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Millennials rally around Snapchat despite Instagram’s advances

It seems tales of Instagram’s victory over Snapchat have been greatly exaggerated. And that millennials aren’t quite as fickle as pop-culture would have us believe.

To whit: a new study shows millennials are sticking by Snapchat, despite Instagram’s best efforts.

Snap to it

Instagram Stories, a clone of Snapchat Stories, has torn a big chunk from Snapchat’s user base and growth prospects.

However it’s not all bad news for Snapchat. One survey of 10,000 users aged 13 to 25 found 69% said their Snapchat usage hasn’t reduced since Instagram Stories launched.

Can there be only one?

While brand ambassador platform Heartbeat found 74% of its 1700 users surveyed continue to post most often on Snapchat. Specifically, 60% post a Snapchat Story every day, compared to 18% for Instagram Stories.

Slightly more (51% to 49%) would choose Snapchat over Instagram, if they could keep only one app. Significantly, 77% said Instagram ads were more relevant.

While there’s no doubt Snapchat has taken a body blow from Instagram, new innovations including on-demand TV show Snapchat isn't out for the count – by a long shot.

Do you advertise on Snapchat? Let us know about your experience in the Comments.

Learn with SMK through December

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December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
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  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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