Checkmate: Facebook set to spearhead Snapchat in 2017


Oh, SNAP! After the rich success of copying Snapchat with Instagram Stories and Facebook Messenger Stories, Facebook has launched Facebook Stories on IOS and Android in Ireland, with plans to roll it out to more countries in the coming months.

The story feature, proudly positioned above the Facebook feed, emulates Snapchat's fleeting slideshow of sharable photos and videos that disappear in 24 hours by a simple tap of the finger.  

And yes, unsurprisingly Facebook Stories has Snapchat’s distinctive interactive masks, geofilters and direct reply messenger capabilities.

Since the launch of Instagram Stories, Facebook sees approx. 150 million users using Instagram Stories daily, equating roughly to Snapchat’s total user base.

Facebook, well aware of the advertising opportunity here, are in talks with over 30 different global advertisers including; Nike, Netflix and ASOS to discuss the introduction of full screen sponsored ads into Instagram Stories.

What does this mean for you?

Well it's not quite here yet, the feature will likely launch in NZ last (of course!).  But on a positive note, maybe all the bugs will be resolved by then…

Initially, all Instagram Story ads will be reach optimized with advertising slots going to the highest bidder. Once enough data has been aggregated, other optimisations will be on offer, aligning with Facebook’s standard array of ad objectives.

So, what do you think?  

Is Facebook taking it too far cloning Snapchat's distinctive stories? Will Facebook crush Snapchat this year, or will Snapchat continue to be the King of snackable content?


Jessica Edward - Snr Social Acct Mgr @Culture - The Social Agency

Share this on your page