If you talked toÂ me a couple of months ago, I would have told you that Snapchat was going to be the next big thingâ€”a crucialÂ platform for entrepreneurs to leverage for theirÂ businesses. I was so convinced, in fact, that we started building an entire course to teach creatives how to use the platform at the Rising Tide Society. We brought in experts, started creating content, and made some really handy videos (most of which will never see the light of day).
Then in August, Instagram launched Storiesâ€”and the social media world held its breath. In the hopes of appealing to younger users, Instagram incorporated a Snapchat-esque feature into their growing platformÂ and it rapidly gained popularity.
Many people argued that this new feature would allow Instagram to regain the authenticity that the platform had in its infancyâ€”you know, back before content was curated and scheduled like a magazine editorial… back when “insta” actuallyÂ meant instantaneous and in the moment!
The day has come. I am officially deleting Snapchat from my phone. I find myself forgetting it’s there… sometimes for weeks… meanwhile Instagram Stories has become one of the cornerstones of my social media strategy. I guess that goes to show how quickly things change in the realm of social media.
Yeahâ€”SIX MONTHS. That’s all it took for me to pivot completely away from a platform I thought could replace Instagram as the marketing frontrunner for my business. Isn’t that crazy? We, as entrepreneurs and marketers, mustÂ make intentional choices about where we allocate our efforts. When a platform no longer aligns with your goals, cut it.
You shouldn’t be afraid to say no to social media platforms that aren’t working for you. You don’t have endless hours in the day.
The reasonÂ was quite simpleÂ for meâ€”ROI. After weeks of trying to make Snapchat work for my business, I was receiving betweenÂ 600-800 views per Snap Story. In comparison, myÂ Instagram stories wereÂ resulting in 2-3k views per day in the same time period. I also noted a significantly larger residual response to stories through direct messages and Instagram comments that followed in the hours after posting.
Why such a drastic difference? Put simply: There are more people following me on Instagram than there are on Snapchat.Â I haveÂ spent years slowly building my following and therefore more people have opted-in to seeing that stream of content. My audience knows and loves Instagram, so seeing recent video content alongside my curated feed felt more natural to them.
Well, why don’t you record on Snapchat, save, and repost to Instagram Stories? I really value creating original content on each of my social media channels. Additionally, the amount of time (although minimal) uploading each individual video clip to a secondary platform is simplyÂ not scalable. I don’t have a massive social media team to keep every account running soÂ every minute I spend doing one thing on Snapchat is a moment I cannot allocate to an area of my business more likely to make an impact.
Now, before you immediately delete Snapchat from your phoneâ€”I want you to take a moment to analyze which platform is the best option for you to effectively reach and communicate with your audience.
Have you already built a strong following on Instagram? If you already have invested months and years into cultivating a following on Instagram, it might be best to continue investing your time into a growing that channel.
Is your ideal client or customer over 25?:Â Snapchat has a younger body of users. According to the Statistics Portal, 60 percent of Snapchat users are under the age of 25, and nearly a quarter have notÂ graduated from high school. So it’s safe to say: if you are marketing toÂ teens, stick with Snapchat. However, if you are aiming for slightly older audiences, I would personally recommend usingÂ Instagram Stories.
Do you enjoy it? It’s important that you find platforms you enjoy using and that your audience truly connects with. If you love a particular platform then you are more likely to consistently incorporate it into your life and that is a win-win for everyone.
The big question weÂ see floating around the interwebsâ€¦ Is Snapchat dead? Has Instagram officially rendered the platformÂ irrelevant?
The answer is ultimately, no. Snapchat isn’t dead for everyone, perhaps just for a few of us. I can hear my sweet friend Maddie shouting at me from the East Coastâ€””Natalie, Snapchat for life!”Â However, I have a feeling that the two platforms will continue to battle it out for market share in the months to come.
I would love to knowâ€”Which platform do you prefer? Snapchat or Instagram Stories?
© 2023 Natalie Franke