Let me begin by addressing the elephant in the room: the numbers. Snapchat has an indisputably smaller user base than Instagram, with 150 million active users compared to Instagram’s 500 million. This smaller audience means less reach for marketers, as Nike has been quick to point out when comparing its Snapchat and Instagram Story views– it’s gotten 66,000 views for its top performing Snapchat Story, compared to a whopping 800,000 on its very first Instagram Story.