comscore Instagram Stories' popularity leads to steep decline in Snapchat Story usage: Report

Instagram Stories' popularity leads to steep decline in Snapchat Story usage: Report

There has been a sharp dip in use of Snapchat Story after the launch of Instagram Stories.


Before Snapchat, Instagram served as a mere portal for sharing images with a strong focus on the element of mobile photography. Enter Snapchat in 2011 with its concept of disappearing images and the world went crazy exploring the subtle and not so subtle usage of the service. When Facebook acquired Instagram in 2012, the platform gradually began imitating the parent company and in the process stole some elements from rival Snapchat. Little did we know that come 2017 and Instagram and Snapchat would have a lot in common, ranging from live filters to live stories. Now, Facebook s billion-dollar acquisition is on its way to steal one more thing from Snapchat its users. Also Read - Meta says it got 55,497 requests from Indian govt for user data

Also Read - Meta introduces new privacy updates for teens on Instagram, Facebook

One of the most-loved features of Snapchat is Story which inspired Instagram’s Stories. The feature allows users to share photos and videos which disappear after 24 hours and don t appear anywhere on the profile grid or in feed. According to a report on TechCrunch, following the launch of Instagram Stories, there has been a decline in Snapchat Story usage by up to 40 percent. Also Read - How to send an avatar reaction while sharing reels on Instagram

Based on analyses by the social media content industry, it has been observed that Snapchat Story view counts witnessed a decline between 15 to 40 percent. The decline in Snapchat view numbers is also impacting a lot of online celebrities. One such online artist reported that her Snapchat Story views declined from 150,000 to 90,000 following the launch of Instagram Stories in August 2016. Everyone is posting way less. Some are not posting at all anymore , a CEO of a social content production studio about the dozen social media stars they represent, is quoted as saying.

According to Nick Cicero, CEO of creative studio and social video analytics platform Delmondo, from August to November 2016, the average unique viewers per Snapchat Story has decreased about 40 percent. Meanwhile, another influencer marketing platform TheAmplify suggests that on an average the influencer community is seeing 28 percent higher open rate on Instagram as compared to Snapchat.

Not only in terms of user base and engagement, Snapchat has also witnessed a decline in app downloads. App Annie reveals that Snapchat fell to its lowest ranking all year at number 11 after hovering in the top 3 positions for the first half of 2016. Based on the report, one of the reasons to the Snapchat s downfall is its removal of the auto-advance feature. Auto-Advance allowed users to instantly watch every Story in their list in a row. Manual selection of stories to watch is likely to be one of the causes behind the drop in views.

The latest report comes days after Instagram reported 150 million daily users on its Instagram Stories. Instagram had reported 100 million daily active Instagram Stories users within two months of launch of the feature. ALSO READ: Instagram s Snapchat-inspired Stories reaches 100 million daily active users in two months.

While there are a lot of common core features between the two services, what differentiates Instagram from Snapchat is that it has fully embraced the creators community while the latter is still shy of expanding beyond being a private messaging platform. With Instagram s 600 million-strong userbase, creators have more chances of getting noticed through the Explore tab which is absent from Snapchat. Given Facebook s aggressive move to compete with the startup it once sought to acquire, it appears to be a tough road for Snapchat as it prepares to file its $25 billion IPO this week. Meanwhile, Facebook is aiming to replicate the success of Instagram Stories by embedding similar features for its billion-strong network and for Messenger and WhatsApp messaging apps.


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  • Published Date: January 31, 2017 5:02 PM IST
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