Instagram Stories are fast on the rise. More than 400 million people use the feature every day, a 60 percent increase from a year ago. Facebook is reporting similar success with its Facebook Live videos and Snapchat’s entire business model relies on “post today, gone tomorrow” content.
The popularity and push for this kind of storytelling is perhaps a direct response to the saturation of scheduled and automated social media activity.Rather than posting on the fly, this method involves using a scheduling tool like Hootsuite or Buffer to plan activity out ahead of time and let the tool publish the content automatically at a later date. These tools make it easy for businesses to consistently share relevant content but can sometimes erode the real-time engagement that makes social media platforms more than mere archives of digital content.
Whether automated content is to blame or is simply an innocent victim, it would appear that scheduling platforms are on their way to the grave.Amazingly, the opposite is true. Buffer and Hootsuite, two of the leading scheduling platforms in the industry, are performing at an all-time high.Buffer reported 82,156 paying customers in Q1 of 2018, up from 64,515 in 2016. Buffer also reported $15.6 million in annual recurring revenue in 2017, nearly double what it was in 2015.