Which Should Businesses Use? [Marketing Professional Data]

Bear in mind Vine? Regardless of its big preliminary development, the six-second looping video app was discontinued by Twitter in 2016 — solely 4 years after its launch.

Since then, we have seen apps like Snapchat, Instagram’s Reels function, and TikTok fill its void. They permit customers to specific their creativity with quick cell movies whereas attracting Gen Z and millennial audiences. Additionally they really feel extra area of interest and non-traditional than older platforms, like Fb or Twitter.

Snapchat, which launched in 2011, permits customers to create video-based tales about their lives and ship video or image-based messages to their associates. Not like most different apps, Snapchat content material expires both instantly or after 24 hours. This platform results in customers creating content material that’s extra lighthearted on uncensored than different extra public-facing platforms.

In the meantime, TikTok, which launched in simply 2017, is much like Vine in that it permits customers to create 10 to 60-second looping movies that may be seen on their profiles or could be algorithmically positioned on feeds of customers with related pursuits or demographics.

Instagram Reels, launched in late 2020, is the platform’s reply to TikTok. The similarities between the 2 are many — they each permit customers to rapidly create short-form movies and add filters, results, and music. Nevertheless, probably the most noticeable distinction between the 2 is the size of movies. A Reel is capped at 60 seconds, whereas a TikTok video can attain 3 minutes.

In the mean time, all three apps proceed to develop. Instagram has 500 million each day customers globally, intently adopted by Snapchat with 306 million. To not be outshined, TikTok hit an enormous milestone in the direction of the tip of 2021 — 1 billion each day customers.

Regardless of every platform’s development, entrepreneurs within the social media realm are questioning, “Are any of those well worth the hype? Or will they simply grow to be one other Vine?”

It is no secret that short-form movies are dominating the social media panorama, and it does not look like slowing down. 31% of entrepreneurs at the moment leverage short-form video and 29% plan to leverage it for the primary time in 2022. However the place, precisely, do they plan to speculate?

To be taught extra in regards to the energy of those three apps, the HubSpot Weblog surveyed 1,000+ entrepreneurs to search out out the place they’re investing their money and time.

When requested which platforms entrepreneurs plan to extend their funding on this yr, TikTok got here out on high (62%), with Instagram following intently behind (54%).

However how do these apps truthful for ROI? When requested which platform resulted within the greatest ROI in 2021, 18% of entrepreneurs responded with Instagram, incomes a second place spot. In the meantime, TikTok landed in fourth place at 12%. As for Snapchat, it did not make the highest 5 — however you should not cross it off your checklist simply but (extra on that later).

Beneath, I am going to stroll you thru the ins and outs of TikTok, Reels, and Snapchat, their distinct variations, and the advertising and marketing alternatives that every app may present you now and sooner or later.

Snapchat vs. TikTok: A Head-to-Head Comparability

Consumer Base

Instagram, Snapchat, and TikTok declare to have predominantly Gen-Z and millennial audiences. In truth, a latest research discovered that Snapchat, Instagram, and TikTok had been the platforms of alternative for Gen Zer’s.

In keeping with 2019 knowledge from Snapchat, 90% of 13 to 24-year-olds use Snapchat. Equally, greater than half of TikTok’s international viewers is below 34. In the meantime, Instagram holds practically equal sway with each Gen-Z and millennial audiences.

The three platforms even have extremely international audiences. Whereas Snapchat has numerous customers from India, TikTok has such a big person base in China that it has a Chinese language model of its app known as Douyin. As for Instagram, India and the US maintain the highest spots because the international locations with the best variety of Instagram customers.

Platform and Options

Snapchat’s format consists of three major pages: a Mates web page, the digicam, and Uncover. The Mates web page exhibits a listing of the person’s associates the place it permits them to open Snaps or see every person’s Story. The opposite two pages are its digicam and Snapchat Uncover.

Whereas the digicam is fairly simple to visualise, listed here are screenshots of the Mates Web page, Digicam, and Uncover:

Picture Supply

Uncover is particularly for manufacturers and publishers to submit Tales. Whereas the Mates web page lets you entry Tales which were filmed or created by associates natively within the app, Tales revealed by manufacturers on the Uncover web page are sometimes prime quality and embody graphic designs, edited imagery, animation, or manufacturing high quality video. Here is an in depth submit about how manufacturers are leveraging Snapchat Uncover.

TikTok additionally has a number of central pages. One is a feed that enables folks to see movies from their followers or that TikTok algorithms will suppose a person is concerned about.

Picture Supply

Except for the feed, customers can click on on the Search web page to see each a search field and highlights of all of the trending matters on TikTok. The opposite two main pages are the app’s digicam and the person’s profile web page.

