Both Snapchat and Instagram are worthwhile social media marketing tools for your business, but which should you use? In this blog post, we will delve into Snapchat vs. Instagram. We’ll go over what each does, give you their strengths and weaknesses as well as best uses. We’ll give you some data to consider based on what your business demographics and marketing goals are. Then, we’ll wind up telling you to make your own decision based on the information. Sound good?
What is Snapchat?
Snapchat, which was introduced to the world in 2011, is a social media platform that let you take pictures and videos, add a little bit of text to them and send to just one friend or to everyone following you. Once people open your ‘Snap’, they get about 10 seconds to look at it unless it’s a video. Then, they can watch the video in full and that’s it. The ‘Snap’ will then delete itself and is gone forever. Snapchat has ads now. Their ads allow for stories to be shared in premium and curated contexts even if a user isn’t following you.
What are Snapchat’s metrics?
In order to know if a social media platform works for you, you’ll want to know a bit about its metrics. Snapchat has more than 100 million daily active users. Its audience is mostly young, with only 14% of its audience not being millennials. Up to 8x the amount of US 13-34 year olds watch live stories of an event vs the same event on TV. There are more than 8 billion video views EVERY DAY on Snapchat.
What are Snapchat’s strengths?
Snapchat has some really big strengths that marketers can make use of. It’s very popular especially for millennials and the younger generation. It’s also still growing. There’s not a lot of competition for businesses on Snapchat considering its size and popularity. There’s room for you to make a big splash on Snapchat. Snapchat has an active audience meaning that they’ll be more willing than other audiences to receive messages you’re sending. They’re also more likely to view them. Because a Snap’s duration is so short, you are guaranteed to have your audience’s attention. Snapchat creates a sense of urgency that causes users to act fast. That’s great for your marketing needs, especially for time-sensitive sales and discounts.
What are Snapchat’s weaknesses?
Snapchat’s main weakness is that it has a limited audience. Compared with other social media platforms, their audience is extremely narrow, with over 50% being college students and a majority of users being women. If your products and/or services don’t hit that demographic, you might not want to use Snapchat. The short duration of the message and the fact that it is automatically deleted afterwards can also be bad for your marketing efforts.
What are Snapchat’s best uses?
Snapchat’s best uses include creating media for a target audience including tweens, teens, and young adults. If that is your intended audience, then you should probably use Snapchat immediately. The platform is also well suited for campaigns that have a sense of timeliness or urgency.
Let’s move on to Instagram in this Snapchat vs. Instagram analysis.
Instagram, a sister company of Facebook, allows users to post images and videos online to the users following them. Of course, if you have a public profile, everyone who can see it or uses a certain hashtag you’ve also used, can see your Instagram posts. Descriptions of images are also posted and often contain clickable links and topics in the form of hashtags. Instagram has lots of editing features including filters and photo editing. This encourages creativity. As a result, images on Instagram are usually of a higher quality than on other social media platforms. Unlike Snapchat, the images remain. They’re similar to Facebook posts. They’re there unless the owner of the image deletes them so they can be accessed at any time. Businesses can create Instagram ads.
What are Instagram’s metrics?
Instagram has over 400 million monthly active users. The program gets 5 billion likes a day. More than 80 million photos are shared on the platform daily. 75% of Instagram users are out of the United States so if you want an international following, Instagram is the way to go. The average user spends about 21 minutes per day on Instagram and they are relatively young as well. Most Instagram users are under 34.
What are Instagram’s strengths?
Instagram’s biggest strength is the use of hashtags. The hashtags become like clickable links that take users to image feeds using the same tags. This allows marketers to make use of popular hashtags in their posts. These hashtags will enhance their brand while allowing them to connect with users. Sometimes, you can even generate engagement like a conversation. With their connection to Facebook, Instagram provides the added bonus of seamless content integration, allowing you to cross-promote your content on both platforms. This will give you a larger audience and the ability to be seen on multiple platforms.
Images on Instagram are of a high quality so you can make your product look more appealing to your potential customers. Engagement and interaction is public. People can comment on your photos and videos publicly, instead of responding privately. This allows you to gain momentum and engagement. You can “tag” users in your description or comments. Users like this immensely. It really increases interaction.
Finally, you get permanence with Instagram. Your images will not go away unless you want them to, so people can come back to them later. This is really good for marketing purposes and may give Instagram the marketing edge, but we’re not quite ready to make our final assessment yet.
What are Instagram’s weaknesses?
If your post is of an urgent nature, Instagram is not your platform. Snapchat would be better. Instagram also only works if you’re selling a visual product. Snapchat’s platform makes written messages more appealing than they would be on Instagram. Your images are of a high quality on Instagram so you know they’ll be aesthetically pleasing. However, it may take more time and money to create them. Instagram is already popular with marketers so there is a lot of competition on this platform.
What are Instagram’s best uses?
Instagram is ideal for products that are visually stunning or other images that perform well such as behind the scenes pictures or videos. High-quality images have a home on Instagram. If you want to connect with a lot of users, you can use a hashtag and get that connection almost immediately. The hashtag can also help you build your brand and generate conversation around it.
So, which is better to use, Snapchat or Instagram? Truthfully, it depends on what you’re marketing. If you are talking about an event with a time stamp or shelf life, then Snapchat is better. If you have a visual product that would benefit from being seen by a lot of people and remain on the site after they’ve seen it, then Instagram is better. So, it really depends on what your marketing goals are. We think Instagram might be better overall because of its permanence and the ability to generate conversations, but we don’t think you should count out Snapchat, especially if you’re product base is geared towards a millennial audience. Our guess is that the debate on Snapchat vs. Instagram will go on well into the future. Stay tuned to our blog for more on Instagram and Snapchat.