W
%Start How Snapchat Will Challenge TikTok GA
S
REGULAR Menu Lifewire Tech for Humans Newsletter! Search Close GO News > Social Media
visibility
718 views
thumb_up
27 likes
H
lifewire's editorial guidelines Updated on December 3, 2020 05:16PM EST Fact checked by Rich Scherr Fact checked by
Rich Scherr University of Maryland Baltimore County Rich Scherr is a seasoned technology and financial journalist who spent nearly two decades as the editor of Potomac and Bay Area Tech Wire. lifewire's fact checking process Tweet Share Email Tweet Share Email Social Media Mobile Phones Internet & Security Computers & Tablets Smart Life Home Theater & Entertainment Software & Apps Social Media Streaming Gaming
Key Takeaways
Snapchat Spotlight is designed to mimic TikTok’s popularity while attempting to set itself as a place for creators to flourish with new financing options.Snapchat’s ability to connect a younger audience to friends and interests makes it the prime vehicle to challenge TikTok.Some changes Spotlight is seeking to make are contrary to the social media model and could impact potential growth. Chesnot / Getty Images TikTok’s dominance with the youth is hard to replicate, but with Snapchat’s unique growth, experts think Snapchat has the potential to siphon off the viral video app’s market share.
thumb_up
30 likes
E
Snapchat launched its latest venture, a TikTok copycat called Spotlight, in the hope of increasing its share of entertainment-based content. The new feature will allow users to submit Snaps to be shared with the company’s 249 million daily users (though, as of Dec. 3, it had rolled out in only 11 countries).
thumb_up
50 likes
W
These Snaps will include custom content much like TikTok and Instagram Reels, complete with sounds, silly dances and shareable memes. The real test, however, is whether it will be able to compete with larger competitors, namely TikTok. "TikTok has built a strong brand with a unique proposition… simply matching TikTok’s functionality won’t be enough to steal significant share," Tim Calkins, a marketing professor at Northwestern University, said in an email interview with Lifewire.
thumb_up
6 likes
E
"Snapchat is clearly worried about the growth of TikTok and should be. To make headway, Snapchat has to offer something different and appealing."
Youth Market Disruption
How will Snapchat compete?
thumb_up
1 likes
D
With money: Snapchat offers a payout totalling $1 million per day to trending users who are chosen to be featured on its new Spotlight feature. The amount received by each user will be determined by engagement and unique views. TikTok and Snapchat have seen explosive growth over the years, especially among younger users. As Twitter and Instagram swerve into Snapchat’s lane with Fleets and Stories, respectively, the Santa Monica-based company is doing its own version of mimicry with the TikTok model to capitalize on its newfound publisher interest.
thumb_up
19 likes
J
Community on TikTok is part of the ethos, experience, and lively vibe. And it's why TikTok drives culture and memes in such a unique way. Snapchat's audience size seemingly lags behind TikTok's, with about 249 million daily active users to TikTok’s estimated 800 million monthly active users, but the app has been a rare bright spot for publishers who have seen an increase in RPM (revenue per thousand impressions).
thumb_up
17 likes
Z
Snapchat’s increased visibility and audience engagement have allowed publishers to see returns on their investments with the platform’s Discover content being a success with younger users. Snap Inc. CEO Evan Spiegel said the company reaches more 13- to 34-year-olds in the U.S.
thumb_up
20 likes
S
than either Facebook or Instagram. And according to Q3 2020 numbers, the platform reached 90% of 13- to 24-year-olds. Executives suggest the growth can be attributed, in part, to the success of its Snap Originals, which saw movie stars like Will Smith debut on the platform with his series "Will From Home." Spiegel says they "reached more than 75% of the U.S.
thumb_up
21 likes
C
Gen Z population so far this year," (an estimated 35 million people), with Snap Originals helping them double-down on their success with the youth. Also, its coveted Discover page is used by more than half of Gen Z, signaling a desire for publishers to partner with Snapchat. The company is seeing record user growth and year-over-year revenue, helping it chip away at TikTok’s dominance with the younger market the two giants have found a way to capture.
thumb_up
8 likes
M
Flipping the Script
Snapchat is already making moves to ensure its growth is prominent and less like the gimmick that came to be Instagram Reels’ attempt at TikTok disruption. Unlike Instagram Reels, which allows users to share TikTok videos with a TikTok watermark, Spotlight disallows such cross-platform sharing. It completely bars uploads of videos with watermarks.
thumb_up
16 likes
N
gahsoon / Getty Images Instead, users are challenged to create unique content for the video-sharing app: an ingenious way to protect its market share and make its viability as a TikTok alternative more pronounced. One noted difference is Snapchat’s removal of the comment system. It may be an attempt to remain brand-safe and cut down on comment moderation costs and resourcing.
