Emergence of Tiktok & Snapchat and their Effect on Paid Marketing

The emergence of Tiktok & Snapchat and their Effect on Paid Marketing

The rise and rise of social media marketing have been one of the biggest shifts in the marketing space in recent years. Now a critical cornerstone of any business strategy, the two latest and greatest social media platforms- Snapchat and TikTok- have joined the marketing front in a way few predicted. Today, we take a look at what they offer marketers.

TikTok and Snapchat as Marketing Platforms

If you spend any time online, it’s no surprise to you that TikTok and Snapchat have become iconic social media platforms among the youngsters of Gen Z. But how have two micro-content platforms, offering very short levied video and photo content (respectively) become an effective marketing tool?

TikTok, particularly, has become not only an icon of youth culture, but one of the most downloaded non-gaming apps in the world, clocking up 54 million active users globally each month.

Catering mostly to the 16-24 year old demographic, it has powerful youth traction, but even companies with different demographics are looking to the ‘cool kids’ of the social media stable to reach their clients.

What Differences Do They Offer?

Every social media platform has its own unique attributes for brands to leverage. Snapchat takes the brevity of Instagram and Facebook’s ‘story’ mode and applies it to static images. TikTok allows a video content experience (a booming trend) that is free of unskippable ads and pop-ups.

Both allow a seamless, organic user experience that seems less about brand-pushing and more about adding value to the community for the user. They also both represent a lighthearted step away from serious corporate messaging that seems overly manufactured.

Fun, relatable, and amusing- something it’s hard to create on other platforms. They’re also infinitely digestible in a time when attention spans are dropping. If the content is created to fit seamlessly with user-generated content, it’s a humanizing face almost any brand can use well.

Leveraging Micro-Influencers

Whether it’s creating a hashtag challenge that gets you viral traction or finding the right face for a brand, both also offer a chance for creative, collaborative marketing approaches that don’t need big-budget, brand-focused content to get results. It’s a brand equalizer, too, allowing you to use micro-influencers instead of always turning to macro-influencers with millions of followers.

TikTok influencers tend to bring a more personalized connection with their viewers, adding back the authenticity and credibility that’s been lost on platforms like Instagram. Think reliability, humor, and honesty instead of aspirational content that’s becoming ever-more called-out for toxic knock-on social effects.

What This Means for Marketers

Of course, no sensible brand takes those traits and tries to force them back into the standard social media marketing mold. Brands willing to explore an authentic, light-hearted approach, however, or deliver inspirational, not aspirational, content, can benefit from their unique virtues.

Add to that the power of the in-app shop feature, and the fact that soundtracks are allowed without the hefty licensing fees, and there’s a lot for paid marketing campaigns to work with without breaking the bank.

With shifts in consumer behavior indicating a coming marketing shift, too, both TikTok and Snapchat offer paid marketers a different way to reach consumers, building a community and new ways to interact with businesses outside the pushy sales model.

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