Every few months, it seems that someone else wants to copy Snapchat's Stories feature. Users can create about 10 seconds of video available to all their followers for viewing and after 24 hours. First Instagram announced the launch of Stories in 2016, followed by YouTube, Facebook and Skype in 2017. Even dating apps like Bumble and Match began testing their own version of Stories.
Now, TechCrunch reported in which Airbnb comes in Stories and tests the idea in a small group of users. The idea is that users share photos and videos while traveling to give other users ideas about places to visit in a particular city.
So far, there are few details ̵
While Airbnb is neither the first nor the last The last app to copy stories feels different this time, simply because Airbnb is not a social app in the same way as other storyboard competitors. Airbnb is still an app that people go to when they make a big purchase, so I do not think that Airbnb's Stories feature does the same as other apps.
At first glance It is easy to see why companies are so interested in adopting stories. According to the social media agency Block Party, the number of accounts that created or viewed a story in Instagram, WhatsApp, Snapchat and Facebook Messenger increased 842 percent to more than 970 million accounts between 2016 and 2017.
But businesses that are trying to copy stories also need to take into account that stories on Facebook's app family get top notch real estate at the top of the news feed. This can hide how sticky stories actually are.
For example, I often look at stories. Especially on Instagram, where stories are at the top of your feed and are highlighted in blue if you have not viewed them yet. It's just as satisfying to look through all my unobserved Instagram stories as to dismiss an email or Slack notification.
But it's usually a way for me to spend time in line in the coffee shop or wait for the subway. I find that when I open an app to see stories, I usually leave the app as soon as I've seen everyone. And because the stories are so brief – no more than 10 seconds – I usually forget what I saw an hour later. As I wrote this article, I tried to remember what I had seen on Instagram Stories this morning. Of the more than 10 stories I searched, I could only remember what it was about.
And I do not open the Airbnb app if I'm looking for a few minutes to kill – I open it when I'm planning a trip. I spend perhaps 30 minutes comparing different entries. Then, after I've posted an entry, I usually open the Airbnb app once before I travel to check the address of my stay and communicate with the host, a second time when I land in the city , and a third time to write a review. The Airbnb app then collects dust in my iPhone until I plan a trip for a few months later.
That seems to be the problem that Airbnb is trying to solve with stories and other new features like Trips and Places. Travel and Places, launched in November 2016, allow users to book reservations and view reviews for things other than accommodations. While presenting the features, CEO Brian Chesky said Airbnb was inspired to launch Places because "finding the good low-in-wall joints requires a lot of time and research, and we want to fix that."  But travelers spend a lot of time looking for the good holes in the wall, because they want to make sure they find a place that's worth their time and money. I think Stories is the ideal format for a user to get information about a restaurant or museum they want to visit.
I seldom take the time to research a place someone visits in their Snapchat. Instagram or Facebook stories because I use stories to give a very superficial look to what my friends are up to. And I would not be surprised if many Airbnb users had the same feeling.
One way to immerse Airbnb in stories is to jump among other videos, photos, and reviews. Help with the research they need to do to plan a trip. It seems that Airbnb is thinking about it. His FAQ page encourages testers to post about 10 10-second videos to create a visual timeline that shows what they did during the trip, as well as 1-2 sets of subtitles that give tips to other travelers. What to Do
There's still a lot about how Airbnb's stories will look in practice – if the company finally releases a broader version of the feature – but it's a good reminder that the stickiness of it Stories app was not really proven outside of social apps. And businesses need to wonder if Stories – a format that encourages users to spend just a few seconds creating or watching a video – is the best way to get users to stay in an app for longer. Especially if they are trying to find the best experience to spend their money on.