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\u201cWhen you don\u2019t answer your customers \u2014 you\u2019re sending them a message.\u201d Today we have to meet our audience on an increasingly diverse array of traditional and digital media touch points. None has garnered more headlines over the past year than Snapchat. Jed Record joined us in Iowa last fall for the Social Brand Forum. Since then, both Snapchat and the emerging story media format have evolved even more.\xa0We discussed all of this on this\xa0week\u2019s On Brand podcast.\n\xa0About\xa0Jed Record\nA consultant, speaker, and educator, Jed Record guides corporate teams through the quickly changing landscape of emerging marketing technologies. He teaches marketing at Meredith College\u2019s School of Business. Jed\u2019s clients include both start-ups and global brands such as Lenovo, eBay, Thomson Reuters and Quintiles Transnational. He has worked with Toyota, Capital One, SanDisk and others on influence marketing campaigns as well.\nEpisode Highlights\nInstagram stories vs. Snapchat stories.\xa0One big thing that\u2019s changed since last summer/fall has been the emergence of Instagram\u2019s own story feature. Recently, Instagram\u2019s daily story stats have overtaken Snapchat total user counts. Does this automatically spell trouble for Snapchat? Not necessarily. \u201cIt\u2019s a major millennial media platform. It is a highly different audience. If this is your core audience, this is still where you should be.\u201d\nWhy millennials still favor Snapchat. \u201cSnap was the platform where their parents weren\u2019t. It\u2019s a very personal network.\u201d Instagram stories may help preserve this feature. Just as parents and older demographics were starting to check out Snapchat, they had a new reason to stay on Instagram.\nThe \u2018story\u2019 is a new media format. Whether it\u2019s Snapchat stories, Instagram stories, or Facebook\u2019s new story feature, one thing is clear. The story is an emerging new media format, composed of real-time photos and videos further personalized with sketches, scribbles, and emojis. How will you tell your brand\u2019s story?\n\u201cThis is another form of communication but it\u2019s not just another communications course.\u201d Jed was very clear that though these are new formats and channels, we need to make\xa0sure that marketing curriculum doesn\u2019t get lost teaching the tools. We need better instruction on distilling complex brand messaging into concise, ephemeral stories.\nWhat brand has made Jed smile recently? \u201cApplebee\u2019s. Out of the blue, they make me smile by tweeting at me.\u201d Jed also pointed to exceptional service from American Airlines and Toyota.\nTo learn more,\xa0check out\xa0Jed\u2019s\xa0website and follow Jed on Twitter.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nRecently Jasko Besic\xa0gave us a shout on Twitter for our\xa0episode featuring Brad Flowers. Thanks for listening, Jasko!\nDid you hear something you liked on this episode or another? Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nSubscribe to the podcast \u2013 You can subscribe to the show via iTunes, Stitcher, and RSS.\n\n\nRate and review the show \u2013 If you like what you\u2019re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.\n\n\nRemember \u2013 On Brand is brought to you by my new book \u2014 Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\xa0Order now at Amazon and check out\xa0GetScrappyBook.com\xa0for special offers and extras.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices