While the initial update is focused on consumers, we all know that this means that sponsored filters are just around the corner. Not to mention, the inevitable ability to eventually search Stories by hashtag, or even watch a hashtag’s Story…and of course, sponsored hashtags. This gives brands the ability to try to launch activations around an owned hashtag when possible. At the same time, brands need to be aware of the content that surrounds a hashtag before using it, as they want to assure that user-generated content actually fits the message and is brand safe.
Brands, if you felt behind with the Snapchat rush a couple years back, it’s time to get ahead of your Instagram Story strategy now –– before sponsored filters are even a thing.