Snapchat and Instagram have disrupted the social marketing world as few technologies have. Get the latest user stats for both platforms and find out what marketers love -- and hate -- about each.

1. SNAPCHAT &
INSTAGRAM IN 2017:
WHAT MARKETERS NEED TO KNOW
RACHEL PARKER
RESONANCE CONTENT MARKETING

2. ABOUT ME
• Founder & CEO of Resonance Content
Marketing (2010)
• Over 20 years as marketing copywriter
and brand strategist
• Help clients grow their tribes and their
bottom line through insanely good content
• 2016: The Content Marketing Coach:
EverythingYou Need to Get in the Game …
andWin!

3. COMMON THEMES
• Visual content
• Emphasis on in-the-moment sharing
• “Ephemeral content”

4. SNAPCHAT FACTS
• Launched April 2011
• Photo and video only
• Mix of private messaging and public
content
• Content disappears after 24 hours

5. SNAPCHAT FACTS
• In 2014 Facebook offered founder Evan
Spiegel $3 billion for Snapchat
• He declined
• Snapchat went public in February 2017

6. WHO’S ON SNAPCHAT?
Source: How Snapchat Demographics Are Shifting in 2017, Mediakix

7. WHO’S ON SNAPCHAT?
Source: How Snapchat Demographics Are Shifting in 2017, Mediakix

8. SNAPCHAT:WHAT MARKETERS LOVE
• Ability to message followers one-on-one
(but not all at once)
• Ability to create custom filters

9. SNAPCHAT CUSTOM GEOFILTERS
• Any Snapchat user can create a custom
geofilter … for a fee:
• Design it
• Map it: Draw a “geofence” around the
precise location where you want the
filter to appear
• Schedule it: Designate the dates on
which you want your geofilter to appear
• Buy it: Price depends on (1) size of
location and (2) duration of availability

11. SNAPCHAT:WHAT MARKETERS HATE
• Inefficient search function
• No liking, commenting, or sharing
• Only data is number of views
• 10-second limit on videos
• No way to share saved photos or videos
to My Story

12. SNAPCHAT IN ACTION: CISCO

14. SNAPCHAT IN ACTION: HUBSPOT

16. SNAPCHAT IN ACTION: IBM

18. SNAPCHAT:TO SUM UP
• Perfect for connecting with younger
audiences (or parents with teenagers)
• Geofilters help create buzz around
events
• Branded filters

19. INSTAGRAM FACTS
• Launched April 2010 (still images only)
• Acquired for $1 billion by Facebook in
2012
• Video added in 2013 (up to 60 seconds)
• Launched Instagram Stories in August
2016
• Launched live video in November 2016

20. WHO’S ON INSTAGRAM?
• 500 million users
• 300 million daily active users
• 36% of all U.S. social network users are
on Instagram
• U.S. Instagram users over 18 have
increased 2X since 2012

21. WHO’S ON INSTAGRAM?
More than half of US
millennial internet
users are “active” on
Instagram.

22. WHO’S ON INSTAGRAM?
Female users account
for two-thirds of
Instagram's US daily
audience.

23. INSTAGRAM:WHAT MARKETERS LOVE
• Ability to upload saved photos
• Likes and comments
• Some analytics available
(SimpllyMeasured, Iconosquare)
• Promoted posts to increase visibility

24. INSTAGRAM:WHAT MARKETERS HATE
• Minimal desktop feature
• No sharing function
• Links in descriptions are not clickable
• Can’t pre-schedule posts

25. INSTAGRAM:TO SUM UP
• Perfect for connecting with millennial
audiences, especially women
• Broader audience than Snapchat
• Ideal for brand awareness … for
generating traffic, not so much

26. INSTAGRAM IN ACTION:WELLS FARGO
11,000 Followers

28. INSTAGRAM IN ACTION: INTEL
883K Followers

30. INSTAGRAM IN ACTION: MAILCHIMP
49,400 Followers

32. INSTAGRAM STORIES: SNAPCHAT KILLER?
• Stories from followed accounts appear at
the top of the news feed
• Stories disappear after 24 hours
• Can tag other users

33. INSTAGRAM STORIES: SNAPCHAT KILLER?

34. AND THEN THERE’S THIS:

35. THANKYOU!
• resonancecontent.com
• Snapchat: rachparkertx
• Instagram: resonancecontent