SNAPCHAT VS INSTA-STORIES
The great debate! Instagram vs SnapChat
I like most others working in this space have an opinion. However, we all differ in which we prefer. But lets talk about the facts from the beginning and let you draw your own opinion bast on FACTS!
SnapChat launched in 2011 but it wasn't until the uncertainty of the approaching 'Instagram Algorithm' that we saw business swarm to the platform to try counteract what ever impact such algorithm was going to have.
April of 2016 Instagram launched its new algorithm forcing businesses who were somewhat scared on how this was to affect there strategies they began to look elsewhere and elsewhere just happened to be snapchat! This was also accompanied by other businesses who simply wanted to expand their reach to a new platform in the hope to engage a whole new market.
With SnapChats demographic aged 13-25 (the younger gen) it seems logical that some brands (not all) would step over to this new growing platform. Further to the interest SnapChat reaches over 100million users in 2016 with those on the platform spending 25-30mins a day browsing.
SnapChat offers a range of features including animated lenses, filters, geo-filters, advertising capabilities and private snapping. Quickly making it one of the most favoured platforms for young users. And then....
In August 2016 Instagram stories landed! And boy did it CHANGE EVERYTHING! Similar to it's competitor platform SnapChat, Instagram Stories allows users to share video or image snippets of their day in a story like feed. In fact, Instagram has even stated that it's story feature is 100% 'inspired by' SnapChat and yes they are definitely similar except for one huge difference... In just 2 months Instagram reached over 100 million daily active users, those numbers took SnapChat 5 years to reach.
So here we are SNAPCHAT VS INSTAGRAM?
1. SnapChat has an element of Privacy and 'non judgemental'
Unlike its counterpart Instagram Stories, SnapChat encourages a more relaxed, real experience. Users don't feel the need to edit there daily life's to then share with friends instead capturing real moments and sharing.
Rather than “needing” to post a perfectly styled photo on Instagram, users can use SnapChat to snap a photo or video, then add text or draw on a photo, swipe across the screen to add geo-filters or fun lenses, or even edit video to move faster, or in reverse.
However, the absence of a 'status' a number of followers, comments, views and likes is what makes SnapChat the most appealing. There is nothing visible on SnapChat to compare yourself to others. So, for a generation that admittedly removes photos from Instagram if they don’t receive enough likes, this is a huge bonus.
2. Instagram stories have all the same features and more!
Like we mentioned above Instagram modelled its new feature of the SnapChat platform with that comes all the same features:
Filters
Geo location
Add Text
Draw on a photo
Fun lenses/ image features
Save your image
Upload from camera Roll
Private message
Video
However, the differences lie in the following:
Tagging friends
# capabilities
Shop the feed by swiping up
Visit a link by swiping up
Boomerang 'Create captivating mini videos that loop back and forth, then share them with your friends.'
Live - literally go live and the video only stays up in real time.
Hands-free
It's evident that Instagram has taken it a few steps further allowing users additional features to help set it apart from SnapChat. As we mentioned in a previous article SnapChat did release 'A whole new story' that allows for you to create a story and then allow your friends to contribute to that story. This feature is not found on Instagram but we don't see that as a big issue.
3. Both have advertising features however, they are different
SnapChat Advertising
The Larger companies with big advertising budgets can create custom lenses for Snapchat in which users can put on their faces when creating a Story. The “little guy” has the option to create custom geo-filters, which start at only $5.
Brands can use geo-filters on SnapChat for special events, promotions, or create custom lenses that users will actually add into their stories to share your brands message. Lastly, there are also advertisements played in between and at the end of stories that are generally booked by the larger companies.
Instagram Advertising
Like SnapChat Instagram allows for larger companies to place ads within it's stories, when swiping from one story to the other you may be fed a targeted ad , generally a video. These ads are not related to the accounts story you've just watched instead targeted via a number of factors that have then served you this ad.
Instagram has also released the 'swipe up' capability that allows for brands and influencers to add links to their website or to that of a brand they represent. Such a capability allows for consumers to shop immediately after seeing a something within a story they just 'have to have!'.
Lastly, as mentioned previously Instagram does allow for tagging within its stories. This feature is mainly used as an adverting tool for influencers who tag the brands they are working with or featuring within there story to allow for individuals to go straight to the source of the product, increasing conversions.
4. SnapChat makes it hard to find and discover other users
Known as being the 'mysterious' of the social media platforms, SnapChat has always prided itself on such a feature. This title comes as the only way you can add a new user and share stories is to know their direct username or have access to their SnapChat code.
Such a feature makes it difficult for businesses to grow their accounts and access new users as potential consumers need to know one, that your on the platform and two what your username is.
Often you see businesses SnapChat handle in their bio or they share images on other platforms to draw the consumers attention to the fact they have an account and what their username is. This is a huge setback as businesses have to 'hand hold' consumers into finding them on the SnapChat platform. All this is doing is, migrating a user from Instagram to SnapChat so in turn you are not gaining any NEW consumers instead, targeting the same people just in two different places.
The app was never designed as a tool for gaining new users and finding people you don't know, again why its know as the 'mysterious' platform. With that said if discovery was never what it was intended for and isn't a capability it's clear that businesses shouldn't incorporate SnapChat into their business strategy for accessing new users!
5. Instagram makes discover easy!
To put it simply DISCOVER IS EASY! Instagram was clearly built to allow for easy, accessible discovery for both the consumer and the corporation. In fact, they have a whole tab dedicated to discovery 'EXPLORE'. Here you can see images, videos and stories of accounts that others you follow are interacting with or what Instagram algorithm believes you will be interested in!
Further to that, you already have an Instagram account. Stories is just an additional feature to your already existing account that further allows for you to reach a broader consumer. There is no need to start over, create a new account, audience on a new platform. Its just an extension of your existing account.
Now that there is a nearly identical option available, with all of the benefits of Instagram its a no brainer!
With all that said i'm sure you have made your mind up! I know what i will be pitching to clients.