Snapchat vs Instagram: Which is better for marketing?

Snapchat vs Instagram. A war that will continue to wage for a while yet. At one point in time, the idea of taking a photo only for it to disappear in seconds would seem somewhat unusual and, for some, pointless. But with photo-sharing app Snapchat attracting a huge 166 million users (and counting), it’s hard to deny the idea has become enormously successful. So much of a success in fact, that Facebook-owned Instagram has recently started to bring in very similar features.

Instagram bringing in their Stories feature has introduced a fresh new strand of rivalry between the apps. Reports are showing that Snapchat users are migrating fully over to Instagram, now they have all the features they need on one app.

According to a report by Cisco, by 2019, video will account for 80% of global internet traffic. So if your business isn’t already creating video content, Instagram and Snapchat can be a really easy way to start.

Both platforms have been used very successfully to aid and grow businesses. For instance, Adidas generated 71,000 mentions of the #MyNeoShoot Instagram hashtag and gained 41,000 new followers … an incredible result!

Netflix had their own Snapchat filter which was viewed 880,000 times and the campaign reached over 500,000 people. So, clever, fun ideas like this can have a huge impact.

Many of us love the instant nature of Social Media; the idea that you can put a tweet out and get a response in seconds. Clearly, Snapchat and Instagram do this extremely well, the premise of both being that you can take a photo and share it instantly. This is ideal for businesses as they can connect with consumers or other businesses instantly, as well as sharing news etc. So what are the other benefits of getting on board?


It’s visual

People love beautiful imagery, and combined with the right text this can give a customer exactly what they need.

Provide insight

People are keen to get a ‘behind-the-scenes’ view. Letting them see what goes on in your business can help build trust.

Brand awareness

If your photos show your logo or have a theme, it can ensure your brand identity is present. Branding requires creativity and consistency, and Instagram marketing is great for this if you are consistent with posting and engaging.

Easy engagement

Commenting, liking and following is a great way to connect with your target audience. It ensures you’re seen and that people get to know your style.

Targeted advertising

Whether you want to build your brand, drive traffic to your website or increase purchases, Instagram ads can help you reach out to a huge audience, enabling them to engage with you.

READ MORE: 9 case studies where clever Instagram marketing got huge results


Real one-on-one engagement

It’s easy for your followers to interact with your business, whether you’re running competitions or sharing news. They can easily comment or participate.

Show your business personality

You can show your target audience and followers that you’re real people, not just a business. They can get to know your brand and learn more about you.

Share more

Similarly, to Instagram, you can offer exclusive ‘behind-the-scenes’ access into your business.

Keep current

Customers appreciate seeing that your business is working hard to keep up to date with technology and trends, and using Snapchat is a good way to show this.

Reach a younger audience

If your target audience is younger, Snapchat is a fantastic way to connect with them. It will give you the chance to have one-on-one interactions with them.

READ MORE: Snapchat marketing campaigns: 5 great case studies that produced results

Snapchat vs Instagram: Which should you choose?

There are varying factors depending on who you are targeting, what your aim is, and what type of business you are.

If your target audience is younger, then it is highly likely they’ll be on Instagram and Snapchat. If this is the case, make the most of it and sign your business up for both! Snapchat is somewhat more personal than Instagram, as you can connect with specific users. 37% of Snapchat users are 18 to 24 year olds, and they’ll really get on board if you post interesting and engaging content, making use of all the fun filters and Geotags.

If you’re looking to increase sales, Instagram can provide your business with the perfect platform to lead the way. Using beautiful imagery of products for example, can entice your audience to your profile, where you can openly engage and direct them to your website.

Even if you’re B2B, it could still be highly beneficial for you to have an Instagram account. By creating stunning imagery and imaginative video content, you can really grab the attention of your target audience. It’s worth nothing as well that 7 out of 10 Hashtags on Instagram are branded and so creating a brand hashtag can make it even easier for you to be found. With Instagram, you can also monitor how you’re getting on by using its analytics feature, which is really handy.

Instagram reports that over 400 million people worldwide use Instagram every day and 80 percent of users follow a business. So, if you’re looking for another platform to advertise and get yourself seen, choose Instagram.

Luke Brynley-Jones
Date: 29th October 2017
Category: Blog

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