Narrative: Facebook Copying Snapchat
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Narrative: Facebook Copying Snapchat (Jan 24, 2017)
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Instagram is Winning Over Some Big Publishers from Snapchat (Jul 14, 2017)
Today’s Instagram announcement is ostensibly about the launch of live video replays, a new feature that allows users to save their live videos for 24 hours as an Instagram Story. However, the part most outlets I’ve seen have focused on is the announcement of 250 million daily active users for Instagram Stories as a whole, which is naturally being compared once again with Snapchat’s overall user numbers. That’s always a bit disingenuous because comparing a single feature in an app with 700 monthly active users with daily active user numbers for a standalone app isn’t a like for like comparison – some large number of people who regularly use Instagram as an app might occasionally dip into Stories without ever posting one, while the average Snapchat daily active user spend sover 30 minutes in the app every day, suggesting a very different level of engagement. But this is the inevitable comparison, not just because the Stories feature was copied from Snapchat but also because its launch seems to have come at just the time Snapchat user growth slowed. The reality is that Facebook’s reach is now such across its many apps that it can easily launch new features and services and have them reach this kind of scale, and in the process eat into the time spent in other apps, but I don’t think anyone at Facebook would suggest that Instagram Stories by themselves generate nearly the engagement of Snapchat as an app, and even Instagram as an app likely only generates the same engagement and time spent as Snapchat among a minority of users. But that doesn’t mean Instagram Stories isn’t a huge hit for Instagram and a great way to neutralize the ongoing threat presented by Snapchat as a competitor, especially among the demographics where it hasn’t yet gained wide adoption.
Instagram Launches Selfie Filters (May 16, 2017)
It’s hard to avoid the sense that Facebook is trying to rain on Twitter’s parade here. It’s announced that Instagram now has 700 million monthly active users, up from 600 million in December, which means it’s added 100 million users in just a little over the time it took Twitter to add nine million. It previously announced that Instagram Stories has 200 million users, up from the 150 million it had shared earlier, and attributed the growth in the core Instagram user base in part to an improved signup flow. But Instagram has also benefited from strong adoption in emerging markets, including Brazil, which is its second largest market after the US, with 45 million users. That’s in marked contrast to Snapchat, which has emphasized primarily mature markets on the basis that emerging markets users have more constrained and expensive bandwidth and would be less likely to use a visually intensive app like Snapchat. And of course Facebook’s other apps continue to grow rapidly too: Messenger and WhatsApp are now both over 1.2 billion, while the core app will likely hit 2 billion in the next quarter or two.
Instagram Adds Folders for its Bookmarking Feature (Apr 17, 2017)
Instagram Stories has been a huge hit, in part because it taps into the same instincts that have driven Snapchat’s massive success: it allows people to share photos and videos in a way that’s more casual and therefore more natural. It’s therefore smart that in advertising the feature in a global campaign, that’s one of the elements the company is focusing on. But an out-of-home campaign like this also suggests Instagram wants to attract new users to the feature and to Instagram, not just ride its existing base in growing adoption of Stories. Note that this story quotes the same 150 million user number we’ve seen for Stories in the past from Facebook – when it reports financial results for Q1 in a few weeks, it’ll be worth looking for an update on that number, to see whether it’s stagnated (or whether growth has slowed).
Update: on April 13th, Facebook announced that Instagram Stories now has 200 million, so looks like growth is still going strong.