Instagram's new Stories feature, ripped right from the Snapchat experience, already is a brand favorite. That's partly because Instagram is more welcoming to brands, and partly because it's just bigger.
Nike, for example, generated 800,000 views in 24 hours for an Instagram Story that it posted on Tuesday, the first day the feature was available. On Snapchat, Nike's best video got 66,000 views, according to Nike and its social media agency Laundry Service.
"Instagram is really brand friendly, so that's a huge opportunity," said Nick Sheingold, associate director of strategy at Laundry Service. "Those numbers are staggering."
Nike used its Michael Jordan brand Jumpman23 Instagram account to unveil a new Michigan football jersey in the video. Nike is a practiced Snapchat marketer, too, but the platform does not embrace brands the way Instagram does by making it easy to follow them and like their posts.