When Instagram launched the Snapchat-inspired Stories feature in August, it wasn’t the most novel development the platform had ever released.

However that hasn’t deterred users, with new data showing Instagram’s latest is off to a strong start.

Young guns

Research from YouGov reveals that 53% of millennials on Instagram view Instagram Stories weekly, while over one quarter post content on Stories every week.

This is good news for Instagram, considering that in late August YouGov found less than half of millennials on Instagram were aware of the new feature.

Keeping up with the Joneses

However it’s not all roses for Instagram.

YouGov’s research shows that 45% of millennials still prefer to use Snapchat Stories, compared to 21% who favour Instagram.

Yet Snapchat still has a way to go. At last count Instagram had over 300 million daily active users, more than triple Snapchat’s 100 million.