Instagram’s ‘Stories’ feature was an unashamed copy of Snapchat’s feature of the same name: providing rolling 24-hour snapshots of people’s photos and videos.

Instagram’s version caught on quickly to the tune of 150 million active users, and now there’s anecdotal evidence that it may be hurting Snapchat.

TechCrunch claimed yesterday that a dozen “analytics providers, social media celebrities, and talent managers” had told it that they have seen a decline in Snapchat Stories usage since Instagram’s version launched in early August.

“Most reported declines in Snapchat Stories view counts ranging from 15 to 40 percent, and a reduction in how often they or those they monitor post to Snapchat Stories,” claimed its story.

“Meanwhile, our sources report rapidly growing view counts on Instagram Stories, and engagement-to-follower rates one social influencer talent agent called ‘Insanely f**king high’.” There are plenty more worrying quotes for Snapchat in the feature.

“Everyone is posting way less. Some are not posting at all any more… the average unique viewers per Snapchat Story has decreased about 40%” and so on.

It’s important to note – and it is in the piece – that Snapchat has always kept its distance from the kind of ‘influencers’ whose management’s views are represented in this story. The question is whether that desire to keep brand dollars to itself may be coming back to haunt it now.

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