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Snapchat vs Instagram – Which should you be using to market your small business?

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Social media has taken the marketing world by storm. From tweets and snaps, to videos, stories and memories, everyone is discovering the power of these platforms to promote their business and connect with their audience. Snapchat and Instagram have recently introduced Stories, where users can create short videos to promote products and market services. If this is where our target audience is, we are now left with a decision – Snapchat or Instagram for small business marketing?

Social media tools are great to promote business and boost sales, but knowing which platforms to invest your marketing time in is essential. Each platform is different  and, if utilised correctly, can help grow your small business exponentially. With growing demand for more immediate information, we’re being thrust into an age of fast media. Social media is championing this rapid progression with new, quicker features that have taken us from articles and blog posts to snap sentences and photographs. And now, the latest fast digital age ingredient, video ‘stories’ have taken centre stage. As Snapchat took us to a new level of immediacy with bursts of video footage lasting no longer than 10 seconds and then disappearing completely, the age of fast communication is truly upon us. But social media isn’t just for teens to share weekend antics, in fact, social media is the #1 activity on the web and has a grand total of 2.3 billion users (Instagram hosting 400 million users and Snapchat hosting 100 million users) – it’s no wonder 81% of owners use social media to market their small business.

Controversially, Instagram Stories is a near replica of Snapchat (with minor differences in navigation and pen tools), but has one crucial difference within the algorithms. Where Snapchat stories are in chronological order, Instagram orders posts by which friends and followers it believes you are most interested in. This means, with more call-to-action posts, you have the capability to stay on the first page and remain in your audience’s eye (increasing customer interaction).

While Snapchat and Instagram share similar video features, Instagram also allows you to connect with your target audience through a photography stream. This allows for maximum exposure as multiple mediums can be taken advantage of in a single app – condensing features into one space means both the business and the audience have a streamlined experience. Not only are the photographs permanent (unlike the 24-hour lifespan of the Snapchat Stories feature), they can be accompanied by up to 30 hashtags per photo. Hashtags are used to submit your posts to wider groups of photographs that users search to discover the latest within in each category. This means in-app discovery is far greater than Snapchat where self-promotion is limited and usually obtained through other channels.

So it seems, at first glance, that Instagram holds the reigning crown, however it may depend on your target audience. Snapchat launched in September 2011, giving it a strong 5 year head-start and allowing users to fall in love and become familiar with it. Snapchat draws a young crowd who love the playful filters and interacting through the comment system which give a whimsical feel to the app. It also allows businesses to increase relatability through ‘behind-the-scenes’ videos that give audiences a chance to cultivate a connection with the business. As the fourth wall (the space between performer and audience) crumbles, relationships between producer and consumer grow and loyalty is built. This is Snapchat’s strong suit as it plays to the younger crowd and maintains a lighthearted backstage feel. It seems younger generations are staying loyal to Snapchat and, after all, teens are a large percentage of social media users and inevitably dictate where technology leads us.

No matter what industry you’re in, social media is an essential marketing tool to increase traffic,  promote feedback, and boost interaction. So whether Instagram or Snapchat is your leading platform, or indeed any of many other platforms available, keeping the customer at the focal point is the best way to grow business fast.

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