ITB 2018 Special Reporting
Live video apps opportunity for brands to expand audience, reputation.
Tuesday, 14th March 2017
Source : Patrick Costello - Exclusive & Live from ITB 2

Companies and users who are interested in experimenting with video content would do well to focus on Instagram Stories over rival live-update app Snapchat, said Petra Vorackova, a content creator and social media influencer. 

Not only is the recently launched Instagram Stories more convenient for beginners to use, but Snapchat is already showing signs of decline as the company focuses more on tech development rather than telling stories, said Vorackova at the ITB Conference in Berlin. 

"Instagram on the other hand wants to become the go-to platform for visual expression and for capturing all moments," said Vorackova. 

Businesses and users are also likely to find the metrics used by Instagram Stories helpful, she added. 

Some of these include impressions " or page views " and exits, which tells how many viewers watched a story in full. Both can help businesses and users develop better content over time, said Vorackova. 

"These are very useful because you send this information on to brands you work with," she added. 

Companies who are just starting out might also want to consider working with an influencer to boost their presence on Instagram Stories, said Vorackova.

"If an influence mentions your brand in their story, the people who see that story are only two or three clicks away from your website, so it's a great tool," she said.

Another option is for brands and companies to let an influencer take over their account for a day, something that Airbnb is already beginning to experiment with, she said.

"That will bring the audience right to your channel," said Vorackova. "It's a great way to get followers and more stories out."

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