In today’s competitive world, social media can be an efficient way to create publicity for your brand and attract new customers. While social media is a very effective way to grow your business, it can take up a significant amount of time. And with the number of social media platforms out there it can be challenging to identify which platform is best for your business.
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Instagram and Snapchat are two of these platforms that are similar in nature, so it may be a good idea to focus all your efforts on one of them.
Here are some questions you should consider when comparing Snapchat and Instagram.
- Which of the two platforms do your customers spend more time on?
- Does the content on Instagram or Snapchat engage your audience more?
- What type of content matches your brand and communicates your message best?
- What type of analytics are you looking for to measure your performance?
- Do you plan on using advertising to grow your following?
- Are you looking to build close one-on-one relationships with your followers or do you want to reach as many people as possible?
As the features on Instagram and Snapchat become increasingly similar, it becomes even more baffling to marketers to decide which platform to go for. In this article, we will discuss the various features of both so that you can make the best choice for your business.
The first factor to consider is the user base on both the platforms. Instagram’s user base is larger than Snapchat. Instagram users also tend to be slightly older than Snapchat users. Instagram has over 400 million active users who use the platform daily. Over 700 million users use it monthly. Snapchat’s numbers are much smaller at about 173 million active users. Instagram is miles ahead of Snapchat even when it comes to the number of people who use Instagram Stories daily. More than 250 million people frequently use Instagram stories, while only about 173 million people log on to Snapchat every day. Additionally, Instagram has been growing at a rapid pace while the growth of Snapchat has slowed down.
There are numerous ways to engage with your audience on both networks. One significant difference is that Snapchat primarily has private channels of communication while Instagram has both public and private options. Customers can engage with a post on Instagram by commenting on it, sharing it, saving it or by merely liking it. Then there are secondary methods of communication like zooming into a photo or liking a comment. Additionally, users can respond to Instagram stories, watch live sessions or send direct messages.
On the other hand, engagement on Snapchat is more on a one-on-one level. Users can respond directly to a story or share it with another user. Instagram offers similar methods of communication, but Snapchat pioneered these interactions. So, Snapchat is a good choice for businesses that are looking to build a relationship-based audience, whereas Instagram has a more extensive selection of engagement methods.
3. Types of Content
Posts on Instagram are more polished with filters often used. On the other hand, snaps are unedited and raw. These are some of the type of content you can create on the two platforms.
Stories can be either images or videos and are available on both Snapchat and Instagram. These are displayed in full screen, so the portrait orientation is ideal.
Images and videos
Images and videos are the main types of content on both the platforms in addition to stories. However, the way they are displayed differs. They appear as posts on Instagram while they are published as snaps on Snapchat. Snaps are private and shared among two accounts, while posts on Instagram are public or private (only visible to followers). Another difference is that snaps are typically vertical while Instagram posts can be vertical, horizontal or square shaped. Instagram posts also stay on your profile, whereas snaps and stories disappear in 24 hours.
In terms of content quality, Snapchat is used as an outlet for unedited, raw content while Instagram is used to post more high-resolution, polished material. However, with the introduction of Instagram stories, people have started posting unfiltered content on this platform as well. It is essential to identify which of these types of content suit the nature of your business best.
Using analytics to analyze and measure your performance on social media can help improve the impact of your marketing efforts. When it comes to analytics, data on Instagram is more easily available than on Snapchat. Instagram gives you the option of creating a business profile through which you can get Insights and analytics for followers, posts, stories, and ads.
Snapchat, on the other hand, does not offer analytics, except for ads, so any additional tracking will have to be done manually. There are also several third-party free analytics tools available for Instagram such as Keyhole and Websta. There are fewer tools available for Snapchat, and these are not free. As a business owner or marketer, you must consider how important metrics are to analyze your performance.
Final Thoughts: Is Instagram Or Snapchat Better for Your Business?
Instagram and Snapchat are continually coming out with new features and are likely to change and evolve over time. Over the last year, Snapchat has focussed more their camera filters and editing tools. Instagram in turn added live streaming, stickers and new features to their stories.
Instagram has a larger audience, and they are also more accessible. However, if your brand is targeted at a younger audience, you may find more success on Snapchat.
Whichever platform you choose to focus your attention on, it is important never to post annoying or spammy content. This may lead to a lack of engagement or may even cause people to unfollow you. Before getting started with your marketing efforts, ensure that you observe and explore what other brands with a similar target audience are doing on social media. Doing this will help you put together an effective social media strategy and communicate your message in the best way possible.