Snapchat is no double facing some serious, constant competition from Instagram ever since the launch of “Instagram Stories”. The features from both platforms allow users to share photos and videos that will disappear after 24 hours it was posted. Ever since the debut of Instastories, Instagram has been relentless about providing some of Snapchat’s best features and tools, refined and improved along the way. In fact, more people have been using Instagram Stories compared to Snapchat since April this year.
It should come as no surprise that brands seem to have caught onto this feature, and has included Instagram Stories as one of their necessary marketing platforms. Both Instagram and Snapchat hope to attract the hearts and minds of users, and numbers have shown that both platforms have successfully capture the attention of consumers. According to statistics provided on Snapchat’s website, on any given day, the platform reaches 41% of al 18-34 year olds in the United States. Nonetheless, a recent study has shown that 32% of millennials list Instagram as one of the most important social network, a remarkable number comparable to veterans like Facebook and Twitter.
The heat is on between the two giants, but which is worth your investment and what is the best for your brand’s marketing strategy? Understanding the features and differences of each platform will help you make a better decision on where to invest your money and time. It is important to note that it is not a platform versus platform decision as each still has their trademark features, and both marketers and brands have most likely spent time, effort and money building followers on both platforms.
Instagram Stories allow users to share intimate day-to-day content with followers and provide the chance to communicate in-the-moment, which was the same feature that helped launch Snapchat as a valid marketing tool. However, what was lacking for marketers is a true strategy in differentiating content creation for both social media platforms.
Both Instagram and Snapchat are generally different when it comes zo prioritising consumption and creation. When we open Snapchat app, the interface lands on the camera screen and allows user to create content first. On the contrary, when Instagram is first open, the interface is mainly for user to consume content. With different user experiences on the two platforms, what are the advantages and disadvantages when it comes to prioritising content on a story?
Features of Instagram Stories
Established in 2010, Instagram has the upper hand when it comes to user count. With some brands having built and strengthened their fan base from day one – Instagram Stories allow marketers to connect with their current followers without having to prompt them to move to a new platform.
Instagram has also improvised on the features of Snapchat, making it easier to navigate around the interface in comparison to Snapchat. From viewing content to sharing content to other users, the elegant design with small variants, such as animation when moving one user to another user, makes it a delightful and engaging experience for users.
The trademark feature of Snapchat that keeps users entertained is its filters. From daily selfie lenses to geotags, Snapchat has the ability for brands to participate in the filter game. Nonetheless, Instagram Stories continued to roll out new features and their development team made regular updates to Instagram Stories in order to build up their now robust list of features and has also started to offer similar filter features on top of standard features such as text, emojis and drawings to an image or video.
Instagram also added @Username capabilities for Instagram Stories so that users can now tag each other in their stories. A new feature exclusive to Instagram is the fun Boomerang feature, which makes tiny GIF-like clips out of what is being filmed.
In fact, Instagram introduced outbound links to all of its verified users of high profile accounts. This allows brands, celebrities, entertainers or influencers to engage with fans and followers, allowing them to bring followers out of Instagram to their website, or product page or blog features.
Although, at one point in time, Snapchat was the fastest-growing social media platform beating giants like Facebook, Twitter and Instagram, the constantly revolving and changing Instagram has made Snapchat irrelevant in recent times. Instagram is now considered to be the most modern and innovative social platform in the world.
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