Snapchat stages a viral hashtag takeover on rival Instagram

Snap is taking a refined dig at rival social media platform Instagram in a new world promoting marketing campaign launched on Tuesday.

The marketing campaign, referred to as “Real Friends,” goals to focus on how customers can join with their shut pals on the corporate’s app, Snapchat. As a part of the launch, Snap staged a “hashtag takeover” on Facebook-owned Instagram, filling the #realfriends and #friendshipquotes pages with quotes from notable figures about friendship.

The advertisements are distinguished by Snap’s signature yellow and ghost emblem, nicknamed Ghostface Chillah. Many of the Instagram advertisements have been posted by inspirational quote accounts with a sizable follower depend.

“When we launched Snapchat more than seven years ago, it wasn’t about capturing the traditional Kodak moment, or trying to look pretty or perfect,” the corporate stated in a weblog put up. “We wanted to create a way for our friends to express themselves and share how they felt in the moment.”

“Today, we’re launching a celebration of the real friends who use Snapchat,” Snap added.

Snap additionally posted a sequence of brief movies that includes Snapchat customers speaking about their friendships, alongside footage from the app.

The marketing campaign comes after Snap final week posted better-than-expected outcomes for the second quarter. Snap’s consumer base grew to 203 million every day energetic customers, representing the second quarter in a row of development for the corporate.

It’s not the primary time Snap and Instagram have engaged in a little bit of pleasant fireplace. Facebook attracted consideration when it copied a number of widespread options from Snapchat, most notably its ephemeral Stories characteristic and augmented actuality digicam results. In response, Snap CEO Evan Spiegel, quipped that he wished Facebook would copy Snap’s “data protection practices,” not simply its product, and criticized Facebook as being a place for “shallow friendships.”

Snap and Facebook weren’t instantly obtainable to remark on the marketing campaign.