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Instagram vs Tiktok - Which is better for your business?

Instagram and TikTok are two of the most popular social media platforms today with billions of users worldwide. These platforms tend to attract a younger audience first, but an older audience soon after. From new dance trends to trending audios, both have unique features that can be leveraged in your social media marketing strategy. 


Maybe your strategy includes hopping on both platforms and reusing the same video content on each, or maybe you’re focusing on just one platform, either way, you should know about the key differences to determine which is better for your business.


So let’s take a closer look:



Audience: Instagram has a more diverse user base, with a higher percentage of users aged 25-34, while TikTok's user base is younger, with a majority of users aged 18-24. This difference in demographics should be considered when deciding which platform to focus on so that you’re reaching your target audience.



Content: Instagram is primarily a visual platform, with a focus on photos and videos. Lately, they’ve been pushing out carousel posts more than anything. TikTok is known for its short-form, user-generated videos, which can be more casual and humorous, while Instagram content tends to be more polished and curated.



Discoverability: TikTok's algorithm promotes user-generated content, making it easier for new accounts to get discovered and go viral. During the pandemic, we saw a huge increase in small businesses going viral just by posting a few short videos. Instagram's algorithm is more based on engagement rates and follows, and can be harder for new accounts to gain traction.



Engagement: TikTok's engagement rates tend to be higher than Instagram's, with users spending more time on the app and interacting with content more frequently. However, Instagram's features such as Instagram Stories and Reels have also become popular, increasing engagement rates on the platform.



When deciding which platform to focus on for social media marketing, it's important to consider your target audience and the type of content that resonates with them. Instagram is ideal for businesses that want to showcase their products or services with polished visuals and storytelling. TikTok is ideal for businesses that want to showcase their brand personality with engaging, user-generated content.



Ultimately, the best approach varies from business to business. Keep your target demographic in mind along with your brand voice and values. By utilizing the unique features of each platform, you can expand your reach, engage with your audience, and drive results through social media marketing.

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