Instagram卷与TikTok vs Snapchat:商店uld Businesses Use? [Marketing Professional Data]

Remember Vine? Despite itshuge initial growth, the six-second looping video app wasdiscontinued by Twitter in 2016— only four years after its launch.

从那以后，我们看到了Snapchat，Instagram的卷轴功能和Tiktok之类的应用程序。他们允许用户通过简短的移动视频表达自己的创造力，同时吸引Z世代和千禧一代受众。与较旧平台（如Facebook或Twitter）相比，他们还感觉更利基和非传统。

Snapchat，哪个launched in 2011，允许用户创建有关其生活的基于视频的故事，并将基于视频或基于图像的消息发送给他们的朋友。与大多数其他应用程序不同，Snapchat内容可立即或24小时后到期。该平台导致用户创建的内容比其他更面向公共的平台更轻松。

同时，Tiktok，which launched in just 2017, is similar to Vine in that it allows users to create 10 to 60-second looping videos that can be seen on their profiles or can be algorithmically placed on feeds of users with similar interests or demographics.

Instagram Reels, launched in late 2020, is the platform's answer to TikTok. The similarities between the two are many — they both allow users to quickly create short-form videos and add filters, effects, and music. However, the most noticeable difference between the two is the length of videos. A Reel is capped at 60 seconds, whereas a TikTok video can reach 3 minutes.

At the moment, all three apps continue to grow. Instagram has 500 million daily users globally, closely followed by Snapchat with3.06亿。Not to be outshined, TikTok hit a big milestone towards the end of 2021 —每日10亿用户。

Despite each platform's growth, marketers in the social media realm are wondering, "Are any of these worth the hype? Or will they just become another Vine?"

It's no secret that short-form videos are dominating the social media landscape, and it doesn't appear to be slowing down.31% of marketerscurrently leverage short-form video and29% plan to leverage it for the first timein 2022. But where, exactly, do they plan to invest?

To learn more about the strength of these three apps, the HubSpot Blogsurveyed 1,000+ marketersto find out where they're investing their time and money.

When asked which platforms marketers plan to increase their investment in this year, TikTok came out on top (62%), with Instagram following closely behind (54%).

但是，这些应用程序对ROI有何公平？当被问及哪个平台导致2021年最大的投资回报率时，有18％的营销人员回应了Instagram，获得了第二名。同时，蒂克托克以12％的成绩排名第四。至于Snapchat，它没有进入前五名 - 但您不应该将其从列表中删除（稍后再详细介绍）。

Below, I'll walk you through the ins and outs of TikTok, Reels, and Snapchat, their distinct differences, and the marketing opportunities that each app could provide you now and in the future.

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

User Base

Instagram, Snapchat, and TikTok claim to have predominantly Gen-Z and millennial audiences. In fact, arecent studyfound that Snapchat, Instagram, and TikTok were the platforms of choice for Gen Zer's.

According to2019 data from Snapchat, 90% of 13 to 24-year-olds use Snapchat. Similarly, more than half of TikTok's global audienceis under 34。Meanwhile, Instagram holds几乎相等的摇摆with both Gen-Z and millennial audiences.

The three platforms also have incredibly global audiences. While Snapchat has a large number of users from India, TikTok has such a large user base in China that it has aChinese version of its app called Douyin。至于Instagram，印度和美国hold the top spotsas the countries with the highest number of Instagram users.

平台和功能

Snapchat's format includes three main pages: a Friends page, the camera, and Discover. The Friends page shows a list of the user's friends where it allows them to open Snaps or see each user's Story. The other two pages are its camera and Snapchat Discover.

While the camera is pretty straightforward to visualize, here are screenshots of the Friends Page, Camera, and Discover:

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Discover is specifically for brands and publishers to post Stories. While the Friends page allows you to access Stories that have been filmed or created by friends natively in the app, Stories published by brands on the Discover page are often high quality and include graphic designs, edited imagery, animation, or production quality video. Here'sa detailed postabout how brands are leveraging Snapchat Discover.

TikTok也有一些中央页面。一个是饲料that allows people to see videos from their followers or that TikTok algorithms will think a user is interested in.

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Aside from the feed, users can click on the Search page to see both a search box and highlights of all the trending topics on TikTok. The other two major pages are the app's camera and the user's profile page.

