Snapchat vs. TikTok: Which Is Better for Marketing?

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: 

What Is Snapchat and Who Uses It?

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. 

Pros and Cons of Snapchat Marketing

There are both advantages and disadvantages of marketing on Snapchat. Here’s what you need to know:

Pros

• Less competition: Many marketers aren’t yet taking advantage of everything that Snapchat has to offer. And since there’s less competition on the app, bids tend to be more affordable than some of the larger platforms like Facebook and Instagram, where every company is looking to advertise.
  
• Different advertising formats to choose from: One of Snapchat’s biggest strengths is its creative platform with advertising formats that line up with that. For instance, there are Snapchat lenses and Snapchat geo-filters that are more interactive and engaging for users. 

Cons

• Limited reach: Compared to TikTok, Snapchat has a limited reach with only 500 million monthly active users. And while it may seem paradoxical to use “only” and “500 million” in the same sentence, it’s worth noting that TikTok has twice as many users all around the world.
  
• Temporary content: While Snapchat’s fleeting nature is a positive in some areas, it’s a weakness in advertising because the content doesn’t stick around for long. Instead, you will need to work to develop a constant and stream of content consistently. 

What Is TikTok and Who Uses It?

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.:

• 32.5% are between the ages of 10 and 19 
• 29.5% are between the ages of 20 and 29 
• 16.4% are between the ages of 30 and 39 
• 13.9% are between the ages of 40 and 49
• 7.1% are over 50 

Like Snapchat, TikTok has more female users than male users, with a 60% to 40% gender breakdown. 

Pros and Cons of TikTok Marketing

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:

Pros

• Extensive reach: TikTok is one of the most popular social media platforms globally, with one billion monthly active users. TikTok only comes after Facebook, YouTube, WhatsApp, Instagram, and Facebook Messenger in terms of usage.
  
• International reach: TikTok is an international app available in 141 countries and 39 different languages. The app is particularly popular in the U.S., India, Indonesia, and Japan. 

Cons

Limited formats to choose from: Since TikTok is a video app, you’re pretty much limited to video advertisements on this platform.

Which Platform Is Better for Marketing?

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: 

• If you’re looking to reach a more extensive and more diverse group of people with your advertising content, then you should consider marketing on TikTok.
  
• If you’re looking to specifically reach Millennials and, to a lesser extent, Generation Z, then you should consider marketing on TikTok.
  
• If you want to establish an image as a “trendy” brand by using a new platform to stay on top of memes and other trends, then you should consider marketing on TikTok.
  
• If you want to establish a “serious” brand image by using a platform used by news organizations and more established brands, you should consider marketing on Snapchat. 

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. 

Snapchat Advertising Best Practices To Follow

Here are some best practices to follow on Snapchat if you want to advertise on this platform successfully: 

• Get creative: Snapchat is a highly creative app — so embrace your inner creativity so that your content blends in with the overall nature of the app.
  
• Use targeting: Snapchat offers advanced targeting mechanisms beyond simple demographic information that you can use to reach your target audience.
  
• Get to the point: Snapchat ads are short by default, but it’s essential to get to the point within two to three seconds to keep viewers engaged.
  
• Use different formats: Snapchat offers a whole host of different advertising formats from lenses to video ads, geo-filters, and everything in between — so switch it up and use different formats for the best results. 

TikTok Advertising Best Practices to Follow

Here are some best practices to follow on TikTok if you want to advertise on this platform successfully: 

• Keep up with trends: TikTok is all about the trends, so the best way to get views on this platform is to keep up with the trends and add your own take to the hottest ones. So check out the current trending topics on the “Discover” page and post videos in response to your favorite ones.
  
• Keep it short and sweet: Even though TikTok now allows you to post longer videos up to three minutes in length, shorter is still sweeter on this platform. TikTok users are still used to short 15-second videos as they don’t require much of an attention span. So if you want users to watch the entire length of your video, it’s a good idea to try to stick to 15 seconds.
  
• Find your niche: As listed above, TikTok has so many different categories or “niches” for you to explore. You need to find your niche based on what your brand does and work to become an authority within this niche.
  
• Partner with influencers: The best way to become an authority within your niche is to partner with influencers who already have this authority and a large following. 

Snapchat vs. TikTok: The Final Rundown

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! 

Sources:

TikTok Reaches 1 Billion Monthly Users | CNBC

Five Undeniable Truths About Marketing to Gen-Z | Forbes

Ad Types Overview | Snapchat Business