Since its initial release in 2011, Snapchat has worked to establish itself as a competitor of Facebook. The social media giant released the Instagram Stories feature in response.
As reported by AdWeek, Instagram Stories now has 200 million daily users. When compared to Snapchat’s 158 million daily users, it appears that Instagram Stories is winning the hearts of Millennials. However, new data released by Episode suggests this is not true.
Women aged 13 through 25 make up the majority of users on Snapchat. Episode reports that 69 percent of these women said they do not use Snapchat any less since Instagram Stories was released. So how does Instagram Stories have more daily users?
The key lies in Instagram Stories’ definition of a user. Anyone who either posts a story or clicks on one is considered a user. So an Instagram account with a large following can generate many users with a single Story post.
Despite the addition of Stories to Instagram, Snapchat is far from dead. In fact, seven percent of Episode’s respondents said they still send between 50 and 100 snaps daily. Nine percent send more than 100 snaps per day.
Advertisers should not be so quick to give up on Snapchat as the engaging app maintains its popularity among teenage girls and young women.