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wineanddinosaur · 3 years

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#DrinkTok: How One App Is Influencing What We Sip

For more stories on TikTok, check out our whole series here.

If you’ve only vaguely heard of TikTok, maybe from a friend, a friend’s kid, or perhaps through the thin walls of your apartment, you might be wondering why this drinks publication would care about the social media app on which teens bop their heads to Jason Derulo songs. It’s because over the past year, TikTok has become so much more than a forum for choreographed dances. Not only has it changed the music industry and given us countless viral food hacks, but, whether you realize it or not, it’s also influencing what’s in your glass.

After the onset of the Covid-19 pandemic last year, everyone and their neighbor joined the seemingly frivolous app for a much-needed escape, spiking downloads to over 2 billion worldwide, with over 1 billion monthly active users as of 2021. And if you’re not convinced that the pandemic is to blame, downloads of the app jumped from 718.5 million in 2019 to a whopping 987 million in 2020. As a result, the wide world of TikTok grew even larger to include millions of subsections and mini-communities for nearly every interest, including beans, retail, and, of course, drinks.

Drinks TikTok, or #DrinkTok, is where you will find all content relating to beverages — the good, the bad, and the bizarre. While it might seem flooded with rainbow shots and candy-rimmed cocktails, if you wade through enough of them, you’ll happen upon talented people making concoctions you’ll actually want to drink. And in a year when the world has been shut inside and bar and restaurant culture has been all but nonexistent, TikTok and other online social settings like it now have the power to not only create drink trends but also propel the drinks industry forward.

But how did we get here? And what do actual beverage professionals think? Let’s go back a few years…

It All Started With Gen Z

Invented in September 2016, TikTok is far from a new platform. But its prominence as a trend hub, influencing everything from the way we dress to the foods we eat, only became more relevant in the past year or so as TikTok’s main user base slowly but surely increased in age. The platform has become more relevant to drinks specifically as older Gen Zs — the ones born between 1997 and 2000 — reached the legal drinking age. With their drinks knowledge (or, at least, the ability to purchase alcohol legally) and a deep understanding of TikTok’s all-too-confounding algorithm, Gen Zs started sharing the creative cocktails and drinking hacks that brought DrinkTok into the mainstream.

And as the demographic changes across the platform, DrinkTok changes as well. In the world of drinks, TikTok’s quickly expanding age range has resulted in a vast assortment of well-composed, high-production cocktail how-tos, giant punch bowls made with cheap vodka and gummy worms, and everything in between.

@rojyarshii

🤤 #fyp #alcohol #fruitpunch #fruit #goingpro #snackbreak

♬ Chanel x Gloriaa . –

A Resource for Innovation

According to Shane O’Neill, lead bartender at NYC’s Quality Eats and the mind behind the account @makemesomethingfun, the key to making a drink go viral on TikTok is more about aesthetics than flavor. It’s all about colorful ingredients, bright images, and eye-catching background, he says. “You can kind of drink it with your eyes.”

While trends and virality usually go hand in hand on TikTok, they don’t necessarily mean innovation. But Jack Schramm, former head bartender at NYC’s Existing Conditions, thinks social media may be the only place where innovation is occurring in the drinks space as of late. “The trend in bars in the United States right now is hanging on for dear life and try[ing] to stay open,” he says.

While we used to turn to cutting-edge bars to know what was cool to sip, the ones that have managed to stay afloat have had to stick to more simple, run-of-the-mill libations to keep their doors open. “The innovation is ‘make ends meet and sell enough of the classics to deplete the stocks in the liquor room and try not to place another order,’” Schramm says.

Though Schramm himself is not yet on TikTok and says his bartender friends typically stick to Instagram (likely because many of them think of TikTok as a space primarily for those under 21, he says), it’s our guess that it won’t be long before more professionals join.

The number of adults using TikTok more than doubled between March 2019 and March 2020, and of these adults, over 60 percent are above the age of 25. In fact, between January and April 2020, the number of adults aged 25 to 34 grew from less than 5 million, to almost 11 million.

