As Instagram continues to roll out new features, it appears the brands using Snapchat for advertising are falling..
There’s no doubt that Instagram has nabbed some of Snapchat’s features (notably the story function) so as Ready Set Rocket digital strategist Kitty Tsang notes: “With Instagram replicating most of Snapchat’s capabilities, there’s no reason for fashion and beauty brands to maintain an actual account on the platform anymore.
“A brand’s owned audience on Snapchat is likely to be much smaller than it is on Instagram.”
Speaking on the subject of Stories, since Instagram rolled out the feature there has been a slow in Snapchat’s growth by a significant 82 percent; and people using Instagram’s story function alone – 200 million per day – has already overtaken Snapchat stories which clock up 161 million per day.
The ability for brands to access mobile data through Instagram has also surpassed Snapchat, as retailers can track traffic from Instagram’s swipe-up function. Instagram head of social Alyssa Bronander further explained this, telling Glossy: “It’s super compelling from a marketing standpoint.
“We can see more information around customer behaviour once they leave the social platform than with Snapchat, where the analytics available are more about in-platform activity.”