thumb_up
39 likes
S
The community-less engagement model will need to be reworked if the company hopes to make a sizeable impact. Part of what makes TikTok tick is the comment system, where people congregate in emoji-filled memeing and flame wars with verified users and brand accounts. The comment section is an integral part of the social media experience and helps build community on otherwise isolating platforms.
thumb_up
37 likes
J
From Instagram and Facebook to YouTube and Reddit, the community aspect is part of the business model and what keeps users coming back. To make headway, Snapchat has to offer something different and appealing. On some TikTok videos, you will even find comments with more likes than the video and similar engagement.
thumb_up
46 likes
A
Spotlight’s insistence on a comment-free experience, particularly for a social media platform so linked to intimately connecting users, might be shortsighted, according to experts. "[It] makes Spotlight feel like an isolating vs.
thumb_up
25 likes
T
community experience. I suppose that echoes the platform's one-to-one messaging roots," said digital marketing professional and author Ann Handley in an email interview with Lifewire.
thumb_up
22 likes
G
"Community on TikTok is part of the ethos, experience, and lively vibe. And it's why TikTok drives culture and memes in such a unique way." Was this page helpful?
thumb_up
1 likes
N
Thanks for letting us know! Get the Latest Tech News Delivered Every Day
Subscribe Tell us why! Other Not enough details Hard to understand Submit More from Lifewire TikTok vs.
thumb_up
19 likes
H
YouTube: Which One Is Right for You? How to Do a Boomerang on Snapchat How to Use TikTok How to Make Money as an Instagram Influencer How to Watch TikTok Without the App How to Get Unshadowbanned on TikTok How to Use Snapchat on PC How to Download a TikTok Video What Does 'Ratio' Mean on TikTok? What Is a Meme?
thumb_up
0 likes
I
How to Turn On Snapchat Notifications How to Dislike a TikTok The 8 Best Facebook Alternatives in 2022 What Streaks Are on Snapchat (and What to Know About Them) Apps Like TikTok: The 8 Best Alternatives in 2022 What is a TikTok Challenge? Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up Newsletter Sign Up By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. Cookies Settings Accept All Cookies
thumb_up
28 likes
Similar Discussions
-
That destruction didn t destroy me nor my people our spirits are not broken Novak Djokovic s words to be written on his bust in the US
-
What time will The Anthrax Attacks In the Shadow of 9 11 air on Netflix? Release date plot and more about the documentary
-
Care for the Care Partner Services Cleveland Clinic
-
T20 World Cup LIVE England v Afghanistan score commentary highlights updates Live BBC Sport
-
Vinvidya APK Download for Android APKfun com
-
Survival World Craft Explore APK Download for Android
-
Pilates Bilbao APK Download for Android
-
Fourmis lectriques super colonie dangerosit pour les animaux et les humains Ce que l on sait de cet insecte d tect en France Environnement
-
P nurie de carburant le bras de fer continue chez TotalEnergies Gr ve En France Economie France
-
Microsoft comment suivre l v nement Surface en direct ? News
-
L actrice Angela Lansbury star de la s rie Arabesque est morte
-
Lecce Samuel Umtiti raconte son d part compliqu du Bar a Football Italie
-
Ma va Hamadouche limin e par la championne olympique l Euro Andr Arnaud Fourny Boxe
-
Jaloux jalouses ? Voici comment vaincre ce sentiment Has Diapo
-
Estos son los mejores cosplay de Kimetsu No Yaiba que encontramos en Internet Kimetsu No Yaiba Demon Slayer
-
False election claims overwhelm local efforts to push back Torrance County Election Results
-
Dems are suddenly playing defense on abortion Getty Images Abortion Rights
-
Astros take on 3 0 lead in the ALCS after beating New York Yankees 5 0 in Game 3 Alcs
-
Alcaraz encaminado para mantener su liderato Me veo terminando el a o como n mero 1 Tenis Carlos Alcaraz
-
Marvel and Disney Crossover Coming for Disney s 100th Anniversary
-
Slime Rancher 2 Where to Find Puddle Slime The Nerd Stash
-
quot Avatar 2 quot Title Revealed The Nerd Stash
-
Mom Shares A Disturbing Video Of Her Spiked Daughter In Hopes That It Could Save Others From A Similar Situation
-
7 best printers to complete your home office
-
Adobe adds AI magic to Photoshop and Premiere Elements Digital Trends
-
Vampire Academy cast on playing beloved YA novel characters Digital Trends
-
Sony WH 1000XM3 Review Class Leading Headphones
-
How to Switch Phone Carriers
-
How to Fix It When Nintendo Switch Won t Connect to Wi Fi
-
The 9 Best E readers of 2022