Short answer
Neither is better for every app. Instagram ads run through Meta Ads Manager across Feed, Stories, Reels and Explore, while Snapchat sells full-screen vertical ads with app install attachments. Test both and compare cost per retained user.
What Instagram offers
- You buy Instagram ads in Meta Ads Manager. They can run in Instagram Feed, Stories, Reels, Explore and search results.
- The same campaign can also reach Facebook, Messenger, Threads, WhatsApp and Audience Network. Meta says adding placements does not increase the cost of your ad.
- The app promotion objective can optimise for installs, app events or value once the Facebook SDK and app events are in place.
What Snapchat offers
- Full-screen 9:16 formats: Single Image or Video ads, Story Ads, Collection Ads, Commercials, and AR Lenses and Filters.
- The App Promotion objective supports App Install and Deep Link attachments.
- Smart Placement runs ads across Publisher Stories, Shows, User Stories, Spotlight, Between Content and the Discover Feed.
In practice
Do not choose on audience size claims. Run a test on each platform with the same optimisation event, the same tracking through your mobile measurement partner, and creative made for each format. Judge both on cost per retained or paying user after the same number of days. If both pay back, keep both and move budget to whichever performs better each month.
See how we run Instagram for apps and games on our Instagram ads agency page.
Sources checked 4 October 2026
Related Snapchat questions
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