Of course — though it often seems there’s nothing TikTok’s algorithm doesn’t know — there’s no surefire way to track whether the ages users are inputting into the app are accurate. Still, there’s no question that the app is gaining popularity among drinking-age users. And as more and more adults make their way onto the platform, either with cocktails in hand or ready to make them for an audience, the promise of inventive drinks content waiting to be mined — by those like Schramm and beyond — becomes even greater.

@makemesomethingfun

I think I found the solution 😅 #gin #vodka #juniperberries #titos #bartender #cocktails #funny #makemesomethingfun

♬ how would they know bad girls club – Chris Gleason

The DrinkTok of the Future

While TikTok drinks fads are beloved by home bartenders and quarantined drinks enthusiasts, maybe they will never make their way to high-end bartending relevancy. Perhaps when the general public emerges from their homes with Band-Aids on their arms, and our favorite bars finally reopen, trends in those bars and online will exist on entirely different planes.

Or maybe, before then, bartenders will begin to engage with TikTok, setting the trends from both behind the bar and through their screens. “I’m gonna make a TikTok account today, actually,” Schramm says.

If other high-profile bartenders follow suit, it’s more than likely that TikTok will maintain its role of being the platform where real-life trends start. O’Neill tells me that the cocktails he develops for TikTok have begun to influence the drinks he creates for customers at the bar. “It’s been a great opportunity for me to experiment with drinks at home to put onto the menu for Quality Eats,” he says.

Whether or not DrinkTok will reign supreme in years to come, it remains indisputable that the app has been, and will continue to be, a hub of innovation, creation, and collaboration for those who love drinks, in a time when those things have otherwise been next to impossible.

The article #DrinkTok: How One App Is Influencing What We Sip appeared first on VinePair.

source https://vinepair.com/articles/drinktok-influence-drinks-culture/

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newssplashy · 6 years

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Strategy: Gen Zs never watch TV, are stressed about Snapchat, and are concerned that technology has ruined their mental health — here's what it's REALLY like to be a teen in 2018

Generation Z is the most ethnically-diverse and largest generation in American history. From talking to 104 teenagers nationwide, Business Insider discovered what makes today's teens stressed out, happy, curious, and connected.

Generation Z is the most ethnically-diverse and largest generation in American history.

They're often cast as anti-social, technology-addicted, or " target="_blank"social justice warriors."

From talking to 104 teenagers nationwide, Business Insider discovered what makes today's teens stressed out, happy, curious, and connected.

Generation Z is the most ethnically-diverse and largest generation in American history.

And they're the youngest — Pew Research Center defined them recently as everyone born after 1997.

We usually view teens and the younger generations with a tinge of derision. And Gen Zs, with their obsession over Instagram and rejection of hourly work, are primed for the utmost scorn by their elders.

But we're more likely to understand what Generation Z is all about by talking to them.

Business Insider surveyed 104 Generation Zers nationwide to find out what it's like to be a teenager in 2018. Learn below about their opinions, fears, dreams, and complexities.

Who did we talk to?

Business Insider surveyed 104 teens aged 13 to 19. They came from all over the US, including North Carolina, New York, and Michigan.

Many survey respondents came from WeAreGenZ, a consultancy and think tank powered by Gen Zs nationwide.

The average teen got their first smart phone just before their 12th birthday.

Nearly 80% of teens got their first smartphone between the ages of 11 and 13.

Almost 3% of teens got their first smartphone at age 8, and 6% at 15 or older.

"We are the first generation to have had access to smartphones our whole lives. We communicate through social media and texts, which changes the dynamic of communication." — 19-year-old

"Everything in our generation is immediate. Since we have been raised in an age where texts and messages can be sent in the blink of an eye, we are less patient than other generations because we are used to having instant gratification. But our generation is also very determined to show that we are capable of real thoughts and using the technology and communication methods we have been given for making change, despite what older generations expect from us." — 15-year-old

Most teens had an iPhone.

Among survey respondents, 94% had an Apple phone.

