Media & Entertainment

Instagram Spotlights vs Snapchat Stories vs Twitter Moments

Comment

Image Credits:

There is a battle raging for curated social media supremacy. When big things happen, each of these apps wants to be where you see the best of and behind the scenes. They’ve all created their own features that take the work off your hands. Just sit back and watch, swipe or scroll.

But how do they feel and what do they do best? Last night we got a rare chance to directly compare Instagram Spotlights, Snapchat Live Stories, and Twitter Moments since they all featured The Grammys. Here’s a look at their strengths, opportunities, and shortcomings.

Instagram Spotlight

What It Feels Like: The Polished Paparazzi Highlight Reel

Instagram stays true to its success theater with Spotlight. The recently launched feature is linked to from atop the feed and promoted heavily on the Explore page (swipe right at the top if you don’t see it). Instagram Spotlights displays an auto-advancing feed of video clips around a theme, artist or, in this case, a live event. You can swipe up to see the next clip or let them slide into place at its own pace.

Arianna Grande waves "Hi Instagram!"
Arianna Grande waves “Hi Instagram!”

For the Grammys, Instagram puts you in the shoes of the world’s luckiest photographer amidst all the extravagance. You’ll see 55 clips like pop starlet Ariana Grande waving “hi Instagram!”, Taylor Swift and her friends freaking out in their dressing room when she finds out she won an award, and a close-up of Lady Gaga getting David Bowie makeup.

At its best, Instagram’s Grammys Spotlight shows you the best moments that weren’t on TV. Yet they’re often polished or impressive enough that they’d fit there as little vignettes before commercial breaks. It’s about the visuals, just like Instagram, so Spotlight sticks to high-definition video the whole way through. The experience feels crisp and alive without being rushed.

At its worst, the Spotlight seems cold and overly fabricated. The reliance on professional outside photographers like Polk Imaging that shoots for Getty makes you feel a bit detached. You’re so close to the stars, but most of the time they don’t seem to notice — like you’re watching through a one-way mirror. It’s corporate; it’s the version of the stars that the stars want you to see. A few more giddy, wacky views would humanize it.

If you want a deeper look and exclusive access to special event, Spotlight does it well. But don’t expect to feel like you attended yourself.

Snapchat Live Stories

What It Feels Like: The Raw, Intimate, First-Person Perspective

Snapchat retains its goofy, off-the-cuff vibe in its Live Stories. The oldest of these curated social media formats, Snapchat combines user-submitted footage, shots by the stars themselves, and clips from its own in-house correspondents. You can fast-forward through the 65 snaps that compose the several-minute sequence that’s promoted above your Story list.

IMG_5379Snapchat’s Grammy’s story casts you as a celebrity’s best friend. You’ll see Justin Bieber warming up in his trailer, Diplo playing with Snapchat’s facial recognition selfie animations, and shots from the crowd and side stage of stars accepting their awards. Decorated with emoji and annotated with text exclamations, Snapchat’s story is funny and fawning.

Done right, Snapchat gives a sense of the excitement of being there. It’s unfiltered and far from perfect. Grainy video and over exposed shots from the nose-bleeds aren’t always vividly entertaining. Instead, they’re relatable. Getting all the angles from stars shooting selfies and giving speeches to fans just trying to catch a glimpse of their heroes or cheering at home makes Snapchat’s Story immersive and well-rounded.

Plus, seeing stars use Snapchat lenses and graphics gives it a uniqueness. This isn’t generic media reposted here. It was shot for Snapchat. The startup’s video editors deserve their own award. The best sequences seamlessly link related shots. From the side stage you see Bieber introduced, then from the front row he’s dancing, from the crowd his producers Diplo and Skrillex are rocking out performing their hit single, and then the music is synced so the song continues but you’re suddenly with Diplo hearing it blasted at an after-party.

Then again, Snapchat’s Story is the only of these curated experiences to include ads. Every few clips, you’ll be interrupted by promos for HBO’s new rock’n’roll drama Vinyl. Luckily you can skip right past them. These don’t fit as well as the Samsung-sponsored backstage shots from the American Music Awards Story. Yet overall even the low-quality shots give Snapchat an endearing roughness compared to Instagram’s manicured tone.

Snapchat is vying to be the first screen for a generation that’s largely given up on television in favor of mobile. It captures both the behind-the-scenes and the stage so you feel like you consumed the Grammys without actually having to watch it. The fact that the Story manages to replace rather than just complement existing media is a testament to Snapchat’s ambition and potential.

