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What Messenger's Snapchat Stories clone means for marketers

What Messenger's Snapchat Stories clone means for marketers

Facebook, Inc. has already sprinkled a touch of Snapchat on Facebook, Instagram and WhatsApp - so why on earth should we be surprised that today they’ve rolled out Messenger Day - a Snapchat Stories clone for Messenger, the Facebook-entwined instant messaging platform?


If you’re familiar with Snapchat Stories or Instagram Stories then you’re familiar with Facebook Days - it's a Ctrl+C/Ctrl+V. The feature is being rolled out globally, and is live in Poland - Facebook, Inc. told TechCrunch:

“We know that people come to Messenger to share everyday moments with friends and family. In Poland we are running a small test of new ways for people to share those updates visually. We have nothing more to announce at this time.”

So you have an understanding of what this means for users. But what does this mean for marketers?

Time spent in Messenger will increase

If the launch of Instagram Stories is anything to go by, Messenger is about to get a bump in usage time. This is particularly interesting as there's a completely new marketing route that has been emerging on Messenger over the past 24 months, and that's Messenger Bots. Perhaps the biggest obstacle Messenger currently faces is the lack of time spent on the platform - perhaps this is about to change.

Time spent on Snapchat will decrease

Oh no, that little white innovative ghost is about to take another blow. When Instagram Stories was launched, many influencers reported that views of their stories dropped by as much as 50%. Let’s put it this way, I wouldn’t be worrying too much yet if you’re a Snapchat marketer - but I would be if I were a stockholder.

Location-based filters coming

If somebody had to pick a way to be marketed to, I think sending/receiving a Snapchat filter based on location of a place would be high on the list. It's non-intrusive and surprisingly effective. The way that Facebook, Inc. is pitching Messenger Day suggests that this item will be a highly adopted function with both users and marketers.

*Sneaky tip of the day*: if you’re interested in location-based filters, often it's more effective to target your competitors' locations than your own.

Another reason to think about vertical video

Square peg, round hole? No. Horizontal peg, vertical hole! Almost every day we see another reason for marketers to start being interested in at least considering vertical video - it's perfect for mobile. Rotating apps are becoming a rarity on the App Store, and are now nearly entirely exclusively found in the Games category. If you’re reading this blog, we urge you to take your pen and write “Look into ‘vertical video’ (Prodo rocks)” on your to-do list.

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