Snapchat vs. Instagram


The Stats:

  • Instagram have over 700 million active, daily users. Instagram Stories have surpassed Snapchat with over 250 million users.
  • Snapchat have over 166 million active, daily users.

The Target:

  • 25-34 makes up the largest demographic for Instagram. 18-24 is the largest demographic for Snapchat.
  • “While everyone wants to jump to Snapchat, Instagram has the numbers. Those who want to target millennials automatically think Snapchat, but Instagram reaches a higher percent of them, particularly older millennials, with better targeting, higher reach and lower CPM’s,” states Jenny Williams, the Watauga CPO.

The Ad Capabilities:

  • For the price, Instagram is a better value, with CPM’s that average roughly 50% lower than Snapchat. Remember that it is owned by Facebook which has the ad technology to sell highly targeted ads in a cost-effective way.
  • Instagram’s targeting capabilities far exceed Snapchat’s since they utilize data from Facebook. Snapchat lacks the ability to create custom audiences like Instagram does (email lists, pixel based audience groups, etc.).
  • Snapchat is also limited in geo-targeting, only able to target at the DMA level, whereas Instagram can drill down to zip or a radius around a location.

The Skinny on Stories:

  • Snapchat ads can lead to app downloads and retail opportunities with user
    interaction within the story itself.
  • Instagram has plenty of direct response in the rest of the app, but stories are more of a brand awareness play.

Our Take:

  • Snapchat is the shiny new object for advertisers. Remember your target audience and campaign objectives to select the right social platform for your campaign.


You can read up more on the subject Here


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