TikTok vs Snapchat: A guide for marketers in 2020

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.

TikTok vs Snapchat: A guide for marketers in 2020

TikTok vs. Snapchat

Snapchat

TikTok vs Snapchat: A guide for marketers in 2020

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

TikTok

TikTok vs Snapchat: A guide for marketers in 2020

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

TikTok and Snapchat: Content comparison

Comparison

TikTok vs Snapchat: A guide for marketers in 2020

TikTok vs Snapchat: A guide for marketers in 2020

Samsung x Snapchat

TikTok vs Snapchat: A guide for marketers in 2020

Samsung x TikTok (sponsored challenge):

TikTok A primer for brands

TikTok vs Snapchat: A guide for marketers in 2020

You don’t have to install the app to experience TikTok. If you’re reading this, odds are you’ve already stumbled upon a TikTok-emblazoned clip of someone wearing bread on their feet or feverishly performing a choreographed dance. None of it makes sense and that’s the point. It’s meme culture at its finest.

Teens see TikTok as a home for pure, unfiltered entertainment. Brands, on the other hand, are watching it like a shiny new penny. The platform known for hosting amusing video challenges inspired by the ephemeral (and often satirical) nature of Gen Z is now starting to become part of the marketing equation.

“Being there early allows brands to authentically tap into the ‘it-crowd’ as long as they can adapt their message to the fun and informal tone,” explained Fred Schonenberg, founder of New York marketing firm VentureFuel. But that informal tone, he explained, is TikTok’s entire value. “Brands who show up with standard corporate messaging will alienate the audience as quickly as they seek to be embraced.”

So, what is TikTok?

Boasting more than 500 million active users, TikTok is a mobile video-sharing app that stepped on the scene in 2018. Users can create and post short, looping videos set to music or sound bites – often with humor as the focal point. Like the other social platforms, TikTok features a personalized discover page, a home feed, user profiles, and a built-in suite of video editing tools. Because TikTok posts have a max length of 60 seconds, the end result is typically a quirky, highly concentrated form of entertainment that’s equal parts confusing and captivating.

Background. To understand TikTok, you have to look at it in the context of its forerunners, Musical.ly and Vine. Vine, the viral short-form video-sharing app launched in 2013, can be thought of as the originator of snack-sized viral video content. Vine put the wheels in motion for short videos to take off as a standard video format where creators could leverage the vertical orientation native to smartphones.

In 2014, Musical.ly launched as a follow-up to the success of Vine, which Twitter acquired sadly shuttered in 2016. Users could create short videos with the added layer of lip-syncing. This approach, coupled with low production requirements, made it easy for just about anyone to create engaging content.

Fast forward to 2017, when Chinese tech giant ByteDance saw opportunity in Musical.ly’s content model. ByteDance acquired Musical.ly in 2017, and in 2018 rolled out to the international market with the name TikTok. By October 2018, TikTok was the most downloaded app in the U.S. and reached a record 1.5 billion downloads globally at the end of 2019.

What can you do on TikTok?

TikTok trends move fast. Blink and you might miss them. The platform doesn’t have the visual aesthetic of a curated Instagram grid – nor is it the place for serious issues (though some have tried). Facebook’s Mark Zuckerberg thought he hit the mark in comparing TikTok to Instagram’s Explore page (according to leaked audio from an all-hands meeting). PSA: Instagram and TikTok are definitely not the same.

TikTok has managed to create a distinctive social experience that values spontaneity, humor, and relatability above all else. It’s turned social media into pure social entertainment.

Here’s how users are getting the most out of the app:

Video editing. TikTok has provided an entire generation of users with a crash course in video editing. The platform’s easy-to-use tools add a unique creative impact that doesn’t require the learning curve of an advanced video editing platform. Creators can choose from dozens of overlays, transition effects, filters, playback speeds, text options, and sounds. It gives just about anyone the ability to create an engaging video with just a few taps.

Playing with sound. The platform’s editing tools and advanced filters enable creativity by default, but a unique edge is the ability to add sound from a massive library of both licensed music and user-created recordings. After a video is posted, any user can rip the audio, re-create the parody, and throw it back into the TikTok ecosystem until the joke is dead. Similar to the way hashtags work to discover content, users can search for a song or sound to see the original content and all other videos it appears in. Sound on the platform inspires music video spoofs, funny lip-dubs, dance routines, and more.

Hashtag challenges. Viral trends start in the hashtags on TikTok. Hashtag challenges encourage users to attempt and share their own unique takes on challenges posed by different creators or brands – like Guess’s #InMyDenim challenge or Jimmy Fallon’s #tumbleweedchallenge. Challenge have proven to be an engaging way for users to easily create appealing content, while brands can use it as an opportunity to build awareness with consumers.