That's higher than what other surveys have shown, but not shockingly so. Investment bank and asset management firm Piper Jaffray found that, in their semi-annual survey of around 6,000 American teens, 84% of teens plan that their next phone will be Apple.

Gen Z spends a lot of time on their phones.

Teens spend a median of five hours a day on their phone, according to the survey. But the time spent ranges considerably.

The top 25% said they spend seven hours a day on their phone — practically every moment they’re not sleeping or in school. And the bottom 25% uses it for three hours.

Teens told Business Insider about their phone use:

"Teenagers today are completely different because of social media. Now, we have access to this world-wide platform where we can insult or make someone look like a massive fool to millions while spreading that shame anonymously, and many parents these days don't know how to help their teenagers with that, especially when it comes to depression, anxiety, etc. — 15-year-old

"We are all connected and grow up quicker, so we had less of a traditional childhood." — 18-year-old

"I believe that teenagers today are fundamentally the same as in the past, but we obviously are able to gather information from a wider variety of sources and express ourselves through different means than before." — 17-year-old

That should take up a lot of time, but many teens don’t admit that phone or internet use takes up the majority of their days.

When asked where they spend the majority of their time outside of school and studying, 26% of teens pointed to extracurriculars that aren't sports.

Some studies have indicated that Gen Zs are antisocial and don't spend time with their friends in real life.

But Business Insider found that just as many teens say they spend the majority of their time with friends or family (18%) as those who say using the internet (18%) accounts for the majority of their day.

Artistic activities, sports, and video games accounted for the rest of the responses.

Teens spend as much time on their phones as adults do watching television.

A 2016 study by Nielsen revealed that American adults spend an average of five hours and four minutes a day watching television.

Business Insider found that Gen Zs watch a lot less television than their predecessors. Only a quarter of teens say they watch four or greater hours of television per day.

A third of teens watch an hour or less of television everyday. According to AwesomenessTV, Gen Zs said cable television is best for watching TV with family (43%) or falling asleep (33%).

Only 14% of teens watch television news, compared to nearly 40% of Americans.

In 2017, 37% of Americans got their news from local TV. That number shot up to 57% among those aged 65 or older.

Gen Zs aren't so fond of television news, Business Insider found. Just 14% said it's their main news source.

Six out of 10 said they prefer social media platforms to get the news — and 10% said they don't keep up with the news at all.

Only 2% of teens said they watch traditional cable television. But 62% enjoy Netflix and other streaming services and 31% prefer watching YouTube.

Only 5% of those aged 65 and up watch television through a streaming service, according to Pew Research.

"There are more options than on cable, since you can rewind or fast forward and watch older shows like Friends easier," a 15-year-old told Business Insider.

The majority of teens prefer to stream television from services like Hulu and Netflix.

Streaming wins for the lack of commercials and variety of options. Teens told Business Insider:

"It's lot easier to find something you like and watch it that second! Netflix especially has a lot of great original movies/shows." — 15-year-old

"You can choose what you want to watch when you want to." — 14-year-old

YouTube won nearly a third of teens.

They said it's free, caters to their hobbies, and, because many YouTubers are teenagers, the content is more relatable. Teens told Business Insider:

"The content on YouTube is so much more diverse and funny and relatable. The stuff on TV is so outdated. I would watch Netflix, but I don’t have the money to sign up." — 16-year-old

"YouTube is full of content that people create to keep their fans entertained with gameplay and animation about their lives, which is something that real TV doesn't really have." — 14-year-old

"People upload videos from anywhere and they're entertaining." — 15-year-old

The hottest slang words of the moment are lit, bet, shook, yeet, key, and slay.

Teens told Business Insider that these are their most-used slang words.

Here's what they mean.

Lit: When something is very exciting or energetic — like a "lit" party.

Bet: "Bet" is usually a one-word agreement — sort of like "I bet you do." You can replace "Ok" with "bet."

Shook: Shocked or surprised. Can't believe what you're seeing.

Yeet: Yeet was a dance that went viral on Vine in 2014. Now it can be used as an expression of excitement or a verb to describe someone throwing something over a long distance.

Key: The more succinct sibling of "major key," key indicates something important or vital to one's success.