Here's where Instagram Reels is different — while TikTok and Snapchat are standalone platforms, Instagram Reels is just one feature within the app.

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Instagram Reels有几个中央页面 - 相机，提要和探索页面。当用户录制卷轴时，他们可以在私人供稿上与朋友共享，或者，如果他们拥有公共帐户，则可以通过Explore页面向更广泛的Instagram社区提供。

Regardless, your Reels will live in a designated tab under your profile. You can also share your reel to your Story, close friends, or in a direct message.

Want to learn more about how to navigate and create posts on each app? Check out our guides on how to useSnapchat,TikTok， 和Instagram Reels。

Content on Each Platform

Snapchat主要是针对朋友与朋友内容的应用程序，其中包括人们发布到日常故事或专门发送给朋友的文本和基于视频的消息。

However, on the Discover area of the platform,marketers can create advertisements and Story editionswith videos and graphics to promote their own products or services. Here's an example of a Story from Snapchat Discover that highlights a Los Angeles-based manicurist:

由于Tiktok允许您立即发布公共视频，因此该平台非常适合品牌和非品牌内容。您在Tiktok上看到的许多内容是简短的循环短剧，迷你音乐视频或视频博客风格的剪辑。

Like Snapchat, Instagram Reels can be shared amongst friends or made public to the larger community. But in order for your Reel to go viral, you need to be picked for the Explore page. When this happens, you’ll receive a notification letting you know that your video has been selected. This can happen anywhere from immediately after posting to a few days after publishing.

另外，随着购物和品牌内容功能的整合，我们看到企业使用卷轴作为推广产品和与影响者合作伙伴创建品牌内容的工具。

Which platform is better for content marketing?

Each platform has its pros and cons for content marketers. Here's what you should keep in mind about each.

TikTok

If you're aiming to target Gen-Z and on an incredibly limited budget, TikTok's app might be worth experimenting on. Because of the way the app is formatted, users can more easily find your company page, follow you, or search for your content than they can on Snapchat. You can also further optimize videos with hashtags and keywords.

However, if you're looking for website traffic, or don't have time to experiment with TikTok, you'll want to hold off for now. The platform is still highly experimental and only allows certain brands to link their videos to web content.

Snapchat

On Snapchat, marketers will mainly thrive on the Discover page. While partnering with Snapchat to become an official Discover publisher might be inaccessible at the moment, you can still purchase ads on the platform that similarly allow you to tell users a visual Story about your product. These ads can even get high placement within Discover feeds.

One thing to note is that Snapchat Discover-based ads are much shorter than the Stories of Discover publishers. This means that if you want to create long-form Story content to highlight a product, service, or brand, you might want to try Instagram Reels or consider TikTok experimentation.

Aside from Discover, creating an individual accounthas not proven to be hugely beneficial for brandsbecause users still have to friend them to see their content. Brands also can't add links to this content like they do with ads.

However, if you're looking to create short, bite-sized content for web traffic, conversions, or high placement on a social app that's popular with Gen Z or millennials, Snapchat's ad program still might be right for you because although the Stories you're allotted are shorter, you can still flex your creative muscles to quickly promote a product.

Instagram Reels

我们喜欢Instagram卷轴在品牌内容方面的发展。借助品牌内容标签，有影响力的人可以在创建品牌内容时披露，从而提高透明度，并使创建和共享品牌内容更加容易。

Further, as Reels continue to earn its place on the app, we expect to see more video editing tools and insights.

User Behavior

这些应用程序有一个主要目标:保持users entertained on their respective platforms as long as possible. And, based on stats below, these applications do successfully keep users engaged.

Snapchat用户平均花26 minutes daily on the appand users create an average of2.1 million Snaps per minute。Meanwhile, TikTok users spend an average of52 minutes on the app dailyas90% of its user baselogs in more than once a day. On average, Instagram users spend53 minutes per dayon the app — although we don't know how much of this time is spent on Reels specifically.

Although Snapchat is an app that encourages connecting with friends, more and more users are beginning to use it as a part of their shopping process. According to a2019 Snapchat report, Snapchat users involve Snapchat in their buyer's journey比Twitter高35％，比Facebook高出58％。

Instagram Reels is also involved in the buyer's journey. By integrating Shopping features, businesses and creators can tag products when they create a Reel, making them fully shoppable. When a viewer taps the “View Products” button, they can either buy, save, or learn more about the products.

