Comparing Social Media Story Options

Snapchat, Instagram and Facebook all offer a story feature, but which is the best outlet to advertise on?

Users:
187 million people use Snapchat every day, and just about every user uses the story option. The most active age group on Snapchat is a younger market, consisting of 13-18 year olds. Instagram has 500 million users and boasts an astounding 300 million users with a wider active age group of 19-49 year olds. While Facebook does not have statistics on how many people use the story feature, there are 1.4 billion users logging on daily of all age groups.

Best Features:
Snapchat unique geotags and constantly changing lenses allows for a wide variety of options based on location. Instagram's use of polls lets users vote between two options and could give insights on what they want. The Highlights feature allows popular stories to be saved and viewed at any time as well. Facebook offers group stories where anyone in a group can post to a story and view a story, offering a large reach to users with a common interest.

The Goals For Each Outlet: 
Snapchat offers brand awareness and campaign awareness through the creative lenses and filters, as well as the option for feedback with users replying to stories. Instagram is the best outlet for customer feedback, with conversations being saved until deleted. It also has the highest trafficked stories and allows an easy transition from story to website and the option to label particular items for sale. With Facebook's group stories, they have brand awareness through user generated content and the ability to link to Facebook events.

Each outlet has it's own unique benefits and it wouldn't hurt to utilize all three types of stories to have the largest and most effective reach