Many concluded this could be the end of Snapchat, a reasonable assumption on paper given the basic USP is now available on another platform. But, not so fast. This hasn’t been the case, for a few reasons:
- Snapchat’s userbase is solid. It’s been around since 2012 and has 150 million people using it every day. Snapchat isn’t a flash-in-the-pan anymore so not so easy to usurp.
- The filters. The puppy. The face swap. The butterfly crown. Users can’t get enough of these, and Instagram hasn’t copied it (yet).
- Brand personality. Snapchat is considered younger, cooler, less polished and more intimate than Instagram. Brands are now all over Instagram in a way they aren’t yet with Snapchat, and that makes a big difference to how users perceive it.
Instagram is certainly trying hard, though. It’s also announced a new Events feature available from the Explore tab, showing users content from sporting events, concerts taking place – another domain of Snapchat’s.
My view is that there is space for Snapchat and Instagram to thrive for the time being, and the real loser here is Twitter. The micro-blogging service has been struggling for user growth a while now and hasn’t ever really competed with Snapchat.
Instagram, however, occupies the middle ground of the social media space with its wide appeal and a huge, active user base. Instagram launching their equivalent of fast, ephemeral microblogging in a visual format sadly brings Twitter another step towards redundancy. It has a place, sure, but it seems to become more niche every day. For now at least, Snapchat’s not going anywhere, and Instagram remains Zuckerberg’s best investment.