The document discusses the use of Snapchat and Instagram Stories for micro-storytelling in social media marketing. It highlights their similarities, such as ephemeral content and user interactions, and contrasts their cultural differences, effectiveness for businesses, and user experiences. Additionally, it emphasizes strategies for engaging content creation, including behind-the-scenes insights and the use of geolocation for targeted marketing.

1. MICRO-STORYTELLING: LEVERAGING SNAPCHAT
AND INSTAGRAM STORIES
@LAURAEWILSON
LAURA E. WILSON, DIGITAL SUMMIT FOCUS ON: SOCIAL MEDIA
#DSOnline

2. @LauraEWilson
Senior Director of Digital Engagement
& Social Media
Georgetown University
#DSOnline
LEVERAGING SNAPCHAT & INSTAGRAM STORIES

3. #DSOnline @LAURAEWILSON
STORIES.

4. 60% OF U.S. 13- TO 34-YEAR-
OLD SMARTPHONE USERS
ARE SNAPCHATTERS.
SOURCE: COMSCORE
#DSOnline @LAURAEWILSON

5. SOURCE: COMSCORE#DSOnline @LAURAEWILSON
INSTAGRAM STORIES NOW HAS 150M DAILY USERS
(AS MANY USERS AS THE LAST NUMBER ANNOUNCED BY SNAPCHAT)

6. SNAPCHAT USERS ARE RACKING UP
10 BILLIONVIDEO VIEWS PER DAY
SOURCE: SNAPCHAT, MAY 2016
#DSOnline @LAURAEWILSON

7. LET’S REVIEW THE SIMILARITIES…
#DSOnline @LAURAEWILSON
 Content is ephemeral and it only lasts 24 hours
 Both have some photo editing and drawing/doodling tools
 Can browse other user generated stories
 Import content to each platform from your phone’s camera
roll
 Respond and interact privately 1-to-1

8. #DSOnline @LAURAEWILSON
LET’S TALK DIFFERENCES.

9. WORKING TO
PROVE
SNAPCHAT’S
LEGITIMACY AS A
PLATFORM FOR
BUSINESSES…
CONCERNED
ABOUT
RESOURCES TO
MAINTAIN A
PRESENCE ON
SNAPCHAT…
OR
1. SNAPCHAT SKEPTICISM IS STILL SKY HIGH
#DSOnline @LAURAEWILSON

10. #DSOnline @LAURAEWILSON
INSTAGRAM HAS ALREADY ESTABLISHED ITSELF
AS A PLATFORM FOR VISUAL STORYTELLING
FOR INDIVIDUALS AND BRANDS ALIKE.

11. #DSOnline @LAURAEWILSON
2. THE CULTURES ARE STILL DISTINCT

12. #DSOnline @LAURAEWILSON
INSTAGRAM IS STILL SYNONYMOUS WITH
AN ASPIRATIONAL, HIGHLY CURATED LIFE.

13. #DSOnline @LAURAEWILSON
SNAPCHAT USERS HAVE LESS
SELF-PRESENTATIONAL CONCERNS.

14. #DSOnline @LAURAEWILSON
3. GEOLOCATION IS CRITICALLY IMPORTANT TO USER
EXPERIENCE AND CONTENT ON SNAPCHAT

15. #DSOnline @LAURAEWILSON
4. FUN FACTOR REMAINS HIGHER ON SNAPCHAT

16. #DSOnline @LAURAEWILSON
43% POLLED SAID THEY WOULD DELETE
SNAPCHAT AND STICK WITH INSTAGRAM
WITH THE IMPLEMENTATION OF
GEOFILTERS AND GEOLENSES.
Source: August 2016 Wishbone App Poll

17. #DSOnline @LAURAEWILSON
5. PAID AND ORGANIC REACH HIGHER AND EASIER
ON INSTAGRAM
Source: Instagram

18. BOTH FORCE YOU TO
DROP THE PERFECTION
+ SIMPLY CREATE AND
SHARE CONTENT
#DSOnline @LAURAEWILSON

19. BOTH ARE LEVERAGING
VERTICAL CONTENT FOR
VERTICAL SCREENS
#DSOnline @LAURAEWILSON

20. #DSOnline @LAURAEWILSON
LET’S TALK CONTENT.

