In the ever-escalating battle between Instagram and Snapchat, Instagram has now gone beyond just copying and into adding features that Snapchat would have wished they came up with.

You can now reply to a story with a photo or video.

 

From the announcement on Instagram:

“From selfies to Boomerangs, now you can be even more fun and playful when you respond to friends. To reply with a photo or a video, tap the new camera button while you’re watching a story. You can use any creative tools in the camera, including face filters, stickers and Rewind. Replies also include a sticker of the story that you can move around and resize.”

Essentially, there will now be a context for your video replies.

It will be interesting to see what Snapchat release in response. At the moment, Snapchat only allows text replies to Snapchat Stories.

The challenge for digital marketers is to now think of creative (and non-invasive) ways to utilise this new feature.