Today, do you get a better engagement rate on TikTok or on Snapchat?

This article has been written by our TikTok expert who will tell you what are the most efficient strategies in your niche

What's the average engagement rate on TikTok vs Snapchat in 2025 for different follower ranges?

TikTok demonstrates consistently higher engagement rates across all follower tiers compared to Snapchat in 2025.

For accounts under 10,000 followers, TikTok achieves engagement rates between 7.5% and 10%, while Snapchat ranges from 5% to 7%. The gap widens for mid-tier accounts (10K-100K followers), where TikTok maintains 5.7% to 7.5% engagement compared to Snapchat's 3% to 4.2%.

Larger accounts with over 100,000 followers see TikTok's engagement rates settle between 3.76% and 4.48%, while Snapchat drops to 1.8% to 2.5%. This pattern reflects TikTok's algorithm favoring content quality over follower count, allowing smaller creators to achieve viral reach. Snapchat's more intimate, friend-focused environment creates engaged but smaller audiences.

The overall platform averages show TikTok at 2.5% engagement rate (down slightly from 2.65% in 2023), while Snapchat's engagement varies significantly by content type and ad format. TikTok's slight decline indicates platform maturation, but it still outperforms most social media platforms.

Which platform delivers higher average likes and comments per post for creators in different niches?

TikTok significantly outperforms Snapchat in niche-specific engagement across all major content categories.

Content Niche	TikTok Average Engagement Rate	Snapchat Performance
Beauty	12.94% (nano-influencers up to 18.36%)	4.1% average engagement
Fitness	14.61% average	5.3% average engagement
Tech	6.8% average	3.2% average engagement
Lifestyle	14.98% (highest performing niche)	5.7% average engagement
Educational Content	9.5% average (top performing category)	Limited data, but typically lower

Educational content performs exceptionally well on TikTok, with creators achieving 9.5% average engagement rates. Food and lifestyle content creators see the highest engagement at 14.98%, making these niches particularly effective for brand partnerships and monetization.

If you're struggling to identify what content works in your niche, we can help you figure it out.

How does engagement rate compare by content format on each platform?

Content format performance varies dramatically between TikTok and Snapchat, with each platform optimized for different interaction styles.

TikTok's short-form videos (15-60 seconds) achieve 85% completion rates, while longer content sees declining engagement. The platform's strength lies in watch-through rates, with 78% of users completing videos under 60 seconds and 65% of viewers staying beyond the first 15 seconds.

Snapchat Stories maintain an 85% open rate, outperforming TikTok's story-format content at 78%. However, Snapchat's ephemeral nature means engagement is measured differently - focusing on swipe-ups, shares, and screenshot saves rather than traditional likes and comments.

Live streams show interesting platform differences: TikTok Live averages 22 minutes per viewing session, while Snapchat Live streams average 12 minutes. Reposts and user-generated content perform at 35% engagement on TikTok versus 28% on Snapchat, indicating TikTok's superior viral content circulation.

What is the average conversion rate when promoting products or services on TikTok vs Snapchat?

Conversion rates vary significantly by promotion type, with TikTok generally outperforming Snapchat except in lead generation.

Conversion Type	TikTok Rate	Snapchat Rate
Affiliate Links	5.2%	2.1%
Product Drops	8.7%	4.3%
Service Bookings	6.1%	3.8%
Lead Generation	4.9%	5.2%
App Downloads	8.2%	5.7%

TikTok excels in impulse purchases and product discovery, with users 34% more likely to purchase products they see advertised compared to other platforms. The platform's "FYP" algorithm creates dopamine-driven shopping behaviors, leading to higher conversion rates for fashion, beauty, and lifestyle products.

Snapchat's strength lies in lead generation, slightly outperforming TikTok at 5.2% versus 4.9%. This reflects Snapchat's more intimate communication style, where users feel comfortable sharing contact information. Email sign-up rates favor Snapchat at 7.1% compared to TikTok's 6.8%.

How many hours per day does the average user spend on each platform?

TikTok dominates user attention with dramatically higher daily usage compared to Snapchat.

TikTok users spend an average of 95 minutes (1.58 hours) daily on the platform globally, with US users averaging 58 minutes per session. This represents a 113% increase from 2019's 27 minutes, showing consistent year-over-year growth. Users open TikTok approximately 19 times per day, creating multiple short engagement sessions.

