1) There's more engagement. The most resounding point that came up again and again -- on both inbound.org and on Slack -- was Instagram's size advantage: While Snapchat hit 166 million users earlier this year, Instagram Stories alone has already racked up an impressive 250 million users.
And that's probably because any one of Instagram's 700 million total users can click on Stories to start seeing ephemeral content from accounts they follow. So it's no surprise that marketers at HubSpot and on inbound.org saw the advantages of leveraging their reach with existing audiences on Instagram to share ephemeral content.
Marketers found that Instagram Stories achieved higher levels of engagement than Snapchat Stories, so their sharing habits have dwindled on Snapchat -- and in some cases, dropped off significantly.
2) It's is easier for individuals and businesses to use.Because Instagram has been around slightly longer than Snapchat, users were already familiar with the interface when Instagram Stories was unveiled last August. So it's no surprise so many members of our community found it easier to use compared to Snapchat.
Instagram's business tools, which are managed through Facebook's impressive ads manager, are another compelling reason for marketers to spend more time and effort on Instagram.
Marketers cited the ease of permanent and Stories sharing all in one app, and Instagram's messaging capabilities compared to Snapchat: Individual direct messages don't disappear, as they do on Snapchat.
3) It's more visual for retailers on the platform.Because Instagram is such a visual platform, some marketers have found their audience members and customers to be more engaged than on Snapchat -- especially when it comes to sharing (or re-gramming) pictures of products.
4) The audience is already there.Like we mentioned earlier, because so many millions of users were already on Instagram when it introduced the Stories feature, many marketers find it easier to share content on the platform they were already using to share photos and videos.
The built-in audience makes it easy for some marketers to prioritize the platform over Snapchat. Instead of rebuilding an existing audience of users, they can activate existing fans and attract new ones by sharing different types of content on Instagram.
Contact us at Caney Creek Studio for a free consultation on how to use social media, video production, and digital marketing to promote your business.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.