Like Twitter and Facebook, artists can reply back to comments. Not all of them (because there are hundreds and thousands being sent), but to a few select comments to show their appreciation and to engage with them. It gives a reason for people to come back, thinking their favorite artist could message them next and that they truly care about other people. With the creativity that is in Stories, artists can talk to their fans in special ways, breaking the fourth wall in speaking directly as fans and posted online. A lot of people sometimes come off as self-interested, so personal engagement is helpful.
Music legends of the 60’s, 70’s, 80’s, and 90’s didn’t have this advantage to reach out to fans like that. Today, everyone have the tools on their phone to reach out to others. We measure popularity based on how many followers and likes one has on their pages. With Instagram Stories, it gives a sneak peek to what is going on and it feels exclusive because it lasts only for a brief period. It is a creative way to spread word-of-mouth and bring in new fans to check in and see what else big is taking place.