Snapchat users spend significantly less time at 30 minutes daily on average, though they open the app more frequently - about 30-40 times per day for shorter interactions. This usage pattern reflects Snapchat's design for quick communications and ephemeral content consumption rather than prolonged browsing.

The attention span data reveals crucial differences: TikTok retains 65% of viewers beyond 15 seconds, while Snapchat maintains 52% beyond 10 seconds. This longer attention span on TikTok creates more opportunities for brand messaging and product discovery, explaining higher conversion rates for complex products requiring longer explanations.

What type of content performs best on each platform in terms of saves, shares, and watch-through rate?

Educational and tutorial content dominates performance metrics on both platforms, but with different interaction patterns.

TikTok's highest-performing content includes "how-to" tutorials, behind-the-scenes content, and trend participation videos. Educational content achieves the highest save rates, with users saving 25% more educational videos compared to entertainment content. Watch-through rates peak at 85% for videos under 30 seconds that provide immediate value or entertainment.

Sharing patterns favor authentic, relatable content over polished brand videos. User-generated content receives 1.7x more shares than brand-created content on TikTok, while trending audio and effects can boost engagement by 40-60% when used within the first 3-7 days of trending.

Snapchat's AR lenses and filters generate the highest engagement, with users spending 15-30 seconds per interaction. Stories featuring location-based content or special events see 35% higher completion rates. The platform's "Discover" section shows that serialized content and exclusive behind-the-scenes material performs best for sustained audience growth.

Don't know which format works best for your audience? We can help you test and optimize.

What are the differences in user demographics between the two platforms?

TikTok and Snapchat serve distinctly different demographic segments, creating unique opportunities for targeted marketing.

TikTok's core users are aged 25-34 (35.3% of the user base), with a slight male skew at 55.7% versus 44.3% female. The platform has successfully expanded beyond its initial teen demographic, now attracting professionals and older millennials. Geographic distribution spans globally, with strong presence in the US, Indonesia, and Brazil.

Snapchat maintains a younger user base, with 48% of users aged 13-24. The gender split is nearly even (50.9% female, 49.1% male), and the platform dominates in specific markets like India, the US, and France. Snapchat users represent $4.4 trillion in global spending power, with particularly strong purchasing behavior in specialty goods and household items.

Income levels differ significantly: TikTok users show more diverse economic backgrounds, while Snapchat users typically have higher disposable income. This affects monetization strategies - TikTok succeeds with low-cost impulse purchases, while Snapchat performs better with premium products and services.

How much fake engagement or bot traffic can be expected on each platform?

Both platforms struggle with artificial engagement, but TikTok faces higher volumes due to its larger scale.

TikTok removed 6 billion fake interactions in Q4 2024 alone, indicating massive bot activity. Industry estimates suggest 15-18% of TikTok engagement may be artificial, including fake likes, comments, and follows. The platform's viral nature makes it attractive for engagement farming operations, particularly targeting trending hashtags and popular creators.

Snapchat experiences lower absolute numbers but still significant impact, with 12-15% estimated fake engagement. The platform's private messaging focus makes bot detection easier, but advertising CPMs are inflated 20-30% by bot activity. Snapchat's verification systems are more mature, reducing fake account creation compared to TikTok.

Click-through rate inflation affects both platforms differently. TikTok sees artificial CTR boosts of 0.2-0.4% on average, while Snapchat's more controlled environment limits inflation to 0.1-0.2%. Brand safety measures include excluding suspicious traffic, but organic reach calculations still include bot interactions.

Which platform drives more website visits, app downloads, or email sign-ups?

TikTok excels in driving website visits and app downloads, while Snapchat performs better for email capture and lead generation.

Conversion Metric	TikTok Performance	Snapchat Performance
Impression → Click Rate	0.84%	0.62%
Click → Conversion Rate	0.46%	0.38%
App Download Rate	8.2%	5.7%
Email Sign-up Rate	6.8%	7.1%
Average CTR Range	0.4% - 1.2%	0.3% - 1.5%

TikTok's superior performance in driving website traffic stems from its algorithm promoting content with high engagement, creating viral loops that extend beyond the platform. The "link in bio" limitation has driven creative solutions like branded hashtags and creator partnerships that effectively funnel traffic to external sites.