React videos. Users on TikTok have taken the concept of a reaction to a hilarious new level. With the ‘React’ feature, users can record their own reactions (with audio and video) to an existing TikTok video. The reaction video can appear side-by-side with the original.

Cringe-worthy content. Like a train wreck you can’t look away from, cringe videos feature awkward performances aimed at getting a laugh. It’s a format made famous on YouTube, and TikTok-ers are playing it on their own terms with injections of youth commentary and social satire. Still confused? Here are some examples.

Who’s using TikTok?

Gen Z runs the show. Younger audiences (ages 13-22) make up the majority share of TikTok users. As of September 2019, 42% of internet users in the U.S. aged 13-16 are on TikTok, according to eMarketer. Among ages 17-21, the percentage falls to 32%.

TikTok vs Snapchat: A guide for marketers in 2020

Older generations (Boomer, Gen X, Millennial) have used social as a mode of staying up-to-date with friends, exploring interests in groups, and communicating through messaging. Gen Z, on the other hand, is carving out its own value in social as an unbridled medium for entertainment, confessionals – and, well, dark humor. It’s part of the reason why brands have to think differently about their content approach on a platform that embraces weird, ephemeral, off-the-cuff entertainment.

“At the end of the day, people come to TikTok for engaging content, and brands can’t make the mistake of taking themselves too seriously,” said Tressie Lieberman, VP of digital and off-premise at Chipotle Mexican Grill. Chipotle stands out as one of the brands that understand how users are approaching TikTok – and what types of content they’re looking for, as you can see in this example:

 

@chipotle@ your Chipotle buddy ##fyp ##chipotle♬ sprint – goalsounds

Can TikTok work for brands?

Now that TikTok has taken off in the U.S. – and looks likely to continue growing – brands are itching to get their messages seen. Before jumping into the memetic platform, businesses need to ask whether or not they should be marketing on TikTok in the first place.

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For brands setting out to reach younger audiences with fun, challenging, or unusual content, TikTok might be the place. But it’s worth it to note that image-based ads and Instagram-style product endorsements won’t cut it when marketing on TikTok.

“You don’t want to show up and feel like an advertiser,” explained Lieberman of Chipotle. “It’s not about creating content for Instagram and then posting it on this platform; it’s about really using the power of this particular channel and sharing content that will resonate specifically on TikTok.”

Here are some of the ways brands are dipping into TikTok.

Advertising. TikTok’s advertising business is still in its infancy. The platform introduced a self-serve ad offering in beta last year, garnering enthusiasm from the brands who were first to test it out. The platform is still in beta testing and lacks some of the more robust targeting options and programmatic features that enable advertisers to automatically buy and measure ads.

For now, advertising on TikTok is only offered on a CPM basis (cost per thousand impressions). To get started, advertisers will need to create a TikTok ad account, after which a representative will grant access to the beta self-serve ad platform. Once in, the process for creating an ad is similar to other social platforms. Advertisers can define the campaign objective and select targeting rules based on age, gender, location, interests, etc. There is also an option to define the ad placement (TikTok, its affiliated apps – or both), as well as an option for automated placement (in beta).

Creative formats include:

  • In-feed native video ads
  • Brand takeovers (a full-screen ad that appears when a user first opens the app)
  • Hashtag challenges
  • Branded filters
  • Topview ads (similar to brand takeovers but uses in-feed content)
  • Influencer brand partnership

Social commerce. In November, TikTok began testing shoppable video posts, making it possible for creators to place social commerce links in their posts. Users can then complete a purchase without leaving the app. For now, the option is still in beta with no current word on when it will roll out more broadly.

Sponsored hashtag challenges. Despite TikTok’s lack of a solid ad offering, brands are still finding ways to make their products known by leveraging the community at large (and we all know the TikTok community loves a good challenge). Sponsored hashtag challenges give brands the ability to create a video effect and pose a prompt to the community, which users can then play into with their own spin.

Brand use cases

Chipotle Mexican Grill. Chipotle teamed up with its fans to create a series of challenges. Its first viral challenge kicked off in May 2019 after a customer filmed a video doing a lid flip, which Chipotle then posted to Instagram. The post racked up over a million views, prompting the brand to turn to TikTok to invite customers to try the lid flip trick for themselves with a branded hashtag challenge. The #ChipotleLidFlip challenge received over 104 million views, 111,000 video submissions, and over 59,000 participants during the campaign.

e.l.f. cosmetics. Makeup brand e.l.f. also found viral success with the hashtag challenge format. With over 3 million organic views of the #elfcosmetics hashtag on TikTok, the brand developed its own challenge to engage with the creator-driven community. The #eyeslipsface challenge “encourages raw and authentic videos that extend beyond makeup, and even beyond makeup users, with a focus on unleashing s(e.l.f.)-expression,” said a spokesperson at e.l.f.

