Snapchat seizes TikTok's ad uncertainty with bold incentives
Snapchat is offering ad buyers thousands in free credits to poach TikTok budgets—here's what marketers should know
Snap is betting big on TikTok’s regulatory troubles—and it’s making a play for marketers’ wallets.
In the run-up to the June 19 deadline that could see TikTok banned in the U.S. unless it’s sold, Snap is reportedly pitching aggressive ad credit offers to get marketers to shift their budgets.
This article explores Snap’s strategic incentives, the broader implications of TikTok’s uncertain future, and what marketers should consider when reallocating budgets during a platform power shuffle.
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Here’s a table of contents for quick access:
- Snapchat’s credit push: US$10K+ incentives on offer
- Why Snapchat sees a window to gain ground
- What marketers should know
Patrecia Meliana
Snapchat's credit push: US$10K+ incentives on offer
Snap is offering some advertisers an extra US$10,000 in ad spend when they commit US$50,000–US$100,000 in campaign budgets. In another version of the pitch, Snap is offering a 20% bonus in ad credits for those who reallocate US$100,000 away from competing platforms—most notably TikTok.
These incentives aren't subtle. According to three media buyers, Snap reps explicitly framed the deals as a play to capture TikTok’s ad dollars. All three buyers confirmed Snap’s outreach and noted the company’s aggressive tone—though none had yet shifted budgets as a result.
Snap declined to comment on whether the ad credits are directly tied to TikTok’s potential ban.
Why Snapchat sees a window to gain ground
TikTok’s U.S. future remains shaky, with another potential ban deadline looming on June 19. If ByteDance fails to divest the app, the platform could lose up to US$32.4 billion in global ad revenue in 2025, according to WARC.
Snap, meanwhile, sees an opening. The company reported a 14% YoY revenue increase in Q1, reaching US$1.36 billion, despite shedding 1 million daily users in North America. Analytics platform MikMak noted that Snap ad spend grew 33% from Q1 to Q2 among its tracked brands, even if the platform still commands under 1% of total digital ad dollars.
Snap is also investing in creator tools and generative AI features, such as sponsored AR lenses. The company claims 300 million users engage with its AR tools globally, and its total daily active users hit 460 million in Q1.
With Meta and YouTube still dominating mobile video ad spend, Snap is positioning itself as a viable fallback if TikTok goes dark—or even if uncertainty keeps budgets in motion.
What marketers should know
Here’s how marketers can think through this shifting ad landscape:
1. Revisit your platform diversification strategy
TikTok’s potential ban is a reminder of platform risk. Brands heavily reliant on one channel should consider rebalancing ad spend to ensure continuity across audiences and content types.
2. Take a closer look at Snap’s offer—but don’t jump blindly
While ad credits may look attractive, marketers should vet Snap’s audience reach and performance capabilities in their vertical before reassigning budgets. Test small before committing large.
3. Monitor audience shifts and creator migrations
If TikTok goes offline—or if creators begin to hedge—expect increased activity on Snap, Reels, and Shorts. Track where your target demographics are engaging and follow accordingly.
4. Use incentives strategically
Free ad spend is helpful, but marketers must consider ROI. Use Snap’s credits to run performance tests, expand creative formats (e.g., AR lenses), or explore new segments without overextending.
Snap’s attempt to scoop up TikTok’s ad dollars is opportunistic—but not unwise.
For marketers, the key is staying nimble, running controlled experiments, and keeping a close eye on shifting audience behavior. Whether TikTok survives the June 19 deadline or not, the media buying landscape is already adapting.
Now’s the time to reevaluate where your digital dollars are safest—and most effective.