Slay: Succeeded in something amazing.

We asked teens what their most-used apps were, and three stole the show: Snapchat, Instagram, and YouTube.

Three-quarters of respondents picked Snapchat, Instagram, and YouTube as their most-used. "You get to see what everyone is up to," a 19-year-old told Business Insider.

Snapchat and Instagram are used for communication.

More than half of teenagers told AwesomenessTV that it's easier to be themselves online than it is in the real world. Teens told Business Insider:

"I like Instagram the most because I think pictures tell more than just words." — 17-year-old

"Snapchat is just one of the most common social media for me and my friends." — 17-year-old

And they’re also just used to relieve boredom.

Teens told Business Insider:

"I can scroll through them and not get bored." — 18-year-old

"They are entertaining and I can always find things when I'm bored." — 16-year-old

Twitter came in fourth place.

In 2016, Business Insider found that today's teens actually like Twitter more than their millennial or Gen X cohorts.

Teens told Business Insider:

"I get to talk to my friends and see interesting things about shows or bands I like, or see funny memes." — 14-year-old

"I like Twitter because it is how I keep up to date with things going on in the world." — 17-year-old

"It’s easy to see content from other people who aren’t your friends in real life" — 15-year-old

Only 10% of teens counted Facebook among their most-used apps.

The same message came up again and again: Facebook is filled with their parents, not their peers. Teens told Business Insider:

"Facebook is outdated and filled with old people." — 18-year-old

"My friends aren't on Facebook." — 15-year-old

"Facebook transitioned to being social media that's mostly used by parents, so it's lost most of its appeal." — 17-year-old

"Not many people our age use Facebook." — 14-year-old

Teens mostly use iMessage or SMS to communicate with friends — but Snapchat text is also popular.

Nearly 57% of teens said they use iMessage or SMS the most to talk with friends.

More than a third named Snapchat text as their No. 1 communication method, which disappears once opened, and almost 8% picked Instagram direct message.

Just 1% said Facebook Messenger was their most-used communication method.

While Snapchat is still the second-most beloved social networks for Gen Z, nearly a fifth of them said they’re using it less.

Lots of teens said they were addicted to keeping up Snapchat streaks, which are consecutive days of exchanging Snaps with another person. Some said they would accrue hundreds of days of consecutive Snapchats, which is signified by a flame emoji next to the contact's name and the number of days where a streak was maintained.

One 15-year-old said she had friends who kept streaks of hundreds of days with 20 or more people.

But now some told Business Insider that the consuming social media has become too much energy:

"Snapchat is draining to keep up streaks. Even though people still do, lots of people say they hate it." — 16-year-old

"Everyone on Snapchat was annoying about streaks." — 15-year-old

"Snapchat is too much work." — 15-year-old

Teens prefer to listen to music with Spotify and Apple Music.

In our survey, 26% of teens said Apple Music is their top music app, while 60% chose Spotify.

Despite its popularity for video content, just 4% picked YouTube as their most frequently-used music service.

The remaining 10% were split among Soundcloud, Pandora, iHeartRadio, Google Play, and Trebel.

More than a third of Gen Zs say technology is the biggest hurdle they’ll deal with in their lifetimes.

They said technology addiction is rampant among their generation. Teens told Business Insider:

"I think the biggest hurdle my generation will have is removing themselves from their electronics. Teens are very addicted to electronics." — 15-year-old

"We aren't personable in real life because we put too much energy in our phones and social media." — 19-year-old

"The biggest hurdle will most likely be our soft skills, our ability to hold a conversation in person effectively." — 18-year-old

"Teens now are too obsessed with their image on social media and what's going on with celebrities than with the real world." — 17-year-old

Some researchers say that technology has driven Gen Z to have record low pregnancy rates and drug use.

"This digital generation satisfies so much of their novelty-seeking impulses through their phones, they hardly have the time or interest to pursue these old vices altogether," wrote the researchers at AwesomenessTV in a recent report.

Teens are less likely to have sex, try drugs, drink, and other classic adolescent risk-taking behavior — and some say that's because they're so taken by technology.