While the vast majority of brands continue to push their polished Instagram content into Tik Tok, e.l.f. designed its campaign from scratch and was the first brand to create original music for a TikTok hashtag. The campaign broke the record for the most user-generated videos in a TikTok brand campaign and was the first sponsored brand to hold the #1 trend spot on TikTok. The campaign currently has 4.4 billion views and is growing.

Buy TikTok Crown, Verified Badge

TikTok vs Snapchat: A guide for marketers in 2020

What Exactly Does The Crown Mean?

If you find TikTok baffling or can’t work your way out through tough algorithms, then the crown might sound like rocket science to you. Doesn’t matter if you’re new on TikTok or have a little understanding of its complex terms, we are here to help!

Have you ever noticed a certain blue tick on a certain profile on Instagram, Facebook or even Twitter? If yes, then you’re walking on the right path! Every celebrity, band, news network, or a brand gets the blue tick on their profile, confirming their authentication on the platform. There blue ticks or checkmarks are addressed as ‘verification badges’ and proves that the account is associated with that celebrity. Its sole purpose is to differentiate the account from the other parody or fan-page accounts.

TikTok vs Snapchat: A guide for marketers in 2020

On TikTok, the crown essentially does the same thing and is shown instead of that blue badge. Unlike other social media platforms, TikTok chooses to have its own style ? and that’s what differs it from the rest. These peculiar things help TikTok to make its own identity and be unique than its counterparts.

There’s again a catch here! The first purpose of the crown is to authenticate someone’s account and there’s another one hiding in the plain sight. Wondering what?

Well, on TikTok crown effectively means that you have become an influencer on its platform. The crown is given to those who are extremely popular and have established a good stature on the app. It gives a royalty feel to the user and earns him a strong position on the app.

It’s true that not everyone can achieve the crown but its also true to that with some true persistence and taking the help of JasaSEO.be, you can too become a crowned user on TikTok.

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Looking ahead

Perhaps the most valuable facet of TikTok is its audience. They’re young, sure, but they want a digital experience that’s authentic, homegrown, and thoroughly entertaining. It’s part of the reason why reactions and challenges have taken off at warp speed. Instead of standing by and watching social play out from a distance, TikTok users are diving in head-first to leave their mark in near real-time.

“While other social platforms compel users to post carefully curated content, TikTok invites users to release their inhibitions, have fun, and get silly,” said Ashley Fauset, VP of Marketing for Stardust. “Today’s consumers are increasingly savvy when it comes to advertising. Brands should pay close attention to the differentiation between TikTok and other platforms, and craft their channel strategy accordingly.”

Snapchat Advertising Guide

TikTok vs Snapchat: A guide for marketers in 2020

A month after announcing a self-serve tool for any advertiser to buy its standard vertical video ads like they buy books on Amazon, Snapchat officially made the Snapchat Ad Manager ad-buying tool available to all advertisers on Monday.

Brands that can’t afford the types of buys that merit a Snapchat sales rep or that don’t want to pay to buy ads through a third-party software provider that plugs into Snapchat’s advertising API can now purchase Snapchat’s most common ad format without those extra requirements.

While Snapchat Ad Manager makes buying ads on Snapchat similar to purchasing products through Amazon, it’s not as simple as one-click ordering. So here’s a guide to advertising on Snapchat, from formats to targeting to pricing options.

Ad formats

SPONSORED LENS

Augmented-reality graphics that can be fixed to a person’s face or their surroundings with animations that can be triggered when a person opens their mouth, raises their eyebrows, smiles or puckers into a kiss.
Availability: Can only be bought directly from Snapchat’s sales team.
Add-ons: Advertisers can create more of a 360-degree effect by attaching a World Lens to their Sponsored Lens campaigns so that people can augment their surroundings using their phone’s rear-facing camera. Similar to front-facing Sponsored Lenses, World Lens animations can be triggered when a person taps their phone’s screen or points their camera at an augmented object.

