Grammy Award-winning music group Ghost used the social media platform to announce its work, allowing followers an exclusive look at the band's latest music before the official release

“Dance Macabre” by Ghost is a track that officially debuted on May 18th, yet fans were able to listen to the song earlier on the band’s Instagram story. Although many artists are using social media to market their work, Ghost is one of the first musicians to forgo the usual platforms—Facebook, Snapchat and Twitter—and use Instagram’s Story feature to promote and release their new music.

While many musicians have been keen to use Instagram to advertise their work, they haven’t necessarily used the Story function in particular,  on which posts vanish after 24 hours. The ability to debut music this way could be an indication of Instagram’s influence over Snapchat, and may also pave an innovative marketing path: While users might just scroll past regular Insta posts that are clearly labelled as ads, the story provides an opportunity to capture viewer’s attention in a more organic way.

Ghost

“Dance Macabre” by Ghost is a track that officially debuted on May 18th, yet fans were able to listen to the song earlier on the band’s Instagram story. Although many artists are using social media to market their work, Ghost is one of the first musicians to forgo the usual platforms—Facebook, Snapchat and Twitter—and use Instagram’s Story feature to promote and release their new music.

While many musicians have been keen to use Instagram to advertise their work, they haven’t necessarily used the Story function in particular,  on which posts vanish after 24 hours. The ability to debut music this way could be an indication of Instagram’s influence over Snapchat, and may also pave an innovative marketing path: While users might just scroll past regular Insta posts that are clearly labelled as ads, the story provides an opportunity to capture viewer’s attention in a more organic way.