At a glance

Short-form video is increasingly popular and Snapchat and Tik Tok are two platforms that are at the forefront of exploring the possibilities this format offers, from entertainment-driven UGC to more sophisticated branding options using AR.

Why it matters

Other platforms may have bigger user numbers, but Snapchat and Tik Tok are at the innovative end of the spectrum and attract a younger demographic. They also operate differently to the original social platforms in that they’re less about the news feed than creating content and interacting with close friends or encouraging content discovery.

Brands and organisations as diverse as the Australian Navy and air freshener Glade have found ways to successfully use Snapchat AR lenses to illustrate their offer. Canny use of Tik Tok’s #hashtag challenge helped rejuvenate the image of traditional German retailer OTTO.


  • AR can not only drive significant media engagement but be a tool to overcome limiting cultural factors.
  • Content doesn’t have to be perfect – mistakes mean greater authenticity and greater engagement.
  • Be aware that the pace of change on a platform like Tik Tok is far faster than you may expect.