Stories War Q4: Snapchat Falls Behind

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Last 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 in Q1, Instagram Stories was seeing lots of initial success when compared to its main rival, Snapchat.

In our Q2 study, first seen on Bloomberg, our overarching finding was 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%. Our Q3 study showed that Snapchat’s recent moves to engage with creators were starting to pay off. The quarter daily usage by Top Creators on Snapchat increased by 23%; an improvement from the drop it experienced from Q1 to Q2.

But the gap has now reverted back and in our Q4 study, first seen on Bloomberg:

• Top Creators are posting more content on Instagram Stories vs Snapchat
• The only category that continues to favor Snapchat is Traditional Celebrities

Download the full report here.