General Electric Is Using Instagram Stories to Promote Its Snapchat Series About Volcanoes

Brands are jumping into the new feature

Headshot of Christopher Heine

Instagram Stories launched Tuesday, and brands are already using the Snapchat-like feature, which lets marketers and the digital platform's 500 million monthly users curate daily moments that disappear after 24 hours.

In fact, General Electric is using its first Instagram story to push a video series on Snapchat that features a data-driven exploration into Masaya Volcano in Nicaragua. Check out the following six stills from GE's first Instagram story (which also includes video but is not embeddable on third-party publisher sites). The brand is collecting much of its footage with drones. 


Other brands are also using Instagram Stories, including Arby's and Red Bull.

Arby's campaign references the recent release of Harry Potter and the Cursed Child with a series of hyper-lapse clips of the book's Golden Snitch character being made with the sandwich slinger's packaging. The story runs on Instagram through 1 p.m. today.

Here are a few stills from the brand's virgin effort:



The GIF on the right is one we created from the stills in Red Bull's first Instagram Stories clip.

And on a business-to-business level, here's DigitasLBi simply saying "sup" in its first go at Instagram Stories:

Tech industry watchers have noted similarities between Instagram's new offering and a couple of Snapchat features. Snapchat's Stories offer users a personal way to share photos and videos with followers, and the mobile app was a pioneer in disappearing content. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.