As rivals to the digital ad duopoly of Google and Facebook, TikTok and Snapchat boast niche value propositions that aim to differentiate them from the incumbents. Snapchat uses immersive advertising to build an engaged community of consumers while TikTok is the premier destination for Gen Z. TikTok, especially, is the new kid on the block and extremely popular among the cohort, leading many brands to wonder whether they should shift ad spend from the duopoly to emerging contenders.