SPONSORED GEOFILTER

Illustrated overlays that people can put atop the photos and videos they share privately in messages with friends or publicly as posts added to their Stories.
Availability: Can be bought directly from Snapchat’s sales team or through its advertising API.
Add-ons: Advertisers buying a Sponsored Geofilter campaign directly from Snapchat’s sales team can add a Smart Geofilter so that the ad’s creative can be tailored to specific locations, like individual cities, airports, brick-and-mortar stores or restaurants.

SNAP AD

Vertical videos that can run up to 10 seconds long and appear within Snapchat’s original Shows, curated Our Stories, media companies’ Publisher Stories and between people’s publicly posted Stories.
Availability: Can be bought directly from Snapchat’s sales team, through its advertising API or through Snapchat Ad Manager, though some features are not available for ads bought through the self-serve tool.
Add-ons: Snap Ads can feature one of four types of attachments that people can swipe up to view.

  • Article
    • Snap Ads can attach an advertorial that must feature at least one image, video or GIF, but only when the ad appears in a Snapchat Show or Publisher Story.
    • Not available through Snapchat Ad Manager.
  • App Install
    • Snap Ads can deep-link to an install page in Apple’s or Google’s app stores.
    • Available through Snapchat Ad Manager.
  • Long-form Video
    • Snap Ads can play a longer version of video.
    • Available through Snapchat Ad Manager.
  • Web View
    • Snap Ads can open to a mobile web page, like an e-commerce site or a Google AMP page.
    • Available through Snapchat Ad Manager.
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Ad targeting

USING SNAPCHAT DATA

Snapchat offers four ad-targeting categories that use its own audience data to aim ads. All are available for ads bought through Snapchat’s sales team, advertising API and Snapchat Ad Manager.

  • Demographics
    • Age groups (13–17, 18–20, 21–24, 25–34 and 35+)
    • Gender
    • Availability: Can be used for Sponsored Lenses and Snap Ads.
  • Location
    • Country, state, region or designated market area
    • Availability: Can be used for Sponsored Geofilters and Snap Ads.
  • Device
    • Mobile operating system
    • Wireless carrier
    • Connection type (WiFi or cellular)
    • Availability: Can be used for Snap Ads.
  • Snap Lifestyle Categories
    • Audience groups — such as “adventure seekers,” “beauty mavens,” “do-it-yourselfers” — that are compiled based on the Discover channels and Stories that people view.
    • Availability: Can be used for Sponsored Lenses and Snap Ads.

USING ADVERTISER DATA

Snapchat offers a few ways for advertisers to apply their own data for ad targeting. These targeting options are only available for Snap Ads.

  • Snap Audience Match
    • Advertisers provide Snapchat with a list of email addresses or mobile advertising identifiers that Snapchat matches to users’ accounts.
    • Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
  • Lookalike Audiences
    • Snapchat takes advertisers’ Snap Audience Match lists and targets people who aren’t in those lists but share similar characteristics, like age, location and content interests.
    • Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
  • Snap Engagement Audiences
    • Snapchat retargets the people who previously interacted with a brand’s ad on Snapchat, such as by using a brand’s Sponsored Lens; applying a brand’s Sponsored Geofilter to a photo or video (unless it’s an event-based Sponsored Geofilter); or swiping up on a brand’s Snap Ad to play a longer video, visit a microsite, view an advertorial or install an app.
    • Availability: Retargeting from a Sponsored Lens campaign can be done through Snapchat’s sales team, advertising API and Snapchat Ad Manager. Retargeting from a Sponsored Geofilter or Snap Ad campaign can only be done through the ad API and Snapchat Ad Manager.

USING THIRD-PARTY DATA

Snapchat has deals with third-party data providers to augment the information it has on what people do on Snapchat with information about what people do outside of Snapchat. These targeting options are only available for Snap Ads.

  • DLX Advanced Demographics
    • Demographic categories — such as household income, education level and language — provided by Oracle’s Datalogix.
    • Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
  • DLX Shopper Categories
    • More than 85 categories based on people’s purchase history provided by Oracle’s Datalogix.
    • Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
  • ComScore’s TV & Film Viewers
    • 33 categories based on movie and TV viewership provided by ComScore.
    • Availability: Available through Snapchat’s sales team, advertising API and Snapchat Ad Manager.
  • PlaceIQ Location Visitors
    • Audience segments by general location type, such as restaurant, retail store and auto dealership, and by branded location, like Macy’s, Starbucks and Hilton provided by PlaceIQ.
    • Availability: Available through Snapchat’s advertising API and Snapchat Ad Manager.

