Since Instagram launched Stories, it’s been compared and contrasted with Snapchat. We pitched this to our community to find our which is now their favourite. This research across 400+ Instagrammers and Snapchatters reveal the different ways they’re using each platforms and upcoming trends we can expect to see.

1. Welcome to
Instagram Stories vs. Snapchat Stories
September 2016

2. 22
Research background
Survey across 341
Instagram and/or
Snapchat users
NationalOver
August-
Sept 2016

3. 3
Instagram Stories usage
69% have been posting on
Instagram Stories with 13%
posting at least once a day
9
4
16
7
14
18
31
All the time!
Once a day
Once every couple of days
Once a week
Once every couple of weeks
Less often
Never, I havent checked it out
How often do you post on Instagram
Stories? (%)

4. 4
Instagram Stories vs.
Snapchat Stories
On the other hand 88% are
currently posting on Snapchat with
32% posting at least once a day 9
4
16
7
14
18
31
24
8
17
10
9
20
12
All the time!
Once a day
Once every couple of days
Once a week
Once every couple of weeks
Less often
Never, I haven't checked it out
How often do you post on Instagram
Stories? (%)

5. 5
Instagram Stories usage
by age
27
37
27
33 31
5
2
4 4
5
14 10 7 6 9
18-24 25-29 30-34 35-39 40+
Instagram Stories usage by age
All the time!
Once a day
Once every couple of
days
Once a week
Once every couple of
weeks
Less often
Never, I haven't
checked it out
Still appeals more to younger
demographic.

6. 6
How has Instagram Stories
changed Instagram and
Snapchat usage?

7. Snapchat is still the preferred platform
for Instagrammers
7
16%
of Instagrammers
posting daily on
Instagram Stories
37%
of Instagrammers
posting on daily
Snapchat Stories
VS
“I think they are good and you
don't have to swap apps to make
and upload a video if you use
Insta all the time!” Lucinda, 28
“I can see the direction they're taking
it but I feel like it's either snapchat or
Instagram when it comes to stories
and for me snapchat wins.” Hayley,
26

8. Among Instagrammers, Snapchat Stories
rated more positively in all areas
8
Ease of use 62% 80% ▲
Drawing tools 49% 72% ▲
Emojis 54% 78% ▲
Filters 56% 83% ▲
Viewing Stories 64% 86% ▲
Creating Stories 59% 81% ▲

9. 9
“I love Snapchat - I find Snapchat
quick and easy to use and of course
the filters are amazing - I mean who
doesn't like a good filter?!? I love
that friends, family and other
followers can chat quickly making it
easier to give more information on
what ever it is you have snapped.”
Sara, 29

10. 10
Where does Instagram Stories
fit in?

11. 11
“It's all getting a bit much
& can be overwhelming. I
think eventually one or the
other will fizzle out as its
too much up-keep... Where
do you draw the line?!!”
Tyanne, 34

12. 12
Users come to Instagram for its
beautiful, curated content.
“Instagram is more meaningful and
inspiring as opposed to Snapchat.”
Amanda, 30
Instagram still the place for curated
content
60
54
53
42
39
39
30
28
21
3
I can choose who I follow and
what content I receive
Beautiful, visual content
A way to document my life and
experiences
Helps me keep in touch with
friends and family
A way to express myself
Allows me to be creative
Allows me to connect with
celebrities/famous people
Inspirational
Feels like Im part of a community
Some other reason
Why do you like Instagram? (%)

13. 13
Snapchat content is fun, spontaneous,
casual
Snapchat is a low pressure
platform due to its ephemeral
nature. New and changing filters
help users to be as creative and
fun as they like
“(Snapchat) is super user friendly
and familiar. The opportunities are
endless with the fun and vibrant
filters and editing tools. There's
less pressure with Snapchat and
I'm much more confident &
spontaneous with Snapchat.”
Shannon, 24
60
56
45
43
39
38
30
27
25
23
23
8
1
It's fun
I can pick who I send my Snaps to
Filters
It's casual
It's easy
Less pressure with no comments and likes
I can see whos viewed my Snaps/Stories
That my Snaps disappear
The creativity
It's OK not to be perfect
I can now save my Snaps
Its still kinda new
Some other reason
Why do you like Snapchat? (%)

14. Each platform has its place
14
Curated content:
J.Crew promoted on-day pre-sale of their new sunglasses
through Instagram Stories
@jcrew
Fun, spontaneous content

15. Each platform has its place
15
Curated content:
• Expectation for quality content
• Want it to be visually appealing
• Need for curation as it’ll be visible to all
followers
• “Instagram Stories is more
sophisticated. It feels different to
Snapchat – more arty?” Mizhuo, 49
Fun, spontaneous content
• Freedom to be imperfect
• Content is usually funny
• Low pressure as you can select who
views your Snaps
“Snapchat stories are generally
between friends intimately snapchat
has a better direct messaging system
as well - whereas instagram is less
instant and you would still feel as
though you have to keep up
appearances for it.” Fiona, 19

16. And each platform has its own fan base
16
25
33
19
14
7
18-24
25-29
30-34
35-39
40+
Age of those who prefer
Snapchat Stories (%)
9
27
30
21
14
18-24
25-29
30-34
35-39
40+
Age of those who prefer
Instagram Stories (%)
Instagram Stories is preferred among
25-39
Snapchat Stories is preferred among
18-29

17. 17
What does it mean for brands
When deciding between which
platform, think about:
1) Target demographic
2) Nature of content to be
posted (fun, inspiring etc.)
Taco Bell on Instagram Stories vs.
Snapchat Stories

18. Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2