TikTok ads vs Snapchat ads: where should a UK brand spend first?
Both platforms reach younger UK audiences, but they behave very differently. A practical comparison to help you choose where your first pound goes.
Two platforms, two habits
TikTok is a discovery feed: people scroll to find something new, and the algorithm decides what they see. Snapchat is a messaging app first: people open it to talk to friends, then watch Stories and Spotlight between conversations. That difference shapes everything about how ads perform.
TikTok ads
Strengths
Huge reach for new brands, because the feed rewards content rather than follower count. Ads that look and sound like native TikToks, often made with creators, consistently beat polished adverts. TikTok Shop lets people buy without leaving the app.
Best for
Product launches, visual or demonstrable products, and brands willing to produce a steady flow of short-form video.
Snapchat ads
Strengths
Snapchat reaches a large share of UK under-35s, including people who spend little time on other platforms. Costs per thousand impressions are often lower than on TikTok or Instagram, and formats like collection ads and AR lenses suit fashion, beauty and food brands.
Best for
Brands targeting 16 to 34 year olds, e-commerce with strong product imagery, and local businesses targeting by location.
Key differences at a glance
- Creative: TikTok rewards entertaining, creator-led video; Snapchat works well with quick, vertical, product-focused ads.
- Cost: Snapchat is often cheaper per impression; TikTok often delivers more engagement per view.
- Tracking: Both need their pixel and server-side events set up properly before you judge results.
Should you run both?
Often, yes, but not on day one. Start where your customers are and where you can produce the right creative, prove the numbers, then add the second platform and reuse what you’ve learned. Not sure which comes first for you? Tell us about your audience and we’ll recommend a starting point.