Snapchat Vs Instagram Statistics

Snapchat vs. Instagram Statistics: Which is Better for Marketing?

Published on: November 13, 2023
Last Updated: November 13, 2023

Snapchat vs. Instagram Statistics: Which is Better for Marketing?

Published on: November 13, 2023
Last Updated: November 13, 2023

The first real social media platform is considered to be SixDegrees, created in the 1990s and was the first platform which allowed people to log on and read things written by others.  

The site lasted from 1997 to 2000, but it created the premise that so many sites have followed since.

Some, such as MySpace, gained prominence in the early part of the 21st century. 

However, while some have struggled to make their mark, others have become giants.

For example, Facebook.

It’s known as the largest social media site, has over 3 billion users and nearly 40% of the world population are members!

While other social media sites struggle to come close to Facebook, there are still some major players.

Two worth looking at closer are Instagram and Snapchat. 

The following Snapchat vs Instagram users statistics will help you understand the fight between these two social media platforms, and perhaps even decide which has the edge. 

Key Statistics

  • Instagram has 2.35 billion users
  • 58% of Snapchat users are under 24 years old
  • Instagram stories are more popular than Snapchat stories
  • Women prefer Instagram & Snapchat
  • The average influencer posts 6 Instagram stories a day
  • The average Instagram influencer earns between $43 and $721 for IG stories
  • Influencer marketing on Snapchat increased to 26%
  • 63% of younger millennials prefer Snapchat
  • The average Snapchat user spends 25-30 minutes a day on Snapchat
  • The average ad is cheaper on Instagram
  • Snapchat has significantly greater numbers of filters
  • Instagram has much better analytic capabilities
  • Instagram is designed to be discovered
  • Snapchat tells you about screenshots
  • US teens prefer TikTok to Snapchat & Instagram

Introducing Snapchat

Snapchat launched in 2011.

It was the culmination of work by three friends and students at Stanford University.

The initial idea was simple, users of Snapchat could post content and the content would disappear a few minutes later. 

The site appreciated the issue with existing social media platforms, namely that anything posted was available for all eternity and that could be embarrassing when applying for jobs and in other situations. 

The platform was instantly popular and grew dramatically in popularity in 2012 when it added video capabilities. 

Today, Snapchat regularly ranks in the top 20 social media sites by number of visitors. 


Instagram was founded by Kevin Systrom and Mike Krieger in 2010, just one year before Snapchat was launched.

Interestingly, Systrom was almost a student at Stanford University, although by 2010 he had already graduated. 

Instagram focused on users posting photos but added the feature that a “check-in” could be included with a photo.

At the time, that wasn’t an option with other social media platforms.

It’s worth noting that, from the beginning, Instagram was focused on mobiles and making sure the app displayed properly on all-size screens. 

Instagram got 25,000 users on the first day of its release.

It took less than three months to hit a million users.

Just 18 months after it was launched, Instagram was purchased by Facebook. 

It’s still owned by Facebook’s parent company, Meta, today. 

Today, both Snapchat and Instagram are exceptionally popular, especially amongst Generation Z.

Companies and influencers need to know everything about these platforms to decide which best suits their needs.

Of course, it’s not just influencers.

Businesses also need to understand the differences between Snapchat and Instagram.

It can help them choose the right platform to attract customers.

More likely, a business will need to be present on both social media sites.

The statistics will help you identify what type of content should be posted on each. 

Top Snapchat vs Instagram Users Statistics in 2024

1. Instagram Has 2.35 Billion Users


Facebook has over 3 billion users.

Its parent company owns Instagram, which makes it unsurprising that Instagram has managed to attract a large following.  

According to the latest figures, Instagram has 2.35 billion users.

That’s significantly more than the 465 million who are currently subscribed to Snapchat. 

In short, Instagram has significantly more clout in the market.

(Demand Sage)

2. 58% Of Snapchat Users Are Under 24 Years Old

The age of followers is extremely relevant, especially if you are in marketing.

Knowing the age of users will help you target them properly. 

According to the latest research, 58% of Snapchat followers are under 24 years of age.

In contrast, just 20% of Instagram users fall into the same category. 

However, the figures change as you move up the age brackets.

It’s estimated 37% of Snapchat users are 18-24 years old and that 59% of people aged between 18 and 29 use Instagram. 

Approximately 26% of Snapchat users are aged 25-34, meaning that the majority of people on Snapchat are under 35. 

In contrast, 70% of Generation Z and 59% of Millennials are on Instagram. 

In short, Snapchat has more younger users, (under the age of 24) than Instagram.

But Instagram has significantly more users older than 25.


3. Instagram Stories Are More Popular Than Snapchat Stories

A recent survey conducted in the US found that 17% of respondents prefer to watch Instagram stories.

Just 13% felt Snapchat was the better choice for videos.

Of course, the survey only spoke to a limited number of people and there was no indication regarding age range.

As already illustrated, talking to older generations will influence any survey result. 

It should be noted that Generation Z favors Instagram and Snapchat for their daily activities.

But, these users are still active on Facebook as it is the preferred way to watch stories. 

