“TikTok or Snapchat?” is among the big questions debated in marketing departments across the globe. Depending on how agile and innovative your team is, your brand may be considering a dive into TikTok marketing. For those of you who might be on the fence about which platform is better for you, read on!
Tiktok or Snapchat: The Run-Down
At A Glance: TikTok or Snapchat
TikTok Strengths & Weaknesses
Tiktok has exploded among Generation Z users – 42-percent of users are between 13-16 years old (eMarketer). The platform has yet to launch a robust advertising product, and users expect high-quality, entertaining content from brands.
Snapchat Strengths & Weaknesses
Snapchat is most popular among millennials who use the platform’s fleeting videos and photos to keep in touch. The platform offers brands a variety of advertising options via self-serve ads, ads that appear between stories, and branded filters and lenses. Additionally, Snapchat has, “an e-commerce component with shoppable ads, personalized targeting, and a native checkout feature,” (Marketing Land).
In Conclusion
If you’re most comfortable creating content based on traditional branding and messaging, Snapchat may be the platform for you. Brands can leverage Snapchat’s AR and Lens features and offering “swipe-up” options for a more immersive user experience.
TikTok content is much less polished, which can be a good thing and a bad thing for brands. Publishing authentic content that resonates with a young audience is the path to success on this platform. If your marketing team can handle the fast pace of an evolving social media channel, you may want to consider dipping your toes into this pool.
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