Despite initial concerns, Instagram Stories surging

Have you noticed an increase in Instagram Stories appearing at the top of your feed?

Users—and brand managers—are latching on to the offering and have begun using the platform’s newest feature to increase engagement.

Execs launched Stories in August, a move that many marketers considered a direct response to the popularity of Snapchat.

The New York Times reported at the time:

The move could ignite a head-to-head battle between Instagram and Snapchat, which have long lurked in each other’s territories but have not faced off directly. Both are mobile apps that use primarily visual media. Both became popular first with young people. And both are now trying to improve their businesses by increasing digital advertising in formats like Stories.

On rivalry and expansion

In a recent interview with Buzzfeed, Instagram founder Kevin Systrom says the platform’s changes have been crucial to its identity and continual expansion and relevance.