“Snapchat has built value to their platform because they started out as a messaging channel and opened up to a broadcasting channel. Sure there are a ton of people who use Instagram and love it, but on the flip side, Snapchat takes a different tone and approach to all this,” said Nick Cicero, CEO and founder of Delmondo, a Snapchat-focused creative studio and tech company.
Instagram Stories might take a swipe at a casual Snapchat user’s interest in the app. AsMashable’s Lance Ulanoff wrote, Snapchat users often take to Instagram too.
But Snapchat still has a lot to offer, and it’s sure to add more enticing features in the future.
“The creators who are invested in Snapchat are those who are interested in using it because it’s the next big thing,” Cicero said.
Indeed, media companies and now sports leagues are creating daily content for Snapchat’s Discover network. (Mashable is a partner.)
Snapchat has even engineered desirability into its advertising, with sponsored geofilters and lenses, as well as video ads.
Engine Group, the parent company to Deep Focus, has found these ads to be “stickier” and garner more attention than Instagram’s. “Snapchat is more exciting creative and new, and they are trying more new formats creatively,” said Zoe Church, Engine’s chief marketing officer.
For instance, last month Sony Pictures’ Ghostbusters purchased the first “dual lens” ad that allowed Snapchat users to shoot the character Slimer and make slime appear on their phone screen.