Here is the place Instagram Reels is completely different — whereas TikTok and Snapchat are standalone platforms, Instagram Reels is only one function inside the app.

Picture Supply

Instagram Reels has a number of central pages — the digicam, the feed, and the Discover web page. When customers report a Reel, they’ll share it with their associates on their non-public feed or, if they’ve a public account, make it out there to the broader Instagram group by means of the Discover web page.

Regardless, your Reels will stay in a delegated tab below your profile. It’s also possible to share your reel to your Story, shut associates, or in a direct message.

Need to be taught extra about the best way to navigate and create posts on every app? Take a look at our guides on the best way to use Snapchat, TikTok, and Instagram Reels.

Content material on Every Platform

Snapchat is primarily an app for friend-to-friend content material which incorporates textual content and video-based messages that individuals submit to their each day Tales or ship particularly to associates.

Nevertheless, on the Uncover space of the platform, entrepreneurs can create commercials and Story editions with movies and graphics to advertise their very own services or products. Here is an instance of a Story from Snapchat Uncover that highlights a Los Angeles-based manicurist:

Since TikTok lets you immediately publish public movies, the platform is nice for each branded and non-branded content material. A lot of the content material you see on TikTok is brief, looping skits, mini-music movies, or vlog-styled clips.

Like Snapchat, Instagram Reels could be shared amongst associates or made public to the bigger group. However to ensure that your Reel to go viral, it’s essential to be picked for the Discover web page. When this occurs, you’ll obtain a notification letting you understand that your video has been chosen. This could occur anyplace from instantly after posting to a couple days after publishing.

Plus, with the mixing of Buying and Branded Content material options, we’re seeing companies use Reels as a instrument to advertise merchandise and associate with influencers to create branded content material.

Which platform is healthier for content material advertising and marketing?

Every platform has its professionals and cons for content material entrepreneurs. Here is what it is best to remember about every.


For those who’re aiming to focus on Gen-Z and on an extremely restricted funds, TikTok’s app may be price experimenting on. Due to the best way the app is formatted, customers can extra simply discover your organization web page, observe you, or seek for your content material than they’ll on Snapchat. It’s also possible to additional optimize movies with hashtags and key phrases.

Nevertheless, in case you’re in search of web site visitors, or haven’t got time to experiment with TikTok, you may need to maintain off for now. The platform continues to be extremely experimental and solely permits sure manufacturers to hyperlink their movies to internet content material.


On Snapchat, entrepreneurs will primarily thrive on the Uncover web page. Whereas partnering with Snapchat to grow to be an official Uncover writer may be inaccessible in the mean time, you possibly can nonetheless buy advertisements on the platform that equally permit you to inform customers a visible Story about your product. These advertisements may even get excessive placement inside Uncover feeds.

One factor to notice is that Snapchat Uncover-based advertisements are a lot shorter than the Tales of Uncover publishers. Which means if you wish to create long-form Story content material to focus on a product, service, or model, you may need to strive Instagram Reels or contemplate TikTok experimentation.

Except for Uncover, creating a person account has not confirmed to be vastly helpful for manufacturers as a result of customers nonetheless should pal them to see their content material. Manufacturers can also’t add hyperlinks to this content material like they do with advertisements.

Nevertheless, in case you’re seeking to create quick, bite-sized content material for internet visitors, conversions, or excessive placement on a social app that is in style with Gen Z or millennials, Snapchat’s advert program nonetheless may be best for you as a result of though the Tales you are allotted are shorter, you possibly can nonetheless flex your inventive muscular tissues to rapidly promote a product.

Instagram Reels

We like the place Instagram Reels goes on the subject of branded content material. With Branded Content material Tags, influencers can disclose after they’re creating branded content material which will increase transparency and makes it simpler to create and share branded content material.

Additional, as Reels proceed to earn its place on the app, we count on to see extra video enhancing instruments and insights.

Consumer Habits

Every of those apps have one major objective: to maintain customers entertained on their respective platforms so long as doable. And, primarily based on stats under, these purposes do efficiently maintain customers engaged.

Snapchat customers spend a mean of 26 minutes each day on the app and customers create a mean of two.1 million Snaps per minute. In the meantime, TikTok customers spend a mean of 52 minutes on the app each day as 90% of its person base logs in additional than as soon as a day. On common, Instagram customers spend 53 minutes per day on the app — though we do not understand how a lot of this time is spent on Reels particularly.

Though Snapchat is an app that encourages connecting with associates, increasingly more customers are starting to make use of it as part of their procuring course of. In keeping with a 2019 Snapchat report, Snapchat customers contain Snapchat of their purchaser’s journey 35% greater than Twitter and 58% greater than Fb.

