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Although Instagram Direct has been around since December 2013, it’s only a recent upgrade that has brought the service’s in-app chat feature into the spotlight. This week’s first Chart of the Day thus asks whether Instagram Direct can be a rival to the likes of Snapchat, Facebook Messenger and WhatsApp.

Instagram’s active users are already keen on instant messaging apps. Over half are actively using Facebook Messenger and 47% are WhatsApp users. What’s more, over two thirds are using at least one of the two Facebook-owned apps. However, poaching users from these platforms is unlikely to be the reasoning behind Instagram Direct.

Instead, we should be looking at what is arguably Direct’s most obvious competition – Snapchat. Instagrammers are over 3x as likely as the average to be using Evan Spiegel’s chat app, and hence Instagram Direct could give these users a reason to stay in the platform.

To find out more about Instagram’s users, check out our Profile report.


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