The most popular social feature over the past year has emerged in form of Stories – a feature first utilized on Snapchat and then…, well, Instagram kind of stole it.

We criticized the Facebook-owned photo-based social site on our Twitter feed for this direct rip when it was first launched. (P.S. Literally as we wrote this, Instagram announced yet another rip-off of a key Snapchat feature). I personally thought that Instagram Stories would fail to take off in the same way that Snapchat’s had. In my defense, it wasn’t a prediction without precedent as Instagram’s previous attempt to curb from Snapchat with Instagram Direct had fallen flat.

However, there’s now no denying that Instagram Stories not only has staying power, but that it has arguably surpassed Snapchat Stories. That is to say (sigh) I prefer Instagram Stories to Snapchat Stories.

But would we recommend it to you to use for your brand? Short answer: probably. It ultimately comes down to your campaign/company goals, but here are a couple reasons we prefer Instagram’s Story feature.

Instagram Has a Built in Brand Base 

Snapchat began as a service for users to send photos to one another – and only that. Obviously it’s evolved with the Stories feature and its Discover feature, but, its original incarnation wasn’t something that you’d necessarily expect brands to hop on. So even though you see branded filters or geofilters on Snapchat (which can be deployed with a lot of effectiveness) it’s still more of a personal social app.

Instagram may have started off the same way, but it’s had a more established brand base for years. Since Instagram’s key functionality was photo posting to every follower (which has changed with its new algorithm), people interacted with brands they knew and liked for years before the launch of their Stories feature.

That means, now when they see that Travel + Leisure has an Instagram Story, they don’t avoid it – they want to see it. At the very least, they’re not put off by it.

Instagram had the groundwork laid for years to making brands seem personal to their users and Stories allows them to capitalize off that investment in a way that Snapchat just can’t right now.

Instagram Is Live

It’s no surprise that Instagram Stories so quickly put a high value on live streaming as its parent network, Facebook, has gone all in on live video. It’s a useful feature that calls attention to anyone’s story who chooses to utilize it.

How does Snapchat’s live streaming feature compare?

It doesn’t because it doesn’t exist yet.

It might seem like splitting hairs to knock Snapchat for not having a live streaming feature yet, but then you look at stats like those reported by Media Kix. Like that, “On average, Facebook users spend three times as long watching a Facebook Live video as they do watching a video that isn’t live.”

Snapchat’s Stories feature can more or less play like a nearly live account of what’s happening with someone you’re following, but it still lacks the true live streaming price point that comes with Instagram.

Instagram is Growing While Snapchat is Slowing

As of April, Instagram had over 200 million daily active users while Snapchat had around 160 million. You might say, “Well that makes sense since Instagram is older and more established.” except that their Stories feature is adding users at a fast rate as well according to Tech Crunch. 50 million daily active users on Stories between October and January to be exact. Not only that, but Tech Crunch has also deduced that Instagram is pulling some of its growth from Snapchat’s user base.

None of this is to say that you should only use Instagram and never Snapchat. Depending on your brand, there’s likely room for both. But, at the moment, Instagram has the innovation, the user base and the brand-friendliness. And even if Snapchat adds a true live streaming feature, they’ll find Instagram had to compete with.