Sorry Snapchat, Brands Chose Instagram

December 12th, 2016

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At the end of summer, Instagram released an update that allowed users to share stories to their platform. Just like Snapchat. And everyone freaked out.

Like with most social media changes, many users hated Instagram’s update mainly because…

we fear change gif

But here we are, just a little more than three months later, and we’re posting and viewing Instagram stories as if we’ve done it all of our lives.

When the update first occurred, we shared a few of our best tips for using Instagram stories, and as the update has really taken hold, we have a few more thoughts.

For most brands, this change has been a very good thing. This is because, aside from a few outliers who found their marketing niche on Snapchat, most brands were already finding success on Instagram. The addition of stories simply gave these brands a new way of reaching out to their audience.

Here are a few reasons most brand managers agree that Instagram has taken the lead on Snapchat:

Most brands have a greater following on Instagram.

Most brands who are using both Instagram and Snapchat have been using Instagram for a longer period of time, which means that they’ve already cultivated a greater following on that platform. Snapchat’s biggest draw is its filters, which makes it no surprise that brands are shooting their dog-face videos on Snapchat but posting them to Instagram.

It’s easier to grow your audience on Instagram.

Instagram’s find and follow functionalities make it easier for users to connect with you, whereas on Snapchat they need to know your exact username. As Dan Grossman, VP of platform partnerships at VaynerMedia, put it, “Instagram is a follower platform where Snapchat is more of a best friend platform.”

Instagram offers more opportunities to engage. 

At least when it comes to liking and interacting with posts, Instagram is far more engaging than Snapchat, where your primary form of engagement is viewing. On Instagram, users can like and comment on posts, cultivating a conversation that all of your followers can join. And don’t forget the hashtags, which allow you to reach an audience that extends far beyond your current one.

Instagram offers analytics you can actually use.

On Snapchat, your analytics are pretty much limited to who saw your snap and who screenshotted it. That’s it. On Instagram, however, brand managers can see everything from the age range of their followers to the days of the week that their page is most successful. These are the kinds of analytics you really need to make improvements to your existing strategy!

Snapchat is limited to a much younger audience.

Demographically speaking, consumers most active on Snapchat are between the ages 13 and 25, which is pretty limiting if you’re trying to reach anyone over the age of 25. Instagram, however, is used by a broader range of ages, including an older audience.

It all comes down to this: Everyone has a story to tell, but do you know where to tell it? For most brands deciding between Instagram and Snapchat, the answer right now is Instagram, but who knows what tomorrow will bring?

What do you think? Agree? Disagree? Let us know on Twitter, @CGRCreative!