Teen birth rates are now a third of what they were in 1990. Drug use and drinking rates are also markedly lower from previous decades.

Politics were the second-biggest concern among teens.

Gen Zs' short lives have been marked by political turmoil and contentious national debates.

Older Gen Zs have early memories of September 11 and witnessed the historic presidential elections of both Barack Obama and Donald Trump. Teens have also been notably involved in gun control awareness protests. And Americans believe more than ever that climate change is happening due to human activity.

Teens told Business Insider:

"The biggest hurdle for my generation will be the environment and the polarization of political parties currently. By environment, I mean my generation will be confronted with figuring out how to do their part to make positive changes in protecting the environment and science in general. In terms of polarized political parties, my generation will have to navigate a world that is trying to be black and white, but really has so much gray area." — 19-year-old

There is entrenched unrest around the globe without obvious solutions, and our planet is slowly dying." — 18-year-old

We think of Gen Zs as being social-justice warriors — but they’re just as focused on economics.

Nearly 10% of teens said debt and the economy will be the biggest roadblock for Gen Zs. They’re particularly worried about how they’ll pay for college.

An equal amount pointed to social justice and identity issues:

"Honestly, social injustices are going to be a really big thing throughout my lifetime. Many things are being brought to light and I don't see them going away any time soon." — 17-year-old

"Ending police brutality towards black people." — 16-year-old

Mental health was another top concern among teens.

A quarter of Gen Zs summarized their generation's mood as "stressed." And 17% opted for "depressed."

Seven percent of teens told Business Insider that mental health will be a major problem for Generation Z. "Dealing with and overcoming stress and anxiety and depression issues," a 17-year-old told Business Insider.

And not unlike every other group of teens before them, some said their biggest long-term worries were adulthood and dealing with the biases of older generations.

Teens told Business Insider:

"Our biggest hurdle will probably be learning how to function on your own." — 14-year-old

"I believe that Generation Z will have to overcome the fact that we are not as prepared for adult life as we think. While we're politically informed, I don't think we’re practically informed, if that makes sense. Most of us don't know how to do things, like, balance a checkbook and pay bills." — 15-year-old

"Showing older generations that we are more than kids that are just attached to their phones, that we do have opinions that need to be heard, and that we have skills to offer that older generations never had. Upside to being a digital native!" — 17-year-old

Although teens have a lot of opinions about technology, the thing they’re most concerned with at this moment is school.

Nearly three-quarters of teens said their biggest source of stress was academics or college admissions.

"Most of my friends and I are almost constantly on edge. We have a lot of stress in our lives and always seem to put too much on our plates," a 17-year-old told Business Insider. "We also just have a more cynical outlook in general and are less sure about the security (financially and otherwise) of our futures."

Family was distant second at 10%, with friends and extracurricular activities following.

Arts, engineering, and medicine are the most popular major choices.

Business Insider categorized what respondents said they want to major in, and certain trends became clear.

A fifth want to major in creative fields, like dance or graphic design. At 16% each, health and engineering shared second-place popularity. Business, other science fields, and liberal arts majors trailed behind.

Though teens say technology cause them a lot of problems, they’re also positive that their unprecedented access to information makes them more unique — and even better — than the generations who came before them.

Teens told Business Insider:

"Today, teenagers are infinitely more well-informed. We're able to form our own opinions on issues, as we're able to immediately access both sides of an argument online." — 15-year-old

"Geographic location is not a problem and does not define who we are. Though the US is a mostly a Christian nation, atheism is increasing and Asian cultures, like anime and K-pop, are becoming more and more popular among Gen Z and even millennials." — 18-year-old

"The availability of information allows modern teens to be more informed and causes them to be more disillusioned than those of past generations." — 18-year-old

And they say they’re more accepting and open-minded than any generation before them.

Almost 3% of teenagers in 2018 don't identify as either male or female — a significant uptick from previous year. Almost half of Gen Zs are minorities, compared to 22% of Baby Boomers.