Instagram Reels also integrates withInstagram结帐- 该功能允许用户购买产品而无需离开应用程序。

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关于Tiktok，目前还没有很多与广告参与有关的公共统计数据。但是，该品牌在该应用程序上流行了，尤其是在创建与新产品相关的标签挑战时。一个例子是Guess' #InMyDemin challenge。During the challenge, people posted videos of themselves in Guess' new denim clothing line. These TikTok videos then reportedly racked up a total of3.8 million views。

As TikTok aims to gain more advertisers, you can probably expect to see more information coming soon about how users interact with advertisers.

Which user base is better for marketers?

While Gen Z is flocking to TikTok, there's a broader age group of both Gen Z and millennials on Snapchat and Instagram Reels.

Although users spend more time on TikTok and Instagram, they also use Snapchat as a utility app to connect with friends and log into it multiple times per day. This might mean that people see value in the app, other than entertainment, which is the pure mission of TikTok's platform.

Marketing Opportunities

Instagram Reels, Snapchat, and TikTok are trying to make their applications more enticing to advertisers. Here's a breakdown of each.

Snapchat

此时此刻，Snapchat上的品牌只有两个营销选择，而中型公司或大型公司都更容易获得。首先，看似最有利可图的是广告。Snapchat广告已被视为提供与两者相关的ROI店内andonline store purchases。

Snapchat ads also allow you to present your ads in Snapchat's Discover, similarly to branded publishers. However, unlike Snapchat Discover publishers, you can link ads or paid mini-Stories to your website, which could be beneficial to your traffic or online conversions.

Posting Stories as a publisher on Snapchat Discover is the other option. However, to become a publisher, you need to have a specific contract with Snapchat rather than simply signing up online. You also need to create Story-styled, original content that really engages with users. Discover publishing is also meant to keep users in the app, meaning that you won't be able to place links into this type of content.

要了解有关品牌如何利用Snapchat Discover上的广告和故事的更多信息，check out this blog postfor a detailed list of examples and takeaways.

TikTok

TikTok only launched in 2017, but it's已经扩展了广告选项。It's become a viable option for brands willing to get creative with their digital marketing. So much so, it launchedtiktok for Businessin 2021, allowing marketers to create and manage ad campaigns on the platform.

That said, TikTok ads come at a premium cost compared to other platforms.2019年底的Adage的报告show that TikTok’s cost of advertising can be between $50,000 to $120,000 depending on the ad format and duration.

尽管这些成本对于小型企业来说是巨大的，但好消息是，除了其本机付费广告计划外，还有许多不同的方式可以在平台上做广告。bob官网官方网站

Instagram Reels

Instagram Reels earns a gold star when it comes to marketing opportunities. Despite being criticized as a “TikTok copycat,” its rolled out numerous Shopping features that separate it from the pack.

Further, it may be more cost effective than TikTok. Creatopy, an ad design platform,发表了一个案例研究比较Tiktok和Instagram卷轴之间的性能。它在两个平台上进行了相同的广告系列 - 每个平台的总支出为1,000美元，相同的视频，广告副本和着陆页。他们还针对类似的受众。

结果令人惊叹 - Instagram卷轴的触手可及的两倍，其印象几乎是三倍。他们花了2.60美元的价格才能吸引1,000人的卷轴，而Tiktok的价格为5.03美元。

Of course, there are a lot of factors to consider when comparing two platforms, even when you use the same ad. It's also important to remember these apps are continuously updating their algorithms and features. This study could have very different results a few months from now.

称重Snapchat，Tiktok和Instagram卷轴

Although Snapchat is more mature, TikTok's newness makes it a great place for side experiments — especially when targeting Gen Z. Not only is content creation free on the app, but the platform is so new that nearly everything is experimental.

If your goal is to increase conversions and work with influencers, Instagram Reels is your best bet. Instagram is the选择的平台对于有影响力的营销及其购物和品牌内容，使访问者能够参与和转换，而无需离开应用程序。

就是说，如果您对专业人士或B2B行业中的营销更感兴趣，请列为这些平台，并专注于更传统的社交媒体网络。