Instagram Reels can also be concerned within the purchaser’s journey. By integrating Buying options, companies and creators can tag merchandise after they create a Reel, making them absolutely shoppable. When a viewer faucets the “View Merchandise” button, they’ll both purchase, save, or be taught extra in regards to the merchandise.

Instagram Reels additionally integrates with Instagram Checkout — a function that enables customers to buy merchandise with out leaving the app.

Picture Supply

Relating to TikTok, there aren’t many public stats associated to promoting engagement simply but. Nevertheless, manufacturers have gone viral on the app, particularly when creating hashtag challenges associated to new product choices. One instance of this was Guess’ #InMyDemin problem. In the course of the problem, folks posted movies of themselves in Guess’ new denim clothes line. These TikTok movies then reportedly racked up a complete of three.8 million views.

As TikTok goals to realize extra advertisers, you possibly can most likely count on to see extra info coming quickly about how customers work together with advertisers.

Which person base is healthier for entrepreneurs?

Whereas Gen Z is flocking to TikTok, there is a broader age group of each Gen Z and millennials on Snapchat and Instagram Reels.

Though customers spend extra time on TikTok and Instagram, in addition they use Snapchat as a utility app to attach with associates and log into it a number of instances per day. This may imply that individuals see worth within the app, apart from leisure, which is the pure mission of TikTok’s platform.

Advertising Alternatives

Instagram Reels, Snapchat, and TikTok are attempting to make their purposes extra attractive to advertisers. Here is a breakdown of every.


At this very second, there are solely two advertising and marketing choices for manufacturers on Snapchat and so they’re each extra accessible to mid-sized or massive firms than smaller companies. The primary, and seemingly most worthwhile, is promoting. Snapchat promoting has been seen to offer ROI associated to each in-store and on-line retailer purchases.

Snapchat advertisements additionally permit you to current your advertisements in Snapchat’s Uncover, equally to branded publishers. Nevertheless, in contrast to Snapchat Uncover publishers, you possibly can hyperlink advertisements or paid mini-Tales to your web site, which could possibly be helpful to your visitors or on-line conversions.

Posting Tales as a writer on Snapchat Uncover is the opposite choice. Nevertheless, to grow to be a writer, it’s essential to have a selected contract with Snapchat somewhat than merely signing up on-line. You additionally must create Story-styled, unique content material that actually engages with customers. Uncover publishing can also be meant to maintain customers within the app, which means that you just will not be capable to place hyperlinks into one of these content material.

To be taught extra about how manufacturers are leveraging each advertisements and Tales on Snapchat Uncover, try this weblog submit for an in depth checklist of examples and takeaways.


TikTok solely launched in 2017, nevertheless it’s already increasing its promoting choices. It is grow to be a viable choice for manufacturers prepared to get inventive with their digital advertising and marketing. A lot so, it launched TikTok for Enterprise in 2021, permitting entrepreneurs to create and handle advert campaigns on the platform.

That mentioned, TikTok advertisements come at a premium value in comparison with different platforms. Reviews from AdAge in late 2019 present that TikTok’s value of promoting could be between $50,000 to $120,000 relying on the advert format and period.

Though these prices are steep for small companies, the excellent news is that there are various other ways to promote on the platform apart from its native paid promoting program.

Instagram Reels

Instagram Reels earns a gold star on the subject of advertising and marketing alternatives. Regardless of being criticized as a “TikTok copycat,” its rolled out quite a few Buying options that separate it from the pack.

Additional, it might be less expensive than TikTok. Creatopy, an advert design platform, revealed a case research evaluating the efficiency between TikTok and Instagram Reels. It ran similar campaigns on each platforms — each had a complete spend of $1,000 on every, the identical video, advert copy, and touchdown web page. Additionally they focused related audiences.

The outcomes had been staggering — attain on Instagram Reels was nearly double than on TikTok and impressions had been nearly triple. It value them $2.60 to achieve 1,000 folks on Reels, in comparison with $5.03 on TikTok.

After all, there are a whole lot of components to think about when evaluating two platforms, even while you use the identical advert. It is also necessary to recollect these apps are constantly updating their algorithms and options. This research may have very completely different outcomes a number of months from now.

Weighing Snapchat, TikTok, and Instagram Reels

Though Snapchat is extra mature, TikTok’s newness makes it a terrific place for aspect experiments — particularly when concentrating on Gen Z. Not solely is content material creation free on the app, however the platform is so new that almost every thing is experimental.

In case your objective is to extend conversions and work with influencers, Instagram Reels is your greatest guess. Instagram is the platform of alternative for influencer advertising and marketing, and its procuring and branded content material options allow guests to have interaction and convert with out leaving the app.

That mentioned, in case you’re extra concerned about advertising and marketing to professionals or these in B2B industries, desk these platforms and deal with the extra conventional social media networks.

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