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Differentiating Social Apps

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Digital Marketing - Study Notes:

What is Instagram?

Instagram is defined as a visual inspiration platform used by marketers to move and inspire audiences by showcasing their brand and products to dive action through a visual medium.

What is Snapchat?

Snapchat is defined as an image messaging and multimedia mobile application. Snapchat is used by marketers to utilize effective, ephemeral content storytelling and showcase their product through vertical video.

Difference between Instagram and Snapchat

Instagram and Snapchat initial uses differed, as Instagram focused on capture and share the world’s moments, which translated into posting beautiful photos of travel, food, and adventures. Whereas Snapchat’s core differentiator in the marketplace was in its ability for snaps to disappear after 24 hours. This ephemeral content focus defined Snapchat’s initial product offering and tagline of “Snapchat is the fastest way to share a moment.” This meant that curation and beautification of a photo wasn’t its main purpose. It also meant that there were two different audience types. Although today, there is much overlap.

Instagram had a lot of early adapters from photographers, brands, celebrities, influencers, and, of course, millennials. Snapchat did extremely well with millennials in Generation Z, influencers, news organizations, and brands. As stated earlier, Instagram has more daily users. However, Snapchat has the fastest growing user base in the social networking marketplace.


In Instagram, there’s better targeting and analytics, and this is because there’s a Facebook integration which gives you way more data and analytics than you would on Snapchat. There’s an ability to go live. So, when you go live on Instagram, you’re showing real time and you’re connecting with your audience. As said earlier, Instagram, especially with their Facebook integration, has way more users than Snapchat. And this gives more with influencer marketing, there are tons of Instagram influencers, as well as with the Facebook integration you have amazing insights using a business account. And this, of course, lends itself to better e-commerce and advertising opportunities.


Snapchat is all about ephemeral content. You’re creating content that can disappear and does a connection to build with your community. There’s also end-to-end storytelling. A lot of times, people will start and finish a Snapchat story because it’s just second nature to do this. You’re hitting up the millennial audience very hard, and there’s a new form of advertising content creation. It goes away from that curated Instagramesque style to create very authentic, organic kind of advertising that is really applicable to the Snapchat platform in itself.

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Kate Talbot

Kate Talbot is a Growth Marketing consultant at Vidder Inc., best-selling author of "Oh Snap! You can use Snapchat for Business" and regular contributor to online publications such as Social Media Examiner, Engadget and KISSmetrics. Passionate about building brands through demand generation and strategic partnerships, Kate's expertise in social apps are unrivaled. 

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    Instagram and Snapchat
    Kate Talbot
    Skills Expert

    This module dives deep into the leading app-based platforms, Instagram and Snapchat. It begins by outlining the benefits of using social apps in your campaigns. Then, it teaches you how to navigate the key features of Instagram and Snapchat, and how to create fully optimized posts on both platforms. Next, it provides best practices for managing Instagram and Snapchat accounts effectively and covers how to run engaging ad campaigns on each platform. Finally, it provides you with the knowledge to analyze performance on each channel using analytics tools.