Last Updated: December 7th, 2023

5 Ways Paid Marketing is Forever Changed by Tiktok & Snapchat

5 Ways Paid Marketing Is Forever Changed By Tiktok & Snapchat

The rise of social media marketing has 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.

Get More Engagement on Instagram

In this tight industrial market, businesses have been finding diverse ways to generate sales and scale up the business. One such way is to use Instagram to reach a vast population and increase profits.

If we look at the engagement rate, Instagram has been at the top and has an almost 600 million user base.

These little, or, we may say, more significant facts have attracted a lot of businesses on Instagram, and it has even helped businesses gain feedback and engage with the audience. But as much as it provides engagement, things aren’t natural, and you have to put effort into increasing the engagement rate.

  1. The colors are good and look attractive. People tend to pay attention to the posts made with appealing and rather bright colors. For example, it has been concluded that posts with more blue content gained 24% more engagement compared to those with other colors. The point is just to make your posts and content stand out in the crowd.
  2. If you have a too wordy caption, people tend to ignore it. For this thing to work out, you can simply add a question at the end of the content, encouraging people to comment and answer you. The main reason is to ensure that people are engaged with your posts.
  3. People love to share their points of view, and you can get the advantage of that by starting a discussion post on your profile. This will encourage people to get to talk, and it will increase the engagement rate.
  4. Hashtags can increase the visibility of your posts, and if you use the right hashtags, it can get you featured in the top search results. But make sure that you don’t use too many hashtags as it can harness the effectiveness of engagement. Here are a few tips to get followers on Instagram 2019.
  5. You need to show your audience your face. We are saying this because if you show your face, they will be able to recognize you and remember you. It will even spark a sense of relationship and sincerity among people. But the images you use must be your own or real images rather than the stock images downloaded from Google.
  6. Captions are the first thing we always think about when we want to upload something on the Instagram handle. And if you pay attention, people pay close attention to captions, so while writing the captions, make sure that your choice of words is correct, positive, and grabs the audience’s attention.
  7. You should cross-promote your content. Don’t know what we are talking about? Well, just share the post on your Facebook, Twitter, and Instagram handles to ensure it reaches a wide audience.
  8. Make sure you post regularly to keep your users engaged in your content and profile.

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.

However, brands willing to explore an authentic, light-hearted approach, 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, 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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