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2019 Stories Report for Brands and Advertisers – Business Insider

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Business Insider Intelligence

Stories are on track to become the main format for social media consumption, providing brands with a massive and vital opportunity to reach consumers.

Facebook CEO Mark Zuckerberg claims the format will supplant News Feed use as soon as mid-2019, a much quicker pace than the social network anticipated. Combined, Stories features on Facebook-owned platforms command a whopping 1.5 billion daily active users (DAU), though some may be double-counted.

Snapchat’s audience is significantly smaller, though still sizable at 190 million DAU as of Q1 2019. Stories-centric features have also emerged on several other platforms, including YouTube, Google search results, and even LinkedIn.

The viral acceptance of Stories, their accelerating usage, and their highly engaging nature make it imperative for brands to use the format to reach consumers. This fast-growing opportunity will enable brands to reach consumers in a native format that’s immersive and highly appealing to younger demographics.

But because Stories are a completely new animal for brands — most are still playing catch-up to consumer adoption — they must follow best practices to make sure to avoid aggravating users through overexposure, or wasting resources by creating Stories that users don’t want to watch.

In The Stories Report, Business Insider Intelligence identifies the most popular platforms for Stories features, defines best practices to maximize engagement without alienating users, and pinpoints challenges hindering brand adoption for the future.

The companies mentioned in this report are: Facebook, Google, Instagram, LinkedIn, Messenger, Snapchat, WhatsApp, and YouTube.

Here are some of the key takeaways from the report:

  • Millennial users are more likely to watch Stories on Instagram (60%) than Snapchat (53%) and Facebook (48%), according to VidMob.
  • Gen Z — comprised mainly of teens — favors Snapchat for watching Stories. Teens are heavy viewers of Stories, and 73% of Snapchat’s Gen Z audience consume content via Stories, compared with 70% of Instagram’s and 34% of Facebook’s, per VidMob.
  • Brands looking to build successful Stories campaigns and make meaningful connections with customers should shoot vertical content that’s uncluttered and post no more than seven Stories within a 24-hour period, among other best practices.

In full, the report:

  • Provides insight into which platforms brands should prioritize based on their target audience segments.
  • Offers an inside look into marketers’ best practices for Stories creation.
  • Explores the hurdles the industry will need to clear so brands can take full advantage of the format.

Interested in getting the full report? Here are two ways to access it:

  1. Purchase & download the full report from our research store. >> Purchase & Download Now
  2. Subscribe to a Premium pass to Business Insider Intelligence and gain immediate access to this report and more than 250 other expertly researched reports. As an added bonus, you’ll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. >> Learn More Now

The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of one of the fastest-growing opportunities in short-form video — the Stories format.



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TSA banned TikTok, but it still has videos on Instagram

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tsaTikTok

TSA spokesperson Lisa Farbstein’s TikTok videos were reposted to the official TSA Instagram account.

TikTok/Mary Meisenzahl


  • The TSA says it has stopped allowing employees to use Chinese-owned video app TikTok.
  • TSA also told the Associated Press that it didn’t publish content directly to TikTok or publish content directly to the platform. 
  • However, videos from TikTok are still available on TSA’s Instagram account, and on official accounts for agency spokespeople.
  • Visit Business Insider’s homepage for more stories.

The Transportation Security Administration has become the latest government agency to ban TikTok after national security concerns, but the agency’s statement on how it used the Chinese-owned app appears to contradict its own actions.

On February 23, the Associated Press reported that the TSA would no longer allow employees to post on TikTok after a letter from Sen. Chuck Schumer, Democrat of New York, warned about a potential cybersecurity risk. In a statement, the TSA said that a  “small number of TSA employees have previously used TikTok on their personal devices to create videos for use in TSA’s social media outreach, but that practice has since been discontinued.” It also told the AP that it never directed followers to TikTok or published directly on the platform.

But the TSA’s own Instagram account seems to dispute the agency’s statement. As of writing this, at least 12 different videos, shown from the TikTok accounts “@TSA_gov” and “@TSA” are viewable on the TSA’s official Instagram account. The TikTok videos are saved under a highlighted story titled “Videos” on the account.

TSA Instagram



TSA


The TikTok videos reposted to the TSA Instagram account also prominently feature TSA public affairs spokesperson Lisa Farbstein. Farbstein, a TSA official, has also shared TikTok videos from the account @TSA on her Twitter as recently as February 11. The official TSA Twitter account frequently retweeted her posts. The TSA referenced its social media strategy in response to Schumer’s letter and is also currently competing for a Shorty social media award.

