Instagram launched “Stories” in August 2016, introducing a feature that allows users to share ephemeral photos and videos that disappear after 24 hours. The feature was widely recognized as a direct response to Snapchat’s growing success and represented Instagram’s strategy for competing in the temporary content space. This article examines the features of Instagram Stories and its impact on the social media landscape.
I. The Surprise Announcement
Instagram surprised users and competitors alike with the launch of Stories, which closely resembled Snapchat’s core functionality. The feature allowed users to share temporary content that disappeared after 24 hours, creating a sense of impermanence that differentiated it from Instagram’s permanent feed posts. The announcement marked Instagram’s entry into the ephemeral content market, where Snapchat had previously dominated.
The immediate and obvious comparisons to Snapchat’s core functionality were widely noted by media outlets and social media users. Instagram Stories featured similar capabilities to Snapchat, including full-screen vertical photos and videos, drawing tools, and the ability to share content with all followers or specific contacts. The similarity extended to the user interface, which borrowed heavily from Snapchat’s design patterns.
Instagram’s entry into ephemeral content was significant given its massive existing user base, which was much larger than Snapchat’s audience at the time. This advantage gave Instagram Stories an immediate competitive edge in terms of potential reach and adoption.
II. How It Works
Instagram Stories operates with a user interface that is familiar to users of both Instagram and Snapchat.
A Walkthrough of the User Interface: How to Create, View, and Reply to Stories
Creating Instagram Stories is accomplished through a camera interface accessed by swiping right on the main Instagram screen or tapping the camera icon. Users can take photos or record videos using the same tools available in the main Instagram camera, including filters and basic editing options. Stories appear at the top of the app in a horizontal scrollable format, with avatars indicating which of your contacts have shared stories.
Viewing Stories is accomplished by tapping on a user’s story in the top bar. Stories play automatically and can be paused by tapping, swiped to skip forward, and tapped on the left side to go back. Users can interact with stories by tapping to send heart reactions or by swiping up to send direct messages or replies.
Drawing Tools, Text, and Filters
Instagram Stories includes drawing tools, text options, and filters that are similar to those available in Snapchat. Users can add text with different fonts and colors, draw freehand with various colors and thicknesses, and apply the same filters available in the main Instagram camera. These tools allow users to customize their stories before sharing them.
III. Instagram’s Strategy: A “Snapchat Killer”?
Instagram’s introduction of Stories was widely interpreted as a direct challenge to Snapchat’s dominance in ephemeral content.
Leveraging Instagram’s Massive Existing User Base
Instagram’s strategy centered on leveraging its existing user base, which was significantly larger than Snapchat’s at the time of Stories’ launch. This approach allowed Instagram to rapidly grow Stories usage without needing to acquire new users. The integration with existing Instagram accounts made it easy for users to start sharing stories without creating new profiles or learning entirely new platforms.
Integrating the Feature Directly Into a Platform People Already Use Daily
Instagram integrated Stories directly into its existing application, making it easily accessible to users who were already active on the platform. This approach contrasted with Snapchat, which required users to actively choose to use the separate application. Instagram’s integration allowed Stories to appear alongside the regular feed, making it a natural extension of the Instagram experience.
The Ethics of Cloning a Competitor’s Main Feature So Directly
The similarity between Instagram Stories and Snapchat raised questions about the ethics of directly copying a competitor’s core feature. Critics argued that Instagram’s approach was unfair to Snapchat, which had pioneered and refined ephemeral content over several years. Supporters countered that Instagram was simply responding to user demand and that competition leads to improved products for all users.
IV. Initial Reactions
The launch of Instagram Stories generated significant reactions from both the user community and media outlets.
Community and Media Response to the Launch
Initial community response was mixed, with some users appreciating the addition of ephemeral content to Instagram while others viewed it as a direct knockoff of Snapchat. The media extensively covered the similarities and differences between the two platforms, with many articles highlighting Instagram’s apparent strategy of copying Snapchat’s most popular features.
Will Users Switch from Snapchat, or Will They Use Both?
Many users began using both Snapchat and Instagram Stories, with different types of content shared on each platform. Some users found Instagram’s interface more intuitive and appreciated the integration with their existing Instagram followers. Others remained loyal to Snapchat for its unique features and more playful interface. The competition led to innovation on both platforms as each tried to differentiate itself.
Instagram Stories’ success demonstrated the advantages of integrating new features into existing popular platforms rather than requiring users to adopt entirely new applications. The feature eventually became one of Instagram’s most used features, surpassing Snapchat in usage in many markets. This success has led to additional features being added to Stories and has influenced other social media platforms to introduce similar functionality.