As many as 70% of respondents felt Facebook was the best choice for stories. 


4. Women Prefer Instagram & Snapchat

Women tend to use social media platforms to connect with others while men will use them to gain information and advice. 

Interestingly, despite the huge number of Facebook users, 78% of women surveyed said they would prefer to use Snapchat or Instagram to get purchasing advice and read product reviews. 

The statistics show that 54% of Snapchat users are female and 68% of Instagram.

As 38% of female internet users currently have an Instagram account it’s fair to say this has a greater influence on purchasing.

That’s something marketing professionals should be aware of. 

Women will generally look to social media influencers to gain an opinion on any product.

Snapchat and Instagram influencers carry a lot of marketing power. 


5. The Average Influencer Posts 6 Instagram Stories A Day


An Instagram story is made up of photos or videos.

It is available for just 24 hours and then disappears.

A story can be up to 15 seconds long. 

Understandably, an influencer will need to post more than one story a day if they want to remain relevant and attract new followers. 

That’s why, the average influencer will post 6 stories a day to Instagram. 

Snapchat stories also only last 24 hours.

They can also be made up of photos and videos.

The 24 hours lasts from the last snap.

In the case of shared stories, this means any follower can post a snap and keep the story going.

For private stories, they just last 24 hours.

Because of the difference in how they work, influencers, on average, will only post 5 Snapchat stories daily. 


6. The Average Instagram Influencer Earns Between $43 And $721 For IG Stories

Influencers are capable of making a significant amount of money from social media platforms.

Of course, it’s not as easy as it looks. 

All influencers need to spend time building a following and creating the right content.

Alongside this, studies have found the most successful influencers follow at least one brand. 

Once the following has been created it’s possible to start earning money.

According to the latest research by Mediakix, the average influencer can earn between $43 and $721 for IG stories. 

It’s worth noting that this is one of the most effective ways to earn funds via Instagram.

The latest research shows influencers with between 1,000 and 10,000 followers can earn around $100 a month, while anyone with over a million followers could earn as much as $10,000.

You can see why becoming an influencer is a popular option today. 

Snapchat users can fare even better, potentially illustrating why it’s so popular with the youngest generation. 

Having between 1,000 and 5,000 followers can lead to returns of $500, while $10,000 can be achieved with just 50,000-100,000 followers.


7. Influencer Marketing On Snapchat Increased To 26%

It may seem like a simple process but for an influencer to get a good following they need to present high-quality videos and lots of them.

Of course, they also need to be interesting or useful. 

That means influencers need to spend money marketing their brand.

Interestingly, while Instagram expected to see a significant rise in influencer marketing, it didn’t appear. 

The figures show influencers made less investment in marketing!

In contrast, marketing on Snapchat increased from 16% in 2020 to 26% in 2021.

Of all the social media platforms, only TikTok and YouTube saw similar growth in marketing expenditure. 

However, it is worth noting that the number of Instagram stories remained approximately the same between the two years.

Suggesting it is still a very popular channel even if no additional spending on marketing is involved. 

8. 63% Of Younger Millennials Prefer Snapchat

Earlier, we looked at the number of Millennials and Generation Z on Instagram, highlighting how popular it was with this generation. 

However, a survey by Wishbone App looked at just the younger half of the millennial generation.

The survey found that 63% of respondents preferred Snapchat over Instagram.

Unfortunately, while the survey spoke to 35,000 people, it didn’t highlight how many of these were using both Snapchat and Instagram. 

Having a preference for Snapchat could be due to the other users/influencers on Snapchat or even its ease of use. 

Without more information, it doesn’t definitively define that Snapchat is better. 

But, it does illustrate why marketing professionals pitch a lot more teenage products and services on Snapchat than they do on Instagram. 

(Wishbone App)

9. The Average Snapchat User Spends 25-30 Minutes A Day On Snapchat

While social media platforms are extremely popular, most people don’t spend that long on them daily.

After all, it only takes a few moments to read a post or add a comment. 

According to the latest statistics, the average Snapchat user will open Snapchat 18 times a day to check what is going on.

However, they spend less than two minutes on the app each time.

The survey found that, in total, the average Snapchat user will be on the app between 25-30 minutes a day. 

The amount of time is similar on Instagram.

The survey found the average user spends 20-28 minutes on Instagram and opens the app approximately 10-15 times a day. 

Engagement rates tend to be higher on Instagram.

In other words, people spend longer looking at posts and replying.

They are also more likely to be loyal to an influencer or brand. 


10. The Average Ad Is Cheaper On Instagram


Most social media platforms make a significant amount of their revenue from adverts.

Companies pay to advertise their products because they know there is a huge potential audience.

Interestingly, while Snapchat is becoming a popular target for many brands, advertising on the platform is more expensive than on Instagram. 

The latest research from Influencer Marketing Hub shows Instagram adverts cost $2 per click.

In contrast, Snapchat charges $2.95.

In theory, if your budget is tight then you should target Instagram for adverts.

However, the budget is less important than your intended audience.

It’s different depending on which platform you’re using. 

