In its never ending effort to not be overshadowed by Instagram Stories, Snapchat has been introducing new features it seems like every week. Its latest new feature allows users to design their own geofilters inside the Snapchat app. However the customizations can only be done within pre-designed Snapchat themes and costs $5.99 and is not instant. After users customize their filter, it then needs to be submitted for approval and lasts for an hour or up to 90 days. This new roll out follows even more bad news for Snapchat. Glossy is reporting that Snapchat has falling farther behind Instagram with fashion brands some of which have slowed usage of the app or completely stopped, turning their focus to Instagram which has also become a favorite for many publishers, especially for videos.
“With Instagram replicating most of Snapchat’s capabilities, there’s no reason for fashion and beauty brands to maintain an actual account on the platform anymore,” said Kitty Tsang, a digital strategist at the agency Ready Set Rocket. “A brand’s owned audience on Snapchat is likely to be much smaller than it is on Instagram.”