|Scale Matters: Advertisers are Opting for Instagram over Snapchat
Instagram is mimicking Snapchat, and Snapchat is feeling the pain.
Eight months since Instagram rolled out its Stories feature and just over a month since it launched ads on it widely, it has already surpassed Snapchat. The feature not only has more people using it daily (200 million versus Snapchat’s last reported 158 million) but is also increasingly attracting more ad dollars. Agencies tend to drift where the action is, and, right or wrong, the general feeling is Instagram is on the upswing while the early buzz over Snapchat is fading.
“Many of our clients are deprioritizing Snapchat,” said Tom Buontempo, president at Attention, KBS’s social media arm, who declined to provide names of specific advertisers but whose clients include BMW, Carvel, Novartis and Spotify. “It’s no secret that Instagram has Snapchat in the crosshairs.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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