Instagram Direct attempts to hit Snapchat where it counts

Instagram on Thursday introduced Instagram Direct, an internal messaging service. Seemingly a direct competitor to messaging app Snapchat.

Facebook failed in its attempt to acquire Snapchat, after a $3 billion cash offer was turned down, so they’ve now introduced this service within Instagram.

(Facebook acquired Instagram for $1 billion in 2012.)

Facebook could have just as easily rolled out this new picture- and video-messaging service within Facebook, but they understand that Instagram’s demo — and mobile-first strategy — is more in line with Snapchat, hitting Snapchat right where it counts.

After sending, you’ll be able to find out who’s seen your photo or video, see who’s liked it and watch your recipients commenting in real time as the conversation unfolds. – from the Instagram blog

It’s a similar strategy that was successfully employed with Instagram video, to combat the video startup Vine, which was acquired by Twitter for $30 million in October of 2012.

The stats
Snapchat users: 26 million
Instagram users: 150 million

Instagram Direct

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