TikTok vs. Snapchat: A guide for marketers
Data: 2020 m. kovo 10 d.
TikTok is having a moment. Whether you use the app already or have spotted TikToks popping up on other social platforms, it’s clear that TikTok isn’t just another fleeting trend. It’s here to stay.
Yet it’s easy to see how someone not familiar with TikTok (ahem, your boss) might dismiss it as a Snapchat reboot. Worse, they might assume content from Snapchat can be repurposed on TikTok.
The two platforms share similar features (and yes, similar audiences) but their value offerings are entirely different. TikTok is a video sharing app for short clips set to music while Snapchat is a photo and video messaging app centered on ‘Stories’ and other short-lived formats. Each platform offers unique ways to connect with audiences if used the right way by the right type of brand.
If you’re not sure where your brand fits in – or if it even fits in at all – you’re in the right place. Below is a simple guide that highlights key differences between TikTok and Snapchat along with essential considerations for brands looking at either app as a potential marketing channel.
Launched: 2011
Core features: Video and image capture, Story creation, text and video chat, camera filters, lightweight editing tools, AR ‘Lenses’, Discover tab, (Snapchat-native content covering user interests and subscriptions), Snap Maps
U.S. demographic: Primarily Millenials, with 78% of internet users aged 18-24 on the platform. Roughly 61% of Snapchat users are female and 38% are male*
Who users follow: Friends, celebrities, publishers
Daily active users: 218 million globally*
Total downloads: 75 million globally* in 2019
Revenue: $561 million in 2019*
Some brands using Snapchat: Taco Bell, Paramount Pictures, Warner Bros., Burberry, Target, MTV
Launched: 2017 in China, 2018 internationally
Core features: Video capture, powerful editing tools, filter effects, creation prompts (reactions, hashtag challenges), sound library, ‘For You’ page (TikTok’s algorithm-based discovery feed)
U.S. demographic: Primarily Gen Z. 41% of users are between ages 18-24* and 27% between 13-17. Approximately 60% of TikTok users are female; 40% are male.
Who users follow: Content creators, celebrities, brands
Daily active users: 41 million gobally*
Total downloads: 738 million globally* in 2019
Revenue: $176.9 million in 2019
Some brands using TikTok: Chipotle, E.l.f. Cosmetics, Guess, ESPN
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