Since its launch in 2011, Snapchat has had countless ups and downs, but within the past year it gained an additional 7 million users. TikTok is another popular social media service these days, but did you know that there are significant marketing differences between them?
Currently, social media is a great place to market your products or services. Snapchat is essentially free. You will meet your target audience, communicate and build relationships with your customers.
When it comes to marketing on Snapchat or TikTok, you need to know the major differences between them.
Here is my post on the key marketing differences between Snapchat and TikTok.
TikTok vs Snapchat, Go!
Part 1. What is TikTok?
Launched in 2017, TikTok has 41 million daily active users globally. In the United States, TikTok reaches 41% of the population aged 18–24 and 2T% of the population aged 13–1T. The platform is heavily geared towards women: 41% of its users are women, while 18% of users are men.
Key features of the product include editing tools, video capture, creation prompts, filter effects and ‘For You’ pages. Users follow content creators, celebrities and big brands here. Major brands that use TikTok as part of their marketing strategy include ESPN, Chipotle, Elf Cosmetics, and Guess.
TikTok is one of the most popular apps in the United States, generating over 1.5 billion downloads as of the end of 2019. The algorithm is one of its distinguishing features. Users are served with looping videos based on their engagement: likes, views and shares. For example, if a user engages with a cat video (meaning they watch the entire video), they will likely see more similar cat videos in their newsfeed. In addition, the app has a huge library of sound bites, and music users can combine multiple audio tracks into a single video. TikTok is full of humorous videos featuring choreographed dances, lip-syncing, hashtag challenges and other cringe-worthy content.
TikTok vs Snapchat, Go!
Part 2. What is Snapchat?
Launched in 2011, Snapchat has 218 million daily active users worldwide. In the USA, Snapchat reaches over 70 per cent of the population aged 18-18. Like TikTok, the majority of Snapchat users are female: 61% of users are female, while 38% are male.
Key features of the product include image and video capture, story creation, text and video chat, editing tools, camera filters, Discover, Snap Maps, and even AR lenses. Users can follow friends, celebrities and publishers here. Major brands using Snapchat as part of their marketing strategy include Warner Bros., Burberry, Target and MTV, Taco Bell, Paramount Pictures.
One major difference is that Snapchat allows you to capture content and publish it as a Story for followers, which will expire in 24 hours. The limited time frame makes this an attractive point for the users as they don’t want to miss any latest text, photos, videos from the following account. The Discovery tab is also another great feature of the platform. Users can view content, images, videos shared by influencers and brands. In addition, Snapchat invests heavily in AI and AR functions to provide more features to enhance engagement for brands and users.
TikTok vs Snapchat, Go!
Part 3. Make a decision – which platform is best for my brand
What is your aim
Both TikTok and Snapchat offer optimal opportunities for brands to engage with audiences. By extension, the TikTok brand can be effective for driving awareness with user-generated content (UGC) in the form of challenges, filters or responses.
While there are opportunities for brands to make full use of UGC on Snapchat, the platform is better suited to posting fleeting moments in life and surfing relevant content that the user might care about – like original series or stories.
Also, Snapchat’s native and shoppable checkout features can be a big draw for retail brands (especially D2C). TikTok is catching on with more mature advertising options on the platform, while the use of TikTok for brands is still relatively more experimental. Don’t expect to achieve instant marketing success on TikTok, as it is primarily driven by users who value humor and fleeting trends (which may not work for all brands).
Find your target
Since Snapchat has been on the market for many years, and TikTok has gained popularity recently, you will find something different in the audience. Snapchat includes more millennials as this age group has grown up using Snapchat daily. If you’re targeting an older audience as your target market, Snapchat may be the best platform to find them.
Snapchat is also full of Gen Z people, so it’s a popular app that many kids flock to. On the other hand, you can mostly find Gen Z on TikTok. If your target audience is the younger generation, you can find them on Snapchat and TikTok.
Unfortunately, if you’re looking for an older generation market like those 50 years and above, you won’t find many of them on both platforms. You can trace the older generation using social media frequently on Facebook. Generally speaking, the age group you should be marketing to on Snapchat and Twitter is under the age of 24.
Think about the content
You may have heard of a slogan, “Content is king!” Because without engaging content on the platform, your brand will be nowhere to be found. Make sure your creative content follows the proper specifications for each platform so that it appears natural to users. Your creative content should also be relevant to the audience you are trying to reach.
For Snapchatters, it’s worth developing quality content with a traditional brand message. Use Snapchat’s Lens and AR capabilities to stay relevant to users – this gives your brand the opportunity to appear ahead of the curve. And remember that TikTok is more reason – humor and energetic content can go a long way.
Tiktok vs Snapchat – Last Words
When it comes to deciding whether to market on Snapchat or TikTok, you should sit down and decide which social media service is suitable for you to dedicate time to. Both the two platforms will be a great place to reach your target audience and get more traffic for your business.