Here\u2019s how the social media content industry sees the impact of Instagram Stories on Snapchat.<\/p>\n
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\u201cEveryone is posting way less. Some are not posting at all anymore\u201d on Snapchat, says the CEO of a social content production studio about the dozen social media stars they represent.<\/p>\n
Several sources refused to be named in print for fear of retaliation from Snapchat or because they weren\u2019t authorized to disclose client data. But across the social content production firm\u2019s stars, the CEO says\u00a0there\u2019s been an average decline in Snapchat Stories views of 20 to 30 percent from August until mid-January.<\/span><\/p>\n In the 25 weeks since launch, Instagram Stories has reached 150 million daily users. That\u2019s the same number of users that Snapchat\u2019s whole app reportedly hit around June 2016, after seeing swift growth from 110 million daily users in December 2015, Bloomberg<\/a> reported. Snapchat hasn\u2019t announced a higher number since, nor has one leaked, despite it trying to impress potential investors during its current pre-IPO roadshow.<\/p>\n Snapchat is expected to publicly file to IPO this week<\/a>, and that might include some larger stats. But the consensus from our sources is that they\u2019d be higher if not for Instagram Stories, and Snapchat\u2019s long-term growth, especially internationally, will be hindered by the competition.<\/p>\n \u201cOverall, from August to November 2016, the average unique viewers per Snapchat Story has decreased about 40%\u201d says Nick Cicero, CEO of\u00a0creative studio and social video analytics platform Delmondo. His company analyzed 21,500 Snapchat Stories to discover the steep decline.<\/p>\n Delmondo saw roughly a 40 percent decline in unique viewers across 21,500 Snapchat Stories analyzed from July (100%), before Instagram launched Stories, through November. Graph updated with Y-axis.<\/p>\n \u00a0<\/p>\n Meanwhile, influencer marketing platform TheAmplify\u2019s CEO Justin Rezvani says \u201cOn average our influencer community is seeing 28 percent higher open rate on Instagram than Snapchat\u201d, referring to view count.<\/p>\n As for downloads, App Annie shows Snapchat saw a big drop right when Instagram Stories launched at the beginning of August. It fell to its lowest ranking all year, #11, after hovering in the top 3 for the first half of 2016. It\u2019s unclear why it bounced back at the end of October, but it\u2019s begun to slip again.<\/p>\n App Annie shows a steep decline in downloads for Snapchat when Instagram Stories launched at the start of August<\/p>\n Without Auto-Advance, you have to manually select Snapchat Stories to watch in a Story Playlist<\/p>\n One thing that\u2019s important to know as we review these reports is that Snapchat removed its Auto-Advance feature<\/a> on October 7th, so users could no longer instantly watch every Story in their list in a row. Instead they had to manually select Stories to load as an ad hoc Story Playlist (pictured here), though there\u2019s a little-known way to select all Stories with by tapping the triangular dot button.<\/p>\n This change should have directly caused some drop in views since Snapchat users aren\u2019t being shown Stories they\u2019re less interested in, which they might have fast-forwarded through while still triggering view counts. Snapchat marketing and analytics company Mish Guru\u2019s CEO Thomas Harding says that in October when Snapchat removed Auto-Advance, a selection of its client accounts that have been posting consistently saw an immediate 9.64% drop in views.<\/p>\n You could argue that the remaining views are more intentional and therefore more valuable. But the change also made it less convenient to lean back and watch a day\u2019s worth of Snapchat the way you used to on Snapchat and can on Instagram thanks to its Auto-Advance feature. And several sources think that\u2019s leading some users to open Snapchat less overall.<\/p>\n Social talent agent Charlie Buffin who represents some former Vine stars says one of his top creators was averaging 330,000 views per day on Snapchat in late 2015 until June 2016. But by December, they were receiving 205,000 to 250,000 views per day.<\/p>\n \u201cIt is clear to us that regular users\u2019 Snapchat usage\/engagement have gone down significantly since the release of Instagram Stories\u201d writes Buffin. He also noted that \u201cSnapchat removing the Auto-Advance feature has affected the natural \u2018binge-watching experience\u2019 for consumers, which is really cutting into views for creators.\u201d But Snap Inc doesn\u2019t seem to care. \u201cSnapchat has always remained distant from its creator community, which is not a strong move for the company\u201d Buffin concluded.