TikTok vs Instagram: Which Platform Is Better for Marketing?

It can be easy to get overwhelmed by the fast-shifting opportunities for digital marketing. Instagram has established itself as a very popular platform for influencer marketing. However, TikTok saw 115.2 million installs in March 2020 alone.

As TikTok continues to grow, it is important to understand the key differences that separate TikTok vs. Instagram. Here, we’ll break down some of the pros and cons of both platforms so you can find the best space for your next marketing campaign.

Instagram: Pros and Cons

Instagram has many benefits as a marketing platform. Instagram still has the largest audience of the two apps, with more than 1 billion monthly users worldwide and 32% of internet users on the app.

Instagram has a very demographically-balanced platform as well. There is a nearly 50/50 split between genders and a more even spread between age groups. Instagram allows you to shop directly on the app. It also features different ad formats, including Stories and IGTV, that allow you to reach consumers from new angles.

However, Instagram’s success largely centers on its very polished, image-centered platform. This can make Instagram marketing campaigns more time-consuming and expensive to assemble. Instagram users also spend an average of only 28 minutes scrolling a day, which might not provide as much time to reach your targeted audience.

TikTok: Pros and Cons

TikTok has established itself as a haven for Gen Z users insisting on brand authenticity and a more creative outlet. TikTok users spend an average of 52 minutes a day scrolling on the app which gives a huge window of opportunity.

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TikTok’s focus on accessibility and user-generated content means that anyone can become an influencer. An algorithm gives all creators the opportunity to go viral, and hashtag challenges spread rapidly through the app. Users are drawn in when they see “real people” promoting products or brands.

However, accounts with larger followings are still promoted more. Check this out to easily boost your TikTok views. TikTok’s large population of users under the age of 24 might also influence your decision to use the app depending on the nature of your campaign.

There also isn’t a way for most consumers to buy directly through the app yet, but you can drive viewers to a brand page and to online stores from there. TikTok rewards its users and brands for their creativity so you have to be ready to think outside the box. 

TikTok vs Instagram: Up to You!

At the end of the day, there are pros and cons to both digital platforms, making it hard to choose between TikTok vs Instagram. Instagram has established itself as a massive platform over more than a decade and it’s not going anywhere any time soon. However, don’t let the recentness of TikTok’s success scare you away.

Your intended market and budget will have a big effect on which platform you choose to use, but you can always experiment with both in order to reach the largest possible audience.

Continue exploring our blog for more digital marketing tips!