Snapchat's advantage in email collection reflects its more intimate user relationships and trusted brand environment. Users feel more comfortable sharing personal information through Snapchat's private channels compared to TikTok's public-facing content.

If your posts aren't converting? Let us take a look for you.

How has engagement changed on both platforms in 2025 compared to 2024?

Both platforms experienced engagement changes in 2025, but for different reasons and with varying implications for creators and brands.

TikTok's engagement rate decreased slightly from 2.65% in 2023 to 2.5% in 2025, representing a 5.6% year-over-year decline. However, this doesn't indicate declining platform health - rather, it reflects platform maturation and increased competition as more creators and brands join. Time spent increased 14% year-over-year, reaching 95 minutes daily globally.

Snapchat showed stronger engagement growth with 8% increases driven by AR shopping features and improved content discovery. The platform's focus on close-friend communications and location-based features resonated well with users seeking authentic connections during increased social media skepticism.

Looking ahead to 2026, TikTok trends point toward AI-generated content integration and extended video formats up to 10 minutes. Snapchat is investing heavily in AR commerce and local discovery features. Both platforms are adapting to privacy concerns and potential regulatory changes, particularly around data collection and algorithmic transparency.

Which platform offers better opportunities for organic growth today?

TikTok provides superior organic growth opportunities for most content creators, while Snapchat excels in community building and local audience development.

TikTok's algorithm aggressively promotes high-quality content regardless of follower count, enabling unknown creators to achieve millions of views overnight. The platform's "For You Page" democratizes content distribution, with 60% of users discovering new accounts weekly through algorithmic recommendations rather than following patterns.

Recent platform changes favor authentic, educational, and entertaining content over purely promotional material. Creators posting 3-7 times weekly with consistent, value-driven content see 40-60% faster follower growth compared to sporadic posting. The platform rewards engagement velocity - content receiving high interaction within the first hour gets extended algorithmic promotion.

Snapchat offers different organic growth advantages through its intimate community features. Creators building local audiences or niche communities see 269% year-over-year follower growth for accounts under 5,000 followers. The platform's AR lenses and location-based discovery create organic virality within specific geographic regions.

Strategic recommendation: Use TikTok for rapid awareness and broad demographic reach, especially for product-focused businesses. Choose Snapchat for service-based businesses targeting local markets or building exclusive community experiences.

Where do brands spend more on influencer partnerships and ads in 2025?

Brand investment heavily favors TikTok for influencer campaigns, while Snapchat attracts budget-conscious advertisers seeking specific demographic targeting.

68% of brands prioritize TikTok for influencer partnerships in 2025, driven by higher engagement rates and viral potential. Average influencer costs on TikTok are $10 per 1,000 followers for sponsored posts, making it competitive with Instagram but significantly more affordable than YouTube partnerships.

TikTok's return on investment averages $4.20 per dollar spent, outperforming Snapchat's $2.80 ROI. However, Snapchat offers 20-30% lower customer acquisition costs in specific verticals like local services, beauty, and lifestyle brands targeting younger demographics.

1. **TikTok Investment Advantages:** - Higher viral potential leading to organic amplification - Better performance metrics for product launches - Lower cost-per-click at $1.20 versus Snapchat's higher CPM rates - Stronger influencer ecosystem with established partnership programs - Better attribution tracking through TikTok Business Manager2. **Snapchat Investment Benefits:** - More precise demographic targeting for 13-24 age groups - Lower competition leading to cheaper ad placements - Higher trust levels for lead generation and email capture - Exclusive AR advertising opportunities not available elsewhere - Strong performance in local and geographic targeting

Budget allocation recommendations vary by business size: startups with limited budgets should prioritize TikTok for awareness, while established brands benefit from multi-platform strategies leveraging both platforms' unique strengths.

Conclusion

Sources

1. The Influencer Marketing Factory - TikTok vs Instagram Engagement Rates
2. Brandwatch - Good Engagement Rate on TikTok 2025
3. Sprout Social - TikTok Statistics 2025
4. Social Insider - Social Media Benchmarks 2025
5. Sprout Social - Snapchat Statistics 2025
6. Social Pilot - Snapchat Statistics 2025
7. ElectroIQ - Average Time Spent on TikTok
8. Tiksly - TikTok vs Snapchat Comparison
9. Enhencer - TikTok Ads ROI Comparison
10. Backlinko - TikTok User Statistics 2025

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice, we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.