Twitter Moments

What It Feels Like: Cheering And Jeering From Home

Immersion has never been Twitter’s strong suit. So rather than trying to transport you to the Grammys, Moments makes you feel like you’re watching alongside the world’s most talented peanut gallery of commentators. Promoted at the top of the Moments tab, The Grammys review cues up 50 GIFs, videos, photos, and reactionary tweets to swipe through.

IMG_5337Twitter’s Grammy Moment is the only of these curation formats to use still images, immediately making it feel less vibrant and coercive. You’ll see photos of Lady Gaga and Beyonce’s outfits in all their glory, GIFs of performances taken from the TV broadcast, hater tweets requesting you not compare The Weekend to Michael Jackson, and fans chastising CBS for screwing up Adele’s sound.

The silent GIFs of people singing feel awkward and incomplete. Twitter’s attempt to crop landscape media into portrait mode leaves certain clips looking pixelated, and you wouldn’t know you were missing the sides of a video or photo unless you tapped. Twitter did the best job capturing the night’s most emotional moment: a long video of the Hamilton hip-hop broadway musical cast delivering a passionate acceptance speech in rhyme. Instagram missed it and Snapchat caught just a tiny snippet.

Moments feels natural when it’s giving you the best of Twitter, not the best of the event. Bubbling up the funny reactions from people you probably don’t follow shows the network’s depth. By zooming out a bit from the chaos, Moments makes sure to cover the…moments that people will be talking about the next day. It’s more about laughing at or with the Grammys than simulating attendance.

Still, Twitter’s size and deficiency in rich media drags down the Moments experience. It just doesn’t get as many great videos uploaded as the others, so it feels static by comparison. At least you can enjoy Moments even if you have to scroll without sound. But it feels distant and foreign, closer to a newspaper digest than virtual reality. Stronger video and more intimate content from the stars themselves would make Moments more enveloping.

Twitter’s take will augment your experience if you watched the whole Grammys on TV, but being merely a second screen is limiting. Moments feels considered and intelligent, but might not be snazzy enough to addict people.

Different Swipes For Different Folks…That Snapchat Though.

IMG_5413There’s no one right way to curate social media, though I think Snapchat comes closest. Instagram’s Spotlight is stately and refined — perfect for the mainstream audience and TV ad dollars it’s trying to attract. Twitter’s Moments are a pundit’s paradise, sparking reactions and discussion of the triumphs and controversies.

But Snapchat Stories feels like the future of secondary media consumption. You feel like you were there, but you also feel more special than if you were just stuck in the crowd. You see every perspective on the celebrity-paparazzi-fan spectrum. It’s both earnest and wise-cracking, offering immersion as well as context.

And as Snapchat gets more popular, its Stories will just get better since they’ll absorb more custom-made content. More stars laughing in private, more front-row seats, and more zany Snapsterpieces that take advantage of its drawing, text and emoji tools. Snapchat just needs to stay real and risky to keep kids and everyone who wants to be as cool as them coming back.

More TechCrunch

X, formerly Twitter, turned TweetDeck into X Pro and pushed it behind a paywall. But there is a new column-based social media tool in the town, and it’s from Instagram…

ThreadsDeck? Threads in testing pinned columns on the web

As part of 2024’s Accessibility Awareness Day, Google is showing off some updates to Android that should be useful to folks with mobility or vision impairments. Project Gameface allows gamers…

Google’s expands hands-free and eyes-free interfaces on Android

A hacker listed the data allegedly breached from Samco on a known cybercrime forum.

Hacker claims theft of India’s Samco account data

A top European privacy watchdog is investigating following the recent breaches of Dell customers’ personal information, TechCrunch has learned.  Ireland’s Data Protection Commission (DPC) deputy commissioner Graham Doyle confirmed to…

Ireland privacy watchdog confirms Dell data breach investigation

Ampere and Qualcomm aren’t the most obvious of partners. Both, after all, offer Arm-based chips for running data center servers (though Qualcomm’s largest market remains mobile). But as the two…

Ampere teams up with Qualcomm to launch an Arm-based AI server

At Google’s I/O developer conference, the company made its case to developers – and to some extent, consumers –  why its bets on AI are ahead of rivals. At the…

Google I/O was an AI evolution, not a revolution

TechCrunch Disrupt has always been the ultimate convergence point for all things startup and tech. In the bustling world of innovation, it serves as the “big top” tent, where entrepreneurs,…

Meet the Magnificent Six: A tour of the stages at Disrupt 2024

There’s apparently a lot of demand for an on-demand handyperson. Khosla Ventures and Pear VC have just tripled down on their investment in Honey Homes, which offers up a dedicated…

Khosla Ventures, Pear VC triple down on Honey Homes, a smart way to hire a handyman

