Snapchat vs TikTok: Will Snapchat’s Latest Acquisition Be "Fit" Enough?
Everyone may be spending most of their days talking about TikTok, but let’s not forget about our friend, Snapchat. In March 2021, Snapchat acquired FitAnalytics, a data company that supports retail companies with customer support. [1]
Have you ever found a really nice pair of pants or dress online and wonder what size works best for you? One of the things FitAnalytics does, is help companies help you make that decision. According to their website, they deliver accurate sizing recommendations to millions of shoppers worldwide every month.
So why does this matter?
If you’re a fashion retail store owner, this could be huge for your eCommerce store. Currently Snapchat users can change their Bitmoji’s outfit, which is a personalized emoji, but if Snapchat and FitAnalytics together can allow consumers to try-on their footwear or apparel as themselves, this could put Snapchat back on top against TikTok who partnered with Shopify last year.
TikTok vs Snapchat for Businesses
There are many arguments that TikTok is the best application overall, and you may agree as you aimlessly scroll through all of the fun videos of dancing and tips, but that doesn’t mean you should dump your Snapchat campaigns.
But Everyone is on TikTok?!
It’s important to remember that consumers are not loyal when it comes to applications. In fact, Omnicore shares that the average number of applications a user has is eight. So, If the consumers aren’t dedicated to just one app, why should advertisers?
Let’s look at the intent of using Snapchat and TikTok. Snapchat is used to highlight a moment such as a friend blowing out her birthday candles at a trendy restaurant, or to message a group of friends, while TikTok is meant to find brand new viral content from strangers or celebrities. No images of your dinner found there.
Along with consumers hopping from app to app, there’s one particular hurdle advertisers can expect to find when trying to run a campaign.
TikTok ads can only be served on the DMA level at this point in time. Will this change eventually? Yes, but if you are a franchise with other stores located in your local DMA, your ads will be serving their target customers which could drive them straight into their store instead of yours. Unless you join forces! Or if there aren't any franchises near you, then you’d still be serving ads to customers that may be too far to commute to your store.
Conclusion
Overall, it will be interesting to see the upcoming changes with TikTok advertising as more local businesses join, and also how Snapchat and FitAnalytics work together. I wouldn’t doubt Snapchat trying to stay in the game.
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