Snapchat vs. TikTok: Which is the Best Platform For Marketing

In this age of technology and social media, there sure are a hundred platforms to choose from and utilize. But in the corporate world — specifically the marketing department — there are a few standouts, two of which are TikTok and Snapchat. Let’s find out which between the two would best cater to a marketer’s vision — Snapchat vs. TikTok; let the face-off begin.

TikTok, as we all know, is having the time of its life today. Whether you’ve utilized the app already or have seen it on ads, it’s pretty clear that the platform isn’t just another fleeting trend. It’s here to stay for a long time. However, some individuals aren’t familiar with TikTok and would hastily dismiss the app as some form of a Snapchat reboot.

Both platforms may share comparable functions and features, but their value propositions are different. One difference is that TikTok is purely an app for short video clips, while Snapchat features pictures and video messages with stories and other short formats. 

Because of their features and functions, both apps are useful for marketing. But one should win the Snapchat vs. Tiktok marketing feud, yes? 

Each platform provides unique ways to get in touch with audiences if used appropriately by the right type of brand. If you’re unsure where your brand fits in — or if it even suits at all — you’re in the right place. 

Below is a simple guide that highlights the main distinctions between TikTok and Snapchat alongside vital considerations for brands taking a look at either app as a possible marketing channel. But first, let’s get to know the different platforms. 

Snapchat in A Nutshell

Its developers released the platform in 2011, with over 218 million daily active users worldwide. In 2019, the total number of downloads spiked to 75 million all over the world. It earned a whopping $561 million in the same year. 

Snapchat’s core features include video and image capture, story functions, text and video chat, camera filters, light-weight editing tools, AR Lenses, discover tab, and snap maps. People may follow other Snapchat users and communicate with them through stories. 

In the US alone, mostly millennials utilize the app, with 78% of internet users aged 18-24 on the platform. Approximately 61% of Snapchat users are female, and 38% are male. Most of the users follow their buddies, famous celebs, and renowned publishers.

Some big brands utilize the platform for their company, too. These brands are Taco Bell, Paramount Pictures, Warner Bros., Burberry, Target, and MTV.

Snapchat’s Relevant Information

What Is It?

Snapchat is an app for sharing photos, videos, and text messages among users. The platform was released in 2011 under the premise of sharing images with a 10-second expiration. At a later time, developers of the platform opt to focus on video content that takes the form of stories and the Discover series.

How Is It Used?

Snapchat offers a way for users to stay up-to-date with buddies, relevant news, and popular trends. A huge draw is the capability to capture content and publish it as a Story where your followers can see and engage with it for up to 24 hours. Snapchat has been investing in AI and AR capabilities (or ‘Lenses’) to offer brands and users more immersive imaginative options — like things scanning, try-on simulators, and 3D environment interactions.

Who Is Its Audience?

If TikTok’s users are mostly Gen Z, Snapchat is most popular with the Millennials. Presently, the platform claims to have daily active users of 218 million. 

How Is It Used for Advertising?

Snapchat uses a series of advertising alternatives through its self-serve advertising platform, from basic Snap Ad units on stories to ads that use branded filters and AR lenses. Furthermore, it has an e-commerce feature with a customized targeting, innate checkout feature, and shoppable ads. 

TikTok in A Nutshell 

The platform owners released it during the year 2017 in China and 2018 globally. It has daily active users of 41 million from all over the world, and an overall 738 million download during 2019. However, its $176.9 million-earning in the year 2019 falls short compared to that of Snapchat’s. 

Most US TikTok users belong to Gen Z, 41% of which are between ages 18-24 and 27% between 13-17. Around 60% of TikTok users are female; 40% are male. TikTok users mostly follow content creators, influencers, celebs, and brands.

Its core features include video capture, powerful editing tools, filter options, production triggers, sound library, and For You page. The For You page refers to TikTok’s algorithm-based discovery feed. 

