US marketers are expanding their use of social media tools, with 28.3% using Snapchat this year, versus 25% in 2017, and 69.2% using Instagram, up from 62.6% last year, eMarketer reports. Instagram’s popularity stems from advertisers being able to use the platform for organic engagement, while Snapchat primarily encourages paid advertising.
Instagram Use Among Marketers
This year, nearly seven in 10 US marketers will use Instagram for marketing purposes, according to eMarketer’s forecasts. Instagram is expected to nearly double its US ad revenues this year to $6.12 billion.
Snapchat and Instagram for Marketing
While Snapchat and Instagram may appear similar to users, marketers take very different approaches when they use these platforms.
One reason for the large difference in the percentage of marketers using Instagram vs. Snapchat is that Snapchat is primarily a paid advertising platform, while Instagram encourages marketers to use its platform organically, without necessarily having to buy advertising.
Many marketers create accounts on Instagram to share posts and videos with followers. Instagram Stories are also very popular. Snapchat doesn’t offer much support for marketers to use the platform organically, so their usage typically includes paid advertising.
Another factor driving strong marketer usage of Instagram is its close ties with Facebook, particularly when it comes to advertising. When making an ad buy on Facebook, marketers can simply check a box to add Instagram feed ads or Stories ads as additional placements.
In a March 2018 survey of 300 US senior agency executives by RSW/US and Mirren, 66% of those polled said they use Instagram, and 36% said they use Snapchat.