THE Battle of Social Media Giants | SNAPCHAT VS INSTAGRAM STORIES
Snapchat is a one-to-one and group messaging application that lets users send photo, video, and text messages that disappear after few seconds. Roughly more than 150 million people use Snapchat daily, and consumption is around 800 hours of video per second.
In addition to its messaging features, Snapchat features Stories (photo or video messages that can be replayed within 24 hours), as well as Memories, which refer to saved photos, and stickers to ‘design’ messages. The app has been widely adopted, especially among teenagers and millennials, where 26% of people surveyed between the ages of 12 and 24 said they used Snapchat the most.
Snapchat was created in 2011 by Evan Spiegel, Bobby Murphy and Reggie Brown. The app was created when they were studying at Stanford University, with Spiegel presented the app as a part of a project for his product design class. It was initially launched as Picaboo, but it was rebranded as Snapchat just a few months later.
However, recently Facebook announced that Instagram Stories surpassed its competition by acquiring 250 million daily active users within a year since its launch. That’s roughly 50% of Instagram’s total number of daily active users accessing the application.
The Stories feature, which allows users to share photos with their followers, is up to 500 million daily users. Snapchat pioneered the photo stories model and reported 191 million daily active users for the first quarter of 2018, according to Snap‘s most recent quarterly report.
In addition, 11 out of 12 top social media influencers posted more Instagram stories than on Snapchat. Here’s are infographic by Mediakix that shows the number of average stories they produce per day:
According to Hubspot.com, Instagram wins big-time when it comes to numbers alone. With 500 million daily active users, Instagram has an audience almost three times larger than Snapchat’s.
But quantity isn’t the only thing that matters here: 45% of Snapchat users are between the ages of 18-24, and that group spends an average of 40 minutes per day on Snapchat — which is more time than they spend on Instagram. Almost half of Snapchat users aren’t even on Instagram. If you intend to target a young demographic, Snapchat might have a more ideal audience for your business.
Instagram, on the other hand, generally caters to an older demographic: 59% of all internet users between the ages of 18-29 use Instagram, and 33% of internet users between the ages of 30-49 use it. If your ideal audience is an older demographic, or if you haven’t fully established your brand and want to reach as many people as possible, Instagram might be a better long-term fit.
In terms of filters, Snapchat is undoubtedly a leader. Although Instagram has tried to create nearly identical filters to Snapchat on Instagram Stories, Snapchat’s filters are still unbeatable and undoubtedly, more popular. Snapchat is especially unique when it comes to filter animations: if you use the dog filter on Snapchat, you don’t just look like a dog, you also move like one.
Mic.com supports the perspective that Snapchat’s filters are better: “Snapchat has a lot more filter choices but Instagram offers a few of the same. For instance, the photo-sharing app has its own variation of the “flower crown” filter but it pales in comparison to Snapchat’s.”
Snapchat also offers augmented reality effects, something currently unmatched by Instagram. For instance, you can put dancing hot dogs in your pictures and videos of the real world.
Advertising for Businesses | Comparison
According to a new report, brands are uploading to Instagram Stories more than twice as often as they are on Snapchat. “As Instagram becomes the mainstream choice for brand Stories, Snapchat risks being niche-ified,” wrote L2 in the report.
Snapchat has repeatedly stated that it’s focus is on helping users maintain relationships with friends over marketing or influencer content, while Instagram, too, is adding new features that cater to greater privacy.
Snapchat has been under fire from Instagram for more than a year, as the Facebook-owned app has steadily ripped off Snapchat’s features while increasing its users thanks to support and targeting tools from Facebook’s ecosystem.
As regards to cost, according to Digiday.com, buyers say Instagram Stories is about $3 to $4 CPMs, and completion rates are between two and three times higher on Instagram than Snapchat.
“Instagram is a more compelling story to online advertisers, because it is connected to the larger Facebook ecosystem,” said Jill Sherman, SVP of social media at DigitasLBi. “It provides a more seamless opportunity for brands”, as was mentioned in Business Insider.
Snapchat has widely rolled out the Snapchat Ad Manager, with a unified dashboard for metrics, choosing objectives, targeting and mobile monitoring.
On the targeting front, Snapchat offers over 500 audience segments to help unlock the most value for advertisers, and also has several partnerships. It has one with Oracle Data Cloud for ad relevance based on offline purchases, for instance.
At the same time, the Instagram Stories feature offers a fantastic opportunity to engage with your audience more flexibly and outsmart the ongoing changes to their algorithm. There are so many benefits to giving it a go – why not try it out for your business? Those features include the tools for drawing, placing stickers, adding augmented reality filters, etc.
Besides, nowadays businesses are widely taking advantage of Instagram Live feature. Awario states that If you’re brave and prepared enough to go Live, you can use that to support your Stories. It is comparatively more interactive and more spontaneous. There is a big advantage to go live as your followers get notifications when that happens (unless they have turned the notifications off). You can also upload your Live Stream as an Instagram Story as soon as it’s finished. You have to be prepared to go live, and if your audience is large, you have to also be prepared for almost anything. Here’re some ideas for you in case you want to try one of the following ideas: (1) run a contest or invite your audience to bet on an outcome; (2) host a Q&A or AMA (Ask Me Anything); (3) cover an event or share an interesting moment; (4) host a talk show.
The point of both Instagram Stories and Instagram Live is to produce raw content that feels more authentic and more personal. If your goal is to build an image of your brand that is down-to-earth, interactive, human – that’s the space for you to try out.
Besides, DMN also reports that Snapchat works with several measurement solution providers, like Nielsen and Millward Brown, to track metrics like viewability, reach, resonance, and reaction (i.e. sales lift). However, Velasco says it is still “very difficult” for other vendors to provide clients with Snapchat performance analytics. Instagram, however, can leverage Facebook’s reporting capabilities and offer deeper insights on its followers’ demographics and post/Stories engagement.
Social media is becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. One of the main advantages of social media for businesses is that it enables you to interact with your potential and existing customers. Social networks provide the opportunity to start a conversation with your consumers and deliver the right marketing message to the right individual.
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