They're in favor of a variety of social movements, according to AwesomenessTV. Eight in 10 support Black Lives Matter, 74% are in favor of transgender rights, and 63% support feminism.

Teens told Business Insider:

"We've broken a lot of stereotypes in our generation." — 17-year-old

"Teens now are more motivated to be the change the really want to see in the world. This generation is more determined to actually make a difference in their lifetime and see the fruit of their labor." — 19-year-old

source https://www.newssplashy.com/2018/06/strategy-gen-zs-never-watch-tv-are_30.html

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roseenbr · 7 years

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Snapchat users stay loyal, but Instagram could block its growth

U.S. millennials and Gen Zs aren’t entirely replacing their Snapchat addiction with Instagram Stories, according to a slew of new studies and surveys commissioned or collected by TechCrunch.

Yet the fact that 80 percent of Instagram’s users are outside the U.S. has helped propel Instagram Stories’ rapid ascent to 200 million daily active users last month, surpassing Snapchat’s 158 million users from Q4 2016. That could make it tough for Snapchat to significantly reverse its declining user growth rate as teens around the world who aren’t already on it may get their storytelling needs met on Instagram.

Facebook’s family of apps has failed to strike a fatal blow to Snapchat, but could still hinder its user growth, forcing Snap to focus on increasing time spent in its app and average revenue per user to expand its business.

Weathering the Instagram storm

Facebook launched the first shots of its all-out war on Snapchat in August, when Instagram prominently added a new feature above its feed. Instagram Stories is an exact clone of Snapchat’s 24-hour ephemeral slideshow Stories feature. At the time, we predicted that Snapchat loyalists would hold firm, but Instagram Stories’ convenient design in an already popular app and the existing social graph people had built there could make it good enough to deter new users from joining Snapchat.

In January, we issued our report that analytics companies and social media celebrities had seen a significant drop in Snapchat Stories views due to the launch of Instagram Stories and the removal of Snapchat’s auto-advance feature that automatically chains together friends’ Stories. It seemed likely that the competition and product change would lead to a decline in Snapchat growth rate.

A week later, when Snap Inc. filed to IPO, we learned that Snapchat’s growth rate had declined 82 percent since the launch of Instagram Stories. It gained just 5 million users in Q4 2016, to hit 158 million users.

Clearly Instagram was having an impact on Snapchat’s future, but the question was whether it would significantly rob Snap of its core U.S. millennial user base. That’s what we sought to determine with today’s collection of data sources.

Snapchat stumbles

Data suggests that Instagram has caused a decrease in usage of Snapchat, but that the startup is far from dead.

Analytics firm SimilarWeb found that the percentage of all Android devices with Snapchat installed peaked at 25.29 percent in October, shortly after Instagram Stories launched in August. That percentage has declined slightly, to around 23.5 percent.

The percent of U.S. Android users who are daily active Snapchat users peaked in May 2016 before Instagram Stories launched, and has declined roughly 11 percent since then. Snapchat has managed to increase time spent on its app 7 minutes, or 45 percent, over the past 18 months. But its swift growth rate turned into a decline after Instagram Stories launched, sinking from roughly 22 minutes before to a low of 19 minutes and 27 second after. Snapchat is now growing again and is currently at roughly 24 minutes.

Data company 7Park found that the number of Snapchat user sessions declined significantly among users who started using Instagram Stories. It also found the number of daily active Snapchat users declined faster amongst Instagram Stories users, according to the 14,000 people it studied. The launch of Facebook Messenger Day did not have the same impact on Snapchat.

Marketing analytics platform Captiv8 sees 57% of social media influencers posting more on Instagram than on Snapchat each day. Snap saw more influencer posts in the beauty and traditional celebrity categories, while Instagram was more popular amongst comedy and lifestyle influencers.

Analytics firm Jumpshot found that the launch of Instagram Stories did not noticeably impact the share of email signups between Instagram and Snapchat at first, with Snapchat holding steady at around 76 percent. But as Instagram Stories gained steam by the end of 2016, Snapchat’s percentage shrank to 64 percent.

