Instagram vs Snapchat: Which Platform Is a Better Fit for Your Brand?

Instagram, Facebook, Snapchat, Twitter, Chrome, Gmail, Spotify, Messenger.

It can be a challenging task to keep up with the ever-changing landscape of social media. Though you may be capable of handling older platforms like Facebook and Twitter, it may still prove a difficult task to promote your company using newer platforms. It may also prove difficult just choosing between which new platform to use (Snapchat or Instagram?).

Both Instagram and Snapchat are phenomenal successes amongst the youth of today. They also seem interchangeable since both hone in on the concept of sharing images and other visual content.

With a good amount of research, you’ll be able to discern between the two and learn the ins and outs of both, which in turn will help you create and locate a new audience for your business.

Below, we’ll provide a list of features and demographics of both Instagram and Snapchat in order to assist you in pinpointing the best new social media platform for your brand.

Instagram Introduction

Instagram.

Instagram is a social networking site that’s very popular among young generation. It’s a smartphone app that enables users to share photos and videos. If you’re not familiar with the platform, it can help to think of it as a simplified version of Facebook, with an emphasis on visual media.

Instagram users have a feed and profile that is theirs, and this is where they share their latest content with their network. In order to see what other Instagram users post, you have to follow them.

By liking, commenting on and tagging on individual pieces of media, you are able to communicate with other Instagram users. Instagram also equips each profile with a private messaging system, in order to facilitate more personal communication.

Key Instagram demographics

As an app, Instagram is intended for use on the go. It focuses on simplicity, speed, and ease of use. It’s also similar to Twitter, in that the content shared is brief and meant to be consumed and moved on from quickly. For this reason, it’s no surprise it’s most commonly used by younger generations.

 Age  Used by 59% of 18 to 29-year-olds, and 33% of 30 to 49-year-olds.
 Gender  More popular with women: 38% use it (as opposed to 26% of men).
 Income  Accessed at a steady rate across all income levels.
 Education  Most users either attend college (37%) or have a college degree (33%), with 27% of users having only a high school degree.

The likelihood that a person will use Instagram is impacted by a number of factors. Some factors will have a bigger impact, whilst others less so. One of the impacts that increase the likelihood of usage is age, whilst the one impact that has no bearing whatsoever is income. Following shortly, we’ll walk you through how demographics affects your target audience whilst using this platform.

Instagram: The ways people use the platform

From the demographics listed above, we can construct a fairly clear picture of the average Instagram user. She is female, between the ages of 18 and 29, and has at least some college education. Her income is difficult to guess, but it’s likely she makes enough to be an active consumer.

When targeting your audience on Instagram, you’ll need to aim your messaging at a younger, mostly and well educated female buyer – let’s call her Sally. You’ll also need to know whether or not Isabelle would actually be interested in your products or services.

It is critical to understand how Sally uses her Instagram platform. It is always being carried around on her phone and thus is a quotidian platform, for everyday use.

Often, it is likely she is using it in order to share information on a regular basis, this app sees over 63% of users using it for the purpose of documenting their lives. Some users (53%) state that it assists them in defining who they are. Isabelle, for example, uses the platform in order to connect with similar communities but also gather more information about her interests.

The chances of Sally interacting with various users several times a day is quite high. The statistics indicate that of 13 to 24-year-olds, 39% access Instagram prior to going to bed, and 33% soon after they wake up, whilst 50% access it whilst on vacation or whilst watching TV.

Statistics also indicate that 68% of users are found to regularly interact with brands through Instagram. It, therefore, dictates that the chances of Isabelle being interested in considering what you’re able to offer are quite high.

Targeting Instagram users the right way

To be successful on Instagram, you’ll need to share short, compelling content that grabs Sally’s attention and doesn’t disrupt her daily activities. Quick photos and videos that provide entertainment, useful tips, inspirational quotes, and other information connected to everyday life will be ideal ways to market your brand.

You can make use of Instagram’s unique features by:

  • Utilizing hashtags – in this way, you’ll be able to target particular communities, interests, and groups with your strategically selected hashtags
  • Applying @ mentions – by doing so, you’ll be able to bring popular and renowned Instagram accounts that have large followings, into the dialogue
  • Utilizing location tagging – by doing so, you’ll be able to show people your location, and attract a local community

This may seem like a monumental task, but you’re likely to employ it with ease and speed thanks to the beneficial user-friendly appeal that Instagram has. With a little practice a day, you can get the hang of it and increase brand awareness amongst audiences that include people like Sally.

Snapchat Introduction

Instagram versus Snapchat.

It can be a challenging task to keep up with the ever-changing landscape of social media. Though you may be capable of handling older platforms like Facebook and Twitter, it may still prove a difficult task to promote your company using newer platforms. It may also prove difficult just choosing between which new platform to use (Snapchat or Instagram?).

