But even though Snapchat has more domestic users than TikTok, the short-form video app still has higher potential reach than Snapchat does — that's because TikTok content has the potential to go viral in a way that doesn't exist on Snapchat. Snapchat's lenses are only able to be viewed through a user's own camera and by receiving snaps from friends, limiting spread to a user's immediate circle.
TikTok, meanwhile, has discoverability systems like hashtags and the "For You" page that make it much easier for content to spread much further. Essentially, the ad format encourages users to create and spread their own user-generated ads organically. Plus, TikTok content has the added benefit of longevity, as videos made with the format will be preserved on a user's page.
. TikTok is still a smaller and newer platform than Snapchat, and given that its US advertising program is barely Still, the app is growing rapidly: During the pandemic, usage has spiked, with TikTok's US unique visitor count increased by 48% between January and March,
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