Therefore, we can no longer perceive Stories as a Snapchat feature that everyone’s copying. On Twitter, you can take advantage of it to react to real-time news events, post stories about your professional life on LinkedIn, share travel moments on Instagram Stories, and so on. It doesn’t demand a prerequisite trait to work. It’s worth noting that Stories as a format is platform-agnostic. This contributes to a low cognitive load, which means you don’t have to think much,” he said. “It opens your camera and without much deliberation, you can simply snap a photo or record a video. The endless forward and backward tap design imbues us with a false sense of a reward at the end, which is what keeps us watching and coming back for more.Īlex Muench, a product designer at Doist, a productivity software maker, says that the inviting interface to create Stories is built in a way that there’s no learning curve. “So audiences spend more time on Instagram because it has Stories, but also offers longform video and Reels and less time with YouTube because audiences know they can always watch their favorite content later.” “If YouTube doesn’t offer it and everyone else does, then you could see engagement and viewership shifting,” Asano said. That thing you didn’t Tweet but wanted to but didn’t but got so close but then were like nah. People tend to check Stories and the platform that offers Stories itself more regularly because they don’t want to miss them before they expire - as opposed to, for instance, YouTube videos that will always be available.Īrun Lakshmanan, an associate professor of marketing at the University at Buffalo, in his ongoing research, found that once we feel that we can get the information whenever we want, we tend to lose interest.Įvan Asano, founder and CEO of Mediakix, a leading influencer marketing agency, believes Stories are also a surefire outlet for online platforms to attract and drive traffic into the other aspects of their service. More importantly, the tech behind Stories itself is designed to dominate users’ attention and their ephemeral nature psychologically boosts engagement. The other tech companies can’t afford to miss out on this, especially when some of them are struggling to retain engagement levels. Tracy Le Blanc/Pexels/Alina Bradford/Digital Trends According to Hootsuite, a social media management platform, about half of Instagram’s monthly users use Stories - that’s 500 million people posting a billion Stories every day. It’s this recipe for engagement that has made other tech companies, social or not, sit up and take note of Stories. More engagement is what an online platform ultimately wants, which in turn is ideal for their advertisers. As a story doesn’t permanently stay in someone’s profile, it puts these “overposting” concerns to rest - which is why many users find themselves publishing dozens of these ephemeral stories to, say, document a trip, while only pushing out a handful of permanent posts. But that limit practically doesn’t exist with Stories. There is a limit to how many tweets or pictures you’d be willing to publish in a day. Online platforms thrive on information that powers their community, but with Stories, they are willing to let go of that for more spontaneous activity. That is what sets apart Stories from pretty much everything else most of the social networks offer. “Creating with Stories is lightweight, easy, and fun,” said YouTube. “LinkedIn Stories are a great way to start lightweight conversations related to your work/life,” noted LinkedIn in its post. “To help people feel more comfortable, we’ve been working on a lower-pressure way for people to talk about what’s happening,” wrote Twitter. This is even more evident in the announcement posts where companies outline why they adopted Stories for their apps. “We wanted casual chats with friends, not to print those thoughts in the local newspaper unless it was something really important,” he told Digital Trends. Will Francis, an independent social media expert, likens the rise of Stories to predigital social behavior. This kind of ephemeral messaging is what made Snapchat such a breakout success in an already crowded social media landscape. It essentially leapfrogged the usual perils of actively posting online, while at the same time arming users with a load of creative tools that lowered the content barrier and enabled users to post as often and as uniquely as they want. Since they expire in a day, people don’t have to worry about making every detail perfect because the post won’t remain in their profile forever. Stories were originally designed as a more personal channel for sharing your intimate, “in-the-moment” experiences. To answer that, it’s key to look back and understand what made Stories so widely adopted in the first place. Searches for health topics on YouTube now highlights personal storiesĪI-generated faces are taking over the internet What do the eyes mean on your Snapchat Story?
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