Tiktok vs Instagram Marketing: A Comparison

It’s 2023, and the question still remains. In the world of digital marketing, what’s the better option for reaching out to audiences and growing your brand?

Many will point out that Tiktok and Instagram are incomparable social media tools, with features that highly differ from one another—and we agree.

Your experience with the two platforms largely depends on what your business goals are. If you aren’t sure of what your priorities are, then we suggest you take some pointers from our social media marketing blog.

But if you’re ready to explore your options, you’ve come to the right place.



Understanding the Online Audience and Reach

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Social media platforms have become an integral part of any digital marketing strategy. So it’s important for businesses to understand the demographics and reach of these platforms.

This section covers the basic user profile of the platforms and analyzes how these factors can impact your marketing strategy

User demographics

TikTok has quickly become one of the most popular social media platforms, particularly among younger audiences. According to Influencer Marketing Hub, almost half of TikTok users in the US were between the ages of 18 and 34, as of April last year.

In contrast, Instagram has a broader user demographic that includes both younger and older audiences. According to Omnicore Agency, around 32% of Instagram users are under the age of 34, while just over 30% of users are between the ages of 18 and 24.

Reach and engagement

In terms of reach, Instagram currently has a larger user base than TikTok. According to Data Reportal, in 2023, Instagram has over 2 billion monthly active users, while TikTok has around 1.05 billion monthly active users.

When it comes to engagement rates though, TikTok has been shown to have higher engagement rates than Instagram. This is likely due to the platform’s algorithm, which prioritizes content that is highly engaging and shareable.

Best practices for marketers

For businesses targeting younger audiences, TikTok may be a more effective platform to reach their target audience. It’s best to create content that’s shareable with a high potential to go viral. On the other hand, businesses targeting a broader demographic may find more success on Instagram.



Content Creation and Formats

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Both TikTok and Instagram offer a variety of content creation and format options for users.

On TikTok, users can create short-form video content that’s up to 60 seconds long. They can also add music, filters, and special effects to their videos to make them more engaging.

Instagram, on the other hand, offers a range of content formats including photos, videos, Stories, Reels, and IGTV. Each format has its own strengths and can be used to achieve different goals on the platform.

Content formats

The types of content that perform well on TikTok and Instagram can differ based on the platform’s unique features and audience. On TikTok, short-form video content with catchy music and creative editing tends to perform well. This platform also values authenticity and encourages users to show their true selves.

Instagram, on the other hand, is known for visually stunning photos and polished content. High-quality images and aesthetic videos are key to success on this platform. It also places a strong emphasis on storytelling and creating a consistent brand image.

Best practices for marketers

Content creation and format options have a significant impact on marketing strategies for both TikTok and Instagram. Brands that want to succeed on TikTok need to create engaging, shareable content. Short-form video ads and influencer partnerships can be effective marketing strategies on this platform.

On Instagram, brands need to focus on creating visually appealing content. Instagram ads and influencer partnerships can also be effective, as well as utilizing the platform’s e-commerce features like Instagram Shop.


Algorithm and Organic Reach

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Social media algorithms are a critical factor in determining the organic reach of your content on different platforms. While Instagram and TikTok are two of the most popular social media platforms, they have distinct algorithms that affect how users interact with content and how it reaches a wider audience.

Tiktok vs Instagram marketing algorithm

Instagram’s algorithm ranks content on the user’s feed based on various factors, such as the relevance of the content, the user’s past behavior, and the timeliness of the post.

The more engagement a post receives, the higher the chances of it appearing on the Explore page or the user’s followers’ feed.

Hashtags are another crucial factor that influences the organic reach of your content on Instagram. When you use relevant hashtags, your content can reach a broader audience.

TikTok’s algorithm is primarily based on machine learning, which means that it takes into account the user’s interaction history, video information, and other factors to deliver personalized content.

Unlike Instagram, hashtags on TikTok are not as significant a factor in determining organic reach. While using relevant hashtags can increase your content’s visibility, TikTok’s algorithm is more concerned with the video’s quality and engagement rates.

Best practices for marketing

The algorithm and organic reach of each platform have a significant impact on marketing strategies. On Instagram,  businesses need to focus on creating engaging content that resonates with their audience. Consistently using relevant hashtags can also help businesses reach a wider audience and increase visibility.

In contrast, TikTok’s algorithm values creativity and entertainment value over other factors. Businesses looking to leverage TikTok for marketing purposes need to create engaging and creative content that stands out from the crowd.

Advertising and Influencer Marketing

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As social media platforms continue to evolve, advertising and influencer marketing have become crucial components of a successful marketing strategy. Both TikTok vs Instagram marketing features  offer options for businesses to promote their products or services through paid advertising and influencer partnerships.

Paid advertising

On TikTok, brands can run ads through the TikTok Ads Manager, which allows them to target their ideal audience based on factors such as age, gender, location, interests, and behaviors. TikTok’s advertising options include in-feed ads, brand takeovers, branded lenses, and sponsored hashtags.

In contrast, Instagram’s advertising options include photo and video ads, carousel ads, story ads, and sponsored posts. Instagram’s advertising options also allow businesses to target their audience based on factors such as age, gender, location, interests, and behaviors.

Influencer marketing

Both TikTok and Instagram offer opportunities for brands to collaborate with popular creators to promote their products or services. TikTok influencers with large followings can be reached through the platform’s Creator Fund program or by directly contacting them.

Similarly, on Instagram, businesses can partner with influencers who have a significant following in their niche or industry.

Best practices for marketers

When it comes to the cost and effectiveness of advertising and influencer marketing, TikTok tends to be more cost-effective than Instagram, as its advertising options are relatively new and less saturated.

TikTok’s algorithm prioritizes content that is engaging, creative, and shareable, making it an excellent platform for brands to collaborate with influencers to create unique and viral content. In contrast, Instagram is an ideal platform to advertise products or services through eye-catching photos or videos.

The lowdown

Instagram is a more established platform that has a wide range of features and tools for businesses to promote their products and services. It is ideal for businesses looking to establish a strong online presence.

On the other hand, TikTok is ideal for businesses that want to showcase their creativity and entertain their audience through engaging and interactive videos.

Ultimately, the choice between TikTok and Instagram marketing depends on the specific marketing objectives of the business. Both platforms have their strengths and weaknesses, and businesses need to consider their target audience, content format, and marketing goals before deciding which platform to use.

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