Snapchat vs. TikTok: Which One Is For You?
Comparison of two popular social media apps
What is Snapchat? ($561 million in revenue in 2019):
Launched in 2011, almost ten years ago, Snapchat comprises of 218 million daily active users globally. In the United States, Snapchat reaches over 70% of the population aged 18–24. The platform skews heavier toward females: 61% of users are female, while 38% of users are male.
The product’s core features include video and image capture, story creation, text and video chat, camera filters, editing tools, Snap Maps, Discover, and even AR lenses. Users follow friends, celebrities, and publishers on Snapchat. Major brands that utilize Snapchat as part of their marketing strategy include Taco Bell, Paramount Pictures, Warner Bros, Burberry, Target, and MTV.
One large differentiator of Snapchat is the ability to capture content and publish it as a Story for followers that expires in 24 hours. The limited time frame makes it a huge draw for users as they do not want to miss out on the latest text, photos, videos, and news from their friends, families, brands, influencers, and celebrities. The Discovery tab is also another strength of the platform. Users can view images, videos, and content shared by brands and influencers. Snapchat invests heavily in AI and AR capabilities to give brands and users more immersive capabilities. These are a few of the core differentiators that make Snapchat stand out compared to other social media applications.
What is TikTok? ($177 million in revenue in 2019):
Launched in 2017, approximately three years ago, TikTok comprises of 41 million daily active users globally. In the United States, TikTok reaches 41% of the population aged 18–24 and 27% of the population aged 13–17. Similar to Snapchat, the platform also skews heavier toward females: 60% of users are female, while 40% of users are male.
The product’s core features include video capture, editing tools, filter effects, creation prompts, sound library, and ‘For You’ page. Users follow content creators, celebrities, and brands. Major brands that utilize TikTok as part of their marketing strategy include Chipotle, E.l.f. Cosmetics, Guess, and ESPN.
TikTok is currently one of the hottest applications in the United States, generating over 1.5 billion downloads by the end of 2019. One differentiator of the app is the platform's algorithm. Users are served looping videos based on their engagement: likes, views, shares. For example, if a user engages with a cat video (meaning they watch the whole video), they will most likely see more similar cat videos in their newsfeed. In addition, the application has a massive library of music and sound bites users can layer on top of videos. TikTok relies on humor and common videos include choreographed dances, lip-syncing, hashtag challenges, and other cringe-worthy content.
Which platform should I use for my brand?
Objective:
Are you looking to generate awareness for your brand? Or are you looking to sell a product? Your marketing objectives will be the utmost important factor in deciding which platform to utilize.
Because TikTok is a video-based platform, businesses looking to generate awareness and increase brand lift turn to TikTok. Marketers utilize TikTok to drive awareness through brand challenges, reactions, and filters. If your goal is to increase user-generated content, TikTok is the way to go.
Snapchat, on the other hand, is better for sharing stories and relevant content that users might care about. With the Discover tab, marketers are able to publish articles in the form of text, video, and images (similar to a news article). Brands looking to sell their products — Snapchat wins in this category. Many marketers found positive ROI through Snapchat’s native shopping and checkout features.
Audience:
What demographic are you trying to reach? If you are hoping to reach a younger demographic who gravitate toward brands with a personality, TikTok may be your answer. If you want to reach a slightly older demographic who is more serious, Snapchat may be your solution. TikTok users love to create and share content, while Snapchat users are more traditional and reserved. Understanding these characteristics will allow you to decide which platform to prioritize.
However, it might make sense for your brand to test both platforms and compare results. You may kill it on TikTok, but completely fall flat on Snapchat. Or you could kill it on both platforms! You won’t truly know until your brand has tested both platforms.
Content:
Content is king! Without engaging content on either platform, your brand will not go far. Make sure your creative and content follow the proper specifications to each platform so it appears natural to the user. Your content and creative should also relate to the audience you are trying to reach.
Keep in mind that TikTok is less serious — humorous and energetic content will go a long way. Content that performs well resonate and engage with young users. For Snapchat, develop quality content with a traditional brand message. Utilize Snapchat’s AR and Lens capabilities to stay relevant to users — it allows your brand to appear ahead of the curve.
Final Thoughts:
Is TikTok or Snapchat for you?
The answer to this question will depend on your brand, your brand’s personality, and your goals. Both social applications have a large and loyal user base. It will be your decision on how you want to tap into these audiences. The key to success will be clearly defining your objectives, reaching the right audience, and creating compelling creative.
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