SnapChat came out of nowhere not so long ago and quickly found a place in the heart of millennials everywhere. Inevitably, it wasn’t long before marketers soon flocked to the platform, eager to attract and engage this young market.
It certainly feels like all the kids are on this platform compared to Instagram, but is it really a good platform to target – or will you largely be wasting your time against Instagram’s proven gold mine? As it turns out, while SnapChat is the darling of millennials, baby boomers and Gen Y – AKA people with cash to flash – just aren’t that enamored of it, even with the amazing AR filters that have really hit the mainstream of late.
Due to this, it’s impossible to ignore that Insta not only has a greater reach, but also population. Think 400m v SnapChat’s 150, and marketing budgets are much better off on Instagram, particularly after the smart acquisition by Facebook.
It’s also worth considering that posts to Instagram stay put – while SnapChat tends to be more fleeting and temporary, meaning that once your message is viewed, it’s gone (unless users save it). This makes it difficult to establish an ongoing presence, although if you’re looking for a quirky guerrilla style campaign where permanence isn’t going to add to the exclusive atmosphere, there is no denying that SC has a lot to offer.
Finally, it’s worth noting that brand engagement is just higher on Instagram, which outperforms Facebook by 10x and Twitter by 84x. It simply dwarves SnapChat. If you’re a small business seeking exposure, then there’s no doubt that there is only one clear winner here.