Snapchat Still Has a Strong Case to Make About Its Audience Despite Instagram's Assault
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Snap Inc., the newly public corporate parent of Snapchat, makes its money by telling advertisers that it has a base of young, obsessed users who can’t be reached as easily anywhere else.
That claim has met more skepticism lately as Facebook’s applications rush to copy Snapchat’s most popular feature — a tool that allows people to upload video snippets of their day, which disappear after 24 hours. The copycat feature has been most popular on Facebook’s Instagram, where it’s used by 200 million people daily, more than Snapchat’s entire app.
But Snapchat can still say it has a unique offering, according to App Annie. The app data firm measured user behavior during the fourth quarter and said that on an average day, 35% of Snapchat’s daily users in the U.S. aren’t reachable on Facebook that same day, and 46% can’t be found on Instagram. About 61% of Snapchat’s fans aren’t watching YouTube on a given day, either. Snap said it had 60 million daily active users in the fourth quarter in the U.S. and Canada.
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