TikTok and Snapchat are two popular social media platforms that have dominated GenZ’s attention for the last 5+ years. Both platforms offer unique features and advantages when it comes to digital advertising, and they can be used in different ways to promote a business or brand. In this article, we’ll take a look at the benefits of advertising on TikTok versus Snapchat and help you decide which platform is the best fit for your business.

The Behemoth Known As TikTok

One of the biggest advantages of advertising on TikTok is the platform’s massive user base. With over 1.5 billion active users worldwide (Jan 2023), TikTok has become the most popular social media platform in the world. This large user base provides businesses with a huge potential audience for their ads.

Additionally, TikTok’s users are mostly younger, with a majority of users being between the ages of 16 and 24. This demographic is highly sought after by businesses, as they are most profitable from a lifetime value perspective — what you should be after if you’re in it for the long run.

Another advantage of TikTok advertising is the platform’s unique features. TikTok’s “For You” page, which is the default landing page when users open the app, is a powerful tool for businesses. The algorithm that powers the “For You” page is designed to show users content that is most relevant to them based on their interests and behavior. This means that businesses can target their ads to specific demographics, increasing their chances of success.

From an organic perspective, TikTok’s “Duet” feature allows users to collaborate on videos, making it easy for businesses to create user-generated content and increase brand awareness.

On a Decline, The App Known as Snapchat

Snapchat, on the other hand, offers a different set of benefits for businesses. The platform has a smaller user base compared to TikTok, but it is still significant with over 363 million monthly active users (Dec 2022). Snapchat’s users are also largely younger, with the majority of users being between the ages of 18 and 24.

One of the major advantages of advertising on Snapchat is the platform’s interactive features. Snapchat’s “Lenses” feature allows users to add animations and special effects to their photos and videos, making it a fun and engaging way to promote a business. You may have seen these before from household, nation-wide brands as the upfront cost can be hefty.

Additionally from an organic perspective, Snapchat’s “Geofilters” feature allows businesses to create custom filters that are only available in specific locations. This feature is highly effective for businesses that have a physical presence, such as restaurants or retail stores.

Another advantage of Snapchat advertising is the platform’s “Snap Ads” feature. Snap Ads are short, full-screen video ads that can be inserted into a user’s “Story” or “Discover” feed. These ads are highly engaging and can be used to promote a business’s products or services.

To Put a Bow on It

TikTok and Snapchat are great platforms for businesses to advertise on, if not for an awareness and reach objective. Each platform offers unique features and advantages that can be used in different ways.

TikTok’s large user base and unique features make it an excellent choice for businesses looking to reach a wide audience and create user-generated content. Snapchat, on the other hand, is a great choice for businesses that want to create interactive and engaging ads, or create geo-specific filters. Ultimately, the best platform for your efforts will depend on your specific advertising goals and target audience. LinkedIn or Pinterest may even be a better fit than TikTok or Snapchat.