Media startup The Relish found Instagram Stories added to its overall impressions, reach goals and engagement. Meanwhile, it never saw major growth or engagement on Snapchat Stories, so the launch of Instagram’s version made it “a no-brainer to hold our efforts [on Snapchat] until we have more staff.”

Mobile video platform dubdub found that Instagram Stories generated an average of 35 percent more views for brands than Snapchat Stories. However, Snapchat had a deeper influence on millennials, and its sponsored lenses selfie filters “can generate millions of gamified interactions within 24h that can help shift brand awareness and purchase intent.”

eMarketer estimates that Snapchat’s revenue growth will decline significantly in 2017 and 2018. It grew 492 percent from 2015 to 2016 when it hit $340 million in ad revenue. Revenue is projected to hit $895.5 million in 2017 as the rate drops to 163.3 percent, and $1.7 billion in 2018 with the growth rate falling to 90 percent. Still, 90 percent is a solid growth rate, and the decline is to be expected as Snapchat’s business matures. eMarketer did find that Snapchat has a massive 83.4 percent penetration rate amongst 12 to 17-year-olds in the U.S.

This data suggests that Instagram has made a dent in Snapchat, slowing its growth and making it a second choice behind Instagram for some brands. But surveys of Snapchat loyalists show a strong preference for the cool startup over the Facebook acquisition.

Snapchat survives

Mobile story game maker Episode surveyed 10,000 of its users who are mostly women age 13 to 25, and found that 69 percent say their Snapchat usage hasn’t declined at all since the launch of Instagram Stories, while 22 percent say their usage has declined slightly and only 9 percent say it’s significantly declined.

Analytics provider App Annie found that Snapchat hosts an exclusive audience that often can’t be reached by advertising on other platforms, as previously reported by Bloomberg. On any given day in the U.S., 35 percent of daily Snapchat users can’t be reached on Facebook, 46 percent can’t be reached on Instagram and 58 percent can’t be reached on Messenger.

Brand ambassador network Heartbeat surveyed 1,700 13 to 20-year-olds out of its 103,000 users; 74 percent said they still post more on Snapchat, 60 percent said they post to their Snapchat Story every day compared to just 18 percent on Instagram. However, they say they average 2.5X more views on Instagram Stories than Snapchat. Asked which of the two apps they’d take if they could only have one, 51 percent said Snapchat while 49 percent said Instagram. Seventy-seven percent said ads were more relevant on Instagram, but only 19 percent thought their Snapchat Stories views have declined since the launch of Instagram.

Heartbeat’s founder Kate Edwards tells me “we have seen a significant decrease in the number of brands inquiring about Snapchat campaigns, and while we do run Snapchat campaigns for some brands, we almost always recommend that they do Instagram and Instagram Stories campaigns instead, simply because the tracking is much more robust.” She concludes that “Honestly, we think Snapchat is losing out on a number of potential revenue opportunities out there, if we’re any example, simply because they don’t understand the value of data to brands and the businesses who are advising them on how they allocate their media spends.”

Consumer insights platform Whatsgoodly surveyed 1,991 millennials in April and 1,106 in November. It found that Snapchat was overwhelmingly preferred over Instagram Stories, but the percentage that picked it fell from 88 percent in November to 78 percent in April.

Mobile ad company Kiip surveyed 10,000 users; 37 percent said their use of Snapchat declined since the launch of Instagram Stories, and 59.6 percent said they preferred Instagram Stories over Snapchat Stories. However, when asked which feature of Stories they find most important, Snapchat’s animated selfie filters were most popular, with 38.2 percent, followed by Instagram’s Live broadcasting feature with 31 percent.

They surveys indicate that millennials and Generation Z millennials may still be staying loyal to Snapchat. They might have a larger network on Instagram, and they might already be using Instagram’s permanent feed. But these early adopters of Snapchat developed an ingrained behavior of opening and posting to it daily.

While people new to the Stories format might find Instagram more convenient, Instagram hasn’t created a compelling enough reason for die-hard Snapchatters to switch.

The Post Snapchat users stay loyal, but Instagram could block its growth first appeared on TechCrunch.

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