Instagram Stories has grown its userbase by 50 million since April

J Crew is among the brands using Instagram Stories

Instagram claims that 250 million people now use its Stories feature every day, meaning it has attracted an additional 50 million users since April.

The Facebook-owned app has revealed fresh figures around its ephemeral content service along with an update that will allow users to share replays of live videos they've already broadcast within its walls.

Previously videos shared on Instagram Live Stories would disappear when the stream had ended, but now users can repost them up to 24 hours after they were initially shot.

In a blog post addressing the rejig, Instagram claimed the move will let users share experiences with even more people in an "authentic way" – its focus on preserving the ephemerality of live video in a real-time setting echoing the ethos of rival Snapchat.

The rapid user growth of Instagram Stories is likely to be welcomed by brands like Nike and Asos, which have been buying Stories ad slots since January, but it will present a further challenge to Snapchat.

The Venice Beach-based messaging app currently boasts 166 million daily active users, an increase of 36% year-over-year. App data recently implied that Snap's user growth was on a slowdown with analysts noting that perhaps Instagram's replication was bearing fruit. Before it went public, Snap promised investors growth, with Instagram Stories' latest figures likely adding to the pressure to deliver.

In the face of Instagram aping its trademark Stories feature, Snap has been turning its attention to deals with TV and broadcast networks to produce TV-style shows. Earlier this week the app inked a partnership with Time Warner that includes the development of made-for-Snap shows. The pairing is widely reported to be worth $100m.

Overall Instagram claims to have 700 million users worldwide, with over a million brands choosing to advertise within its walls.

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