Why the Snapchat Story Playlist Could Be Trouble for Brands (and How to Fight Back)
October 12, 2016
In its war against Instagram Stories, Snapchat may have struck a blow that causes collateral damage to brands.
In a blog update on Oct. 7, Snap Inc. detailed some changes to the way people will view stories. In sum: Previously, after a user viewed a story, he or she would automatically be served the next story (in reverse chronological order) from the list of friends, including both brands and personal acquaintances. In the update rolling out now, however, auto advance is no more. Users will be returned to the story list, unless they use the new story playlist feature, tapping the thumbnail image of each story they want to view and then seeing all of those stories in order.
Which is to say that unless a user specifically taps on your brand’s story, he or she will not see it.
There is now no doubt that compelling content that keeps a viewer coming back is necessary for communicators on Snapchat. Nobody will be viewing your snaps by accident, as they might have before, so it’s crucial that users associate your brand with quality snaps. As you review your Snapchat strategy, keep in mind some of the tips that pros have given to the PR News audience in the past, with a renewed focus on serialization so that your viewers come to rely on your snaps for content they enjoy.
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By: Ian Wright, PR News