TikTok is testing the ability for users to upload 60-minute videos, the company confirmed to TechCrunch on Thursday. The feature is available to a limited group of users in select…

TikTok tests 60-minute video uploads as it continues to take on YouTube

Flock Safety is a multibillion-dollar startup that’s got eyes everywhere. As of Wednesday, with the company’s new Solar Condor cameras, those eyes are solar-powered and using wireless 5G networks to…

Flock Safety’s solar-powered cameras could make surveillance more widespread

Since he was very young, Bar Mor knew that he would inevitably do something with real estate. His family was involved in all types of real estate projects, from ground-up…

Agora raises $34M Series B to keep building the Carta for real estate

Poshmark, the social commerce site that lets people buy and sell new and used items to each other, launched a paid marketing tool on Thursday, giving sellers the ability to…

Poshmark’s ‘Promoted Closet’ tool lets sellers boost all their listings at once

Google is launching a Gemini add-on for educational institutes through Google Workspace.

Google adds Gemini to its Education suite

More money for the generative AI boom: Y Combinator-backed developer infrastructure startup Recall.ai announced Thursday it’s raised a $10 million Series A funding round, bringing its total raised to over $12M.…

YC-backed Recall.ai gets $10M Series A to help companies use virtual meeting data

Engineers Adam Keating and Jeremy Andrews were tired of using spreadsheets and screenshots to collab with teammates — so they launched a startup, Colab, to build a better way. The…

Colab’s collaborative tools for engineers line up $21M in new funding

Reddit announced on Wednesday that it is reintroducing its awards system after shutting down the program last year. The company said that most of the mechanisms related to awards will…

Reddit reintroduces its awards system

Sigma Computing, a startup building a range of data analytics and business intelligence tools, has raised $200 million in a fresh VC round.

Sigma is building a suite of collaborative data analytics tools

European Union enforcers of the bloc’s online governance regime, the Digital Services Act (DSA), said Thursday they’re closely monitoring disinformation campaigns on the Elon Musk-owned social network X (formerly Twitter)…

EU ‘closely’ monitoring X in wake of Fico shooting as DSA disinfo probe rumbles on

Wind is the largest source of renewable energy in the U.S., according to the U.S. Energy Information Administration, but wind farms come with an environmental cost as wind turbines can…

Spoor uses AI to save birds from wind turbines

The key to taking on legacy players in the financial technology industry may be to go where they have not gone before. That’s what Chicago-based Aeropay is doing. The provider…

Cannabis industry and gaming payments startup Aeropay is now offering an alternative to Mastercard and Visa

Facebook and Instagram are under formal investigation in the European Union over child protection concerns, the Commission announced Thursday. The proceedings follow a raft of requests for information to parent…

EU opens child safety probes of Facebook and Instagram, citing addictive design concerns

Bedrock Materials is developing a new type of sodium-ion battery, which promises to be dramatically cheaper than lithium-ion.

Forget EVs: Why Bedrock Materials is targeting gas-powered cars for its first sodium-ion batteries

Private equity giant Thoma Bravo has announced that its security information and event management (SIEM) company LogRhythm will be merging with Exabeam, a rival cybersecurity company backed by the likes…

Thoma Bravo’s LogRhythm merges with Exabeam in more cybersecurity consolidation

Consumer protection groups around the European Union have filed coordinated complaints against Temu, accusing the Chinese-owned, ultra low-cost e-commerce platform of a raft of breaches related to the bloc’s Digital…

Temu accused of breaching EU’s DSA in bundle of consumer complaints

Here are quick hits of the biggest news from the keynote as they are announced.

Google I/O 2024: Here’s everything Google just announced

The AI industry moves faster than the rest of the technology sector, which means it outpaces the federal government by several orders of magnitude.

Senate study proposes ‘at least’ $32B yearly for AI programs

The FBI along with a coalition of international law enforcement agencies seized the notorious cybercrime forum BreachForums on Wednesday.  For years, BreachForums has been a popular English-language forum for hackers…

FBI seizes hacking forum BreachForums — again

The announcement signifies a significant shake-up in the streaming giant’s advertising approach.

Netflix to take on Google and Amazon by building its own ad server

It’s tough to say that a $100 billion business finds itself at a critical juncture, but that’s the case with Amazon Web Services, the cloud arm of Amazon, and the…

Matt Garman taking over as CEO with AWS at crossroads

Back in February, Google paused its AI-powered chatbot Gemini’s ability to generate images of people after users complained of historical inaccuracies. Told to depict “a Roman legion,” for example, Gemini would show…

Google still hasn’t fixed Gemini’s biased image generator