It’s been about a year now since the Facebook-owned Instagram threw its weight around flagrantly by poaching from both the format and labeling of Snapchat Stories with Instagram Stories. Apparently, with scale comes a certain kind of shamelessness.
Fast forward to summer 2017, and many publishers are loving Instagram’s sequential storytelling platform, scale and recent feature enhancement that allows verified accounts the ability to insert links into Stories. Given all this, it’s not surprising that almost all of the magazine brands with the most Instagram engagement in our monthly Social Media Boxscores (NatGeo, NatGeo Traveler, Vogue, People, and most of the rest top ten) make liberal use of Stories.
Time’s following of 4.2 million with nearly 2.9 million engagements for June come in part from one of the more sophisticated uses of the new format to bring breaking news topics into the Stories flow.