According to DataReportal, “Social media user numbers increased by more than 13 percent over the past year, with nearly half a billion new users taking the global user total to almost 4.2 billion by the start of 2021.”
Amidst this surge of demand to consume content on social media, two platforms stand out the most – Instagram and TikTok.
Not only in terms of consuming content but in terms of business, these platforms can work wonders for your company.
But which platform is best for your business? Instagram or TikTok? Is there a clear winner? No worries, this post will help you decide which platform is best for your business.
In this post, we’ll walk you through:
- Difference between TikTok and Instagram
- Tiktok or Instagram – Which social media platform is best for your business
Difference between TikTok and Instagram
Tiktok has caught up with the likes of Facebook and Instagram to become one of the biggest social media platforms in a short period of time. According to TechCrunch, “TikTok is the third-largest social network, just behind Facebook and Instagram.”
TikTok and Instagram are quite different from each other despite sharing the same objective, that is, giving content creators a platform to showcase their talent.
Here are some of the major differences between the two social media platforms:
The debate of TikTok vs Instagram can be best analyzed by looking at the number of users on these platforms. Instagram, being an established platform since 2010, has over 2 Billion active users.
According to Databox, “85% of top brands are now using Instagram to promote their brand.”
There are several fake profiles and bots on Instagram as well. A profile with an image can help identify a real account from a fake one. In fact, according to a study done by the Georgia Institute of Technology and Yahoo Researchers, “Instagram photos with faces generate 38% more likes.”
TikTok, launched in the year 2016, is a relatively new player in the game. Still, it has managed to gross over 1 Billion active users in such a short period of time.
Instagram is known for giving its users to post both long-format and short-format content. An Instagram user could either post a reel or story for short-form content and an IGTV video for long-form content.
TikTok, on the other hand, solely focuses on short-form content. TikTok started with users posting comedy and musical content. Today, you can find all genres of content on TikTok.
The algorithm of Instagram collects explicit signals from its user to understand their likes/dislikes. According to the type of content they like, they are shown suggested accounts and pages with similar content.
However, TikTok doesn’t need to collect such explicit signals. TikTok purely works on AI-powered technology that determines the likes/dislikes of the users. After a video is uploaded on Tiktok, it uses NLP and computer vision with the help of an AI algorithm to analyze the video.
People often fear for their account’s safety on the internet. You must be wondering out of Instagram and TikTok, which is safer.
Instagram indulges in regular security checks. When Instagram finds anything suspicious, it immediately intimates the user to change their password. Hence, it is quite a safe platform to use.
TikTok, on the other hand, has a drawback. People with more followers tend to leave an increased digital footprint. It sometimes leads to their accounts being in danger for phishing activities.
So, if you have understood the basic difference between TikTok and Instagram, let’s decide which one is better for your business?
Tiktok or Instagram – Which social media platform is better for your business?
Here is a list of parameters that will provide you some clarity on the ongoing debate of Instagram vs TikTok for business:
1. Age demographics
One of the major aspects to look for in a platform is whether it aligns with your business’s key age demographics or not.
Instagram has a significant proportion – over 62% of users between the ages of 18 to 34 years which means the “younger generation” comprises the majority of users on Instagram.
On the other hand, as per Statista, TikTok comprises a good proportion of users among different age groups:
So if a major part of your customer base ranges between 18-34 age groups, you should prefer Instagram. While TikTok can be a good platform for reaching audiences of all ages – Gen Z, Millennials, and Baby Boomers as well.
2. Comparing features
TikTok is mainly popular for promoting short format content.
TikTok provides various features like:
- User-shared sound clips
- In-app shopping capabilities
- Augmented reality
- In-app virtual currency.
However, if you want short-form content along with pictorial posts and long-form content, Instagram is just the right platform for you.
Talking of Instagram features, the platform provides various features like:
- Posting multiple pictures (10 pictures) and stories
- Brand promotion posts
3. Average length of content
TikTok initially offered a 30 second time duration to its users. But now, TikTok offers up to 60 seconds to its users.
Instagram, however, has a wide range of options to choose from. If you want to post short-form content, you can either post a 15-second video on your story or make an Instagram reel.
An Instagram reel can go up to 60 seconds. An IGTV video can go up to 15 minutes. But a verified user on Instagram can post an hour-long IGTV video.
According to a study done by Business Wire, “54 percent of top brands are already sharing photos using Instagram.”
Cost is a crucial factor that you should consider while choosing the ideal social platform for your business. CPC (Cost Per Click) and CPM (Cost Per Thousand Impressions) are two of the key metrics that can be tracked to determine the cost-effectiveness of Instagram and TikTok.
On average, Instagram offers a $0.20-$2.00 CPC and $6.70 CPM, depending on the campaign’s bidding model. TikTok, however, has a much higher CPM, that goes up to $10. Also, an average of $500 gets spent to run a campaign on TikTok.
According to a report by Forrester, “The most powerful brands on Instagram are seeing engagement rates of 4.21% on this social network. Which are 58 times higher than on Facebook and 120 times higher than on Twitter.”
Also, according to a study done by Digital Marketing Institute, “The challenge-based influencer campaign reached 3,261,000 Instagram users, earning a total of 1,031,296 views, and tallying up a total of 40,318 post likes.”
TikTok, on the other hand, as per a study done by InfluencerMarketingHub has, “TikTok organic engagement rates range from 3% to 9% based on their following.”
TikTok, on the other hand, generated a staggering $58 Billion. The platform saw a 70% increase in its overall revenue last year.
7. Influencer preference
According to Influencer Marketing Hub, “67% of companies use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing.”
Instagram, Facebook, TikTok, and YouTube are some of the most popular social media platforms preferred by influencers.
– Is TikTok more popular than Instagram?
According to a survey done by Forrester, “63% of Gen Z youth use TikTok daily, compared to the 57% who use Instagram.”
– Is TikTok better than Instagram?
It depends on the type of business objectives you have. The best platform may differ from company to company based on their target audience, required platform features, and the type of content you are looking for.
So, Instagram or TikTok, which one is best?
It depends on your business.
Both TikTok and Instagram have different types of audiences, influencers, and content. It is quite difficult to choose a winner between the two, as they both offer some top-notch services and have made a mark of their own on the social media space.
Hence, it is you who need to consider your business needs and decide which is the platform that best suits your campaign requirements.
We hope this post helped you choose the best social platform for your business.