Are you wondering if Instagram or TikTok is right for your business? If so, you’re far from alone! Industry leaders and social media marketers across the globe want to connect with their audience, boost engagement, and ultimately grow their business, but deciding which platforms to use is a big challenge most of us have faced.
In order to settle the debate of Instagram vs TikTok, we will need to take a look at their unique features and how business owners are using each one to grow.
Today, I’m going to help compare and contrast these two social platforms so you can see what they have in common and how they are different so you can decide which one will help you meet your goals. I’ll also share a handful of actionable marketing tips you can use on each site to skyrocket long-term growth and engagement.
Let’s dive in!
Understanding Instagram
Platform Overview
Instagram, which originally launched in 2010, is one of the most popular social media platforms in the world. Their primary focus is on visual content sharing. Users can post photos and videos, apply filters, add captions, and much more. The app features Stories, short-lived posts that disappear after 24 hours, and Reels for creating short-form videos.
It was purchased by Meta, the parent company of Facebook. According to their revenue results from Q3 2023, they managed to bring in a staggering 34 billion dollars.
User Demographics
Currently, over 2.4 billion people use Instagram each month, with a vast majority of people aged 18-34. This makes it a prime platform for targeting young adults and millennials, who are often key demographics for many brands.
Key Features for Businesses
- In-depth business profiles with analytics
- Seamless Instagram shopping experience
- Engage Users with Stories, Reels, and Highlights
- Plenty of influencer partnerships and sponsored post opportunities
Pros of Instagram for Marketing
- The visual-centric nature of Instagram makes it great for showcasing products and getting to know your audience.
- By all standards, Instagram has strong engagement rates, especially with Stories and Reels.
- The comprehensive analytics tools are great for tracking your performance and optimizing your social media strategy.
- Due to the established influencer marketing ecosystem, there’s an excellent chance you’ll find someone who is willing to work with you to promote your brand.
Cons of Instagram for Marketing
- Highly competitive space means many industries are saturated.
- The former point also means the cost of advertising is usually much higher than other platforms.
- Algorithm changes can and will affect organic reach.
- Free users can only have one link in their bio.
Understanding TikTok
Platform Overview
TikTok, which launched globally in 2018, is a video-sharing social media platform known for its short-form content. Users can create, watch, and share 3-second to 60-minute videos virtually on any topic.
The app features a powerful algorithm that curates content for each user’s “For You” page, as well as various editing tools, filters, and music integration. Publications like The New York Times and Wired have talked extensively about what makes this algorithm unique.
TikTok is owned by ByteDance, an internet company based in China. In 2023, TikTok reported revenue of approximately $9.4 billion, showing significant growth from previous years.
User Demographics
There are over 1 billion monthly visitors to TikTok from all around the globe, with over 170 million monthly users in the U.S. alone. Data shows this platform is particularly popular among younger demographics, with about 60% of users between the ages of 16-24. This makes it a great platform for brands who want to target Gen Z and younger millennials.
Key Features for Businesses
- TikTok For Business platform comes with well-rounded analytics and advertising options.
- TikTok Creator Marketplace is an effective way to find and collaborate with influencers.
- A focus on hashtag challenges and branded effects mean more opportunities to boost awareness and engagement.
- In-app shopping features make it easy to sell from your business account.
Pros of TikTok for Marketing
- There is a high potential for content to go viral since the algorithm is really good at identifying the right audience for your content.
- It’s an excellent platform for showcasing brand personality and creativity.
- The lower ad costs compared to more established platforms like Instagram mean you can get more bang for your buck.
- TikTok is rooted in strong user engagement, with the average person spending around 95 minutes per day on the app.
- There’s opportunities to reach a younger demographic that may be less active on other platforms.
Cons of TikTok for Marketing
- If you’re not familiar with short-form content, there is a learning curve.
- It’s challenging to stay informed on every new trend since things tend to move quickly.
- If your audience is 35 or older, you’re going to have a tougher time reaching them on TIkTok.
- There are some serious concerns about data privacy, ethical issues, and the impact on teens, which has led to attempted bans in several countries.
Engagement Comparison
Instagram and TikTok may look similar at first since they both focus on visual content, but there are actually quite a few differences.
Instagram users are more in favor of curated photos and videos. That’s why you’ll often see people and products perfectly posed, as well as noticeably edited videos.
On the other hand, TikTok is more about being raw and authentic. Since this is what performs best, most people and businesses post spontaneous, personal content.
If I had to sum up the type of content here in one sentence, it would be this: It’s about relatability and humor instead of perfection.
When it comes to audience interaction, Instagram users engage through likes, comments, and shares. The platform’s Stories and DM’s are a bit more personal. These are all great ways to build trust with your audience.
When it comes to interactions on TikTok, it’s more participatory. Users duet, stitch, or create their own version of trending content. Ultimately, this style of collaboration and sharing is what makes TikTok videos go viral.
Another thing I’ve noticed is that it’s much easier to find your audience if you’re a new business owner on TikTok. I believe this is tied to their algorithm and “Just for You” page. Instagram now has something similar, but you’ll still need to use trending hashtags, engage with lots of other people, and work with influencers or affiliate marketers if you want to grow on Instagram.
Instagram vs. TikTok Marketing Strategies
Now, let’s look at a few key marketing strategies that each platform has to offer and how they can help you grow your business.
Instagram Strategies
- Instagram Shopping – Allows you to set up a product catalog and tag products in posts and stories for a unique and hassle-free shopping experience.
- Carousel Posts – Create engaging multi-image posts that tell a story, showcase product features, or share helpful tips for your target audience.
- Instagram Close Friends – Use this feature for exclusive content, early access, or special offers to build a tight community. It’s similar to a membership but through Instagram.
TikTok Strategies
- Start a Challenge – Create or join challenges to get more visibility and user-generated content. For example, a form builder could use this to show that you can create a form with their app in less than a minute — and challenge new customers to do the same.
- Collaborate with TikTok Creators – It’s fairly easy to partner with popular TikTokers for authentic, native content that speaks to the platform’s audience.
- TikTok Duet – You can encourage users to engage with your content by creating videos that invite duets and increase reach. I’ve found this is better for silly shorts that get people engaged, like dancing to a song or lip singing.
Final Thoughts: Choosing the Right Platform
Ultimately, both Instagram and TikTok are great for businesses to connect with their audience and grow their brand. Each has its own strengths; Instagram is great for visual aesthetics and curated content, while TikTok is better at showing authenticity and virality.
The choice between these platforms – or to use both – depends on your business needs. Consider your target audience, marketing goals, and the resources you have to invest in social media. All of these different factors will determine what will work best for you.
I would say, in virtually all cases, both will work for most businesses; you just need to learn how to make the most of them.
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