As we all know, huge brands always maximize rising platforms, and TikTok is no different. The brands that have been using TikTok for their marketing schemes are Chipotle, E.l.f. Cosmetics, Think, and ESPN.

TikTok’s Relevant Information

What Is It?

TikTok is a quickly growing video-sharing app that was introduced in 2017 by Chinese tech business ByteDance. Unexpectedly, TikTok became the most downloaded app in the U.S. in 2018 and reached a record of 1.5 billion downloads globally at the end of 2019.

How Is It Used?

Users produce and post short, looping videos set to TikTok’s enormous library of music and sound bites — frequently with humor or skill as the main content. TikTok isn’t necessarily the place for connecting with good friends or for serious life updates. Users depend on TikTok for entertainment, and they follow creators with quality content. Typical TikTok videos include choreographed dances, lip-syncing, hashtag challenges, response videos, and cringe-worthy content.

Who Is Its Audience?

Since its inception, TikTok rose to fame like wildfire within the Gen Z community, with 42% of users aged between 13-16 actively using the app to date. 

How Is It Used for Advertising?

TikTok still has young advertising products. In the meantime, the platform offers advertising on a CPM (cost per thousand impressions) basis as its self-service advertising platform is still in beta. 

The ad units that are currently available consists of:

  • In-feed native video ads
  • Hashtag challenges
  • Branded filters
  • Top View ads 
  • Influencer brand partnerships

Big Question: Which is Best for My Brand?

Snapchat vs. Tiktok; which platform do you think would work best with your brand? Here are a few relevant things to consider for you to come up with an answer. 

Set Your Goal

You need to know and set your goals, so it won’t be difficult for you to assess which platform you think would help you reach your objectives.

Both TikTok and Snapchat provide top-of-funnel opportunities for brands to get in touch with audiences. With its brand challenges, responses, and filters, TikTok is best for driving awareness with user-generated content. However, even if there are chances for brand names to take advantage of Snapchat’s UGC, the network is better for sharing fleeting life moments and relevant material that the user may care about — like a series or Stories. 

Additionally, Snapchat has two major features that would have brands rushing — the shoppable and native checkout features. Plus, the platform has a hold over TikTok with more mature advertising choices. TikTok’s use for brands is still far more experimental. Hence, don’t anticipate instant marketing success on TikTok, considering that it’s driven by users who value humor and short-lived trends, which may not work for all brand names. 

Snapchat vs. Tiktok? Snapchat wins this round.

Consider Your Audience

Plan with your target audience in mind. Are they young and loaded with untapped meme energy? Look at TikTok. Tiktok users want an experience that’s authentic, homegrown, and downright entertaining. It becomes part of the reason responses and brand challenges have taken off at terminal velocity. Instead of standing by and enjoying social media from a distance, TikTok users are leaving their mark in near real-time, and brand names can lean into that organic content creation process.

Considering that Snapchat is still a house for the Millennial generation, brand names can catch more traditional interests on the platform. As a whole, brand names with audiences that lean more youthful should most likely explore both Snapchat and TikTok.

In catering to a young and fresh audience, it’s a tie for Snapchat vs. Tiktok.

Consider Your Content

If you’re concentrated on producing quality content with a conventional brand message, Snapchat is likely the better channel. With Snapchat’s AR and Lens capabilities and the immersive experience it would provide, brands can get creative. 

On another note, TikTok material isn’t concerned with visual appeals or how good something looks, and it’s both an obstacle and a chance for brand names. For a brand to be successful in TikTok, they must know how to make their material and content resonate with the young while offering them the opportunity to engage with you. 

Snapchat vs. TikTok? It depends upon your content. What would be effective in Snapchat won’t necessarily be effective in TikTok, and vice versa.

TikTok and Snapchat are two distinct platforms with varying features and functions that would lead brands to greater heights. However, put to mind that both platforms work in different ways. So, remember to test the waters before fully immersing your brand on either platform.

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