<\/p>\n Snapchat shows ads between people in your Stories Playlist, so its revenue for this ad product depends on large numbers of viewers<\/p>\n \u00a0<\/p>\n One star, Hannah Stocking, saw her Snapchat Stories views fall from 150,000 on August 16th to 90,000 on January 17th. That\u2019s despite massive growth on other platforms like YouTube, and Instagram where she rose from 1.2 million to 4.3 million followers in the same time frame. \u201cHer Instagram Story numbers are growing faster than anything right now\u201d says John Shahidi, founder Shots Studios, the Justin Bieber-backed selfie app and video creation startup that represents Stocking.<\/p>\n Media marketing and business development agency Fighter Interactive\u2019s CEO Kwasi Asare tells me \u201cSnapchat opens have gone down a minimum of 15 percent for some big social media stars.\u201d He sees the removal of Auto-Advance as mistake, saying \u201cSnapchat messed up by letting people choose whose stories they view individually. Instagram has more of a flow where it allows you to watch the stories of everyone you\u2019re following.<\/p>\n Asare also believes Instagram\u2019s clone has quickly risen to equal status with teens, noting that \u201cMost kids are starting to post on Instagram or Snapchat, and then post on the one they didn\u2019t post on first.\u201d<\/p>\n Social talent media company Galore\u2019s CEO Mike Albanese says \u201cInfluencers that were late to build an audience on Snapchat pretty much abandoned the platform because it was so much easier for them to reach more people through their existing audience on Instagram Stories.\u201d<\/p>\n Snapchat doesn\u2019t have an Explore tab to promote social stars the way Instagram does here<\/p>\n That said, he was the only source we asked who said that they\u2019d seen growth in Snapchat views, though that was for \u201ctop Snapchat influencers\u201d like models Val Mercado and Sahara Ray, and actress Ava Allen who he says pour a ton of effort into Snapchat and heavily promote their account through their other social presences. But he believes \u201cthere are less Snapchat Stories being published on a daily basis overall\u00a0versus August of last year.\u201d<\/p>\n A leading social media talent company\u2019s co-founder tells me that amongst the stars they work with, \u201cAlmost all of them are down about 20 to 25 percent on Snapchat\u201d since August.\u201d One of their creators was seeing 75,000 opens per Story in August, and only 50,000 now. Another went from 50,000 to 30,000. Meanwhile, the stars are seeing 6 to 10 percent of their Instagram followers opening their Instagram Stories each day, which the co-founder called \u201creally f*cking high\u201d.<\/p>\n \u201cMarketers are dedicating more resources to Instagram because you can\u2019t grow on Snapchat. Now there\u2019s a lot of campaigns we don\u2019t even need to do on Snapchat.\u201d, they say. \u201cThe only way to grow is from [cross-promoting on] YouTube or Instagram. Snapchat is making some of the same mistakes as Vine. They aren\u2019t embracing creators. They want to be private messaging.\u201d In contrast, Instagram promotes social media stars and helps them grow their Stories views by featuring them on its Explore tab that Snapchat lacks.<\/p>\n Then they gave perhaps the most damning quote we heard. \u201cEveryone has forgotten that Instagram Stories is a Snapchat clone.\u201d<\/p>\n \u00a0<\/p>\n These industry reports build on a mountain of anecdotal evidence about Instagram stealing Snapchat users that I\u2019ve heard online and from my network, and seen in my own usage and view counts.<\/p>\n It seems Facebook has finally found way to challenge Snapchat after multiple failed attempts since it turned down the social giant\u2019s first acquisition offer in 2012. Poke, Slingshot, Bolt, and Flash all flopped as standalone apps, while baking Snapchat\u2019s best features deep inside Facebook seemed to have little effect.<\/span><\/p>\n But by putting a Snapchat clone front and center atop Instagram\u2019s feed, the Facebook family of apps discovered a way to make its version more convenient to use than the original. And emboldened by Instagram\u2019s success, now Facebook is testing similarly designed Snapchat clones in its main app as Facebook Stories<\/a>, and its chat apps as Messenger Day<\/a>\u00a0and WhatsApp Status<\/a>.<\/p>\n Snapchat lovers are exporting and syndicating their Stories to Instagram for extra reach. Those who\u2019d only recently gotten into posting Snapchat Stories are finding it easier to watch and share on Instagram where they already spend time and have built a social graph. And people who\u2019d never tried Snapchat but were intrigued by Stories are finding Instagram is good enough that there\u2019s no need to sign-up for Snapchat.