We had LinkedIn, MySpace, and Facebook. Then, we had Twitter and Instagram. As the world of social media has expanded in the years of digital content, so have the platforms. The two newest services that have boomed across the world are Snapchat and TikTok (TikTok being the newest). As the importance of social media has developed and increased, businesses have begun to figure out how to use each one to their advantage.
Yes, these two specific platforms have taken social media by storm but before we get started, it is important to know that we are not suggesting businesses should ditch their other social media platforms and our friends at GrowTraffic tells us why in their article.
Okay, here I will be laying out a juxtaposition of the new ballplayers, Snapchat and TikTok.
As Social Media Platforms
TikTok (2017) - 800+ million users monthly
💥 Users create short video clips
💥 A feed-based system with a ‘For You” page filtered for users
💥 Have certain filters, special effects, sounds, etc. that can be attached to the videos
💥 Great for hopping on trends and showing the world your creativity
Check out our beginner's guide to TikTok.
Snapchat (2011) - 210 million users daily
👻 Users create short videos or pictures to interact and share with friend base
👻 All snapchats disappear after 24 hours of sending
👻 A personal friend-to-friend system, but have ‘stories’ that are tagged to accounts.
👻 Interactive filters that users can use
For an in-depth comparison of the structure of TikTok and Snapchat and a lead into what we're about to hit next, check out AdFlipo's infographic.
As Business Tools
When it comes to businesses using social media, figuring out how can be like a Venn diagram.
It is important to understand that each social media platform has its own dynamic. This means it has its own strengths and weaknesses. Every business must know its use for every platform and how to be the most efficient with them and not cross-utilize other platforms… yes, I know it’s TRICKY.
Spinning off of my last point, just like TikTok and Snapchat, there are also a lot of similarities between two or more platforms - the middle section of the diagram.
To catch the thick of the outside sections of our diagram, take a look at our list of 8 ways to use TikTok for business here. On the Snapchat side, check out Business News Daily’s analyzation of Snapchat for business.
Now let's get into the grey area. 💪😎
Snapchat is Tricky
Both platforms have similar content - not much writing and a lot of visuals. It really comes down to the ability and structure of the app. As mentioned before, the two platforms have similar styles but very different dynamics.
Even though TikTok is newer, Snapchat is a bit tougher to interact with your audience. TikTok follows a similar structure to Instagram in that there is a feed, profile, comment section, content can go viral, etc. It is much easier to interact with your audience. Snapchat, on the other hand, just has a more personal, 1-on-1 chat system. Users talk with their friends and don’t “comment” per se. When it comes to a business’s Snapchat content, they must create thumb-stopping content that is straight to the point and promotes the business or product - WHICH WORKS!!!
Engagement is Key
TikTok is a great platform to get people talking about and using your business/product without them even knowing. Challenges and trends allow users to create entertaining content in a fashion that others are. If your business can get users to, for example, record their best kickflip with their new skateboard that you made, your visibility with skyrocket! 🚀
Snapchat, while having less flexibility, can also be used with things like challenging people to create things like stories using your brand and tagging your company.
If you have a challenge in mind, TikTok should be your first look. 😉
Both Snapchat and TikTok have grown to the size that gives them a fairly large influencer base, similar to Instagram. Having these influencers promote your business to their follow/friend base can be a great attraction to what you're trying to do. FiveChannels points out that the follow/friend base of these influencers generally trust what they say and helps increase the success rate of the promotion in their blog post on the subject here.
The User Behavior Aligns
Both social media services have the same goal for their users - to keep them entertained. Your business's content should align with that fact. If they do, there is a good chance they give you their sale. These are apps that users commonly look at when they need a quick piece of entertainment - whether it is when they wake up, when they're going to bed, or on their lunch break. HubSpot gives very informal statistics as to how users behave on these platforms with a study they found.
When it comes to which platform is better for business, I don't believe there is a correct answer. Both have their strengths and when used properly, they can be a big asset.
‼️ Check out the rest of our blog here and keep an eye out for future posts to help build your company’s PR ‼️
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About the Author
Trevor is a third-year Marketing and Finance student at the University of Colorado, USA, and joined GuidedPR as a Marketing Assistant. He has a passion for football, golf, and music as well as a grown appreciation for traveling. Trevor also loves meeting new people and leaving a positive mark on the world.
Find Trevor on LinkedIn.