Snapchat Takes on Facebook For Startup Marketing: Which Platform Will Win

Snapchat is no longer about entertainment. The platform has since entered the world of digital marketing, even going as far as challenging the king of social networks, Facebook.

How does Snapchat measure against Facebook? Find out as we discuss all the essential elements involved in social media marketing:

Audience

Facebook remains the number one social media network. The social media giant has over 1.65 billion active users monthly. From this number alone, you can already tell the variety of people available on the platform. Safe to say there’s a market for every business. Snapchat has a good amount of users, too. Unfortunately, it’s no match for Facebook, even with over a million users.

Ephemeral Quality

Snapchat is known for its ephemeral content and quirky nature. What makes Snapchat seem urgent is that it evokes a sense of fear of missing out. Snaps last only for 24 hours. This ultimatum triggers regular usage of the platform. Facebook, on the other hand, has also released secret conversations to make it more compelling. Their story feature imitates the kind of elusiveness that makes Snapchat excitable. However, nothing can beat the original.

Engagement

Snapchat is very engaging, thanks to the disappearing content. However, this characteristic isn’t enough to beat Facebook. After all, it’s become a routine for billions of people to check the platform every day. A vast majority flock to Facebook the minute they open their eyes in the morning.
In the US, most grownups spend about 38 minutes a day on Facebook. The engagement has remained the same over the years. However, Snapchat is not that far behind. Users use Snapchat for an average of 30 minutes a day.

Originality

Snapchat took the world by storm with its inventive but straightforward approach. Since most people these days are visual, this photo and video-sharing app managed to introduce an all-new material in the social media world. For instance, vertical videos weren’t always as effective in getting attention. Snapchat filters are also very inventive. The best part is that you can make your brand filters to boost promotion efforts.
These attributes make Snapchat ahead of its time. Back in Facebook’s heyday, however, they also introduced brand new features. Unfortunately, these days, Facebook seems to be only recycling and tweaking their platform, no longer presenting their audience with new elements.

Youth Appeal

Snapchat got this in the bag. The platform broke new ground in the social media industry, appealing to the younger audience. It’s fun and exciting, two characteristics that teenagers enjoy in a social media application. Snapchat might have targeted the youthful audience initially, but it has since expanded. These days, over 40% of current Snapchat’s users are young adults.

Facebook remains the most popular social network. However, it has been leaning toward the older population for quite some time now. Therefore, it’s starting to lose young people. In 2012, there had been an increase in Facebook users from 45 to 54 years of age. Ironically, Facebook lost most of its users aged 13 to 17 years old around the same time. Once older family members began joining Facebook, some teens were inclined to find another platform so they can have more freedom of expression.
It doesn’t mean that Facebook numbers are decreasing. However, from a marketer’s point of view, it indicates reduced shared material and lower engagement. So for businesses targeting younger audiences, it’s better to use platforms like Snapchat.

Entertainment Factor

Facebook is filled with interesting posts, but it has lost its fun factor over the years. Some posts are informative, others are creative, but none that will keep you hooked.

Snapchat got the quirkiness down pat. With the filters that can turn you into various animals or swap faces with your favorite actor, it’s hard not to enjoy yourself when using the brand. Moreover, the brand filters really upped the ante, enticing more marketers to jump in and create their own. Gatorade has a success story related to brand filters. They produced a sponsored lens for the Super Bowl in 2016, and it generated over 165 million views.

Video

This round is a bit tricky because the competition is tight between the two social media platforms. Moreover, it’s a significant factor to watch out for as social media marketers.

Snapchat recorded about 10 billion daily video views, and Facebook had about 8 billion views. Both platforms are working hard to improve their video material. While they are obviously succeeding based on these numbers, they both have their own set of benefits and drawbacks. Let’s take a closer look.

On Facebook, you’ll see tons of videos on the news feeds, which have led to a surge of brand names using native video materials on the platform. Apparently, brand names receive higher interaction rates compared to videos on YouTube or Vimeo. Facebook also launched 360 videos for content creators, which is meant for sharing experiences more deeply and engagingly.

Snapchat, on the other hand, has always depended on its explosive development. These days, unfortunately, Snapchat is struggling to keep up with its initial performance. It’s getting more and more difficult to sustain rapid growth through additional functions. Snapchat’s vertical video and live videos, however, continue to make waves. Unfortunately, Facebook has followed suit, providing what was originally Snapchat’s main selling point.

Quality Content

Thanks to Facebook Pages, branded content is now available on social media. Through pages, followers get to monitor brand updates and promos—Facebook’s ahead of the game in providing brands the appropriate tools. Unfortunately, everything comes with a price. You need to use ads to promote your profile because organic reach won’t be enough.

Facebook Pages require you to spend enough money to get results. Oftentimes, it’s worth it. However, certain platforms, such as Snapchat, don’t demand a lot of investment. Snapchat has come up with a revolutionary way to expand reach. Their format focuses on user engagement. However, there’s a challenge when it comes to circulation and metrics.

Both platforms are advantageous when it comes to providing top quality content. However, due to Facebook’s recognized status, it performs better than Snapchat in terms of insights and versatility.

Immediate Communication

Snapchat started out as a way to connect with their friends instantaneously. What made it extra famous was its simple, mysterious, and fleeting content. Facebook, on the other hand, was created to bridge people all over the world. However, it has changed over time. The Facebook app became more zeroed in on monetizing content. To provide better communication, Facebook created an extension app known as Facebook Messenger. Today, there are over a billion users of this app.

Both platforms allow for immediate interaction. The only difference is they cater to different needs. Facebook is much better for businesses due to the existence of chatbots. These chatbots refer to the preprogrammed messages that pop up whenever a customer sends a company an inquiry on Facebook. Chatbots answer some frequently-asked questions about the brand, which is why eCommerce businesses are taking advantage of them. They provide a semblance of instant interaction. Although, it’s not entirely true because the actual interaction begins when the brand owner or business manager communicates with the client, giving more specific answers to the queries.

Advertising Efforts

Well, to be fair to Snapchat, Facebook has been long enough to learn the tricks of the trade in advertising. There are plenty of ways to promote your items on Facebook. In the 1st Quarter of 2016, mobile advertising has provided businesses with about 79% of their income. This is already a big number, but it has gone up ever since Facebook enhances its mobile advertising features. Their tools are of big help to any brand. These are responsible for connecting companies to their clients.
Snapchat’s still figuring things out, but there’s no doubting the rate of return. From the beginning, it has always been remarkable. Snap Ads garnered about a five times higher click-through rate or CTR compared to other platforms at some point in time. The platform also capitalizes on videos, verticals, and views when promoting advertisements. However, there needs to be more metrics in measuring the ad’s effectiveness.

Rounding Off

Facebook is definitely a clear winner. Snapchat was in the rage back in 2016, but it seems to be losing its touch. Still, we’re hoping to see something good in the future because it was off to a good start.
I’m not going to hold my breath about Snapchat ever being able to surpass Facebook, though. Facebook has existed for years, and there are plenty of reasons behind its longevity.

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