Christine Liu is the Regional Assistant Insights Manager for CARAT APAC.
Reflections on past and present infatuations with image messaging apps, in the spirit of Valentine’s Day.
3– 5 minute read
A little less than a year ago, I fell in love…
…with an image messaging app.
Snapchat’s unique offering of temporary content spoke to me—it was refreshingly blithe. It understood my waning motivation to post frequently on other social platforms, bearing in mind the consequences that content with more permanence can bring. For digital natives like me who have been contributing to social media since its advent, we’ve become jaded with the parade of personal information, and maintaining a static profile these days can feel tiresome and also boastful. With Snapchat, I felt relieved—it allowed for real, as-is snippets of the everyday, right at the moment of capture, with the consolation that photos or videos sent would ultimately disappear immediately after viewing or within 24 hours.
The content from friends and brands that spawns from this zippy approach to sharing is much less pretentious in contrast to the over-filtered and processed sort on Facebook and Instagram. Whenever something is edited with Snapchat’s tools, it seems to always be in the name of fun: think marker scribbles, stickers, Lenses, and short captions, free of emo song lyrics and hashtag spam. I personally loved the honest-to-goodness attitude Snapchat embodied, and began dabbling with documenting my life in snaps and viewing those of the few friends and brands I followed.
And that’s the thing: there were only a few friends and brands I followed. The adoption of Snapchat in Asia where I reside (Singapore, specifically) was sluggish. My guess to why it never took off on a massive scale, is that there were already a number of widely-entrenched social platforms that people were content with. Looking at Carat’s latest Consumer Connections Study (CCS)*, being on the most used social platforms in Singapore—Whatsapp, Facebook and Instagram—already connects one to over 82% of the population daily. Additionally, just 11% use platforms additional to the aforementioned ones each day—keeping tabs across three channels is more than enough effort to stay relevant. Snapchat existed solely as a cool idea with a mere 1 in 10 daily users in 2016—there was no urgency to adopt a whole new app for communicating. With few friends on the receiving end of my snaps, it soon became pointless to upkeep my documenting habit on the isolated platform. Alas, my infatuation didn’t last long.
Perhaps it’s fate, but at the same time I was losing interest in Snapchat, Instagram rolled out their very own Stories feature. The differences in functionality between Snapchat and Instagram Stories are minute: in essence, Instagram Stories clones the concept of Snapchat. But simply because Instagram Stories is housed conveniently within the Instagram app, where the reach in Asia is already established, existing Instagram users here took to Stories like bees to honey. In addition, the minority who dabbled with Snapchat previously like I did, began migrating their activity to Instagram instead. I quickly got back into the groove of documenting on Instagram, but this time the experience was intensified—the number of contacts that viewed my Stories increased tenfold from Snapchat, and the amount of content I could view from others was probably tenfold of tenfold. I could now post unedited content on-the-fly alongside the curated ones I wanted to keep with more permanence and flair on my profile. If I loved Snapchat before, I now wanted to marry Instagram Stories.
Businesses too, especially those with a loyal following on Instagram, jumped onto the image messaging bandwagon quickly, ending the previous struggle of building organic Snapchat reach from scratch in Asia previously.
With at least 3 in 5 South East Asian consumers who expect advertisements to entertain them, especially in Indonesia (74%), Philippines (76%) and Thailand (85%)*, more brands are working towards emotionally engaging consumers through storytelling, and are recognising that the amicable and genuine tone of Instagram Stories works well for such an approach. With options to link brands’ Stories to external sites, this new Instagram feature can also be an efficient way of delivering direct-response messages.
This Story from Sephora showcasing their products with emojis sent a much less dictative message compared to an Instagram carousel ad of new products. Plus, I opted to watch Sephora’s Story versus it being served to me as an ad, and I believe this autonomy of choice makes a big difference in a consumer’s receptiveness to a brand’s message. It works particularly well if a brand has already established a constant stream of communication on Instagram and when consumers look forward to viewing content from the brand.
There’s more in store to look forward to: Measuring engagement for Stories will be available soon, with the option of creating Stories that target specific audiences for more relevant messaging. And if you’re thinking about the delightful branded Lenses that currently only Snapchat has, it probably won’t be long until Instagram Stories rolls out a similar offering, with MSQRD’s technology up Facebook’s sleeves.
Consumers in Asia are lapping up the freshness of Instagram Stories, and it’s a great time for brands to join the party while it’s still early. Start thinking about whether the nature of Stories will strike a chord with your audiences, and get cracking on the boundless possibilities that its creativity caters for.
*Carat Consumer Connections System (CCS)
CCS is a global representative, research-based consumer panel and platform across 120+ value statements, 70+ channel touchpoints and purchase influence across key categories. For more information, reach out to firstname.lastname@example.org.
– Mario Snapchat picture from Jamie K (@snapchatter on Dizkover)