Stories War Part Two: How Creators Are Using Instagram and Snapchat
Earlier this year, Captiv8 took a closer look at how creators were using Instagram Stories and Snapchat, two of today’s most popular social platforms for consumers and marketers. Based on a study we conducted, Instagram Stories was seeing lots of initial success when compared to its main rival, Snapchat. Even though creators were evenly split in terms of use of both platforms, Instagram Stories was used more frequently by creators in the lifestyle, comedy and health/fitness categories while Snapchat outperformed Instagram Stories among creators in the beauty and celebrity categories.
Because of the high interest in this topic among brands active in the influencer marketing space, we wanted to revisit this question as the competitive environment continues to evolve. How has the frequency of creators’ posts on Snapchat and Instagram Stories changed between Q1 and Q2 2017? Has Snapchat’s decision not to invest as much time in the creator community caused problems? How does this differ across categories?
First seen on Bloomberg, our overarching finding is that Instagram took the crown and proved to be the favorite of top creators.
- Snapchat usage by top creators declined from q1 to q2 with the # of story posts per day dropping by 20%.
- While Snapchat usage went down, Instagram Stories saw growth with 11% more story posts being published by top creators.
Check out the full Q2 report here.
