Best for your brand: Snapchat or Facebook?
It’s safe to say that Snapchat and Facebook are two of the most used social platforms in the world. As well as providing users with entertainment, updates, and the ability to stay connected, both platforms allow brands to keep their advertising as relevant as possible. But where should brands be spending their money?
Snapchat has 100 million people using the app each day, and it’s a proven hit with millennials. Since the launch of the ‘stories’ feature, which allows users to broadcast the last 24 hours of their lives, over 10 billion videos a day are watched by those using the app. That’s a lot of eyes for your brand.
Over the past year the various new features adopted by Snapchat have significantly broadened advertising opportunities for brands. Brands can advertise via a ‘Sponsored Lens’, a ‘Sponsored Geofilter’, a ‘Snap Ad’ on the ‘Discover’ page, or can simply create a free Snapchat account for fans to follow and engage with.
Sponsored Lens – On average, users play with a Sponsored Lens for 20 seconds, and that’s even before they’ve decided to share it with their friends.
Snapchat Account – Having an account with Snapchat is predominately for the users themselves, however, setting up an account for a brand allows potential customers to see small snippets of exciting information – such as a sneak peeks to new products, or behind the scenes of the business.
Snap Ad’s – Snapchat claim that the ‘swipe-up’ rate (i.e. people who interact with the ad) for Snap Ads are 5 times higher than the average click-through rate on other platforms.
Sponsored Geofilter – Using a sponsored Geofilter is said to typically reach 40% to 60% of daily snappers. Now who wouldn’t want to tap into that market?
Facebook is host to around 1.71 billion monthly active users and almost 16 million businesses have set up their own Facebook business page. Facebook claim that they can help any business reach their goals, whether that’s driving online sales, local sales, promoting an app, or generally just increasing brand awareness.
The platform allows brands to set up their own page and promote virtually any form of content they wish, on any type of device. The benefit that comes with Facebook is also the ability for discussion. Users can see what their friends, family, and colleagues are all engaging with and commenting on. More significantly, they can then engage in the discussion – increasing the online activity for the brand under discussion.
We aren’t sponsored by KFC (unfortunately) but it’s clear to see how one picture of a gravy fountain or limited edition burger caught people’s imagination and sparked plenty of conversation!
Before any business decides where to put their money, a few things must be established: Who are your audience? What is your business? And what it is you’re expecting to receive back from the platform?
There is evidence to suggest that Snapchat is capturing an audience of millennials that Facebook may be losing. Since 2012, there has been a 46% growth of new Facebook profiles for those aged 45-54, while a decline has been noted for teenagers. In 2015, Snapchat realised figures that it reaches 41% of all 18 to 34 year olds in the U.S. on any given day. What Snapchat can offer a brand is a platform that facilitates fun and instant interaction with a younger audience. Within seconds of being on a mobile device, a brands target audience can be interacting instantly with a funny filter or sponsored Geotag. So, if you’re a brand who understand your demographic to be predominately younger, then Snapchat is a sure bet in terms of targeting your key demographic.
If you’re a B2C business, Snapchat is a platform that connects business to customer in an entirely unique way. In the run up to the Super Bowl, Gatorade partnered with Snapchat to create the ‘Gatorade dunk’, a Sponsored National Lens that tipped a bucket of Gatorade over the user. The lens was a hit with an average play time of 30 seconds, and a reached audience of 165 million people. Gatorade recognised an opportunity to pair a popular event and a popular drink all in a creative and fun way. Gatorade reaped greatly from their Snapchat campaign, and the brand continue to produce successful campaigns and engage with their customers on their Facebook platform that has a following of over 7 million people.
For B2B businesses, Facebook can be a great alternative for the more commonly preferred platform of LinkedIn. Although a B2B business, General Electric took a B2C approach to their Facebook page and targeted their content towards the customers who will ultimately use their services. For GE, Facebook was a great platform to transform their ‘boring brand’ into the ‘most exciting boring brand’, and allowed the end user to see that GE were experts in their industry.
For the time being, LinkedIn and platforms such as Twitter remain the solid and perhaps more appropriate platform for the demands of B2B brands. B2B brands are not obliged to promote themselves on all social media platforms, and having a Facebook page could prove to be counterproductive. However, as demonstrated by GE, and many others brands alike, Facebook can sometimes provide the opportunity for B2B brands to reach beyond the providers and directly engage with the consumers and other businesses.
The nature of Snapchat makes it hard to justify a B2B business investing in any types of ad, however, although less typical, there are some experts that believe this is an opportunity waiting to happen.
The nature of Facebook and Snapchat seem to offer different opportunities for a brand. Although these opportunities aren’t set in stone, what Facebook seems to offer more so than Snapchat is a sense of ‘permanence’. Facebook it is a platform that you are able to constantly build upon, increasing brand awareness, allowing customers to engage in conversation, and more importantly, keep all these resources in one place.
In contrast, the nature of Snapchat is quite literally a ‘snap’ in time. Nothing is permanent on Snapchat and once you have played with a filter or viewed a snap ad, that is as far you are able to engage. There is nowhere for discussion, nowhere for clickable links, and there is also the opportunity that the content won’t be there the next day. Snapchat is great for instant interaction and instant fun, especially if you’re trying to generate a certain ‘buzz’ around a new release or an event.
Assessing these factors will allow brand’s to evaluate whether or not there is an ‘obvious’ route to lead down for their business. Nevertheless, it’s important not to forget that the brands are also able to work in synergy.
If a brand is more suited for the creative and interactive nature of Snapchat and other social media platforms too, audiences are then able to submerge themselves into an ad and interact with a brand on a completely unique scale…it also allows people like me to turn into a Pumpkin Spice Latte (Thank you, Starbucks).
However. Facebook is a great platform to promote your Snapchat and ensure all sponsored snaps are being recognised and engaged with. Just as Snapchat gave me the opportunity to turn myself into a pumpkin, Facebook allowed me to get involved with the #PumpkinHeads hashtag and follow people’s reactions to a Pumpkin Head flash dance!
Together, the two platforms allow brands to tap into different aspects of their business and engage with all types of customers. Snapchat isn’t suited for everyone, but what it does offer is an experience you won’t find on platforms like Facebook, who offer a more traditional and accessible platform for ads.
In any case, the ever changing landscape of social media means we can never be sure of the new direction for platforms like Facebook and Snapchat. Who knows, there may be a Wonder-filter coming to a mobile near you…
Admin and Account Executive