Snapchat and TikTok: The evolution of social video

An exploration of the camera and video apps Snapchat and TikTok, and how brands are using them.

Facebook and Instagram have the user numbers but platforms like Snapchat and TikTok have the cutting edge and a younger demographic. At DMEXCO, the platforms explained why they’re different and what they can offer brands.

Snapchat and the new creative

Snapchat may have stumbled initially with its advertising offer – slow to monetise, reluctant to supply metrics – but it has found its feet and now offers a “new canvas” for advertisers. Jeff Miller, global head of business marketing, described it as “storytelling evolved”, using all the capabilities of smartphone “to create something that is truly compelling for our...

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