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Communications.Management.Marketing

Truth Is Just Perception

Instagram Much More Popular Among Brands Than Snapchat

L2 Think Tank analyzed more than 1 million social posts and nearly 2 billion interactions from 879 brands worldwide.

Almost all industry sectors have an Instagram adoption rate higher than 90%, with the exception of beverages (89%) and consumer electronics (78%).

As shown in the table below, the situation is very different when it comes to Snapchat: Only one industry sector (activewear) has an adoption rate over 60%.

L2 Think Tank

There are, I believe, two main reasons for this:

  • Snapchat’s generational divide: Its success is largely due to its popularity among Generation Z and Millennials. But few marketing decision-makers are familiar with the service.
  • Evan Spiegel’s philosophy: Snapchat’s cofounder and CEO finds targeted advertising creepy. It reduces his platform’s attractiveness in the eyes of marketers.

Still, brands that are present on Snapchat are more active on the ephemeral-messaging mobile application than on Instagram. With the notable exception of retail companies, brands publish two to six times more posts on Snapchat than on Instagram.

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