With 1.86 billion monthly active users – that’s 25% of the world’s population – it’s clear that Facebook reigns supreme amongst social media platforms when it comes to overall global reach.

However, it’s not necessarily the best choice when it comes to marketing to younger people. Teens and younger Millennials are increasingly moving away from Facebook to newer, trendier platforms – and Snapchat is a key player.

For event organisers looking to attract a younger audience, do they play it safe and choose the behemoth Facebook for their advertising, or can ephemeral messaging app Snapchat give them a leading edge with Gen Z and those at the younger age spectrum of Millennials? We compare the two platforms side by side to help you decide…

Reach

Facebook: According to Statista, in 2017, Facebook is forecast to achieve 32.5 million monthly active users in the UK. It also has its separate Messenger app, which independently has 1 billion monthly users globally (58.24% market reach among mobile iOS users in the UK).

Looking at the demographic of Facebook’s user base in the UK, the most popular age profile is 20-29 years (10.7m). However, for those aged 13-19 it is significantly less popular, with only 4 million monthly active users. This is the smallest user group behind the 60+ age group.

Snapchat: Snapchat has 301 million monthly active users worldwide and has been consistently growing year-on-year. By the end of 2017, the app is forecasted to have 13.6 million monthly active users in the UK.

The demographics here in the UK show that 30% of Snapchat users are aged under 18, while a total of 70% are under the age of 34. A study which looked at the use of social media platforms among UK teenage mobile internet users, found Snapchat has a 84% market reach.

Verdict: Facebook

It has nearly 15 million monthly active users aged under 30 – that’s more than Snapchat’s entire UK user base.

Related: How to connect with ticket buyers on Instagram and Facebook

Innovation

Facebook: Adding new features such as ‘Facebook Live’, ‘Instant Articles’ and ‘Facebook Events’ (with Eventbrite integration) in 2016, the platform has been trying hard to keep evolving.

Features unveiled most recently, however, have been seen as playing catch-up with Snapchat in some cases. ‘Facebook Stories’ and ‘Direct’ enable users to post pictures and videos that disappear, while ‘Camera Effects’ features interactive filters and masks – sound familiar?

Snapchat: With Facebook hot on its heels, Snapchat has continued to lead the way in terms of innovation. Last year it announced the launch of a wearable AR camera ‘Snapchat Spectacles,’ which lets users record, augment and upload what they see.

In March, Snapchat unveiled a new search function, enabling users to discover content ranging from what’s happening at their favourite bar to the latest from London Fashion Week, presenting enhanced opportunities for advertisers.

Verdict: Snapchat

It’s better to be a leader than a follower.

Targeting and advertising

Facebook: You can really drill down to your target audience, with three options available – select people based on their demographic (i.e. age, location, interests), upload your own contact list or find similar targets based on the profile of existing contacts.

A variety of promotional formats let you either collect leads, sell your product direct, or send people to another website. Thanks to Eventbrite’s integration, you can promote your event and let users purchase tickets without leaving Facebook. Another bonus is that the entry costs for advertising on Facebook are very low.

Snapchat: If you want to advertise on Snapchat you’ll need a bigger budget and creative resources. You can create a TV-style video advert (up to 10 seconds), or a multimedia article containing text, images and auto-play videos. These ads can play between people’s ‘Stories’, within ‘Live Stories’ or within ‘Discover’ channels.

Ad targeting options include ‘Snap Audience Match’, ‘Lookalikes’ and ‘Snapchat Lifestyle Categories’. Other advertising options include sponsoring Geofilters or Lens, which can see your branding put onto users’ photos. While all these options cost big bucks, it is possible to set up a ‘Local Geofilter’ for very little, enabling you to target particular locations (such as at your own event).

Verdict: Facebook

Far greater flexibility and affordability, and with options specifically for event organisers.

Related: How to make a Snapchat Geofilter for your event

Ease of use

Facebook: Because Facebook is so widely used, most people already understand how to navigate it. Interacting with your audience is easy and intuitive, while setting up advertising is also relatively straightforward.

Snapchat: While those under 20 seem to have no problems with it whatsoever, Snapchat’s functionality can be a bit baffling for those of us who are a little older. Most event organisers would therefore need to spend some time familiarising themselves with the platform.

Verdict: Facebook

It’s been around for 13 years and we now have the hang of it!

Related: How to use Facebook Events to sell more tickets

Future potential

Facebook: Facebook has pledged a further $250 million for developing applications for its VR headset Oculus Rift (on top the of $250m it’s already spent). It will also launch its own AR camera glasses in the near future.

By 2026, however, Zuckerberg has stated the company will unveil wide-ranging developments in AI, drones, satellites and lasers, so the future certainly does look interesting for Facebook.

Snapchat: Snap’s IPO launched with a bang in March as shares rallied more than 44% (although the company has experienced considerable volatility since so only time will tell).

But with Snapchat’s parent company Snap now positioning itself as a camera company, it promises exciting innovations to come – it’s been reported that Snap is working on a drone to take overhead content that will feed into the platform, as well as partnerships for a 360 camera.

Verdict: Only time will tell.

With more money and more power, Snapchat has some catching up to do, but then again nobody really knew how big Facebook could get a few years ago.

Related: 6 Tips to rock your event marketing with Snapchat

Overall Verdict – Facebook

Snapchat is undoubtedly a favourite with youngsters and presents interesting opportunities for brands with big budgets, but for event organisers looking for an easy-to-access audience, Facebook is still the champion… for now at least.