Are Marketers Using Snapchat and Instagram in Different Ways?
While both may appear similar to users, marketers take very different approaches when they use these platforms.
One reason for the large difference in the percentage of marketers using both is that Snapchat is primarily a paid advertising platform, while Instagram encourages marketers to use its platform organically, without necessarily having to buy advertising.
“Many marketers create accounts on Instagram to share posts and videos with followers. Instagram Stories are also very popular,” said eMarketer principal analyst Debra Aho Williamson.
Snapchat doesn’t offer much support for marketers to use the platform organically, so their usage typically includes paid advertising.
Another factor driving strong marketer usage of Instagram is its close ties with Facebook, particularly when it comes to advertising.
When making an ad buy on Facebook, marketers can simply check a box to add Instagram feed ads or Stories ads as additional placements.
In a March 2018 survey of 300 US senior agency executives by RSW/US and Mirren, 66% of those polled said they use Instagram, and 36% said they use Snapchat.
As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. You can find him on LinkedIn (https://www.linkedin.com/in/leemcknightjr) or Twitter (@leemcknightjr).