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.
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