Yet it's very easy to see exactly how somebody not acquainted with TikTok (cough, your manager) could dismiss it as a Snapchat reboot. Worse, they may assume content from Snapchat can be repurposed on TikTok
The two platforms share comparable functions (and also yes, comparable target markets) but their worth offerings are completely different. TikTok is a video clip sharing application for short clips readied to music while Snapchat is an image as well as video messaging application fixated 'Stories' and other brief formats. Each platform offers unique ways to connect with audiences if utilized the right way by the right kind of brand name.
If you're not exactly sure where your brand suits-- or if it even fits in whatsoever-- you remain in the right place. Below is an easy guide that highlights essential distinctions between TikTok and also Snapchat in addition to necessary factors to consider for brand names checking out either app as a possible advertising and marketing network.
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The fundamentals: TikTokWhat it is. TikTok is a rapidly expanding video-sharing application that released in 2017 by Chinese tech firm ByteDance. In October 2018, TikTok was the most downloaded and install application in the UNITED STATE and also got to a record 1.5 billion downloads around the world at the end of 2019.
Exactly how it's utilized. Users produce and also post short, looping videos set to TikTok's enormous collection of music and also blurb-- often with humor or ability as the prime focus. TikTok isn't necessarily the area for severe life updates or connecting with close friends. Instead, customers count on TikTok for enjoyment and also adhere to makers with high quality content. Typical TikTok videos consist of choreographed dancings, lip-syncing, hashtag obstacles, response video clips, and also cringe-worthy content.
Audience. The application has rapidly become a Gen-Z favorite, with 42% of customers in between ages 13-16 actively utilizing the application. Individuals create as well as post short, knotting video clips set to TikTok's large library of songs as well as blurb-- typically with wit or talent as the prime focus.
Advertising. TikTok's ad item is still in its very early days. For now, marketing is just used on a CPM basis (cost per thousand perceptions) as TikTok's self-service advertisement system is still in beta. Ad devices presently available consist of:
- In-feed native video clip advertisements
- Brand takeovers (a full-screen advertisement that appears when a user first opens up the application).
- Hashtag obstacles.
- Well-known filters.
- Topview advertisements (similar to brand name requisitions yet makes use of in-feed content).
- Influencer brand name partnerships.
The essentials: SnapchatWhat it is. Snapchat is a mobile messaging application for sharing message, pictures, and also videos with pals. It released in 2011 under the facility of sharing images with a 10-second expiration, however has given that developed to focus on ephemeral video content in the form of Stories and curated 'Discover' series.
Exactly how it's made use of. Snapchat provides a method for users to stay up to date with close friends, appropriate news, as well as prominent trends. A large draw is the capability to catch ephemeral web content and release it as a Tale for fans to see and engage with for approximately 24 hours. Snapchat has actually been investing heavily in AI and also AR capacities (or 'Lenses') to give brand names and customers extra immersive imaginative capabilities-- like things scanning, try-on results, and 3D atmosphere interactions.
Target market. The system is most preferred amongst millennials as well as presently asserts around 218 million daily energetic users (DAUs).
Advertising and marketing. Snapchat supplies a variety of advertising and marketing options through its self-serve ad system, from standard Break Ad devices that show up between stories to advertisements that use well-known filters as well as AR lenses. Snapchat likewise has a shopping element with shoppable ads, personalized targeting, and a native checkout attribute.
The advertising questions: Which system is best for my brand name?What's your purpose? Both TikTok and also Snapchat provide top-of-funnel possibilities for brand names to get in touch with target markets. Specifically, TikTok can be effective for driving recognition with user-generated content (UGC) in the form of brand name challenges, responses, or filters.
While there are chances for brand names to make use of UGC on Snapchat, the platform is much better for sharing fleeting life moments and emerging relevant content that the user might care about-- like original series or Stories.
Plus, Snapchat's shoppable and native check out functions can be a huge draw for retail brands (especially D2C). The system also has a hold over TikTok with more mature advertising alternatives, while TikTok's use for brands is still far more speculative. Don't expect to locate instant success advertising on TikTok, particularly because it's driven by individuals that value wit and short lived trends (which could not work for all brand names).
Consider your audience. Are they young and also filled with untapped meme power? Want to TikTok. Tiktok users desire a digital experience that's authentic, domestic, and also downright entertaining. It belongs to the reason that responses as well as brand challenges have removed at lightning speed. Instead of standing by and enjoying social play of a distance, TikTok customers are diving in head-first to leave their mark in near real-time, and brands can lean right into that organic web content development process.
Considering that Snapchat is still a home for the Millenial generation, brands on the system can record more conventional, mainstream passions. As a whole, brand names with audiences that skew younger should most likely be experimenting with both Snapchat and TikTok.
Think about the material. If you're focused on developing quality content with a traditional brand name message, Snapchat is likely the far better network. Brands can obtain imaginative with Snapchat's AR as well as Lens capacities while still using built-in (" swipe-up") features for an extra immersive individual experience. TikTok web content isn't worried about appearances or exactly how excellent something looks, that makes it both a challenge as well as possibility for brand names. To be effective on TikTok, a brand name's content requires reverberate with young customers while using the capacity to involve with it.
Brand name uses situationsTikTok x Chipotle Mexican Grill. Chipotle's initial viral TikTok challenge started in May 2019 after a client filmed a video clip doing a cover flip, which Chipotle after that published to Instagram. The post racked up over a million sights, motivating the brand to count on TikTok to invite clients to try the lid flip technique for themselves with a top quality hashtag challenge. The #ChipotleLidFlip difficulty got over 104 million sights, 111,000 video clip submissions, and also over 59,000 individuals during the campaign.
TikTok x e.l.f. cosmetics. Make-up brand e.l.f. also located viral success with TikTok's hashtag difficulty style. With over 3 million natural sights of the #elfcosmetics hashtag on Tik Tok, the brand developed its own difficulty to engage with the creator-driven neighborhood. The brand commissioned a made-for-TikTok music track for its #eyeslipsface campaign, motivating users to showcase their e.l.f. makeup looks readied to the tune.
Snapchat x Top Weapon: Radical. In December 2019, Paramount Pictures launched an AR-driven UGC campaign with Snapchat's Cameos feature, in which customers can add creative elements to their shots with digital overlays made use of to advertise the movie. Snapchat individuals that had an interest in seeing extra promo content from the movie had the option to watch the whole 2-minute trailer.
Snapchat x Coca-Cola and McDonalds. Snapchat released "Snapchat Scan" in December 2019, and McDonald's and also Coca-Cola were the initial brands to get on board. The function offers image-recognition so users can check logos to unlock AR lenses and also material. With Coke as well as Mcdonalds, individuals merely needed to check the product packaging on their food or beverage to get to unique branded lenses. It's a vital example of how brand names on Snapchat can involve customers by mixing imaginative web content with components of the physical world. According to Snap's product advertising and marketing supervisor Carolina Arguelles, "using Scan this way uses many possibilities for brand names-- from creating fun, shareable minutes, to sharing item details or supplying a virtual test.".