TikTok and SnapChat: Understanding Social Media’s Popular Freshmen

by: Kate Hardisty

Since 2005, video-sharing platforms have steadily popped up on the digital scene. YouTube was the first to hit the market 14 years ago and is still the No. 1 video-sharing platform. But in 2017, a new video-sharing platform emerged that is changing the game. With a subscriber base of 500 million users, TikTok has become a top contender in the video-sharing app platform. TikTok sets itself apart from other similar apps because it is centered around fun, silly dance and lip-synching videos.

Similarly, Snapchat has continued to thrive since its start in 2011. As of July 2019, 203 million Snapchatters take to the app daily to send pictures, videos, messages and receive news through its explore page.

This month, Verdin compares and contrasts the apps and gives you some tips on when to use them for marketing.

Differences

  • Users’ ages: 41 percent of TikTok users are 16-24, whereas 13-17 year olds are the largest demographic to use Snapchat.
  • Who uses the platform more? TikTok: Men Snapchat: Women

Similarities

  • Users can express themselves by sending videos to friends or the public.
  • You can gain a large following if you resonate with the public.
  • You can make some serious money if you are popular enough. A common way to make money is “unboxing,” when influencers record themselves opening boxes containing beauty products sent to them by different companies. The influencers “talk up” the products and the companies they like to sell more boxes. When they sell these subscription boxes to their followers, they receive a cut of the profit because their followers use their discount codes at checkout.

When to use them

Both platforms allow businesses and companies to promote their products or services, but each have a different style of doing so. TikTok is more about brand awareness versus straight-up advertising; they don’t even allow ads. Snapchat, on the other hand, allows companies to advertise. Choosing a platform really depends on how you want to reach your audience. Being super creative is vital when promoting on TikTok, because there are so many videos through which to parse. Snapchat makes it easier for promotion if your company is willing to pay for ads.

Now that you know the difference between the two, it’s your turn to decide which platform best fits your style! Will it be creative video clips to promote your brand or paid advertising?


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