(Influencer Marketing Hub)

11. Snapchat Has Significantly Greater Numbers Of Filters

Snapchat is generally known as the king of filters.

It was the first social media site to introduce augmented reality filters.

These allow any user to transform themselves or their surroundings. 

Some filters simply brighten the background, others remove blemishes from people, and some are simply for fun, allowing the poster to add a playful element to their videos. 

Whichever filters you like to use, the truth is there are thousands to choose from.

Snapchat has significantly more filters than any other social media site, including Instagram. 

Instagram calls its filters “effects” and these focus on improving the quality of an image.

The filters are of limited use if you’re trying to improve your appearance on a video or photo.

You’ll find an array of color options and mood-enhancing filters. 

The array of filters on Snapchat makes it easier to transform your appearance.

This is directly linked to the youngest generations’ view of themselves and how they should be seen.

That’s a reflection of the age groups primarily attracted to each platform. 

It should be noted that Instagram’s AR effects have become much more popular in recent years. 


12. Instagram Has Much Better Analytic Capabilities

Most social media platforms allow you to look at your content and study the analytics.

It’s how you can tell if the content is effectively reaching the right audience or not. 

Snapchat offers you the ability to assess engagement, see how many users have viewed your content, and how much of your stories they have viewed. 

It also allows you to check the demographics of your audience, specifically where they are located, their gender, and their age. 

Snapchat even encourages you to download a pixel to your site.

This can help you identify your conversion rate. 

While these analytics are beneficial, it’s only a fraction of what Instagram offers.

These are particularly good if you have a business account with Instagram. 

You’ll see all the information that Snapchat shows you plus an array of extras, such as likes for posts, comments, number of shares; reach of your posts, and a host of other information. 

In short, if you’re a business or an influencer you’ll appreciate how much detail Instagram offers when analyzing posts. 


13. Instagram Is Designed To Be Discovered

This may sound like a strange statistic.

Whether you’re a business or an influencer you’ll want to use social media to expand your platform and reach new people. 

Unfortunately, Snapchat was initially invented with secrecy in mind.

The idea was that you could share content and it would disappear within 24 hours, or less.

Naturally, this type of content was only supposed to be shared with specific people. 

As such, it’s not always easy to discover an account on Snapchat.

Your account is seen via your existing network of friends and followers.

It’s like a word-of-mouth scenario, which means your followers will increase slowly. 

In contrast, Instagram is set up to help your account be discovered. I

t has a dedicated explore page which suggests posts and accounts based on your interests and passions.

This means users can easily find an array of accounts that they will enjoy but probably wouldn’t just happen across. 

Instagram also helps you find new accounts to follow by using location, hashtags, and the ability to see all public likes and comments. 

In short, as a marketer or influencer, you can reach a lot more people faster with Instagram.


14. Snapchat Tells You About Screenshots

In many respects, Instagram has more features.

For example, it tells you when someone likes your post.

However, Snapchat has the edge when it comes to screenshots. 

Stories posted on Snapchat disappear after 24 hours, the same is true on Instagram.

That means the impact of your story is limited.

On Snapchat, if someone takes a screenshot of your story, you will be told about it.

The aim is to ensure you know who has your information.

It also serves as a useful way to see how much interest a story has attracted.

Screenshots generally mean the story has affected someone, that’s usually good if you’re looking to build a following. 

Despite the impressive array of analytics, Instagram doesn’t offer anything like this.

If you feel that these screenshots would be a benefit then, in this regard, Snapchat has the edge.

(Demand Sage)

15. US Teens Prefer TikTok To Snapchat & Instagram


In a surprising twist, the latest survey from Piper Sandler shows that 33% of US teens favor TikTok. 

This survey means that Snapchat has been pushed into second place, only 31% of respondents preferred Snapchat. 

The 2022 survey showed the first time that Snapchat has fallen behind TikTok in popularity with teens.

However, it’s too early to say if this is a downward trend for Snapchat or simply a blip in their performance. 

Instagram is the third most popular social platform among US teens.

It is a little behind the other two with just 20% of teens preferring it and regularly using it. 

Of course, marketers should remember that boomers control 66% of the US disposable income and only 3% of those aged between 50-64 are on Snapchat.

Just 1% of people over 65 are using Snapchat. 

In contrast, over 50% of the older age groups are on Instagram.

That’s something to be mindful of when choosing a platform or planning a marketing campaign. 

(Piper Sandler)

Summing Up

If you need to use the above Snapchat vs Instagram users statistics to decide which platform is better then Instagram appears to have the edge. 

It’s cheaper for marketers, reaches a much bigger audience, and seems to be generally more popular. 

However, the statistics also show us that these two platforms, while similar, are also very different.

To decide which is better for you you’ll need to consider your age range or the age range of your target consumer. 

You’ll also want to look at what products you’re promoting and which marketing methods you prefer.

This will influence your decision regarding which is the better platform for you. 

Influencers, marketers, and businesses should all do well on Instagram.

But, none of these groups can afford to ignore Snapchat.

It’s growing steadily and has the potential to be better than Instagram in the future. 


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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.