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class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text">Why USAGov is Shifting Focus to Instagram, Over Snapchat</span></h1> <div id="hubspot-author_data" class="hubspot-editable" data-hubspot-form-id="author_data" data-hubspot-name="Blog Author"> <p id="hubspot-topic_data"> <i class="fa fa-calendar" aria-hidden="true"></i> June 27, 2018   <i class="fa fa-user" aria-hidden="true"></i> Posted by: Ashlea Blunt, Edgardo Morales, and Claire Loxsom </p> <span id="hs_cos_wrapper_blog_social_sharing" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_blog_social_sharing" style="" data-hs-cos-general-type="widget" data-hs-cos-type="blog_social_sharing"> <div class="hs-blog-social-share"> <ul class="hs-blog-social-share-list"> <li class="hs-blog-social-share-item hs-blog-social-share-item-twitter">  <a href="https://twitter.com/share" class="twitter-share-button" data-lang="en" data-url="https://blog.usa.gov/why-usagov-is-shifting-focus-to-instagram-over-snapchat" data-size="medium" data-text="Why USAGov is Shifting Focus to Instagram, Over Snapchat">Tweet</a> </li> <li class="hs-blog-social-share-item hs-blog-social-share-item-linkedin">  <script type="IN/Share" data-url="https://blog.usa.gov/why-usagov-is-shifting-focus-to-instagram-over-snapchat" data-showzero="true" data-counter="right"></script> </li> </ul> </div> </span> </div> </div> <div class="section post-body"> <div> <a class="hs-featured-image image-link " href="https://cdn2.hubspot.net/hubfs/532040/USAGov%20Blog/Instagram%20screen%20shot_0.png" title="Instagram screen shot_0"><img src="https://blog.usa.gov/hubfs/USAGov%20Blog/Instagram%20screen%20shot_0.png" alt="Instagram screen shot_0"></a> </div> <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><p>Social media is a key part of USAGov’s outreach efforts, which aim to connect the public with government information and services quickly and easily. As we all know, social media is continually evolving, and we try to adapt accordingly.</p> <p>Our team reviews the performance data for all of our social media platforms several times a year to determine where we’re getting the highest ROI and thus, where we should be spending our time and resources. We look at different metrics such as the number of clicks, shares, and the level of reach a post has.</p> <p>Based on what we learned in our recent reviews, we’re shifting our efforts away from Snapchat in order to focus on Instagram.</p> <h3>Why We’ll Focus More on Instagram</h3> <p><strong>Audience:</strong> Instagram is the third fastest-growing social media platform in the U.S. and six in ten adults (ages 18 to 29) are active on the platform, according to a <a href="http://assets.pewresearch.org/wp-content/uploads/sites/14/2018/03/01105133/PI_2018.03.01_Social-Media_FINAL.pdf">2018 Pew Research Center report</a>. One of our goals is to increase our engagement with this young demographic.  </p> <p><strong>Traffic:</strong> Our Instagram account has been steadily growing followers since we launched in March 2017. Research shows that the platform is growing and we can see the increase in engagement on our channels every day.</p> <p><strong>Platform structure:</strong> Our content doesn’t disappear on Instagram. While we try to share relevant and useful content each week, you can still scroll through our older posts at any time. This makes recordkeeping more straightforward and allows us to keep a public archive. On Snapchat, posts disappear after 24 hours. Overall, Instagram has proven to be easier for us to maintain and grow. Our profile is much more visible, which allows for more organic follower growth, and the platform is user friendly, something that’s really important for us as a brand and service.</p> <h3>Why We’ll Focus Less on Snapchat</h3> <p>Our Snapchat following steadily increased after we <a href="https://blog.usa.gov/why-we-launched-a-snapchat-account-and-how-well-measure-success">launched in 2016</a>, but that growth has since plateaued. Our completion rates per story have also gone down 20 percent in 2018. We suspect the user experience changes to the platform combined with the surge in popularity and growth of Instagram are behind this development. We’re going to continue to evaluate our future with Snapchat as a tool over the next few months, while we focus more and more on Instagram.</p> <h3>Instagram Strategy for 2018</h3> <p>You’ll be seeing more of us on Instagram and we’ll be focusing more on producing content for all ages, in English and Spanish. Follow <a href="https://www.instagram.com/usagov/">@USAGov,</a> if you haven’t already to see us experiment with polling, stories, video content, and even live events.</p> <p>Do you manage the social media presence for a government entity and would like to collaborate with us in some way? <a href="https://connect.usa.gov/digital-toolkit-ready-to-work">Let’s chat!</a> USAGov is all about collaboration.</p></span> </div> <div class="cs_blogAuthors"> <i class="fa fa-tags" aria-hidden="true"></i> <a class="topic-link" href="https://blog.usa.gov/topic/marketing">Marketing</a> </div> </main> <div class="cs_relatedContent"> <h3><i class="fa fa-tags" aria-hidden="true"></i> You might also like...</h3> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/five-quick-tips-for-sharing-information-during-an-emergency-2"><img src="https://blog.usa.gov/hubfs/During%20an%20emergency%20blog%20DRAFT%202%20of%202.png" alt="Five quick tips for sharing information during an emergency"></a></div> <div class="related-title"><a href="https://blog.usa.gov/five-quick-tips-for-sharing-information-during-an-emergency-2">Five quick tips for sharing information during an emergency</a></div> </div> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/building-a-tool-to-make-mail-in-voter-registration-more-accessible"><img src="https://blog.usa.gov/hubfs/FY%2025Blog_WelcomeNewVote_DRAFTS%2810.21.24%29_v003.png" alt="Building a tool to make mail-in voter registration more accessible"></a></div> <div class="related-title"><a href="https://blog.usa.gov/building-a-tool-to-make-mail-in-voter-registration-more-accessible">Building a tool to make mail-in voter registration more accessible</a></div> </div> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/a-new-benefits-experience-is-coming-to-usagov"><img src="https://blog.usa.gov/hubfs/FY24%20New%20benefits%20experience%20on%20USAGov%20%281%29.png" alt="A new benefits experience is coming to USAGov"></a></div> <div class="related-title"><a href="https://blog.usa.gov/a-new-benefits-experience-is-coming-to-usagov">A new benefits experience is coming to USAGov</a></div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="span4 widget-span widget-type-cell " style="" data-widget-type="cell" data-x="8" data-w="4"> <div class="row-fluid-wrapper row-depth-1 row-number-8 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget cs_searchBox" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_module_153789937811563" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="hs-search-field"> <div class="hs-search-field__bar"> <form id="form1" action="https://search.usa.gov/search" accept-charset="UTF-8" method="get"><input name="utf8" type="hidden" value="✓"> <input type="hidden" name="affiliate" id="affiliate" value="usagov-blog"> <label for="query">Enter Search Term(s):</label> <input type="text" class="hs-search-field__input usagov-search-autocomplete" name="query" id="query" autocomplete="off" placeholder="Search this blog..."> <button type="submit" title="search" form="form1" value="Submit" class="hs-button primary"><i class="fa fa-search"></i></button> </form> </div> </div></div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-9 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget cs_sidebarWidget" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_module_1536765607242112" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module widget-type-rich_text widget-type-rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_module_1536765607242112_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><h3>About the USAGov Blog</h3> <p>USAGov is working to create the digital front door for the United States government. 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