As a business, it’s no longer an option to be on social media, it’s a necessity. Nor can businesses pick and choose which platforms they want to be on. Instead, it’s imperative that your brand is active across all forms of social media. But on the other hand, some social media platforms will be more profitable for your brand and, as a result, should demand more of your time.
Due to their similarities, TikTok and Instagram attract a lot of comparisons. Many brand owners are left wondering whether more of their time should go into TikTok or Insta. While it’s advantageous to be on both platforms, here’s a rundown of how they compare.
Overview
TikTok is a video platform that focuses primarily on super short-form content, although it is now possible to upload videos that are 10 minutes long. Instagram started as a photo sharing platform but has now expanded to cover images and videos.
Audience
Most users who use TikTok also use Instagram, but there are differences between the average user of each platform. The main difference is age; TikTok users mostly belong to the Gen Z generation while Instagram is more popular with millennials.
This also drives the type of content on the app. It’s common for those belonging to Gen Z to see themselves as part-time content creators so TikTok has become the place for UGC-style content. Instagram on the other hand is home to an army of established content creators whose primary source of income comes through brand partnerships.
Benefits for Brands
TikTok
TikTok has gained a reputation for offering overnight success. Due to the nature of the TikTok algorithm, it’s common for TikTok content to snowball in terms of reach and engagement. This is possible without building up a huge following too, which can be a barrier on Instagram.
Instagram is geared towards brand awareness and loyalty more than overnight success. While content can still reach people far and wide, Instagram is the better platform for taking a user from unaware to customer.
Final Thoughts
Deciding which platform is right for your brand comes down to a range of factors. Start with your target audience, find out if they are on TikTok, Instagram or both. If they are on both platforms, which one are they more likely to spend on?
Once you’ve analysed your target audience, consider your content abilities. Are you capable of producing polished, professional looking content that portrays your brand in its best light? If not, do you have the budget to work with a professional photographer or videographer?
If none of the above is possible, your brand may be better suited to TikTok, where user generated content performs better. While content doesn’t need to be as polished over on TikTok, it still needs to be creative, engaging and on brand with a clear strategy. If your brand is completely new to TikTok, it may be worth working with a TikTok marketing agency who will be able to assist your brand with everything from idea generation to content production.
