Snapchat vs. Instagram: the pros and cons for brand experience

pros and cons of snapchat and instagram

Instagram’s per-follower engagement rate for top brands is 58 times higher than on Facebook, and one million businesses are on Snapchat. In the ever-changing world of social media, it can be difficult to keep up. But with statistics like these, who can afford not to? Companies don’t want to miss out on the action!

First, let’s review the basics of each platform:

Understanding Snapchat

Snapchat is a mobile application used in real-time to send photos, videos and drawings. Pictures and videos are taken at the time of posting and can be sent individually to specific people or can be put on your story. Both pictures and videos play for up to 10 seconds and then disappear; stories disappear after 24 hours.  

Understanding Instagram

Instagram is a mobile social networking application used for sharing photos and videos (either privately or publicly). These photos and videos can be linked to Facebook and Twitter as well. Photos can be taken at the time of posting, or can be uploaded from the photo library. Each post stays on the account indefinitely. Captions and hashtags may be added, and likes and comments are permitted.

How businesses use Snapchat

Snapchat provides raw, minimally edited, real-life happenings in the day and the life of a company’s brand. Since Snapchat is a real-time application, the brand experience is shortened and only temporary. If users don’t check their Snapchat within 24 hours, they may miss the experience.

Because of its “realness,” Snapchat can be more personal and foster a closer connection between client and business. Businesses are able to create filters for their brand that users can use like a skin over their videos. This is great for two reasons: First, because millennials love taking photos of themselves! Second, because it simultaneously helps promote the company’s brand. 

Snapchat has an Ad page where companies can pay to post stories for the whole world to see, rather than just it’s followers. For example, Vogue posted videos from New York Fashion Week that would have been impossible for consumers to experience unless they had purchased tickets. By inviting users to engage, Vogue opens up a new door of fun and exciting experiences for the user and potential consumers for the brand. However, users don’t have the option to “like” anything on Snapchat, so the brand experience is more private than Instagram.

How businesses use Instagram

Instagram allows you to display your brand in whatever light you choose. You may crop, add filters, and change sharpness in order to keep your photos consistent. Instagram photos and videos are often of a higher quality because you can edit them, and are therefore more appealing to the eye compared to the pictures on Snapchat.

With a full (and permanent) library of curated photos on Instagram, your brand is given a specific and controlled image. This leaves a more lasting experience in the mind of the user than Snapchat.

Instagram is perceived as a more professional platform than Snapchat. Companies that utilize Instagram effectively are able to plan and edit their posts, and can communicate more with their followers. The captions allow businesses to run contests, comment to clients, and go into detail about the product or the brand. This makes it easier for companies to drive site traffic.

Often, users are able to interact with the brand by posting a picture of themselves with the product and tagging the business.

Both Snapchat and Instagram offer different pros and cons. There are several differences between the two platforms, and each may be better suited for the specific needs of a company. It really just comes down to what you think your consumers are looking for in an experience, and what you think they’ll follow.

Do you have questions about Instagram or Snapchat can be incorporated into an inbound marketing strategy? Contact AGENCY H Inbound to talk about how to increase your brand recognition, your client base, and your ROI!