Both Instagram and Snapchat are phenomenal successes amongst the youth of today. They also seem interchangeable since both hone in on the concept of sharing images and other visual content.

With a good amount of research, you’ll be able to discern between the two and learn the ins and outs of both, which in turn will help you create and locate a new audience for your business.

Below, we’ll provide a list of features and demographics of both Instagram and Snapchat in order to assist you in pinpointing the best new social media platform for your brand.

Snapchat’s key demographics

For the above reasons, Snapchat is a more informal platform. It focuses on sharing quick moments of your life with your social network, and communicating directly with friends and family. There’s also a whimsical nature to the app. Users commonly edit their photos with a wide variety of ‘filters’, drawings, emojis, and other alterations.

So who is on Snapchat? Here are a few characteristics of the typical user:

 Age  28% are between 18 and 24, while 53% are under 34 years old. 83% of U.S. teenagers between 12 and 17 use the platform.
 Gender  Largely female – this gender makes up 70% of users.
 Income  Difficult to assess for Snapchat alone, but usage is consistent across income brackets for auto-delete apps as a category.
 Education  77% of college students use the app, and it’s also very popular with high-school aged students.

This is very similar to the demographics for Instagram users. In fact, many of the same young people are likely using both platforms. However, the way you target your audience on Instagram vs Snapchat will vary, because people use the apps differently.

Snapchat: The ways people use the platform

Let’s take a look at the typical person who uses Snapchat. She is almost certainly female, and between 12 and 24 years old. She is likely either in high school or college, or is a recent graduate. It’s difficult to guess her income, although given her age it is probably on the lower end.

As an example, let’s refer to this user as Sharon. In order to use Snapchat for marketing, it is worth considering the interests that Sharon has, and what products and services she is capable of purchasing.

Consider reviewing how Sharon utilises the app, because by doing so you’ll be able to connect with her easily. It is quite likely that Sharon is on the platform often, and even research indicates that daily usage (mostly evenings and weekends) is at 77% among college students.

Those that are creative with the platform constitute 33%, as they make their own content and share it. And those that use it primarily as a means of communication constitute 50%.

This means that Sharon mostly turns to Snapchat for personal reasons. However, that doesn’t mean you can’t use the app to market your brand successfully. 45% of college students who use Snapchat would open a message from an unknown brand, and 73% would open one from a known brand.

These users are also willing to add brands as ‘friends’ on the app, and are interested in receiving information about discounts, promotions, and coupons.

Targeting Snapchat users the right way

The lack of permanence that characterizes Snapchat indicates that in order to get Sarah’s attention, you need to provide her with something that can be utilized immediately. This suggests that one effective strategy is to share the latest sales and coupons. With this, it is imperative that the messaging is impactful, attention-grabbing, brief and casual.

You can also make some headway by using Snapchat-specific marketing techniques, such as:

  • Using the Stories feature – display messages that can be seen by all of your followers for up to 24 hours.
  • Being creative with images – use color options, drawing tools, and filters.
  • Creating a unique Snapchat QR code – make it easy for users to follow you.

By employing these strategies and keeping in mind who Sarah is and why she’s using the app, you can boost your odds of successfully making an impact on Snapchat.

Instagram vs Snapchat: Which one to choose?

Instagram.

When choosing between Instagram and Snapchat when it comes to creating a social media presence, the initial step includes understanding the demographics of each platform and deciding which one matches your target audience better.

It is noted that both platforms consist of educated and younger female users, therefore, your primary target demographic should reflect the same.

It is worth noting, however, that Instagram leans more towards attracting older and male users, whilst Snapchat leans more towards a younger end of the spectrum.

If you’re targeting young women in college or even teenage girls, it is likely that Snapchat would prove most useful. Conversely, if you are targeting twenty-somethings of either gender, it is worth consider Instagram as a solid contender.

  • Following that, review how your user typically engages with the platforms. Our Instagram user (Sally) accesses the app throughout the day in order to connect with her communities and touch base on her interests. This proves beneficial for brands that are able to share short and informative content, allowing the audience to connect on a quotidian basis. Instagram may not be the best for promotion in this case, but its strengths reside in raising awareness about and trust in your brand
  • Conversely, our Snapchat user (Sharon), uses the app to communicate with her network, share daily moments, and consume content in free time. Though there are various reasons to use the app, users still want to receive information from brands. If your brand is equipped with the ability to share informal, impermanent and creative content, then Snapchat is ideal for use. It allows for direct promotion of time-sensitive marketing, and updated sales and coupon information.

In short, Instagram works best for brands that market through entertaining or informative permanent content. On the other hand, Snapchat works for brands that want to promote their latest sales and events directly.

Do you have any questions about how to target your audience on social media?

Credit to John Hughes from Revive Social and you can follow them @Twitter

2018-11-08T11:37:37+07:00