Neither the @TSA nor @TSA_gov TikTok accounts still exists, though the reposted videos are still viewable on Twitter and Instagram. TikTok did not respond to requests for comment.

It appears the TSA did not link to the app, although the distinction might not mean much. To share videos on Twitter and Instagram, users commonly download the videos from TikTok and reupload them. But the prominent TikTok logo on the videos, plus the names of the accounts that created them, may direct interested viewers to TikTok. 

One thing is clear: Videos initially posted to TikTok under TSA branding prominently feature agency representatives and have been shared by agency officials and official agency accounts — even though it said it never published on the platform nor directed followers to it.

TikTok has been downloaded more than 1.5 billion times. The video platform, which is owned by Chinese company ByteDance, has faced concerns of censorship. In September, The Guardian saw internal documents that instructed moderators to censor content that could anger the Chinese government, including mentions of Tiananmen Square or Tibetan Independence. In a statement, TikTok said that these policies were no longer in use as of last May. Senators Marco Rubio, Chuck Schumer and Tom Cotton have been critical of TikTok and asked for investigations into potential cybersecurity risks. The US military had previously banned the app after a warning from the Pentagon.

The TSA did not respond to a request for comment.





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Deontay Wilder-Tyson Fury fight: Wilder blames 40lb ring-walk costume

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  • Deontay Wilder says that Tyson Fury didn’t hurt him “at all” during Saturday’s WBC heavyweight title defeat, and that it was his extravagant ring-walk costume that instead cost him his belt.
  • Wilder walked into the MGM Arena wearing a full leather suit of armor clad with rhinestones that weighed around 40 pounds.
  • “Fury didn’t hurt me at all, but the simple fact is that my uniform was way too heavy for me,” he told Yahoo. “I knew I didn’t have the legs because of my uniform.
  • Wilder’s trainer, Jay Deas, also suggested to Boxing Social the costume played a part in the defeat, as it was “very heavy.”
  • Visit Business Insider’s homepage for more stories.

Deontay Wilder says that Tyson Fury didn’t hurt him “at all” during Saturday’s WBC heavyweight title loss, and instead it was his 40 pound ring-walk costume that cost him his belt.

Wilder was beaten comprehensively by Fury in Las Vegas, with the “Gypsy King” knocking him to the ground in the third and fifth rounds, before the American’s trainer decided enough was enough and threw in the towel in the seventh. 

“Fury didn’t hurt me at all, but the simple fact is that my uniform was way too heavy for me,” Wilder told Yahoo Sports.

The 34-year-old entered the MGM Arena wearing a full leather suit of armour, including a crown and face mask, which were bejeweled with rhinestones and LED lights. The costume, designed by Los Angeles-based designers Cosmo + Donato, weighed around 40 pounds, and cost $40,000, according to TMZ.

Wilder added to Yahoo: “I didn’t have no legs from the beginning of the fight. In the third round, my legs were just shot all the way through. But I’m a warrior and people know that I’m a warrior. It could easily be told that I didn’t have legs or anything.”

“I was only able to put it on [for the first time] the night before, but I didn’t think it was going to be that heavy. It weighed 40, 40-some pounds with the helmet and all the batteries.”

See below for pictures of Wilder’s extravagant, apparently defeat-causing, entrance outfit:



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Photos show Spain blanketed in orange dust from Saharan sand storm

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  • Sand and dust blanketed the Canary Islands over the weekend, causing chaos for tourists, and worsening wildfires in the area.
  • On Spanish national television, the Canary Islands’ regional president Angel Victor Torres said it was a “nightmare weekend.”
  • It’s not the first time it’s happened. The phenomena, called a “calima” is where a Saharan sand storm is blown across the Atlantic Ocean by strong winds. This one had winds up to 75 mph.
  • Visit Business Insider’s homepage for more stories.

The sky turned orange in the Canary Islands.

Over the weekend, 75 mph winds blew a sandstorm from the Saharan desert across the Atlantic Ocean onto the Canary Islands.

The phenomena is called a “calima,” and it’s not the first time it’s happened. But on Spanish national television, regional president Angel Victor Torres said it was the worst sand storm he had seen in 40 years. He called it a “nightmare weekend.”

Along with disrupting hundreds of flights, the high winds also made wildfires in the region worse. On Gran Canaria, one of the islands, local reports said the air quality was the worst in the world.

One local, named Manuel Campos, told The New York Times, “I’m old enough to know all about the calima, but I don’t recall it that strong. Everything just turned red.”

Here’s what the sandstorm looked like from on the ground and in space.



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