Instagram And Snapchat Help Boost Brand Awareness: L2 Intelligence Report | TechTree.com

Instagram And Snapchat Help Boost Brand Awareness: L2 Intelligence Report

The report analyses and compares the reach of Snapchat and Instagram in creating brand awareness.

 

Instagram and Snapchat has gained immense popularity ever since its launch, but the debate continues, is Instagram better or Snapchat? A report published by L2 Intelligence titled “Instagram vs Snapchat” analyses the impact of the photo-sharing apps for brand marketing. The L2 Intelligence report "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.
"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 per cent of content in all industry sectors (excluding Watches and Jewelry and Retail), while Instagram brands hover just above 10 per cent in the highest growing sectors.
- On Instagram, traditional photo advertisements are brands' preference: 59 per cent of advertisements observed were single-image sponsored posts, vs. carousel ads (22 per cent) and video ads (19 per cent).
- 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.


TAGS: Instagram, Snapchat, Photo Sharing Apps

 
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