Instagram VS Snapchat: Who’s Really Winning With Gen Z & Millennials?

The competition between the two platforms is fierce—but who’s really winning the battle for young consumers? We tapped into our social media tracker to compare, and see which Gen Z and Millennials are using more…

For some time now, Instagram has been adding features that look remarkably like their competitor Snapchat’s—all in the name of the battle for young consumers. Last year, Instagram added Stories, a signature feature of Snapchat, and in April it was announced that Instagram Stories was beating out the app it was accused of copying, used by 200 million daily—more than Snapchat’s 161 million. And Instagram has continued to compete with its “rival” by mimicking the features that made it popular; they introduced ephemeral messaging, added geostickers, and other features that feel Snapchat-esque. In May, Instagram copied the last thing it can from Snapchat: face filters. Though the ability to add fun AR filters to selfies is clearly a clone, there are a few differences. Hashtags can be applied to stories to link to that hashtag’s page, and there’s also an eraser (though it can’t remove real-world objects like Snapchat’s) and a rewind mode. But these differences are small when looking at the overall trend: Instagram has been coming for Snapchat's shiny crown, and some began to believe that they were winning it. 

TechCrunch reported that Instagram reached 700 million active users a few months ago, and that the app hit the new user mark just four months after reaching 600 million. The introduction of Instagram stories may have been a major contributor to its accelerated growth…but of course those are overall users. Recently, eMarketer predicted that Snapchat will overtake both Facebook and Instagram among teen users by the end of the year, and the competition between the two sites is…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies