I think one of the most surprising applications both personal branders and organizations are using more and more is the use of video content that disappears after a certain time frame (also known as stories). You would think that brands would want their content to be viewed over a long period of time in order to increase traffic to their website, and using only a 24 hour window could hinder the amount of people that you reach.
Perhaps that is the appeal of this type of marketing, however. It encourages your audience to check for updates more frequently to make sure they do not miss anything important (from company news updates to product/service sales to contests). It also lessens the risk of having complete PR disasters given that the content will be automatically erased after a certain period of time (rather than having to go through the trouble of having it removed from a website (a good example of this was seen in our lesson content about the Motrin Moms incident). It seems that both organizations and individuals can have a more light hearted fun with short ‘stories’ and the content can still be highly engaging.
I find that overall, my followers respond more to video stories over photograph stories and I think it’s because they appreciate the interaction / dialogue / visuals and audio that come with video. With 300 hours of video content being uploaded to YouTube every minute (fortunelords.com / 2017) it’s no doubt that other social applications need to compete by providing a platform that offers more video features.
A great example of a company that uses Instagram stories is AirTransat. They show compelling and dreamy-looking short video clips and photographs of travelers throughout their adventures around the world. They also post quick contest entry details and weekly flight specials.
On Snapchat, there are now gossip and news type channels such as Brother, The Rundown and The Update that highlight current entertainment or world news events which provides convenience and decreases search time.
Here is an interesting article depicting the rise of story usage and the competitiveness between Instagram and Snapchat http://buzzwebmedia.com.au/rise-of-social-media-story/ . Instagram has the upper hand due to its already larger user base over snapchat.
Social media as a whole will continue to evolve with the use of technology that provides more convenience to users and I am eager to see what applications and trends will arise in 2018.