Perspectives

Why Advertisers Would Still Choose Instagram Over Snapchat

Taking Pictures of FoodSnapchat may be the freshest of the bunch compared to its older social media counterparts, but it is no doubt a popular app among the younger generation. It has become such a huge phenomenon that Instagram and Facebook, two social media giants, took advantage of what set Snapchat apart from other platforms and made it their own.

It has only been less than a year since Instagram launched Stories, a feature that allows users to share photos and videos that expire in 24 hours. Internet marketing started pouring in Instagram Stories last month, and it has already surpassed Snapchat in revenue. Despite the global fascination over Snapchat, marketers seem to be turning in the opposite direction. But why is this so?

Better Scales, More Leads

The Snapchat base grew quickly in 2016 with a whopping 50 million users at the beginning of the year. Although the jump is impressive, it still pales in comparison to the 300 million active users on Instagram monthly, which generates 1 billion likes on photos each day.

Tom Buontempo, president at Attention, says that more of his clients are deprioritising Snapchat. Agencies will naturally drift where the action is, and there is a consensus that Instagram is still at the receiving end of the bigger numbers. Snapchat might be more interactive, but brands would rather place their bets on where the numbers tell them to.

Versatility is Key

Both Instagram and Snapchat have ephemeral content but, obviously, the former offers more than just that. Snapchat would have been an ideal platform because of its quirky approach to organic brand content, but since Instagram provides exactly that and more, businesses thought it would be better to stick to just one app for that purpose.

Instagram also makes it easier for brands to curate content on its platform. Ben Kunz, SVP of Marketing and Content at Mediassociates, remarks that Instagram has more flexible buying options than Snapchat, encouraging advertisers to post quality photos and collages with minimal effort. If the stakes are lower yet the numbers are higher, expect to see the marketers there.

Mobile apps like Instagram and Snapchat both have revolutionised social media marketing in the past years. With businesses, however, leads still matter and Instagram still has it all.