Overview
TikTok and Snapchat are essential channels for reaching younger demographics. Both offer immersive, full-screen video experiences but differ significantly in audience composition, ad formats, and performance characteristics.
Platform Comparison
| Feature | TikTok Ads | Snapchat Ads |
|---|---|---|
| Global MAU | 1.5B+ Winner | 750M+ |
| Primary Age Group | 16-34 | 13-24 Younger |
| Avg Session Time | 52 min Winner | 30 min |
| Ad Format Focus | In-feed video, Spark Ads | Stories, Spotlight, AR Lenses |
| AR Capabilities | Growing | Industry-leading Winner |
| CPIs (US) | $1.50 - $4.00 | $1.00 - $3.00 Often lower |
| Creative Style | Native/organic-feeling | Polished but authentic |
| Gaming Performance | Excellent Winner | Very Good |
TikTok Ads Strengths
- Massive reach: Largest short-form video audience globally
- Viral potential: Organic amplification of ad content
- Spark Ads: Boost organic creator content as ads
- For You algorithm: Excellent content discovery
- Gaming UA: Strong performance for game installs
Snapchat Ads Strengths
- AR leadership: Best-in-class augmented reality ads
- Teen demographic: Strongest reach for 13-17 age group
- Lower CPIs: Often more efficient than TikTok
- Story Ads: Full-screen immersive format
- Dynamic Ads: Good for e-commerce apps
Creative Best Practices
TikTok Creative Tips
- Make ads look like organic TikToks (not ads)
- Use trending sounds and formats
- Hook within first 1-2 seconds
- Vertical only (9:16)
- User-generated style outperforms polished
Snapchat Creative Tips
- Strong opening frame (swipe-up focus)
- AR try-on for applicable apps
- Clear CTA visible throughout
- Shorter is better (5-6 seconds optimal)
- Sound-on design but works sound-off
When to Use Each
Choose TikTok when: Targeting 18-34, gaming apps, wanting viral potential, broader global reach needed.
Choose Snapchat when: Targeting under 24, AR is relevant, need lower CPIs, US/UK/France focus.
Use both when: Budget allows and Gen Z is core audience. Different creative needed for each.