Snapchat vs. YouTube. It's the epic battle of video-based social platforms—but which makes more sense for your business? A lot of this has to do with the audience you're looking to reach, as well as the way you operate your business and how you position your brand.
Let’s break down which platform is a best-fit for a time and money investment.
Snapchat: Where it's Been
Once upon a time, Snapchat was perhaps best known as the "weird new picture app" that all the youths were using—we didn’t quite yet know whether it was worth a consumer's time, let alone how a company might benefit from using it.
Snapchat has grown up a lot as of late.
From a buggy picture-disappearing app, to being offered billions by hungry buyers, to being a complete trend-setter and global advertising app with 166 million daily users—if you haven't been keeping up with Snapchat, it is most likely much different than when you last saw it. This brings me to my first point on why you might choose Snapchat as your next platform to invest in.
The beauty of Snapchat is both its simplicity and its complexity. The simple idea of "point, shoot, post, rinse, repeat"—no need for a big budget for a video crew and production.
The simplicity of Snapchat should be one of the best reasons your company should be adopting this platform. You don’t need to have years of video skills and expensive software to make great content on Snapchat. The fact that everything is raw and unedited makes for a great lens through which a consumer can view your company.
Think of Snapchat as "Twitter meets YouTube." The content is short and simple and tends to lose its optimum value 24 hours later. It’s all about the right-now. If your business and its employees are engaging and have a story worth telling, you need to be adopting Snapchat as part of your social media plan.
As of 2017, Snapchat has finally opened its doors to the public and is now allowing for advertising. Any business can now sponsor video content for views, clicks-to-website and even app downloads. With a simple and user-friendly ad manager, your company can get content out to the masses for not only a cheap price, but also with results to show for it.
To make Snapchat work, you have to be on your toes at all times—thinking of it like Twitter again, if you don't snap something right away when it happens, you have missed your opportunity. This isn’t something that you can “do later.” Later means the moment is already gone and your opportunity was missed.
That's why without a dedicated staff member or team to manage up-to-the-minute content creation, Snapchat might not be as feasible as longer-lasting content you may find on YouTube.
In the hands of the right person or persons, though, Snapchat can be wielded like a magical battle axe. The ability to free-hand draw, add stickers and emojis, filter enough to make your head spin (no, seriously—there was a filter that would make your head spin) and geo-locate your position is reason enough to have your most creative people in charge of this channel.
Did I mention geofilters? With the power to design a personalized border and serve it to specified locations, you can promote an event and extend your company's brand to the public.
A new long-awaited feature that Snapchat recently rolled out is the ability to swipe up for a website. It's one of the final pieces that was holding Snapchat back from being adopted by many companies. Now you can create some short, fun, low-budget content and follow it up by sending the end user to your website for whatever conversion you are looking to prioritize.
But enough about Snapchat—if your company has any sort of video content at all it is an absolute must that you be on YouTube. Not only is it the second-largest search engine, but, chances are, your company is already hooked up to the Google family tree in one way or another (i.e., AdWords, Analytics, Gmail, etc.), so you should at least have your company profile saved if not be actively using it now or in the near-term.