• ADVERTISEMENT

    Why Journalists Can No Longer Ignore Snapchat

    by Tim Cigelske
    September 6, 2016
    Photo from kaboompics.com and used under a Creative Commons license

    “Not ready to pretend that @Instagram is @Snapchat yet.”

    One of my fellow grad students tweeted that back on August 6, in the wake of Instagram cloning Snapchat’s features with their Stories function.

    "The early numbers suggest another reality: Snapchat is here to stay."

    Now we have numbers to show that this loyal sentiment is common among Snapchat’s core users.

    ADVERTISEMENT

    BuzzFeed news reporter  recently shared data from third party providers that “did not find any meaningful decline” in Snapchat’s metrics after the launch of Mark Zuckerberg’s latest attempt to challenge the king of ephemeral messaging.

    “So for those who were quick to deem Instagram Stories a Snapchat killer, the early results suggest it may be wise to reconsider that label,” Kantrowitz wrote. “It doesn’t look like Instagram’s number of users changed after it released Stories, either.”

    It’s still early in the life cycle of Instagram Stories, of course, and there’s still a chance it could eat away from Snapchat’s user base over time. But it’s not likely.

    ADVERTISEMENT

    The early numbers suggest another reality: Snapchat is here to stay.

    Reminder: Related DigitalEd training: Snapchat and Instagram Stories for Journalists

    Snapchat has already fended off Facebook’s clutches before, and apparently the company doesn’t even feel the need to have a Facebook page. First, the company turned down Zuckerberg’s $3 billion offer. Then, Facebook tried to mimic Snapchat’s disappearing messages feature with Slingshot, until the underwhelming app disappeared itself. And now, it looks like the latest ambitious attempt to unseat Snapchat has fallen flat.

    Two platforms, two opportunities

    So what does this mean for journalists?

    First, it means that journalists who have held out hope that Snapchat might just be a passing fad should start taking the platform seriously. Believe it or not, Snapchat turns five years old (!) this month and has more active daily users than Twitter. Many journalists are already harnessing Snapchat, and those who have resisted need to reconsider what Snapchat could offer.

    Journalists also need to think of Snapchat as its own unique platform with established norms, culture and users that can’t easily be swayed with the latest technology. If it was all about technology, Snapchat users would have already made the switch to Instagram Stories or even Slingshot. It takes time to understand all the nuances of Snapchat — like the easter eggs buried in the app — but it’s the platform’s idiosyncrasies that make it sticky to users.

    And finally, journalists need to look at Stories with a fresh perspective and not just see it as a Snapchat clone. Instagram’s new feature may share similar features, but it’s evolving in a different ecosystem with different users. The best practices on Snapchat may not apply on Instagram. There’s still time to make your mark on Instagram Stories, even if you have no clue how to navigate Snapchat.

    So with the report of Snapchat withstanding Instagram’s onslaught, the good news for journalists is that they don’t need to pretend that Instagram is Snapchat. But they also can no longer pretend that Snapchat will disappear.

    Tim Cigelske (@TeecycleTim) is the Associate Editor of MetricShift. He has reported and written for the Associated Press, Milwaukee Journal Sentinel, Budget Travel, Adventure Cyclist and more. Today, he is the Director of Social Media at Marquette University as well as an adjunct professor teaching media writing and social media analytics. You may also know him as The Beer Runner blogger for DRAFT Magazine.

    Tagged: ephemeral messaging instagram snapchat social media

    Comments are closed.

  • MediaShift received funding from the Bay Area Video Coalition (BAVC), which receives support from the Bill & Melinda Gates Foundation, to launch the MetricShift section to create a vibrant hub for those interested in media metrics, analytics and measuring deeper impact.

    About MetricShift

    MetricShift examines the ways we can use meaningful metrics in the digital age. We provide thoughtful, actionable content on metrics, analytics and measuring impact through original reporting, aggregation, and audience engagement and community.

    Executive Editor: Mark Glaser

    Metrics Editor: Jason Alcorn

    Reader Advisory Board

    Chair: Anika Anand, The Evergrey

    Brian Boyer, Spirited Media

    Clare Carr, Parse.ly

    Anjanette Delgado, Gannett

    Hannah Eaves, consultant, Gates Foundation

    Alexandra Kanik, Ohio Valley Resource

    Ian Gibbs, Data Stories

    Lindsay Green-Barber, The Impact Architects

    Celeste LeCompte, ProPublica

    Alisa Miller, PRI

    Connect with MetricShift

    Facebook group: Metrics & Impact

    Twitter: #MetricShift

    Email: jason [at] jasalc [dot] com

  • ADVERTISEMENT
  • ADVERTISEMENT
  • Who We Are

    MediaShift is the premier destination for insight and analysis at the intersection of media and technology. The MediaShift network includes MediaShift, EducationShift, MetricShift and Idea Lab, as well as workshops and weekend hackathons, email newsletters, a weekly podcast and a series of DigitalEd online trainings.

    About MediaShift »
    Contact us »
    Sponsor MediaShift »
    MediaShift Newsletters »

    Follow us on Social Media

    @MediaShiftorg
    @Mediatwit
    @MediaShiftPod
    Facebook.com/MediaShift