The battle between the two social media giants—Instagram and Snapchat—has picked up speed. A few months ago, Facebook announced that Instagram Stories surpassed its competition by acquiring 250 million daily active users within a year of its launch. That's roughly 50% of Instagram's total number of daily active users accessing the application.
A recent study conducted by social media marketing firm Mediakix revealed that influencers based in North America overwhelmingly preferred Instagram Stories to Snapchat. They are using Snapchat 33% less and posting 25% more on Instagram Stories. To see how often users are posting on both platforms, Mediakix tracked Snapchat's top influencers for 30 days. Their findings showed that there's a significant decline in Snapchat’s usage as well as viewership.
An analytics provider Delmondo further proved the steep decline of the social media network. They found out that the average unique viewers for every Snapchat story have decreased about 40%. They analyzed a total of 21,500 Snapchat stories from July to November last year to see how well they performed before and after Instagram launched its own stories.
It's clear to see why social media influencers are making the switch and slowly migrating to Instagram. They continue to launch new features, including a two-person live streaming option, that allows users to invite another user to join in on their live video. Instagram has also enabled its users to include external links in their stories prompting more brands to advertise on the platform. Snapchat recently rolled out the same feature including location-tagging, but social media influencers think that it's not enough to compete. When it comes to brand mentions and recognition, linking and tagging other brands on is far simpler and more effective on Instagram.
So, what's the latest figure between Instagram Stories and Snapchat Stories?
Here are the findings:
- It was reported that Snapchat saw a big drop when Instagram Stories launched in August last year. It fell to its lowest ranking dropping to #11 after being in the top 3 for the first half of 2016.
Source: Techcrunch/App Annie
- Snapchat usage and engagement have gone down 15 to 40 percent since the release of Instagram stories. Top creators used to get around 330,000 views per day on Snapchat in 2015 up until June 2016. Nowadays, they only get around 205,000 to 250,000 views per day. (Source: techcrunch)
- Snapchat has 173 million daily active users worldwide, up from 143 million global daily active users (DAU) in the corresponding quarter of the previous year. Here’s a graph provided by Statistica:
- It was found that 4% of U.S. mobile users aged 18 to 24 years old were the most active users of Snapchat accessing at least once per month. While 59% of U.S. internet users between the ages of 18 to 29 use Instagram. (Source: Pew Research)
- According to Instagram, they have helped increased the amount of time people spend on the platform. They encourage users to use it longer and more frequently. It was revealed users under the age of 25 spend more than 32 minutes a day on average, while those older spend more than 24 minutes a day.
- As for brands, there are over 50% of businesses on Instagram produced a story on the platform and one in five organic stories from businesses will generate a direct message from a follower, potential client or customer. (Source: Instagram)
- According to L2, a data and research firm, fashion brands are shifting toward Instagram. They found out that Instagram Stories overtook Snapchat in both brand adoption and total posts for the Fall-Winter 2016 and Spring-Summer 2017.
- Over 1 million advertisers are placing ads on the platform at least once a month. Instagram Stories has made it even more appealing for brands as millions of users get more information about an advertised business. (Source: mediakix)
- 11 out of 12 top social media influencers posted more Instagram stories than on Snapchat. Here’s are two infographic by mediakix that shows the number of average stories they produce per day:
- Wishbone App decided to poll both social media network’s targeted demographic of young millennials ages 12 to 25 years old. More than 35,000 users participated to see where the users stand and they found out that 63% prefer Snapchat than Instagram. Snapchat is better if you are targeting a younger demographic. (Source: Huffington Post)
- A report on TechCrunch found that Instagram view counts soared, and most social media influencers have seen engagement rates that are 3 to 5 times higher on Instagram than on Snapchat.
- According to Business Insider, Snapchat has still an impressive engagement metric as the average Snapchat user opens the app 18 times a day, spends around 25 to 30 minutes inside it and 60% of them generate content.
- The penetration rate among 18 to 24 years old is higher on Snapchat than on Instagram as content uploaded on the platform tends to be more quirky, creative and spontaneous. (Source: Forbes)