In the ongoing battle between Snapchat and Instagram, advertising dollars are the ones who will settle the outcome. And advertisers seem to like Instagram more.
Snapchat counts as many as 150 million active users. Its main rival, Instagram, has over 400 million of them. But that might not be the only threat for the little white ghost.
According to recent studies conducted by RBC Capital Markets, in partnership with Ad Age magazine, advertisers are significantly less motivated to invest in Snapchat than in Instagram. 65% of the 1,600 surveyed marketers declared being most interested in advertising in Instagram, while fewer than 40% would consider investing in Snapchat.
Marketers’ concerns about Snapchat are always the same: a lack of perceived ROI, no analytics, and declining engagement from users. And the company has been unable to address these so far. On the other hand, Facebook-owned Instagram, has quickly understood the benefits of its association with Facebook’s Ads Manager; and the importance of providing measurement metrics to marketers.
These are the main reasons why Snapchat isn’t yet set to be the successful company it should have become. And this also explains why, despite a successful IPO, Snapchat is still struggling to convince the financial markets.
You might also like
More from Experts Talk
The Reality of Careers in Social Media: Insights from Hootsuite’s Latest Report
What’s it really like to work in social media? Hootsuite’s CMO, Elina Vilk, delves deep into the current landscape of …
Do Google SEO Tactics Work on Social Media?
Do the SEO tactics we use on Google also work on social media? In this article, Hootsuite's Inbound Marketing Strategist, Liz …
Does Custom Alt Text Improve Reach On Instagram?
In this month's experiment, we set out to find out whether adding custom alt text on Instagram posts improves reach.
Does Cross-Posting YouTube Links On Other Platforms Result In Lower Reach?
In this month’s social media experiment, we set out to find out whether posting YouTube links on other platforms results …
Do LinkedIn Pods Work? Performance Insights And Key Learnings
In this month’s social media experiment, we set out to find out what LinkedIn pods are and whether they actually …
Instagram Reels: Do Longer Captions Lead To More Engagement?
Do longer Instagram Reels captions generate more engagement? Amanda Wood, Senior Social Marketing Manager at Hootsuite, and her team find …
Does Boosting Instagram Posts Increase Profile Reach And Engagement?
Does boosting your Instagram posts lead to increased profile reach and engagement? This month, Amanda Wood, Senior Social Marketing Manager …
TikTok’s 7-Second Challenge: Performance Insights And Key Learnings
Does TikTok’s 7-second challenge generate more engagement? Hootsuite's Senior Social Marketing Manager and her team seek the answer.
How Do Link Stickers In Instagram Stories Affect Engagement?
How Do Link Stickers In Instagram Stories Affect Engagement? Hootsuite's Senior Social Marketing Manager, Amanda Wood, and her team seek …