Ad pricing

TikTok vs Snapchat: A guide for marketers in 2020

CPM

Advertisers buying directly from Snapchat’s sales team or using Snapchat’s advertising API or Snapchat Ad Manager can bid on Snapchat’s inventory based on how much they are willing to pay for every thousand times their ad appears on a person’s screen. Sponsored Lens campaigns, including those with World Lenses, can be bought on a guaranteed basis.

GOAL-BASED BIDDING

Advertisers buying Snap Ads using Snapchat’s advertising API or Snapchat Ad Manager can price their ads based on how much they’re willing to pay for someone to swipe up on the ad to view the attachment or install a mobile app. While the advertiser will still be charged based the number of impressions, Snapchat will try to serve the ad to people it thinks are most likely to swipe up on the ad or install the app.

MAX REACH

Snapchat’s version of a home-page takeover is only available for buys placed directly through Snapchat’s sales team. Advertisers can pay to have their Snap Ads shown to everyone in the US who is served a Snap Ad in one of Snapchat’s Our Stories, media companies’ Publisher Stories or between people’s Stories within a single 24-hour period.

The marketing questions: Which platform is best for my brand?

What’s your objective? Both TikTok and Snapchat offer top-of-funnel opportunities for brands to connect with audiences. Specifically, TikTok can be effective for driving awareness with user-generated content (UGC) in the form of brand challenges, reactions, or filters.

While there are opportunities for brands to take advantage of UGC on Snapchat, the platform is better for sharing fleeting life moments and surfacing relevant content that the user might care about – like original series or Stories.

Plus, Snapchat’s shoppable and native checkout features can be a big draw for retail brands (especially D2C). The platform also has a hold over TikTok with more mature advertising options, while TikTok’s use for brands is still much more experimental. Don’t expect to find instant success marketing on TikTok, especially since it’s driven by users who value humor and fleeting trends (which might not work for all brands).

Consider your audience. Are they young and full of untapped meme energy? Look to TikTok. Tiktok users want a digital experience that’s authentic, homegrown, and downright entertaining. It’s part of the reason why reactions and brand challenges have taken off at warp speed. Instead of standing by and watching social play out from a distance, TikTok users are diving in head-first to leave their mark in near real-time, and brands can lean into that organic content creation process.

Since Snapchat is still a home for the Millenial generation, brands on the platform can capture more conventional, mainstream interests. As a whole, brands with audiences that skew younger should probably be experimenting with both Snapchat and TikTok.

Think about the content. If you’re focused on creating quality content with a traditional brand message, Snapchat is likely the better channel. Brands can get creative with Snapchat’s AR and Lens capabilities while still offering built-in (“swipe-up”) features for a more immersive user experience. TikTok content isn’t concerned with aesthetics or how good something looks, which makes it both a challenge and opportunity for brands. To be successful on TikTok, a brand’s content needs resonate with young users while offering the ability to engage with it.

Brand uses cases

TikTok x Chipotle Mexican Grill. Chipotle’s first viral TikTok challenge kicked off in May 2019 after a customer filmed a video doing a lid flip, which Chipotle then posted to Instagram. The post racked up over a million views, prompting the brand to turn to TikTok to invite customers to try the lid flip trick for themselves with a branded hashtag challenge. The #ChipotleLidFlip challenge received over 104 million views, 111,000 video submissions, and over 59,000 participants during the campaign.

TikTok x e.l.f. cosmetics. Makeup brand e.l.f. also found viral success with TikTok’s hashtag challenge format. With over 3 million organic views of the #elfcosmetics hashtag on Tik Tok, the brand developed its own challenge to engage with the creator-driven community. The brand commissioned a made-for-TikTok music track for its #eyeslipsface campaign, prompting users to showcase their e.l.f. makeup looks set to the song.

Snapchat x Top Gun: Maverick. In December 2019, Paramount Pictures launched an AR-driven UGC campaign with Snapchat’s Cameos feature, in which users could add creative elements to their shots with digital overlays used to promote the film. Snapchat users who were interested in seeing more promo content from the film had the option to watch the entire 2-minute trailer.

Snapchat x Coca-Cola and McDonalds. Snapchat released “Snapchat Scan” in December 2019, and McDonald’s and Coca-Cola were the first brands to jump on board. The feature offers image-recognition so users can scan logos to unlock AR lenses and content. With Coke and Mcdonalds, users simply had to scan the packaging on their food or beverage to gain access to exclusive branded lenses. It’s a key example of how brands on Snapchat can engage users by blending creative content with elements of the physical world. According to Snap’s product marketing manager Carolina Arguelles, “using Scan in this way offers so many possibilities for brands – from creating fun, shareable moments, to sharing product information or offering a virtual trial.”

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