of Snap to Store saw Wendy’s use geofilters to promote their Jalapeño Fesco Chicken Sandwich. An objective third party researcher found that the geofilter drove 42,000 visitors to Wendy’s within a week of seeing the sponsored geofilter.
"Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy's for this reason—we want more ad tech like this," Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement.
How might the two announcements alter your digital marketing strategies, PR Daily readers?
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