If you’re reading this right now, then you know I’m about to get real on which app rules the mobile world. Is it Snapchat or Instagram? TBH (to be honest), these are my top favorite apps to use when I’m on my phone.
Recently, Business Insider announced that Snapchat is on track to be generate $100 million in revenue and was named a “must-watch” start-up. CEO and founder Evan Spiegal was also named the youngest billionaire. In October, it was valued at $20 billion, putting it in the conversation with larger companies like Twitter and Facebook.
Instagram, on the other hand, has over 400 million users. Though they don’t state it explicitly, analysts say that Instagram is worth more than Twitter, which is valued at about $23.5 billion after a year as a public company.
Let’s start with Snapchat.
You can send pictures that display for a few seconds, then disappear.
This is the ultimate foundation that Snapchat was built on and the reason why it’s set apart from other photo sharing apps like Instagram.This building block of the app does not leave an eternal digital footprint, which is what makes it so unique.
Snapchat also has new effects updated almost everyday that I talked about in my previous blog post. Snapchat’s focus is on vertical video, a new format for mobile storytelling. Their Sales team takes a “3V” ad attitude, which is based on vertical, video, and views.
With Instagram, you create a brand on your profile that (unlike Snapchat) leaves a digital footprint for anyone to see. Read more about how you can further develop your brands voice through my previous blog post.
Furthermore, Instagram recently launched similar features that resembles Snapchat’s live feed. Instagram now has a real-time social network with their curated live feed of events, such as “Halloween’s best videos”. Instagram recently told Re/Code that “[live video] is a new way to experience events and big moments, as they happen, through the eyes of the Instagram community.”
Look out Snapchat, Instagram is catching up to your ways. But, according to the numbers, Instagram is still ahead of the game.
Ultimately, both of these apps are focused on communication via photography on mobile devices. And mobile is the future, so we definitely have to keep an eye out for both of these apps. Mobile video advertising is growing three times faster than desktop video for a couple of reasons. For one, studies found that video ads perform better than standard display units. Plus, there’s already a huge built-in mobile audience, advanced targeting, and quick and easy viewability.
When it comes to marketing and advertising, Snapchat is a baby. For Snapchat advertising, ad products were developed with the ability to sponsor videos with all the content being shared— whether it’s during a NFL game or Electric Zoo music festival. Brands are also using sponsored location-based filters that consumers use to decorate their photos when they are within a certain geographic area, like in a store or restaurant. Spiegel tried to clarify how his company plans to deliver relevant advertising without being creepily targeted in the messaging, which is a personal turn-off of his. He said the company can retain the anonymity and privacy of users while still providing the tools advertisers need to be effective.
Instagram utilizes web-driving ads. With brands increasingly adopting Instagram as an ad platform since the Instagram API launch in September, many brands have a social strategy that they expect things to work in the same way as other social media platforms. This often focuses on product shots, product placement or recruiting influencers (like Taylor Swift, who has 54 million followers) to post about products. While branding is on point here, the best examples will incorporate branding more subtly into a concept, using beautifully crafted works of art.
Personally, I prefer Snapchat over Instagram, Facebook, and Twitter. Plus, studies find that it makes you happier than Facebook, and I’m all for that. Additionally, Instagram is slowly, but surely, starting to get cluttered with ads. That being said, it’s only natural for me (and other millennials) to blame it on Facebook. We start to think, “this big, terrible corporation ruined this thing I used to love and now I’m going to Snapchat.’” With young users increasingly moving away from Facebook, that is the opposite of what it hopes to gain (besides lots of money).
So, which social networking app will you choose to reach your audience?