Social media platforms are continuously growing, with new features available for brands and advertisers to use. TikTok and Snapchat are currently the two most popular social media apps. But, in terms of advertising, which should you choose?
In this article, we’ll compare TikTok’s advertising options and efficacy with Snapchat to help you decide which is best for your brand.
Popularity and User Demographics
The amount of active users on each platform, as well as their demographics, are among the initial considerations. TikTok has about 1 billion monthly active users worldwide, with around 50% of them aged 18 to 34. TikTok has around 8.23 million users in the UAE aged 18 and up.
Snapchat, on the other hand, reports 293 million daily active users. The majority of its customers are between the ages of 18 and 34, with 90% under 35. Snapchat is slightly younger than TikTok, particularly among Generation Z users. Snapchat has around 4 million users in the UAE.
While both platforms attract a younger demographic, TikTok currently has a much larger global user base.
Advertising Formats and Options
The advertising formats and alternatives accessible on each platform differ significantly, influencing the types of campaigns and objectives that can be achieved.
TikTok supports a wide range of ad types, including in-feed video advertisements, brand takeovers, branded lenses and filters, branded hashtags, and TopView commercials. TikTok’s video-first, entertainment-style content drives video ads to new heights.
Snapchat provides snap advertising between stories, sponsored lenses, filters and geofilters, collection ads, commercials, and augmented reality try-on options. Snapchat pioneered vertical video and augmented reality advertising.
TikTok offers sophisticated data on conversions, store traffic, and ROI, as well as an ad manager site. Snapchat’s statistics use the Snapchat Ads Manager to track campaign reach and frequency.
Overall, TikTok may have more inventive video ad formats, although Snapchat has a broader selection of methods to interact with augmented reality.
Ad Performance and Targeting
Ad performance and targeting options have a huge impact on where you choose to invest your ad budget.
TikTok ads can be highly targeted based on interests, habits, demographics, and other criteria. Conversion monitoring enables advertisers to observe genuine sales outcomes from TikTok campaigns, with brands typically achieving high video views and engagement levels.
Snapchat advertising prioritizes reach and frequency across several ad units, with targeting options including age, gender, geography, device type, interests, and behaviors. Impressions, reach, website visits, app installs, and sales are all examples of performance metrics.
TikTok appears to have an advantage in terms of ad conversions and ROI, but Snapchat uses personalized experiences to improve brand awareness and exposure.
Content Creation and Management
Brands’ content production and management tactics differ between TikTok and Snapchat.
Brands on TikTok participate in trends and challenges, use music and effects, make short amusing stories, and use influencer marketing. Content should feel genuine and behind-the-scenes.
Snapchat encourages genuine, in-the-moment content and sharing your day. Lenses, filters, Bitmoji, and geotargeted filters are used by brands to create enjoyable experiences that customers want to interact with and share.
TikTok requires well crafted short films, whereas Snapchat relies on people interacting with marketed AR experiences. Brands will require distinct teams and creative materials tailored to each platform.
TikTok vs. Snapchat: Which Platform is Better for Advertising?
So, when it comes to advertising on TikTok versus Snapchat, which one wins?
TikTok is most likely the superior option for brands focused on performance marketing and conversions today. Its large user base, video ad types, and precision targeting make for incredibly effective advertising efforts.
Snapchat may be a better option for brands looking to engage younger people in creative ways through immersive, interactive content. Snapchat is all about engaging, branded experiences that allow users to communicate and share content with their peers.
Of course, the two platforms do not need to be mutually exclusive. Having a presence on TikTok and Snapchat might help marketers reach various goals with each demographic. TikTok is effective for converting attention into action, whereas Snapchat fosters relationships through content experiences.
As TikTok and Snapchat evolve, keeping an eye on new innovations will be critical. For the time being, examine your target audience, content strategy, and marketing objectives when deciding whether TikTok or Snapchat is more suited to your brand’s advertising needs.
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