Snapchat & Instagram: The Battle Continues!

February 19, 2018

The competition between Snapchat and Instagram Stories is fiercer than ever with features being copied, new functionality rolling out, increased opportunities for brands, and of course the now infamous Snapchat home screen update. As there continues to be a migration of Snapchat users to Instagram stories, understanding these updates and overall user sentiment is important when allocating digital marketing funds to either platform.

One of the most recent updates that has been rolled out to both platforms is the ability to customize fonts on Snaps or Stories. On Instagram Stories, Type Mode allows for the entire screen to be filled with text; no other imagery is necessary. This feature is great for brands that may have limited resources for creating artwork but still want to get messages out in a quick and easy format. With the variety of text options, it’s easy to find one that best represents your brand. Not more than a week after this update, Snapchat users also started seeing new text options. The main difference between the two is that Instagram offers more than just new fonts, but an entire new format to send Stories.

Instagram Story Type Mode Example. Text overlay “Contact #Sparkshoppe 5183896608”

The next big feature that is rumored to roll out soon is the ability to share public posts to Instagram Stories. This feature is two-fold, as it could help drive brand discovery, and also be a great tool for sharing user-generated content. While it’s great to receive a lot of likes on a post as an “endorsement,” the value of the like is diminished as users don't necessarily see what their friends are liking. However, with the new sharing feature, users will be able to publicly give brands their stamp of approval by sharing a post to their story. It will also encourage brands to create and post higher quality content to their Instagram profiles.

The competition between Snapchat and Instagram Stories is fiercer than ever with features being copied, new functionality rolling out, increased opportunities for brands, and of course the now infamous Snapchat home screen update. As there continues to be a migration of Snapchat users to Instagram stories, understanding these updates and overall user sentiment is important when allocating digital marketing funds to either platform.

One of the most recent updates that has been rolled out to both platforms is the ability to customize fonts on Snaps or Stories. On Instagram Stories, Type Mode allows for the entire screen to be filled with text; no other imagery is necessary. This feature is great for brands that may have limited resources for creating artwork but still want to get messages out in a quick and easy format. With the variety of text options, it’s easy to find one that best represents your brand. Not more than a week after this update, Snapchat users also started seeing new text options. The main difference between the two is that Instagram offers more than just new fonts, but an entire new format to send Stories.

The next big feature that is rumored to roll out soon is the ability to share public posts to Instagram Stories. This feature is two-fold, as it could help drive brand discovery, and also be a great tool for sharing user-generated content. While it’s great to receive a lot of likes on a post as an “endorsement,” the value of the like is diminished as users don't necessarily see what their friends are liking. However, with the new sharing feature, users will be able to publicly give brands their stamp of approval by sharing a post to their story. It will also encourage brands to create and post higher quality content to their Instagram profiles.

Instagram Story Type Mode Example. Text overlay “Contact #Sparkshoppe 5183896608”

Screenshot displaying the New Discover Tab on Snapchat

The most recent home screen update that Snapchat launched has seen a larger than expected amount of negative feedback. Whenever there is a drastic change to a platform’s look and feel or functionality, a fair amount of good, bad and indifferent commentary is expected. However, the negative feedback for the new Snapchat update has been so widespread that there is currently a change.org petition as well as a Photoshopped DM exchange between Snapchat and a user stating they would revert back to the old layout if they got 50,000 retweets (this tweet now has more than 1.5 million retweets, making it the 6th most retweeted tweet of all time). The update was first rolled out to Australia and the UK with 83% of the reviews considered negative on the App Store. There have also been complaints amongst Snapchats celebrity users and prominent influencers. These users stories no longer show in the same feed as your friends updates, but in a separate Discover tab. This includes content from media sources, popular accounts you're not “friends” with, in addition to popular influencer and celebrity accounts. While this new layout helps with search and discoverability, many users are having a difficult time finding the content that they care enough about to seek out on their own.

In today's digital environment, all apps are faced with the threat of new competition and Snapchat is certainly not immune to this threat. While most platforms try to highlight their unique features when faced with users leaving, Snapchat is having a difficult time distinguishing itself amongst it's rivals in the Facebook family of apps. Although Snap Inc. reported a positive 4th quarter and significant user growth, it will be interesting to see how the update affects the number of daily active users and new user growth. Additionally, with the unexpected positive fourth quarter, Snap has now opened up their marketing API to the whole developer community. So while more marketers are now able to advertise on the platform, some may be wary to do so until the current negative feedback settles down and users decide whether or not they will actually leave the platform.

