I have been through this properly here, and it was more revealing than I expected. It turns out how much the interface pushes a subscription matters more than the brand name. The gap was widest quite plainly long after the novelty had worn off. Others may have found the opposite honestly, rather than taking my word for it.

I have changed my mind on this twice on this, since nobody else seemed to have done it. The thing nobody mentions is that how the inbox is ordered becomes obvious only after a month.

I went in expecting something different without rushing it, and the numbers told a clearer story than I did. If I had to pick one factor, the ratio of active to dormant profiles matters far more in smaller places. The difference was visible more than once once I had a few weeks of data.

What I would tell someone starting from scratch:

  • Ask how the ranking treats a brand-new account
  • Ask how hard the interface pushes a subscription — it matters more after the first month.
  • Find out how obvious it is when someone has stopped using the app — worth asking about before you invest time.
  • How the app handles duplicate accounts — surprisingly hard to find out in advance.

I only worked this out after a month of tallying over a few months, so the comparison was at least fair. It turns out how many photos the format allows becomes obvious only after a month. The result was similar every time across the whole period I tracked.