Dive Brief:

• Facebook is using Instagram to take on Snapchat feature-to-feature, with the latest move being an Events channel that takes an algorithmic approach to sharing video from live events.
• Adweek reports that the new feature is limited to the U.S., but will be rolled out to the rest of the world soon.
• Just a couple of weeks ago, Instagram introduced its Stories feature that allowed users to share images and video slideshows that disappear after 24 hours.

Dive Insight:

Instagram’s Events channel is a direct competitor to Snapchat’s user experience, and it is an acknowledgment that Snapchat has become a key challenger to Facebook and Instagram’s social media reach.

The move makes it more necessary than ever for marketers to understand where their audience is most active – Facebook, Instagram, Snapchat, Twitter, or perhaps another online venue or app such as Line or WhatsApp. At the same time, it’s worth tracking how Instagram’s latest moves compare to Snapchat in engagement. The trend lines will provide insights into how a key audience chooses its preferred social media platform.