Unless you’ve been living under a rock, you’ve heard of Snapchat and TikTok. And while you may know the basics of these platforms, you may not know much about advertising on them. So which platform is better for marketing your brand? Here’s what you need to know:
Snapchat is a social media messaging application that allows users to send temporary photos and videos to each other that disappear after viewing. And while that’s the basic function of Snapchat, in reality, the app does so much more than that! For instance, it also has a “Discover” tab to find interesting content from different brands and news sources.
The “Story” feature allows users to post longer photos or videos that stay visible for 24 hours. Snapchat then compiles these Story posts and shows you “Memories” with your posts from previous years — a great throwback feature!
Finally, Snapchat is a highly creative and interactive platform with interactive features. For instance, there are Snapchat lenses that alter and transform your appearance. There are Snapchat geo-filters that show off your current location. There are also Snapchat Maps that allow users to see where their friends are.
But who are these users on Snapchat? As of late 2020, Snapchat is a platform that caters to younger demographics. In fact, 75% of individuals between the ages of 13 and 34 use Snapchat in the U.S. This percentage decreases as age increases. Only 12.5% of Internet users in the U.S. between ages 35 and 49 use the platform. Finally, only 4% of Snapchat users are over the age of 50.
More females use Snapchat than males — with a 58% to 40% gender breakdown. Finally, 34% of teens in the U.S. rank Snapchat as their preferred social media platform in 2020. The U.S. has the largest group of Snapchat users with over 100 million, followed by India with almost 75 million, France with nearly 35 million, and the United Kingdom with 21 million.
There are both advantages and disadvantages of marketing on Snapchat. Here’s what you need to know:
TikTok is a short-form video streaming application that has taken the world by storm since its inception in 2016. However, the app didn’t truly start its path toward success until a few years later. These days, TikTok has been downloaded over 2.6 billion times and boasts over 1 billion active monthly users.
TikTok allows you to edit videos directly from the app before posting them. From there, the app formulates what’s called a “For You Page,” or FYP. TikTok utilizes an algorithm based on your interests and past actions to present you with appealing and entertaining content. The most popular content categories on TikTok include entertainment, dance, pranks, fitness, home renovation, beauty, fashion, cooking, life hacks, pets, and outdoor activities.
In addition to the FYP, TikTok users can browse through videos on their own using the “Discover” tab, where you can see trending hashtags, sounds, and filters. You can also search for specific hashtags or caption phrases.
Like Snapchat, young people are the primary users of TikTok — specifically Generation Z and Millennials. However, the age range on the app has been trending upward as it continues to grow and attract users of all ages. When it comes to users in the U.S.:
Like Snapchat, TikTok has more female users than male users, with a 60% to 40% gender breakdown.
Now let’s go over some of the pros and cons of marketing on TikTok so that you can make the best decision for your business:
Limited formats to choose from: Since TikTok is a video app, you’re pretty much limited to video advertisements on this platform.
Based on what we’ve covered so far about Snapchat and TikTok, which platform is better for marketing? The answer depends on what you’re trying to do and what your goals are. And while there’s no correct answer, here are some guidelines to help you develop the most effective marketing strategy for your brand:
The good news is that you don’t have to choose between TikTok or Snapchat. You can utilize them both with the right strategy that employs best practices.
Here are some best practices to follow on Snapchat if you want to advertise on this platform successfully:
Here are some best practices to follow on TikTok if you want to advertise on this platform successfully:
No matter which platform you choose to advertise on, an experienced marketing agency like MuteSix can help you find the success you’ve been looking for. So reach out today for a free marketing consultation!
TikTok Reaches 1 Billion Monthly Users | CNBC
Five Undeniable Truths About Marketing to Gen-Z | Forbes
Ad Types Overview | Snapchat Business