Press releases don’t work.

Unless you have regulatory reasons to do so (SEC Reg FD, FINRA, FFIEC, etc.), there’s no longer a reason to send out press releases. No one is reading them, no one is engaging with them, and they offer no search marketing benefit to you. You’re almost certainly getting no ROI from your spend, and you could spend that money elsewhere, like on social media content amplification, syndication, or original content creation.

Source: Press Releases Don’t Work – SHIFT Communications PR Agency – Boston | New York | San Francisco | Austin

Press releases aren’t enough.

With the exception of news announcements, this kind of brand-centric broadcasting has increasingly become prime material for the digital trash can. Instead, publishers want stories and other content that offer something genuinely useful for their audiences, whether this is the results of a recent survey, a beautiful series of illustrations or a guide to accomplishing a particular goal.

Source: A Guide to Successfully Promoting Content to Publishers – Builtvisible.

On reductive thought leadership.

The reductive thought leadership sets off a nasty cycle that overshadows the good work from publishers that deserves to get shared. All too often, that thoughtful journalism gets overshadowed by generic thought leadership. Not only are those thought leadership posts bad, but they also tend to lead to meaningless, supportive comments from people who suck up to executives and decision-makers. The suck-ups, in turn, mirror the advice content they see from established professionals with their own blandly inspirational memes and hashtags.

Source: How Microsoft Could Turn LinkedIn Into a Legitimate Facebook Rival – The Content Strategist

Stories fill Instagram’s content hole.

How that will impact the social media landscape remains to be seen. Built atop the massively popular Instagram feed, this content hole will compel users to fill it. Adults who want to play with Snapchat’s creation tools, but in front of an audience they’ve already built, will probably enjoy it.

Source: Instagram CEO on Stories: Snapchat deserves all the credit | TechCrunch

Stories — these self-destructing, bite-sized chunks of content — are a format, the same way status updates are a format. It was just a matter of time for another app to pick up on that.

So what’s the difference between Snapchat and Instagram now?

Here’s my take on it:

I only follow a couple of folks on Snapchat, and I’ve never felt compelled to snap back. If I want 1:1 conversations I can turn to Facebook Messenger or SMS.

The Snapchat UX felt weird, and I didn’t appreciate the lack of discovery tools for finding new content.

Meanwhile Instagram is a never-ending flood of friends’ updates, easy-to-find visual inspiration, amateur event coverage, strangers’ slice-of-life snapshots, etc.

And that sums it up for me. Instagram is open. Snapchat is closed. And I prefer open.

I enjoy posting to Instagram because I’m contributing to something bigger, e.g. an ever-growing collection of Toronto snapshots.