In the fast-paced world of social media, reaching out to potential blood donors from the Gen Z and millennial demographics requires strategic and engaging campaigns. We’ve already talked about how social media is great for engaging people to donate blood and wanted to dig in a bit deeper on two platforms to compare them for you.
Two of those platforms that have been proven effective for blood donor recruitment are Snapchat and TikTok. When it comes to ad creation on both platforms, you might find yourself stumped trying to figure out which to prioritize. In this blog post, we’ll discuss the key differences between using Snapchat and Tiktok for blood donor outreach on social media so you can make the most informed choice.
We previously shared a blog post comparing Snapchat and Facebook that you can read here if you’re interested in seeing how campaigns are handled on Facebook.
Campaign Daily Budget:
Snapchat: The minimum daily budget for a Snapchat campaign is $20, making it a cost-effective option for organizations with limited resources.
TikTok: TikTok has a higher minimum daily budget of $50, requiring a slightly larger investment.
Targeting:
Snapchat: While Snapchat provides information on audience interests and behaviors in results, it lacks the advanced targeting capabilities that TikTok offers.
TikTok: TikTok allows precise targeting based on user interests and behaviors, enabling blood centers to tailor their campaigns to specific demographics.
Smart Creative:
TikTok's smart creative feature maximizes the impact of your campaign by generating multiple creative combinations, enhancing engagement. Snapchat does not offer this feature to users.
Advertising Age:
Snapchat: Ads can be served to users aged 13 and above. This means you are able to run ads to your high school donors to either attend an upcoming drive or encourage them to donate blood again.
TikTok: TikTok has a higher age restriction, allowing ads to be served to users aged 18 and above.
Audience Reach:
Snapchat: Primarily popular among younger audiences, with 48% of users falling in the 18-25 demographic. The next largest audience, 26-35 year olds, make up 30% of Snapchat’s user base. Snapchat users open the app an average of 30 times per day and spend on average 21 minutes per day.
TikTok: Tiktok is also popular among Gen Z and millennials, with about 44% of its users being under 24 and another 25% falling in the 25-34 group, Users spend on average 90 minutes a day on the platform, providing a greater opportunity for ad visibility.
User Base:
Snapchat: Boasts 108 million monthly active users in the United States
TikTok: Surpasses Snapchat with 150 million monthly active users in the United States
Customization and Branding:
Snapchat: Offers limited flexibility for branding compared to TikTok.
TikTok: Provides a flagship page for brand growth, spark ads for enhanced flexibility, and a vast library of video templates and audio clips, allowing for extensive customization and creative expression.
Ad Set Cap:
Snapchat: Supports up to 100 ads per ad set
TikTok: Allows 20 ads per ad set
Difficulty of Running Blood Donor Recruitment Ads:
Snapchat: We’ve experienced a generally easy time running blood donor recruitment ads on Snapchat.
Tiktok: Tiktok is trickier to run ads pertaining to blood donor recruitment due to content about blood being flagged organically and for paid campaigns. If you want to run ads on this platform, you need to be more creative in how you encourage people to donate blood.
Conclusion:
Both Snapchat and TikTok have unique strengths, and the choice between them depends on the blood center's budget, target audience, and creative preferences. Whether opting for the affordability of Snapchat or the advanced features of TikTok, crafting compelling and visually appealing campaigns is key to successful blood donor recruitment in the digital age.