Screenshot displaying the New Discover Tab on Snapchat

The most recent home screen update that Snapchat launched has seen a larger than expected amount of negative feedback. Whenever there is a drastic change to a platform’s look and feel or functionality, a fair amount of good, bad and indifferent commentary is expected. However, the negative feedback for the new Snapchat update has been so widespread that there is currently a change.org petition as well as a Photoshopped DM exchange between Snapchat and a user stating they would revert back to the old layout if they got 50,000 retweets (this tweet now has more than 1.5 million retweets, making it the 6th most retweeted tweet of all time). The update was first rolled out to Australia and the UK with 83% of the reviews considered negative on the App Store. There have also been complaints amongst Snapchats celebrity users and prominent influencers. These users stories no longer show in the same feed as your friends updates, but in a separate Discover tab. This includes content from media sources, popular accounts you're not “friends” with, in addition to popular influencer and celebrity accounts. While this new layout helps with search and discoverability, many users are having a difficult time finding the content that they care enough about to seek out on their own.

In today's digital environment, all apps are faced with the threat of new competition and Snapchat is certainly not immune to this threat. While most platforms try to highlight their unique features when faced with users leaving, Snapchat is having a difficult time distinguishing itself amongst it's rivals in the Facebook family of apps. Although Snap Inc. reported a positive 4th quarter and significant user growth, it will be interesting to see how the update affects the number of daily active users and new user growth. Additionally, with the unexpected positive fourth quarter, Snap has now opened up their marketing API to the whole developer community. So while more marketers are now able to advertise on the platform, some may be wary to do so until the current negative feedback settles down and users decide whether or not they will actually leave the platform.

Never miss an update from “The Shoppe,” sign up for our email list today!

Subscribe

Sign up with your email address to receive news and updates.

Subscribe

We respect your privacy.

< Older Post

Newer Post >

The Meta AI Evolution: Bots, Engagement, and the Future of Social Interaction

April 10, 2025

Remember the early days of the Internet? Digital bots were the unruly disruptors, the digital equivalent of that persistent telemarketer. They clogged feeds with spam, automated shady schemes, and spread misinformation like a digital wildfire. But fast forward to today, and those once-rogue bots have pulled off a serious glow-up, transforming into surprisingly valuable tools for sparking engagement, fueling creativity, and even offering a semblance of companionship. Leading this evolution is Meta, who is boldly rewriting the rules of how AI-driven bots function and, perhaps more significantly, how they are perceived. Now, AI is vying for our attention through comment suggestions, personalized virtual assistants, and a standalone app. Meta is planting its AI roots deeper than we could have possibly imagined just a few short years ago. So, how did we get here, and more importantly, what does it all mean for our digital lives?

The New Playbook: How NIL Deals Are Reshaping Sports Marketing

April 4, 2025

The NCAA Tournament isn’t just about buzzer-beaters and Cinderella stories—it’s a massive stage for brands. With the rise of Name, Image, and Likeness (NIL) deals, marketing is shifting from traditional ads to direct athlete partnerships. Here’s how NIL is changing the game for brands and players alike.

Meta's New Scratch & Sniff Ads: A Game-Changer in Digital Marketing

March 31, 2025

Meta has just launched its latest feature—Scratch & Sniff Ads! Imagine scrolling through your feed and encountering an ad that doesn't just capture your attention visually, but engages your sense of smell.

Saratoga Spring Water Goes Viral

March 27, 2025

Saratoga Spring Water Goes Viral Thanks to an Influencer’s Unlikely Morning Routine

Shaking Up the Market: The Rise of Spirit-Based RTDs

By Sierra Levine • March 25, 2025

While traditional malt-based seltzers once dominated this space, the recent surge in spirit-based RTDs has introduced a new wave of innovation and excitement for consumers. These cocktails-in-a-can are changing the way people enjoy their favorite drinks.

Content Saturation: Cutting Through the Noise

March 20, 2025

Do you ever feel like your content is a whisper in an endless buzz of content? No matter how many blogs, videos, or social media posts you create, it’s just not reaching your audience. Welcome to content saturation, the digital version of rush-hour traffic - where everyone is trying to get somewhere, but most of us are just stuck in the jam.