Snapchat and Instagram are two of the most popular social media platforms today, especially among young people. Both apps allow users to share photos and videos, but there are some key differences between the two.
Popularity
While Instagram has a much larger user base overall, Snapchat continues to be very popular among teenagers and young adults. Recent statistics show:
- Instagram has over 1 billion monthly active users worldwide (Statista, 2022)
- Snapchat has 265 million daily active users (Snap Inc., 2022)
- Over 90% of Snapchat’s users are between the ages of 13 and 24 (Statista, 2022)
So while Instagram casts a much wider net in terms of demographics, Snapchat has carved out a niche among young smartphone users who use the app multiple times per day.
Content Focus
The core content and usage of Snapchat and Instagram differs significantly:
- Snapchat is primarily used for sharing ephemeral photos, videos, and messages that disappear after being viewed. The content is meant to be more personal.
- Instagram focuses more on polished photos and videos that remain visible on your profile indefinitely. There is more emphasis on engaging with influencers and brands.
Additionally, here are some data points on how content is created and consumed on each platform:
| Snapchat | |
|---|---|
| 60% of daily Snapchat users create content every day. | Only 33% of daily Instagram users post content every day. |
| The majority of Snapchat content is only meant to be viewed once before it disappears. | Instagram content is persistently displayed on profile grids and in Stories. |
| Snapchat users open the app 20+ times per day. | Instagram users open the app 5 times per day on average. |
It’s clear that Snapchat promotes more frequent, casual sharing while Instagram is used for more selective, polished content creation.
Stories
Both Snapchat and Instagram have “Stories” features that let users post photos and videos that disappear after 24 hours. However, there are some differences between Snapchat Stories and Instagram Stories:
- Snapchat pioneered ephemeral Stories in 2013, while Instagram added its version in 2016.
- Snapchat Stories appear full screen with tapping to skip through. Instagram Stories appear in bubbles at the top with scrolling.
- Snapchat allows more creativity with drawing, stickers, filters, etc. Instagram has some creative tools but focuses more on simplicity.
- Snapchat Stories are separate from your profile and shared only with friends. Instagram Stories are connected to your main profile and feed.
Snapchat helped invent Stories and still seems to dominate that format of content sharing. But Instagram Stories have also proven extremely popular, with over 500 million daily users as of January 2019 according to Facebook.
Lenses and Filters
Snapchat and Instagram both offer fun augmented reality lenses and filters to enhance your photos and videos.
- Snapchat Lenses allow you to add animated overlays, objects, facial distortions and more. Popular ones like the dog or flower crown filters have become part of mainstream culture.
- Instagram Filters colorize your images with preset filters like Clarendon, Gingham and Lark. Instagram doesn’t have as many whimsical lenses.
- Snapchat also lets you create your own custom Lenses using Lens Studio. Instagram offers Spark AR Studio for users to build augmented reality effects.
Snapchat definitely seems more dominant and innovative when it comes to lenses and creative effects. But Instagram filters are extremely popular too in making photos look sleek and stylish.
| Snapchat Lens Examples | Instagram Filter Examples |
|---|---|
| Dog, Flower Crown, Vomit Rainbow | Clarendon, Perpetua, Valencia |
| Facial distortions, Object overlays | Color filters, Light/Contrast edits |
| Sponsored brand lenses | Branded story filters |
Shopping Features
Both apps have ramped up their shopping and ecommerce features in recent years:
- Snapchat lets brands create shoppable AR lenses that let you try on clothes or makeup. It also features Snapchat Marketplace for users to browse and buy products.
- Instagram Checkout lets you buy products directly within the app from brand pages and posts. Instagram Shops allow businesses to set up digital storefronts.
Snapchat is focused on bringing the try-on experience into ecommerce, while Instagram wants to keep users within its app for the entire shopping journey. Instagram likely has an advantage due to its massive reach and investment in shopping from parent company Facebook.
Demographics
Snapchat and Instagram have some overlap but also appeal to different age demographics:
- Snapchat users are predominantly in the 13-24 age range, and an estimated 77% are under 34 years old according to surveys.
- Instagram has broader age appeal, with 38% of users between 18-29, 33% of users 30-49, and 23% of users 50-64.
Interestingly, both apps are more popular with women than men:
| Female Users | Male Users | |
|---|---|---|
| Snapchat | 71% | 29% |
| 38% | 26% |
Snapchat has been able to uniquely appeal to teenagers, while Instagram is more widely used across different age groups and demographics.
User Experience
There are distinct differences in the look, feel and functionality of Snapchat and Instagram:
- Snapchat opens right to the camera to encourage quick sharing. Instagram opens to the feed but has a center button to post photos.
- Snapchat uses swipes and gestures to navigate between features. Instagram relies on a bottom navigation bar with tabs.
- Snapchat has phone-like UI with pages to move between. Instagram has a scrolling, photo grid-style feed.
- Snapchat conveys a playful, ephemeral vibe. Instagram cultivates a sleek, polished aesthetic.
In summary, Snapchat is built around urgent, real-time sharing while Instagram creates an experience akin to flipping through a lifestyle magazine.
Advertising and Revenue
Snapchat and Instagram monetize their platforms in slightly different ways:
- Snapchat earns revenue primarily through Snap Ads in Stories and AR/filters. They also offer ad partners robust analytics.
- Instagram relies on Instagram ads in feed, stories, reels and IGTV. Brands can promote posts and create shoppable content.
Here’s a comparison of Snapchat and Instagram revenue:
| Platform | Revenue (2020) | Revenue Source |
|---|---|---|
| Snapchat | $2.5 billion | 98% advertising |
| $20 billion (est.) | 100% advertising |
Instagram brings in significantly more revenue, but Snapchat has been rapidly growing its ad business as well. Both platforms offer a compelling way for brands to reach young consumers.
Algorithm and Feed
The algorithms dictating the Snapchat and Instagram feeds work a bit differently:
- Snapchat presents Stories in chronological order without an algorithm manipulating relevance.
- Instagram relies on AI to personalize feed ranking based on interests, relationships, timeliness and more.
Many users appreciate Snapchat’s unfiltered feed, while Instagram’s algorithm has received backlash despite its intent to show more meaningful posts.
Privacy and Security
In recent years privacy has become a major concern when comparing social networks:
- Both Snapchat and Instagram faced scrutiny for having overly broad data collection and sharing with third parties.
- However, Snapchat’s ephemeral messaging provides privacy that content posted publicly on Instagram lacks.
- Snapchat hasn’t suffered any major security breaches to date, while Instagram had one in 2019 exposing influencer data.
Ultimately Snapchat may have a slight edge when it comes to privacy as disappearing content can’t come back to haunt users as easily as Instagram posts can.
Conclusion
While Snapchat pioneered ephemeral social networking, Instagram has adopted many of its features into its stories and messaging. Instagram’s broader appeal, influencer culture and shopping experience make it the clear leader in terms of size, revenue and cultural impact. However, Snapchat’s core functionality remains unique and extremely popular with a coveted teenager demographic. Both platforms have evolved to provide short-form video content alongside photo sharing.
Looking ahead, Instagram clearly has momentum and will likely continue dominating the industry overall. But Snapchat has found a defensible niche engaging young smartphone users throughout their daily lives. While they may share the market, Snapchat and Instagram offer distinct experiences and value propositions for different audiences.