<\/p>\n It\u2019s that last one that might be most threatening to Snap Inc\u2019s IPO. We\u2019re already seeing how Instagram is eating up Snapchat usage, reducing the Stories views it depends on to drive ad revenue. Yet what matters to Wall Street is growth potential. Ad-driven social networks need massive scale, which usually comes from international domination.<\/p>\n That can\u2019t happen if Instagram, Facebook, Messenger, and WhatsApp deliver the Stories feature to foreign countries where Snapchat hasn\u2019t gained traction already. Around 80 percent<\/a>\u00a0of Instagram\u2019s 600 million monthly<\/a> users are international. And if Instagram Stories continues on this trajectory, it could prove bigger than the app it copied.<\/p>\n As I wrote a week after the launch, Instagram Stories castrated Snapchat<\/a>, even if it can\u2019t kill it. Snapchat will continue to have a lively user base, though Instagram may inhibit its continued expansion.<\/p>\n Snap Inc tries to reposition as \u201ca camera company\u201d with a Spectacles pop-up store in NYC<\/p>\n \u00a0<\/p>\n Reports from social media celebrity managers and analytics companies that work with big accounts may present a more dire outlook than what\u2019s going on with average teens on Snapchat. Kids under 25 in the US who are completely immersed in Snapchat might not stray. But Instagram may be convincing the 25 to 35-year olds who came of age on its app to stick around, while it\u2019s swooping on international teens before Snapchat gets popular in their market. Plus, vanity dictates that people will share where they get the most views, and many people have spent years longer building their Instagram audience.<\/p>\n With its future in broadcast social media under fire, Snap Inc may need to tell a different story for its IPO. At the least, it might have to concentrate on touting its average revenue per user rather than its scale.<\/p>\n It has spent the past quarter repositioning itself as \u201ca camera company\u201d that makes hardware like its Spectacles camera-sunglasses<\/a>. It\u2019s also tried to double-down on the app\u2019s first feature, disappearing private messaging, by adding a\u00a0groups<\/a> feature and improved navigation<\/a>. But scrounging together hardware profits and monetizing chat directly can be quite challenging.<\/p>\n In six months, the game has changed for Snapchat, and not in its favor. Once the undisputed king of cool amongst Western teenagers with the potential to disrupt the world\u2019s biggest social network, it\u2019s now in danger of becoming just one of several popular apps for ephemeral storytelling.<\/p>\n \t\t\t<\/p>\n \t\t\tFeatured Image: Bryce Durbin\/TechCrunch<\/small><\/p>\n Article source: http:\/\/feedproxy.google.com\/~r\/techcrunch\/social\/~3\/GMZUEfYQRwo\/<\/p>","protected":false},"excerpt":{"rendered":" Good enough and convenient. That\u2019s proved a winning strategy for Instagram\u2019s clone, according to a dozen analytics providers, social media celebrities, and talent managers who told TechCrunch they\u2019ve seen a <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3],"tags":[10,7,14,15,6,12,11],"class_list":["post-3165","post","type-post","status-publish","format-standard","hentry","category-latest-update","tag-computer-news","tag-downloads","tag-microsoft-download-news","tag-networking-updates","tag-technology-update","tag-wordpress-plugin-download","tag-wordpress-theme-download"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\tAnalytics Provider Shows Widespread Snapchat Decline<\/strong><\/h2>\n
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<\/p>\n![\"snapchat-download-ranking\"](\"https:\/\/i0.wp.com\/www.rsoftsolution.com\/blog\/wp-content\/plugins\/RSSPoster_PRO\/cache\/46d41_snapchat-download-ranking.png?resize=640%2C440&ssl=1\")
<\/p>\nRemoving Auto-Advance Added Friction To Snapchat<\/strong><\/h2>\n
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<\/p>\nStars See Snapchat Views Down 15 to 30 Percent<\/strong><\/h2>\n
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<\/p>\nInfluencers Crave Instagram\u2019s Reach<\/strong><\/h2>\n
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<\/p>\n![\"instagram-600m-2016-12\"](\"https:\/\/i0.wp.com\/www.rsoftsolution.com\/blog\/wp-content\/plugins\/RSSPoster_PRO\/cache\/0c82c_instagram-600m-2016-12.png?resize=640%2C360&ssl=1\")
<\/p>\n![\"snap-inc-hardware\"](\"https:\/\/i0.wp.com\/www.rsoftsolution.com\/blog\/wp-content\/plugins\/RSSPoster_PRO\/cache\/0c82c_snap-inc-hardware.jpg?resize=640%2C417&ssl=1\")
<\/p>\nGoing Public With A Different\u00a0Story<\/h2>\n