Snapchat or Instagram, who is winning the battle for millennials?

I am a millennial and I have no profile on Instagram or Snapchat.I admit, I am a weirdo.What else does it matter? I better step aside.Nine out of 10 of the more than 700 million Instagram users are under 34 years old, that is, they are millennials or younger.Something similar happens with Snapchat. War is served , who is conquering the youngest segments of the online public?

Rivers of ink have run over the millennial generation, a term that is not even accepted in sociology.This generation is the first to He has grown up in a digital and connected world.That is why the so-called generation Y is object of desire in the online universe and target audience of social networks.

While their parents massively join Facebook, they have been the first to show signs of tiredness of the Internet giant.They also love video and photography and all the technologies that have to do with it.Any subtle tool for tell your personal story and have it heard (and, if possible, go viral).

A nation as the realm of photography with hashtags and filters and the other as the paradise of ephemeral videos.However, Instagram and Snapchat are increasingly similar, especially since Mark Zuckerberg, not satisfied with mastering Facebook, took the lead Instagram.

Today, the two social networks fight for a very similar public , not only at the demographic level, but also in terms of tastes.For the past two years, millennials have increased their daily use of both platforms, although in recent months it seems that Instagram has taken advantage.

According to the latest data published by eMarketer, 34% of members of the Y generation in the United States use Instagram on a daily basis.A 28% do so with Snapchat.The bad news for the latter is that, after a very similar evolution since In 2014, the distance between the two has been enlarged in the last six months .What is happening?

Maybe we should have started by saying that the users' battle has long since Instagram won.Since, in 2012, the then start-up was touched by the magic bar of Zuckerberg has not stopped growing.Today it has more than 700 million active users for the 300 million Snapchat.

Snapchat or Instagram, who is winning the battle for millennials?

Even so, most millennials (64% according to a recent Adweek survey) think that Snapchat is cooler (or cool, in our country).However, they seem to lean more for the less cool.Their reasons they will have.And it seems they have a lot to do with how both platforms let them tell their stories.

Since Instagram launched its Stories tool now a year ago, copying openly something that invented Snapchat, has not stopped multiplying its users.Basically, it is something that works the same on both platforms: the possibility of creating ephemeral stories , which last 24 hours, with a set of photos or videos dressed with filters and other effects.Is it really that important? Millennials love it.

Half of Instagram users use Stories, that is, more users than the total with a profile on Snapchat.250 million do it every day.Besides, in a very Zuckerberg movement, The platform increasingly dilutes its borders with Facebook (and its more than 2,000 million users).Never copying something had come out so profitable.Well, maybe, but that's another story.

"The launch of Instagram Stories was just the beginning.For the past year, Instagram has added filters, location tags, stickers or drawing tools in what has already become a ruthless competition between the two platforms," says a Business Insider report that seeks to discover which of the two applications is winning this battle.

After a detailed analysis of the functions shared by both platforms (stories, messaging, filters and other tools), the Business Insider diagnosis is more or less clear: "Instagram does all the things that Snapchat did, and you're doing better ".

The key would be how Instagram seems to have adapted better to the latest trends, while Snapchat has been falling behind and has lost some of the emotion it generated when it was new.Also, the fact of having a large company behind your back , and what it means at the promotion, knowledge and infrastructure level, it is also making a difference.

Snapchat or Instagram, who is winning the battle for millennials?

There is no doubt that the world of social networks is complex. Why choose one or the other? Users give their reasons: to be where friends and acquaintances are, entertainment, usability and operation, possibilities to share videos and photos...And, also, to follow closely the steps of celebrities and influencers .

Shortly after Instagram Stories was launched Snapchat's growth brakes dry .All attention was focused on the news of the Zuckerberg platform, how many millions of users could change of habits so quickly.And it occurred to someone to think: what are the influencers , the millennial community leaders doing?

Thus, in the social media agency Mediakix they followed the steps of 12 of the most influential profiles on Snapchat during the last year.The result was that most published more stories on Instagram.Concretely, 25% more Instagram Stories per month.

Snapchat or Instagram, who is winning the battle for millennials?

It might seem that the battle is won, that there is nothing to do to win the game of the social media giant, but if the millennials have shown something, nothing is forever in the online world ; that what leisure time of young consumers occupies today can be forgotten in a matter of months.

The young Internet story is full of examples of indispensable fashions that have long been part of a museum.The IRC, MySpace or Messenger (to name just a few) tell the story of a world of constant changes and strong competition , a world where the battle for the millennial between Snapchat and Instagram is not the first great war, nor will it be lazy , with many small battles to win, such as the favor of the younger generations, which are already beginning to mark the step.

Images: Mediakix, eMarketer, Google Play, iStock

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