Brands should know their audience demographics before deciding on a marketing channel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 16, 2020, 6:32 PM GMT+0

While Snapchat users are primarily Millennials, TikTok mostly comprises of Gen Zers.

This piece argues that both Snapchat and TikTok offer top of the funnel ways for brands to connect with their audiences. But marketers should first decide their goals and target audience to select either of these two platforms as their potential marketing channel.

To target younger audiences, especially Gen Z, brands can choose TikTok for marketing and creating organic content that can resonate with its users. Businesses targeting millennials with more conventional and mainstream interests can select Snapchat as their marketing channel to deliver a traditional brand message.

Retail brands, especially D2C companies, can leverage Snapchat’s shoppable and native checkout features for marketing their products. Businesses that aim at building brand awareness can use TikTok to create user-generated content (UGC) in the form of brand challenges, among others.

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