One of the great social media follies that businesses make is assuming that they must be present on every single platform and every single channel—something that may frankly be a poor use of time and resources, especially for smaller or more niche brands. For years now the discussion over which platforms are most essential has raged, and it’s unlikely to be settled any time soon—especially as new platforms continue to develop and to make an impact.

The latest of these is Snapchat, a social network that’s become such a big deal that many brands now place it on roughly the same plane as Facebook—and in fact, some companies have started using Snapchat just as much as they use Facebook, if not more. It is a question worth asking, then: Does your company truly need to embrace both of these social channels? The answer, of course, requires some explanation and some thought.

Comparing Facebook and Snapchat

Let’s start simply by comparing the two mediums in a few different categories.

• In terms of audience, there is still no competing with Facebook and its 1.65 billion monthly users. Snapchat’s numbers include around 100 million daily users—obviously not quite on the same level as Facebook, but also nothing to write off or disregard.
• If you’re looking to target a more youthful demographic, however, you may be interested to know that Snapchat reaches 41 percent of all U.S. 18 to 34 year-olds on any given day. Facebook, on the other hand, sees growing numbers among older users, but a slight decline in younger demographics.
• The big draw for Snapchat is its ephemerality. “Snaps” last only 24 hours, which means that the network produces a strong sense of urgency, based around the fear of missing out. Brands that can tap into that effectively will see plenty of repeat traffic and heavy daily use on Snapchat; Facebook posts are a little more permanent, and as such that urgency isn’t quite there.
• In terms of actual daily engagement, however, Facebook does claim that U.S. adults spend an average of 22 minutes on the network each day; comparable numbers show a slightly lower number—about 18 minutes daily for iOS users.

Other metrics are harder to pin numbers to, and may come down to individual judgment. A word often associated with Snapchat is fun; snaps, with their visual effects and inherently fleeting network, capture a certain laid-back, goofy vibe that other social networks struggle for. That means that it’s less than ideal for brands looking to portray professionalism and respectability, but for those looking to conjure authenticity and directness, Snapchat may be just the thing.

And really, any decision about social networks comes down to individual goals. Snapchat has much to recommend it, but its attributes may not align with your company’s specific goals. Facebook is broader in its functionality, but may not be the best option for companies courting specifically young demographics.

The important thing is to think big-picture; how might each social network fit into an integrated marketing strategy? That’s a question we’d love to tackle with you. Start the process today by reaching out to the enCOMPASS team.