TikTok vs. Instagram

TikTok or Instagram, what is the best direction to pursue?

This is a million-dollar question for any brand wanting to leverage social media or influencer marketing! The authentic answer to this query directly depends upon the approach and budget of brands.

Remember that picking up the right social media platform has become crucial to obtaining maximum results. Indeed, with more than 5 billion monthly active users, social media has become the marketing heaven for brands, assisting them in becoming the most influential entities in the digital transformation world. However, it works well for brands putting their efforts in the right direction.

Today, among the top-rated and influential social media channels, TikTok and Instagram have successfully occupied the top positions. If you need help choosing TikTok or Instagram, this article is for you.

Our discussion is all about the major differences between these two platforms, helping brands choose the right option according to their needs. So, let’s begin the evaluation process here!

What is TikTok?

TikTok is one of the most famous social media networks. The platform is known for its short-form video content. Users can upload video content with a length of anywhere between 15 seconds and 10 minutes.

The platform launched lately (in 2017) compared to other social media channels. However, it gained much popularity within a short time frame and today around 1.5 billion monthly active users are engaged with the app.

The reason behind its popularity is some amazing features of the app, including content type, content format, filters, music or sound integration, and above all getting access to billions of users worldwide. 

What is Instagram?

Similar to TikTok, Instagram is also known as one of the renowned social media channels in the world. With more than 2 billion monthly active users, the platform is listed among the most used apps on the internet.

The platform is famous because of its content types and formats. For example, you are not limited to creating the same type of content again and again. Users are allowed to bring versatility to their work. For example, they can upload image carousels, single images, short-form video content (reels), and long-form video content.

Users are allowed to use filters, sounds, and other editing tools to bring more creativity and uniqueness to their content. Incorporating these features helps users gain more Instagram likes and other engagement. These are the reasons making the application a captivating platform for creators and even business owners.

TikTok vs. Instagram: Major Differences

Indeed, both social media networks are good to use. However, you must choose the one or make the one a primary source of marketing that is popular among your targeted demographics and for which you have a good command.

Explore the given biggest differences from the targeted audience to content formats. It will help you choose the best platform according to your needs:

1. Audience

When it comes to examining the audience demographics, there are considerable differences between these two platforms.

For example, TikTok is more popular among Gen Z. Around 38% of users are between 18 and 24 years of age on TikTok. On the other hand, 32.5% of the audience belongs to the age group between 25 and 34. Moreover, 57% of users on TikTok are female.

On the other hand, around 48% of Instagram’s audience is female. 32% of users are among Gen Z and 29.6% of users are among millennials. However, more than 15% of users are between 35 and 44 years of age.

These stats will surely let you know what platform will be the best option for you according to your set demographics or targeted audience.

2. Content types

When it comes to talking about content type, format, or display of the content, both platforms show a huge difference. For example, Instagram comes with a variety of options to choose from. You can create and upload content in the form of single images, carousels, reels, and even long-form content.

On the other hand, TikTok is limited to video content only that can be up to 10 minutes long. Moreover, Instagram is best at showcasing quality visuals and graphics, but it requires much editing effort to put in.

TikTok content, on the other hand, is usually raw and authentic. The only editing creators require is in-app visual and audio effects. Check out what type of content your targeted audience enjoys watching and then choose the platform accordingly.

3. Algorithm

While evaluating the major differences between TikTok and Instagram, algorithmic changes have also been observed. Instagram promotes content based on the popularity and engagement level of content. This is the reason Instagram is best for big accounts or creators compared to smaller ones.

In contrast to this, the TikTok algorithm is a bit complex. It works based on several factors and actions users take on the platform. These actions may include liking, commenting, sharing, and saving the content.

Besides this, keywords, search phrases, associated hashtags, and content sounds do also matter. Therefore, it works equally for both the biggest and smaller creators.

4. Advertising option

Both platforms allow users to run or display ads. Instagram allows users to display ads to their targeted audience in the form of photo or video ads. These targeted ads are displayed in the newsfeeds, stories, and IGTV to help brands increase more Instagram followers and target more customers.

TikTok ads are 60 seconds long video content displayed to the targeted audience. These ads look like organic posts on the platform. However, the charges for running ads may vary depending on your audience and the duration of the ads.

5. User behaviour

These platforms also show differences based on the users’ behaviour. For example, on TikTok, people only come for entertainment purposes. They love to watch challenges and different trending videos. Creators involved in such type of content can get more TikTok likes and other interactions.

Compared to TikTok, people visit Instagram not only for entertainment purposes. They love to follow their favourite brands and influencers to take updates from them. They also love to post the happy moments on Instagram they spend with their friends and family members.

6. Influencer marketing

Remember that both TikTok and Instagram are considered the best platforms for influencer marketing or collaboration. However, there is a slight difference shown by the influencers on these platforms.

For example, influencers on Instagram are fully obsessed with aesthetics. Content with eye-catching visuals, transitions, and complex editing is the key for Instagram influencers.

On the other hand, TikTok influencers do not show any concern about aesthetics. Most of them do not show interest in learning photography or videography. They post content in a more casual and natural way.

Over to You!

Both TikTok and Instagram are considered the most influential social media channels. Both platforms are assisting users in creating their huge fan following and engagement. However, both of them are different from each other to some extent, which has been discussed clearly. Creators and business owners must evaluate these features and key differences to select the best platform that can maximize their reach or brand awareness.

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