WHEN TO USE WHICH “STORY” FEATURE?

WHEN TO USE WHICH “STORY” FEATURE?

Currently, the biggest social media hit is storytelling. Snapchat has done it, Instagram has followed suit and now try Twitter and Facebook with this feature.

BUT WHAT MAKES SUCH A “STORY” INTERESTING AT ALL?

As the name implies, the story is supposed to tell a story. For this, the user has the opportunity to group pictures and videos in a row and finished his “story”. In order for this story to become authentic at all, the user can freely provide them with stickers, smileys, texts, free paint, etc., and let off steam to their heart’s content.

WHAT ARE THE DIFFERENCES IN THE “STORY” BETWEEN THE CHANNELS?

After Snapchat try now also Instagram, Twitter and Facebook still tests this function. But why use four different apps to tell a story? What are the differences and which are really suitable for marketers? We took a closer look at the four “Story” options:

 SnapchatInstagramTwitterFacebook
Title of the functionstorystoryMomentsMessenger-Day
visibility 24 hours24 hoursunlimited24 hours
to saveYesYesYes?
appearancePrivatePublicPublicPrivate
materialliveliveLive + Savelive
followersNot publicPublicPublicPublic
ChatNot integratedNot integratedNot integratedIntegrated
newsYesYesYesYes
Filter selectionA lot ofLittlemediummedium
advertisingYes – in the testYesYesNo
divideNoNoYesYes
viewVerticalVerticalVertical + horizontal?
equipmentmobilemobileMobile + DesktopMobile + Desktop
MarketerexcitingexcitingVery excitingNot interesting

 

SUMMARY

What has made Snapchat so special since 2011 is that stories, pictures and videos delete themselves after 24 hours. That sparked a veritable hype in the youth. As a result, Marc Zuckerberg did not miss the chance to catch up with Instagram as soon as possible. In addition, he also tries to make his messenger on Facebook with this after “24h function” more attractive. His focus is to use the weaknesses of Snapchat to make his channels more interesting to users. Therefore, Facebook is currently testing the “Messenger Day”. With “Messenger Day” the users can polish their chat with stickers, smileys, all kinds of emoticons and they have only a durability of 24h.

messengerday

Auch Twitter ließ sich die Chance nicht entgehen und kreierte seine Geschichten-Funktion – “Moments” genannt. Woran sich Twitter sehr gegenüber der anderen unterscheidet, ist: sie haben sich auf die Unternehmen spezialisiert. Sie wollen Marketer neue Möglichkeiten bieten, sowohl von der technischen als auch von der Spaß-Seite. Was Twitter in Betracht gezogen hat, ist nicht nur Live-Material zu verwenden, sondern auch vorproduziertes und qualitatives Footage zu nutzen. Wie auch die Option, Geschichten horizontal anzuschauen. Was die anderen Kanäle aus dem Blick verloren haben, ist das Ganze auch auf dem Desktop anzuschauen. Um verschiedene Generationen anzusprechen, muss diese Möglichkeit da sein.

Also very promising in “Moments” is to involve public tweets from others . Twitter tries to tell stories together with other users. This is essentially different from other social networks.

Each channel has its advantages and disadvantages. And all channels are about to take the lead. Which will establish the most among the users, is still open. Until then, marketers still have to think about marketing strategies for the various social networks.