Snapchat had revolutionized the world of social networks with its ephemeral photos and videos, its animated filters and its Stories. Since 2016, Instagram has been largely inspired by its competitor by deploying its own Stories and other animated filters. Instagram and Snapchat have now become real adversaries and are competing in a race for users, but above all for profitability. If Instagram has announced record figures this year, Snapchat is idling and worries investors. Instagram vs Snapchat: who’s in charge? Instagram vs Snapchat: where are we in the story war? 1.Instagram vs Snapchat in terms of users Instagram has seen its number of active users explode in a short time since its Stories were launched a year ago, to the detriment of Snapchat, whose user growth has stagnated since that date. You can easily see how far ahead Instagram has taken on Snapchat with the two graphics below.

Instagram managed to gain 100 million more users in just 4 months, while Snapchat struggled to gain 8 million more users in a quarter. Instagram vs Snapchat: users Source Instagram vs Snapchat: users Source 2. Instagram vs Snapchat in terms of time spent Snapchat is taking over somewhat when it comes to the time each user spends on the platform. On average, people spend 30 minutes of their day on Snapchat. On Instagram, we distinguish this average Sweden Phone Number List to the age of the users. Those under 25 spend more than 32 minutes a day on the social network. On the other hand, those over 25 spend an average of more than 24 minutes on Instagram. Figures that would certainly be just as contrasted on Snapchat when we know that the social network especially appeals to the youngest and that they represent 58% of users, against 42% over 25 years .

Instagram vs Snapchat: who’s in charge?

“Instagram vs Snapchat”, this confrontation of the two social networks is becoming usual. 3. Instagram vs Snapchat in terms of Stories We now get to the heart of the matter. The Stories bear witness to the battle between Instagram and Snapchat, Instagram having openly copied this feature to Snapchat. However, if Snapchat is the inventor, it is clear that Instagram has gained the upper hand thanks to it. 150 million users use them daily. At Snapchat, 25% of daily users feed their Story each day, or approximately 41.5 million users. Stories are also very attractive to businesses. 50% of businesses on Instagram have Stories. 4. Instagram vs Snapchat in terms of engagement Engagement is easily measurable on Instagram thanks to the many forms that interactions can take. Likes, comments, mentions, private messages, messages in response to a Story or even live videos are all ways of interacting with a brand.


The audience is smaller, so more loyal users follow brands. Snapchat helps establish a certain close relationship where users are more receptive and committed to the brands they follow. Despite the many interaction tools, Instagram does not generate as much engagement due to an ever larger audience and an increasingly dense news feed. 5. Instagram vs Snapchat in terms of influencer A study by the agency showed that influencers post more on Instagram Stories than on Snapchat. This concerns 2/3 of the influencers studied. So why are influencers abandoning Snapchat? Instagram’s 700 million users are certainly one of the main reasons. This represents a larger potential audience for them. In addition, Instagram’s search tools are much more developed, which gives them a better chance of being discovered or searched by future subscribers. More broadly, Instagram offers more features that call for engagement and conversion.

Instagram vs Snapchat in terms of engagement

On Snapchat, the functionality is more limited. You can reply to a Story, share it, or send chat messages, but that’s it. Still, engagement on Snapchat can be considered stronger than Instagram. Adding links, for example, has been around for a while when Snapchat has only just launched this feature. 6. Instagram vs Snapchat in terms of brands and advertising The success of these two social networks has inevitably attracted brands and advertisers. Many of them have created profiles and invested in advertising. However, they have always been more cautious on Snapchat. Until very recently, you always had to submit your advertising campaign directly to Snapchat, the advertising network was only launched this summer. In addition, the advertising campaigns were very expensive and aimed mainly at large companies with large budgets. This is one of the reasons why only 7% of advertisers advertise on Snapchat, compared to 54% on Instagram .

And the audience is there since a third of the most viewed Stories come from brands. With the addition of a well-crafted advertising network (since 2015), brands are naturally turning to Instagram Ads rather than Snapchat. The new advertising network of the little ghost could perhaps give new impetus to Snapchat Ads, especially as the advertising is very interesting. A study by Media Sciences Labs found that advertising on Snapchat generates 1.5 times more visual attention than that of Instagram. It also elicits more emotional reaction and purchase intent than its competitor. So Instagram or Snapchat? Which of the two can help your brand gain awareness and drive conversions? Snapchat is on a steep hill, of course, but maybe it’s the social network that best meets your goals. In any case, Snapchat has not said its last word. New tools are launched.

Leave a Reply

Your email address will not be published.