21. #DSOnline @LAURAEWILSON
1. BEHIND THE SCENES

22. #DSOnline @LAURAEWILSON
‘A DAY IN THE LIFE’ CONTENT IS THE
EASIEST CONTENT SOURCE FOR ANY
INDUSTRY ON SNAPCHAT AND
ON INSTAGRAM STORIES.

23. #DSOnline @LAURAEWILSON

24. WORKS ON INSTAGRAM TOO
#DSOnline @LAURAEWILSON

25. EFFECTIVE FOR B2B BRANDS
#DSOnline @LAURAEWILSON

26. CURATION CAMPAIGNS
#DSOnline @LAURAEWILSON

27. #DSOnline @LAURAEWILSON
THIS IS WHERE INSTAGRAM
STORIES SHINES AS THE
CLEAR WINNER
2. TEXT BASED STORYTELLING

28. #DSOnline @LAURAEWILSON
STORYTELLING
PRIMARILY WITH TEXT
& IMAGES FEELS MORE
NATURAL ON
INSTAGRAM
2. TEXT BASED STORYTELLING

29. #DSOnline @LAURAEWILSON
THIS IS STILL
EXECUTED BEST
ON SNAPCHAT
3. DRAWING BASED STORYTELLING

30. #DSOnline @LAURAEWILSON
3. DRAWING BASED STORYTELLING

31. DRAWING BASED CONTEST
#DSOnline @LAURAEWILSON

32. DRAWING BASED CONTEST
 147 screenshots
 48 entries
Cost to us: $100
#DSOnline @LAURAEWILSON

33. 4.INFLUENCERS/PARTNERSHIPS
🔑
#DSOnline @LAURAEWILSON

34. #DSOnline @LAURAEWILSON
WHILE INSTAGRAM STORIES IS A
DIFFERENT BEAST THAN HIGHLY CURATED
INFLUENCER CAMPAIGNS IT CAN STILL
GIVE YOUR BRAND ADDED REACH

35. #DSOnline @LAURAEWILSON
THE KEY IS TO
FIND THE
RIGHT FIT FOR
YOUR BRAND

36. #DSOnline @LAURAEWILSON
4.INFLUENCERS/PARTNERSHIPS

37. 4. SPECIAL ACCESS
#DSOnline @LAURAEWILSON

38. TRACK TRAFFIC TO YOUR
WEBSITE FROM YOUR
SNAPCHAT CONTENT
@LAURAEWILSON#DSOnline @LAURAEWILSON
UNIQUE VANITY URLS

39. @LAURAEWILSON#DSOnline @LAURAEWILSON
LINKS ON INSTAGRAM
ABILITY TO ADD LINKS
AND MENTIONS ON
INSTAGRAM IS A HUGE
ADVANTAGE FOR BRANDS

40. UNIQUE PRODUCTS
#DSOnline @LAURAEWILSON

41. 5. USING LOCATION
#DSOnline @LAURAEWILSON

42. 5. USING LOCATION
#DSOnline @LAURAEWILSON

43. ON-DEMAND GEOFILTERS
COMMUNICATES THE
“WHERE” AND
“WHEN” OF A SNAP
#DSOnline @LAURAEWILSON

44. ON-DEMAND GEOFILTERS
EASY TO
IMPLEMENT AND
INCREDIBLY COST
EFFECTIVE
#DSOnline @LAURAEWILSON

45. EXAMPLE CAMPAIGN RESULTS
$35 total /for 8
hours
.07/usage
#DSOnline @LAURAEWILSON

46. STRATEGIC USE OF LOCATION
REACH TARGET
AUDIENCE WITHOUT
NECESSARILY BEING
ACTIVE CONTENT
SHARERS ON THE
PLATFORM
#DSOnline @LAURAEWILSON

47. REMINDER OF CALL TO ACTION
POLITICAL
CAMPAIGNS
HAVE BEEN
HEAVY USERS OF
GEOFILTERS
#DSOnline @LAURAEWILSON

48. BRANDING IN RETAIL LOCATIONS
LILLY PULITZER
RAN A
GEOFILTER IN
31 IN-STORE
LOCATIONS
#DSOnline @LAURAEWILSON

49. ON-DEMAND GEOFILTERS
RAISE AWARENESS OF
ISSUES AND CAUSES
AND SPARK
CONVERSTION
#DSOnline @LAURAEWILSON

50. QUESTIONS?
@LAURAEWILSON
LAURA.WILSON@GEORGETOWN.EDU