Bola Awoniyi says, “You can’t go anywhere on social media without seeing the Stories format being used.

If that statement was said a year ago, when it was exclusively being used by Snap in its flagship app, it would have been followed by statements proclaiming that the company has crossed the chasm and will undoubtedly be the third digital marketing megapower behind Facebook and Google.

Life can come at you fast though, especially when you’re in the consumer tech space.

In less than 12 months, the Stories format is now prevalent on the Instagram, Messenger, WhatsApp and Facebook apps, thus making the intentions of the largest aggregator of human attention abundantly obvious.

However, Facebook is not the only entity to have taken inspiration. Medium’s version of the format, “Series”, is less than a month old. Clips, announced just last week, is Apple’s attempt to also get involved in the space.

And although misguided, Twitter’s implementations of Moments and Stickers were both attempts at competing with the Stories phenomena”.

What the commodification of (Snapchat) Stories means for marketers

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