Instagram Stories is stealing Snapchat’s users

The effect of Instagram deploying Snapchat styled functionality is beginning to take form. Data provided by analytics providers, social media celebrities and talent managers reported that the majority had seen a decline ranging between 15-40 per cent of engagement on the platform since Stories launched in the US in August 2017. Conversely, the same sources have stated they are witnessing rapidly growing view counts on Instagram Stories,and engagement-to-follower rates.

While the majority of brands heavily invested in Snapchat have yet to publish their figures, it is fairly safe to assume that the trend is indicative of a gradual shift in consumer behaviour.