If you’ve been keeping an ear to the ground – and an eye on your social media apps – you may have noticed that Facebook and Instagram are both making moves into the space dominated by Snapchat. Facebook now delivers short-lived content (photos and videos that disappear after 24 hours) and both Facebook and Instagram offer you stickers and filters to spruce up your content. All these updates beg the question: If all social media sites are starting to offer the same content, which one is best for my client or business?

The Pros and Cons for Social Media Sites: Snapchat, Facebook, and Instagram

Social Media Analysis: Snapchat

Snapchat Pro

Generation Z lives on Snapchat, and if your goal is to reach a younger audience, this is the channel that can pay off. Consider becoming a publisher and curate messages that can translate to the medium, which means getting creative.

Snapchat Con

Millennial audiences are shrinking on Snapchat (though the 45-to-54 share is growing), indicative of a shift of these viewers to other channels. With Millennials growing as a share of homeowners and buyers as well as decision-making parents, Snapchat may not be the best way to reach them.