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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 March

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March'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: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
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