[adjkant]

Liking and use aren't necessarily correlated unless two things have the same purpose, and even then, not always. For example, I love Venmo but may only use it a few times a week.

Snapchat and Instagram share some of the same purposes, but most use them for very different things. This article is Facebook trying to say "Look we beat Snapchat at another thing!" in order to leverage their network effect power. What likely happened is they optimized their app to do exactly this with the goal of this press release (and ad revenue as well likely). None of this actually speaks to the app experience of either inherently.

Despite both having app use times over 30 minutes, the reasons for each are entirely different. Instagram is because you are scrolling on a feed. Snapchat is because you're messaging people or taking pictures to send.