Deciding where to post used to be easy. Instagram for beautiful pictures, Facebook for content heavy material and Snapchat for engaging videos.

That was, until Instagram decided to launch its stories feature, which unsurprisingly, seems to be directly rivaling Snapchat. Now that the dust has settled, more brands have been using both or have decided to use one over the other. We compare the two apps to let you determine which platform is most beneficial to your marketing strategies.

How Their Features Compare

Shooting a Story

Both apps allow you to record videos that last 10 seconds long. For Snapchat, the app opens with the camera, allowing you to film immediately. On Instagram, simply click the + button on the top left corner to launch the camera.

Viewing Stories

Snapchat’s stories are ranked chronologically, while Instagram puts stories up on your feed based on your relationships with people – your closest friends’ stories appear first, as determined by an algorithm. True to its impulse-driven purpose, both apps delete stories within 24 hours.

Photo from influencermarketinghub

Photo from mavnewspaper


Instagram’s doodle abilities are more sophisticated than Snapchat’s, obviously having improved on the earlier app’s features. For writing, there’s a pen, marker and one called neon on Instagram, and all colors are laid out conveniently on the screen. You’re allowed to put emojis via text bar.

Snapchat, however, is still King when it comes to goofiness. It allows you to put emojis anywhere on the screen, and even attach it to certain parts of your videos. Moreover, only Snapchat has got the funny lenses it has become famous for, like the ever present dog and flower crown.

Using Old Photos

Both apps allow you to use old photos, however, Instagram will only let you use those taken within the last 24 hours. Snapchat lets you use any photo saved to your Memories.


Both apps allow you to start a conversation from your friend’s published story.


If there’s one major difference between the two apps, it would be the audience access. Instagram Stories, just like all Instagram posts, are public by default. This means that if your profile is public, everyone who goes on Instagram, registered user or not, can see your stories.

Snapchat, on the other hand, only lets you view stories by accounts you follow.  Moreover, Snapchat notifies you when someone takes a screenshot of your stories, while Instagram does not. Privacy-wise, Snapchat takes the cake.


When it comes to audience size, Instagram has the advantage of being around for a longer time, and also having a wider range of audiences. Snapchat’s market is mostly young millennials (18-24) while Instagram attracts this market, together with the older 25-35 bunch.

The Verdict

With both apps offering mainly the same features, Snapchat’s remaining appeal is its goofy add-ons like the lenses. If your brand is to use just one of the two apps, then you’re better off with Instagram Stories — reaching a bigger, already existent audience is one good reason why you should.

Main photo from Pexels