Have you heard of the new kid on the social media block called Snapchat? Do you know how you can use it to market your business?

With Facebook’s business benefits somewhat declining recently you may be looking for alternative social media platforms to try your hand at. You probably won’t find a more underused platform than Snapchat and the guys at DPFOC have compared them with Facebook in the infographic below.

If you scroll to the bottom they look at the features and demographic usage of each.

 

In the ever-evolving landscape of social media marketing, choosing the right platform for your business can be a daunting task. Two of the giants in the social media world, Snapchat and Facebook, offer distinct features and audiences. But which one should your business use for marketing? In this blog post, we’ll dive deep into the world of Snapchat and Facebook, exploring their unique characteristics, target demographics, advertising options, and best practices to help you make an informed decision.

Understanding the Platforms

Snapchat: A Snapshot

Snapchat, founded in 2011, has quickly gained popularity among younger users for its ephemeral nature. The platform is known for its Stories feature, which allows users to share images and videos that disappear after 24 hours. Snapchat also offers augmented reality (AR) filters, lenses, and interactive stickers, making it a hub for creative and engaging content.

Facebook: The Social Media Pioneer

On the other hand, Facebook, founded in 2004, is one of the oldest and most influential social media platforms. With over 2.8 billion monthly active users worldwide, Facebook boasts a diverse user base. The platform offers various features like Facebook Pages, Groups, and a robust advertising platform that includes Instagram, Messenger, and the Audience Network.

Understanding Your Target Audience

Before delving into the specifics of each platform, it’s essential to understand your target audience. Your choice between Snapchat and Facebook will largely depend on where your audience spends their time online. Here’s a breakdown of the typical demographics for each platform:

Snapchat

• Age Group: Snapchat is popular among younger audiences, with a significant user base in the 18-24 and 25-34 age groups.
• Engagement: Users spend an average of 30 minutes per day on the platform, making it ideal for reaching a highly engaged audience.
• Content Style: Snapchat’s content is typically casual, creative, and ephemeral, catering to users looking for real-time updates and interactive content.

Facebook

• Age Group: Facebook has a more diverse user base, with users spanning various age groups, including older demographics.
• Engagement: Users spend an average of 34 minutes per day on Facebook, and it remains a go-to platform for staying connected with friends and family.
• Content Style: Facebook’s content ranges from personal updates and photos to news articles and videos, making it suitable for various types of content.

Advertising Options

Both Snapchat and Facebook offer robust advertising options tailored to businesses. Here’s an overview of their advertising features:

Snapchat Advertising

1. Snap Ads: These are full-screen video ads that appear between user-generated content in the Discover and Stories sections. Snap Ads are great for delivering short, engaging video messages.
2. Sponsored Lenses: Brands can create interactive AR lenses that users can apply to their snaps. This option fosters creativity and engagement.
3. Story Ads: Similar to Snap Ads, Story Ads appear in the Stories section and can include images or videos.
4. Filters: Geofilters and sponsored filters allow businesses to overlay branded designs on users’ photos and videos.

Facebook Advertising

1. Facebook Ads: These are highly customizable ads that can appear in users’ news feeds, on the right-hand sidebar, or in the Marketplace. They can include images, videos, carousels, and more.
2. Facebook Pages: Businesses can create dedicated pages for their brand, where they can post updates, engage with followers, and run ads.
3. Groups: Brands can create or join Groups to foster community engagement and interaction.
4. Instagram Ads: Since Facebook owns Instagram, you can run ads on both platforms simultaneously, increasing your reach.
5. Messenger Ads: You can use Messenger to engage with customers through chatbots and run ads within the Messenger app.

Which Platform is Right for Your Business?

The choice between Snapchat and Facebook for your business largely depends on your goals, target audience, and the nature of your products or services. Here are some scenarios in which one platform may be more suitable than the other:

Choose Snapchat If…

1. You Target Younger Audiences: If your target demographic falls into the 18-34 age range, Snapchat is an excellent choice due to its popularity among this age group.
2. You Want to Embrace Creativity: Snapchat’s AR features and interactive lenses allow for highly creative and engaging advertising campaigns.
3. Ephemeral Content Fits Your Brand: If your brand aligns with the idea of sharing temporary, real-time content, Snapchat’s Stories can be an effective tool.
4. You Have a Limited Budget: Snapchat ads can be more cost-effective than Facebook ads, making it suitable for small businesses.

Choose Facebook If…

1. You Want a Diverse Audience: If your target audience spans various age groups and demographics, Facebook offers a broader reach.
2. You Need Robust Ad Targeting: Facebook’s advertising platform provides detailed targeting options, allowing you to reach specific demographics, interests, and behaviors.
3. You Want to Build a Community: Facebook Groups and Pages are excellent for building and nurturing a community around your brand.
4. You Prefer a Variety of Ad Formats: Facebook’s diverse ad formats, including images, videos, carousels, and more, give you flexibility in your marketing campaigns.
5. You Have a Larger Budget: If you have a substantial marketing budget and want to reach a wide audience, Facebook’s advertising options can be highly effective.

Best Practices for Snapchat and Facebook Marketing

Regardless of the platform you choose, here are some best practices to ensure success in your social media marketing efforts:

Snapchat Best Practices

1. Leverage AR and Interactive Features: Make use of Snapchat’s AR lenses and interactive stickers to create engaging content.
2. Keep Content Authentic: Snapchat users appreciate authenticity, so don’t overproduce your content. Showcase behind-the-scenes moments and real-time updates.
3. Use Stories Wisely: Create captivating Stories that encourage users to engage and follow your brand.
4. Run Contests and Giveaways: Utilize Snapchat’s features for running contests and giveaways to boost engagement and followers.
5. Analyze Performance: Regularly review your Snapchat Insights to understand what’s working and refine your strategy.

Facebook Best Practices

1. Target Your Audience: Use Facebook’s detailed targeting options to reach the right people with your ads.
2. Diversify Content: Experiment with various content formats, including images, videos, and carousels, to keep your audience engaged.
3. Engage with Comments: Respond to comments and messages promptly to build a strong community around your brand.
4. Test and Optimize: A/B test different ad creatives, headlines, and targeting options to improve your ad performance.
5. Track ROI: Use Facebook’s ad analytics to track the return on investment (ROI) of your campaigns and adjust your strategy accordingly.

Conclusion: The Right Platform for Your Business

In the Snapchat vs. Facebook showdown, there’s no one-size-fits-all answer. Your choice should align with your business objectives, target audience, and marketing budget. Snapchat excels in reaching younger, highly engaged users and fostering creativity, while Facebook offers a more diverse user base, powerful ad targeting, and a wide range of ad formats.

To make an informed decision, research your audience demographics, set clear marketing goals, and consider running small-scale campaigns on both platforms to test the waters. Ultimately, the success of your social media marketing efforts will depend on your ability to create engaging and relevant content, whether you choose Snapchat, Facebook, or a combination of both.