Welcome to the age of fast-paced, high-content media — have you ever seen the most recent development? If not, no worries, as a result of it’s simply been changed with one other, far more compelling web phenomenon. And one other. And one other. Unfortunately, Googling “latest internet trends” isn’t going to present you or your advertising and marketing technique a full image of what these social media websites are all about.
But you’re a marketer and you’re prepared for the problem. After all, speaking your model values and belongings to focus on audiences everywhere in the world is all in a day’s work! When it involves digital advertising and marketing, the place consumer expertise reigns supreme, realizing the ins and outs of every app will set you and your model up for fulfillment. We know you don’t have the time in your day to spend hours researching each app and getting acquainted with the demographics, subcultures and normal attitudes whereas producing wonderful advertising and marketing content material — so we’ve achieved it for you.
Today we’re stepping into TikTok vs Snapchat, 2 apps which will simply shock you with how versatile and useful they are often to a model! Let’s begin scrolling and tapping and get into it.
TikTok vs Snapchat: Key Differences and Similarities
Maybe you’ve been utilizing these social platforms since they have been launched or maybe you’ve by no means been on them a day in your life. Regardless, we’re going to interrupt them down based mostly on the weather which may be useful for your enterprise — do you have to select to reap the benefits of them.
First up:
TikTok
This social media website is all about that video content material, with music because the secondary focus. The artistic limits of those movies are just about nonexistent: Users can put up something they need — from dances to pranks to informational discussions. Like any social media website, there are tips on what may be posted — however these restrictions don’t hold content material from being wildly artistic and attention-grabbing. Algorithms curate a feed that channels new movies right into a consumer’s view based mostly on their pursuits.
Users movie, edit and construct their very own movies and put up them to the world. These may be items of short-form video content material — even beneath 15 seconds — or so long as 3 minutes. A number of of the app’s options embody:
- Video creating, importing and enhancing: Users can report or add their private content material to the app and edit them with playback velocity, measurement or music.
- Filters and results: Whether customers wish to add a filter — just like the ‘beauty’ filter — to their video, or lip-sync alongside to music within the app, there are lots of enjoyable stickers and animations to make video content material shine.
- AR options: Augmented actuality is fashionable on many social platforms, and TikTok is not any totally different — customers can add equipment digitally for additional enriching results.
- Exporting to different social media: Videos are simply shared to different social platforms, making content material readily transferable.
- Likes and feedback: Liked movies gather on one of many pages accessible to the customers, and likes — within the type of hearts — and feedback are perusable under the video.
- User tagging: Unlike Instagram’s hashtags, customers can tag different ‘TikTokers’ or trends, inviting folks to affix a problem — just like the Duet challenges — or just so as to add to a development – just like the #DatingWrapped development.
- Reactions: Ever wish to see your self reacting to another person’s content material? Well on TikTok you may! Users can put up movies of themselves taking in different movies.
- Live video streaming: Users can movie themselves, or occasions, reside in actual time, and may even earn cash with this characteristic.
- Geolocation: ‘TikTokers’ can broadcast reside to different customers of their proximity in addition to see if one other consumer resides round them.
These are a few of the principal parts TikTok offers — though we might fill a complete weblog with TikTok’s capabilities. But what about our different contender? Let’s check out the fab options Snapchat has to supply.
Snapchat
The a lot older — in relative phrases — app is an prompt messaging machine the place customers can ship numerous sorts of media to one another. The catch is that these messages, in no matter kind, solely final for a short while earlier than they ‘expire’ and are unreachable. The messages may be merely footage, movies or textual content (or some mixture), and may be uploaded to a narrative, very similar to Instagram tales, amongst different issues.
While the thematic consistency between all types of media is that they’re impermanent — and should be saved deliberately — there are a number of different parts of Snapchat, together with:
- Direct messaging: The chat options on this social community permit messages to be despatched straight by way of textual content, or via movies and images (that may additionally embody textual content).
- Snap story: Creators can put up snaps — both in picture or video kind — on the platform for each follower to see that expire after being seen for twenty-four hours.
- Lenses and filters: Ever dreamed of getting a rainbow come out of your mouth? Or making it appear like it’s the primary {photograph} that was ever taken? Snapchat’s lenses and filters are your reply!
- Geofilters (also referred to as Geotags or group tags): What higher technique to take pleasure in a journey vacation spot than with a filter that proclaims your presence there? Now you may have two Eiffel Towers in your picture for double the emphasis.
- Call options: Both voice and video calls can be found to customers and are one other component that connects mates, household and family members.
