Adweek: Why Popular Food Accounts Are Making the Jump from Instagram to Snapchat

Instagram’s long-awaited algorithm has finally started rolling out, and food influencers and sites that built their brands on the Facebook-owned app are already feeling the squeeze and moving to Snapchat.

Food photography—think pictures of perfectly-styled plates and overhead shots of meals—has long been one of the most popular categories on Instagram. Now that Instagram is stepping up its advertising and video efforts (the platform claims that it has more than 200,000 monthly advertisers) creators that have amassed large and active followers are having a tougher time standing out.

"As Instagram has really slowed down the last four months or so, you can just see what's happened on that platform and it's obviously changing a lot," said Andrew Steinthal, co-founder of The Infatuation, a restaurant review site that's heavily leaned on Instagram to build a following since launching in 2009.

"Our entire audience is on Snapchat now—it's the most reactive social network that we have. You can just see the impact on Snapchat and feel it right away right now. People are so deep into Snapchat and reacting to it."