NEW YORK, April 20, 2016 /PRNewswire/ -- The L2 Intelligence Report released today, "Instagram vs. Snapchat," demonstrates that, while the number of posts on Snapchat outpace those of Instagram, the former is still a point of differentiation for brands across a number of categories.
The report--which evaluates the performance of 280 brands across nine categories on Instagram and Snapchat--provides insights relating to the comparative impact of the platforms.
Click here for an overview of the demographic differences and brand strategies on the two platforms.
"As two of the most engaging platforms that are still experiencing incredibly high growth rates, Instagram and Snapchat have emerged as the darlings of the social media world, particularly among millennials," said Claude de Jocas, Director of L2's Intelligence Group. "It behooves brands across a number of sectors to build a unique brand presence on both, taking into account nuances in terms of publishing cadence, content quality, and media mix on each."
Key findings from L2's report include:
- Instagram continues to be the destination for editorialized, curated content, while Snapchat is best leveraged for casual, creative interaction with consumers.
- Brands posting video on Snapchat account for over 50% of content in all industry sectors (excluding Watches & Jewelry and Retail), while Instagram brands hover just above 10% in the highest growing sectors.
- On Instagram, traditional photo advertisements are brands' preference: 59% of advertisements observed were single-image sponsored posts, vs. carousel ads (22%) and video ads (19%).
- While both platforms offer e-commerce capabilities, their capacities are nascent. Until Instagram is able to provide more sophisticated advertising models, and Snapchat releases updates that allow for more engagement within a snap, brands should utilize the platforms to build traditional brand equity and awareness.
- Looking forward: Snapchat's "Chat 2.0" advanced messaging features (including voice and video conference) will allow the app to compete against larger messaging services; Instagram's roadmap seems to be impacted by the core Facebook platform, most notably a transition to an algorithm-based personalized user feed.
The report features case studies including but not limited to: Anastasia Beverly Hills, Burberry, Bloomingdale's, Calvin Klein, Covergirl, Express, Four Seasons, GE, Heineken, and Warby Parker.
Download L2's Instagram vs. Snapchat research here.
L2 benchmarks the digital performance of over 1,800 brands across 14 industries globally. Our proprietary Digital IQ Index® is the global standard for measuring digital competence. We analyze 1,250 data points across site & e-commerce, digital marketing, social media and mobile to provide brands with actionable, data-driven insights on their digital performance.
CONTACT: Elizabeth Cooke, 646-902-4897, elizabeth.cooke@L2inc.com
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