- Memories: If you completely beloved that picture, you don’t have to fret about it expiring completely — it can save you it to your Memories, a file within the app’s gallery. The platform even combines the month’s images for consumer perusal, and shares ‘on this day’ reminders so you may reminisce to your coronary heart’s content material.
- Snap Map: Your Snap mates and others are posting all all over the world, and the Snap Map lets you take pleasure in their content material. You can browse international or neighboring cities and see what’s taking place in several areas, in addition to which of your mates are there.
- Discover web page: Publicly displayed tales are viewable on this web page, as are sure manufacturers’ content material. The Discover web page acts a bit like a information feed, with content material from well-known publishers, smaller accounts and compiled public feeds.
Snapchat’s limited-exposure direct messaging format presents a bunch of enjoyable and thrilling options for content material creation, these are simply the beginning.
Who Uses What App?
Alright — now a few of the key parts of every app, however who’s utilizing all of those options? After all, for those who’re going to be advertising and marketing to those communities it is best to know who’s on them.
TikTok Demographics
TikTok’s rise in reputation as one of many newer apps in the marketplace, respectively, means it’s attracting numerous consideration from youthful populations. The New York Times helps us out with the particular breakdown — with a large population of TikTok users of their teenagers and early 20s.
TikTok’s month-to-month energetic customers clock in at a whopping 1 billion, with report numbers of downloads throughout international locations.
Snapchat Demographics
Snapchat, however, tends to fluctuate, however Snap statistics present a excessive of 375 million daily active users on the platform.
As for age, TikTok and Snapchat are fairly related in that their customers skew youthful — 60% of Snapchat users are 15-25 year olds. The principal distinction is that the customers on TikTok are usually somewhat older and somewhat youthful, whereas Snapchat’s age vary is barely extra centralized. Gen-Z customers and youthful millennial audiences make up the first customers of each platforms.
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Content Consumption
How does an marketer kind via all of those variations and craft their very own content material for brand spanking new audiences? It could also be useful to know somewhat bit extra about how content material is delivered to and consumed by these populations.
For occasion, whereas Snapchat’s Discover web page is designed particularly for manufacturers, TikTok customers should seek for manufacturers exterior of their focused, algorithm-based content material feed. If your model is in search of content material that resonates with the most individuals, placing info on Snapchat Discover could also be easier than producing a number of types of content material for the assorted algorithms that kind movies into TikTok feeds. However, Snapchat Discover could require its personal type of artistic manufacturing planning, because the content material is on an ‘expiration’ timer identical to the remainder of Snapchat.
In addition, content material on Snapchat is perhaps relevant on different social media platforms and tends to comply with the Instagram story format — which suggests which you could nonetheless leverage your Snapchat content material exterior of the app. TikTok movies might want to match with the quick skit, music-focused, looped video model, whether or not that performs to your workforce’s strengths or requires a little bit of an adjustment. Most manufacturers benefit from the creativity and freedom of TikTok and use it as a spot to experiment with new concepts.
Take The Washington Post’s TikTok, for instance, which performs with information tales in a TikTok format — primarily skits, movies and lighthearted content material.
Compare this to their Snapchat page which is extra text-heavy and makes use of images to maintain followers updated with information protection.
Marketing Benefits of Social Platforms
These two apps have fairly the attain and efficiency, however are additionally drastically totally different on the subject of their options and intent. This is the final word love triangle (besides you don’t actually have to select only one, thank goodness!) of name prospects. What’s a marketer to do?
Benefits of Marketing on TikTok
If you do select to advertise model content material on TikTok, you might be opening up your model to a world of prospects on the subject of outreach. If you are able to do it nicely and make your model belongings cohesive, clear and numerous, you might simply discover your manner into tons of of 1000’s of consumer feeds, and see the rewards instantly. Consumers are in search of manufacturers which might be fun and engaging, rather than overtly promotional — TikTok is the place to do exactly that.
Benefits of Marketing on Snapchat
Snapchat may be much less video centered, which is perhaps an asset to your model, with extra consideration positioned on connections. While the duet and development fashions on TikTok provide some choices for communication, Snapchat’s customizable filters, Discover web page and Snapchat story characteristic mixed with direct outreach could also be simply the conversational surroundings your model wants to search out additional success.
Rise to the Challenge of Social Media Today
Your model and the social media platform of your selection: a match made in heaven — if, in fact, you’ve made that connection successfully. These strategies of content material supply and manufacturing may be monumental belongings to your future success, you simply have to succeed in out and faucet ‘record.’
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Editor’s Note: Updated March 2023.
