There are lots of social media platforms out there, and two of the biggest ones are TikTok and Snapchat. If you look closely, their audiences overlap, as both are very popular among teenagers.
To understand which platform might give you the best value for your money, we'll dive deep into each platform to see which could be the best option for you. Let's get started.
Know your product
Selling products primarily aimed at older adults doesn't make much sense on TikTok and Snapchat. You need to validate whether your target audience will be interested in what you're selling. If users don't understand or want your product, you're essentially wasting money.
Both platforms have predominantly young users. If your product targets this age group, either platform could work well. While there are older users on these apps, they make up a small percentage of the user base.
Make sure your product fits your target audience's wants and needs. If it does, you can consider TikTok or Snapchat. We'll explore more about audience types and age groups that typically use these apps so you can make better decisions based on the data.
Know your audience
Knowing your audience gives you an edge since you can target your ads effectively and save money in the long run. Many people waste money trying to figure out their ideal audience type. If you already know your ideal audience type, that's great. If not, don't worry - just try to understand who might buy your product.
In this section, we will take a deeper look at both audience types.
TikTok Audience Demographics
TikTok has a very diverse and active user base. Let's look at the key demographics:
- Age Groups:
- 18-24 years: 36.20%
- 25-34 years: 33.90%
- 35-44 years: 15.80%
- 45+ years: 18.10%
- Gender Distribution:
- Female users: 57%
- Male users: 43%
- Usage Patterns:
- Average daily time spent: 95 minutes
- Opens app 19 times per day on average
- Content Preferences:
- Entertainment videos
- Dance challenges
- Educational content
- DIY and tutorials
- Lifestyle content
By understanding this data, you can determine if your product is a good fit for this audience.
Snapchat Audience Demographics
Here's a breakdown of Snapchat's user demographics:
- Age Groups:
- 15-25 years old: 48%
- 26-35 years old: 30%
- 36-45 years old: 18%
- 45+ years old: 16%
- Gender Distribution:
- Female users: 51%
- Male users: 48.2%
- Usage Patterns:
- Average daily time spent: 30 minutes
- Opens app 30 times per day on average
- Content Preferences:
- Personal messages and stories
- Filters and lenses
- News and entertainment
- Discover content
- Brand content
One interesting advantage of Snapchat is that it allows targeting users under 18 years old, which isn't permitted on TikTok.
Your Product's Target Countries
Both platforms have users worldwide, making them well-known social media platforms. However, if you want to promote in a country where TikTok isn't popular but Snapchat is, spending money on TikTok would be wasteful since there would be very few users to reach.
Understanding your target countries' audience on each platform will help you make a better decision. Let's look at the countries where TikTok and Snapchat have the most users.
Understanding geographic distribution is crucial for targeting.
Here are the latest TikTok user statistics by country:
- United States (170+ million active users)
- Indonesia (125+ million active users)
- Brazil (98+ million active users)
- Mexico (85+ million active users)
- Vietnam (75+ million active users)
For Snapchat, here's the current user distribution:
- United States (125+ million active users)
- India (75+ million active users)
- France (30+ million active users)
- United Kingdom (28+ million active users)
- Saudi Arabia (25+ million active users)
You can review this data to understand whether you should use TikTok or Snapchat. If you don't see your target country listed here, it's better to research on Google to learn more about active users on each platform.
Types of Ads You Can Make
Both platforms offer different types of ads to target their audience. This helps you reach more users effectively. Let's look at what ad types each platform offers:
TikTok Ad Types
- In-Feed Ads: Native-looking video ads that appear in users' For You feed with clickable call-to-action buttons
- TopView Ads: Premium placement ads that capture attention by appearing when users first open TikTok
- Brand Takeover: Full-screen ads that appear immediately when users open the app, offering maximum visibility
- Hashtag Challenges: Interactive campaigns that encourage user participation and content creation around your brand
Snapchat Ad Types
- Single Image or Video Ads: Vertical, full-screen ads that appear between Stories and content
- Collection Ads: Showcase multiple products in a shoppable catalog format
- Story Ads: Multi-snap ad sequences that tell your brand story with interactive elements
TikTok excels at user engagement through its interactive challenges that encourage content creation.
While Snapchat's ad formats are effective, TikTok offers more engagement options. Choose the platform that best aligns with your goals.
Your target gender
When running ads, it's important to understand your target gender, as some products sell better among females and some among males. This data can help you create better campaigns. If your product is gender-neutral, you don't need to worry about this factor since it will likely sell well among both genders.
But if you have gender-specific products like makeup for women or gym equipment for men, this data becomes crucial. Both platforms have more female users than male users. If your product is female-centric, choosing TikTok over Snapchat might work better since TikTok has more active female users.
So take a good look at the data and make your choice based on that.
Which One Should You Pick?
Both platforms are great. We have provided you with all the differences and factors to consider when choosing which one might work best for you. We suggest trying both if you have the budget to see what works best. Another important factor to consider is market saturation. For example, if TikTok is more saturated with cosmetics ads but Snapchat hasn't reached that saturation point, then Snapchat might be your better bet.
With multiple factors at play, it's best to test both platforms and stick with the one that performs better for your needs.
Frequently Asked Questions (FAQs)
Q1. What are the advertising costs on each platform?
Ans: Advertising costs vary primarily based on competition. TikTok typically has higher rates, starting at $10 per CPM (cost per thousand impressions), while Snapchat starts lower at around $5 per CPM. These costs can increase depending on targeting options and market competition. Your final costs will depend on:
- Your target audience and location
- Campaign objectives and ad format chosen
- Seasonal factors (costs increase during holidays)
- Industry competition levels
Q2. Which platform gives better ROI?
Ans: The best way to determine ROI is to test both platforms with your product. Since ROI varies significantly by product and market conditions, there's no one-size-fits-all answer.
Q3: Are there minimum budget requirements?
Ans: Yes, each platform has specific minimum budget requirements:
- TikTok minimum budgets:
- Campaign level: $50/day
- Ad group level: $20/day
- Snapchat minimum budgets:
- Campaign level: $5/day
- Ad group level: $5/day
These requirements may vary by region and campaign type. Snapchat's lower minimums make it an attractive starting point for businesses new to social media advertising.
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