TikTok and Instagram Marketing: A Comparison


The number of people using social media on a global scale has significantly increased since the start of the coronavirus pandemic.

By the beginning of 2021, there were about 4.2 billion social media users worldwide, with more than 1.3 million new users joining the platform every day in 2020. Today’s marketers use social media for various purposes, including brand humanization, awareness-building, and sales growth.

Today, TikTok and Instagram are both recognized for being visual-based platforms, in addition to the fact that they are two of the most well-known social networking sites available. The social networking apps like Instagram and TikTok are acting as the primary conduits for engagement because individuals spend most of their time online. Online marketing campaigns inside these channels are now required as a result.

To examine the social media marketing trends and impressions projected into your brand marketing campaigns, it is crucial to understand the difference between TikTok vs Instagram marketing.

It might be difficult to choose which social media site to employ for your company. Most industry professionals concur that successfully focusing on a single platform is preferable to try followers on several platforms at once.

In this blog, we’ll go in-depth into TikTok vs Instagram marketing, two of the most popular social media sites for businesses looking to promote themselves and connect with potential clients.

What is Instagram?

Instagram is a free social networking software for sharing images and videos. It was formerly best known for using a variety of filters to let users enhance the quality of their photos before uploading them to a feed. Its “tone” is lighthearted and enjoyable while being relatable to a wide range of consumers. It provides a ton of advertising tools that may help you in finding your target markets.

Reels and IGTV allow influencers to show their inventiveness and enthusiasm for content creation, while Instagram Stories are fantastic for highlighting real-time content that is much more “off-the-cuff.”

What is TikTok?

A relatively new platform, TikTok was first introduced in China in 2017. It is an excellent tool for a company that wants to display its creative and playful side. Its “tone” is hip, fashionable, and young.

When it comes to influencer marketing, it is renowned for being so distinctive and effective due to its virality and one-of-a-kind content.

There are several methods for a company to collaborate with a TikTok influencer. This involves developing challenges, which often go viral, making them a certain method to draw attention to your company’s name, goods, and services.

What Similarities Can You Find In Both The Apps?

Before going ahead with the key differences for marketing in both Instagram and TikTok, let’s dig into the key similarities both apps have.

  1. They are both designed for the creation and sharing of video content.
  2. TikTok, like Instagram, caters to a similar demographic.
  3. They offer analytics tools that let content producers monitor the success of their videos.
  4. Like TikTok, Instagram reels include built-in editing tools to enhance videos while on the road.
  5. The user-friendly interfaces of both the apps provide editing tools, social sharing options, alerts, likes and comments, filters, and effects.

Tiktok Vs Instagram Marketing: What Sets Their Marketing Skills Apart?

Because both platforms have more than a billion users combined, businesses will inevitably have questions regarding social media advertising. Even though each platform has its own charm and advantages, we will focus on the key distinctions between them as TikTok and Instagram both have their own set of interesting features. Below are a few key differences that will help you decide which app can be more beneficial for your company.

1. TikTok Vs Instagram Marketing: User Demographic

TikTok attracts Gen Z users, who make up a smaller share of its user population. Comparatively, the bulk of Instagram’s users are millennials.

The key factor for any brand, company, influencer, or creative conducting a social media marketing campaign on either one of the two networking channels is the audience demographics between the two platforms. The product and service your brand, businesses, and campaigns are advertising will decide the user demography and platform to choose.

According to Statista, the following age and gender groups make up the largest portions of the TikTok and Instagram user populations:


2. TikTok Vs Instagram Marketing: User Engagement and Behavior

On the social networking site TikTok, users may see random humorous videos, fast lessons, narrative-driven stories, and even educational content. Contrarily, Instagram is the preferred social media platform for checking up with friends and following their favorite brands and influencers.

90% of TikTok users log in more than once every day, and they spend an average of 52 minutes per day on the app.

Although they spend an average of 28 minutes each day on Instagram, just 62% of users log in at least once each day.

It thereby can be concluded that users are, on average, spending far more time on TikTok than on Instagram when comparing the two apps.

3. TikTok vs Instagram Marketing: Types of Content

The content that is offered on Instagram and TikTok differs significantly.

Originally a social networking app for lip-syncing, TikTok has transformed into a platform for short films where users can share their opinions, create how-to videos, and even express themselves creatively through dance, music, acting, and humor.

The opposite is true for Instagram, which has always been a platform that values stunning images. This enables people to showcase their lives in a more engaging way, whether by posting a video from a night out, sharing highlights from a trip, or taking a photo of a delicious meal.

Let’s compare the characteristics between both the apps:


4. TikTok vs Instagram Marketing: Social Media Algorithm

Instagram Reels are a recent addition, and unlike TikTok, their algorithm is still undisclosed. Reel Clips on Instagram currently seem to go viral forever to reach a larger audience. Any content posted using Instagram’s reels app feature has the potential to become popular on the Explore Search Feed because it is one of the platform’s newest trends. The new Instagram feature, as well as the lack of an algorithm, gives reels and the businesses who use them an advantage. Reels content may have a key role in the growth of a brand, the success of a marketing initiative, and as a source of organic followers.

Before promoting content on user feeds, Tik Tok and Instagram’s algorithms consider the following factors:

  • User behavior (likes, comments, shares, saves)
  • Accounts followed by users
  • Keywords (captions, hashtags, location) (captions, hashtags, location)
  • utilized trendy sounds

5. Tiktok Vs Instagram Marketing: The World Of Influencers

Influencer campaigns are a great way to reach a wider audience, gain credibility, and boost conversions. Not to mention that it’s a great way to promote your business without being overly promotional.

Due to the extended runway that Instagram has had in knowing both sides of the user journey for both the influencer and follower, it is the undisputed leader in influencer marketing.

TikTok, on the other hand, is a quickly growing creative network with a higher rate of social media involvement. Unlike other social networking platforms, TikTok offers more than the usual likes, comments, and shares. Influencers promote content via a range of sharing methods, including Challenges and Duets, among others.

Different strategies may be used to increase connection and engagement on both platforms. While Instagram is well-known for its visual material, TikTok is well-known for its quick videos.

Which Is the Best Social Media Platform for Your Brand?

Despite the fact that Instagram seems to be turning into a different kind of TikTok, these two apps nevertheless have a lot in common. While TikTok has an edge over Instagram owing to its distinctive video content in the continuously evolving social media landscape, Instagram has the advantage of being owned by one of the biggest digital firms in the world.

TikTok and Instagram both have the potential to be very important parts of your marketing strategy if handled properly. All it needs for you is to gain comprehension and modify your strategy to decide your pre-requirements.

Both are beneficial venues that might energize your marketing plan. The secret is to give careful thought to both the audience you want to appeal to and the image you want to present.

After all, it’s all about determining the current business goals and budget in order to select a platform appropriately.


Social media advertising is a permanent fixture. Any objective you can think of may be accomplished with the aid of a business strategy. You can utilize one of the numerous powerful social media tactics available to advance any platform. Make a decision that is appropriate for your upcoming social media marketing venture after carefully examining your business objectives.

Valasys Media is a reputable provider of lead generation, lead nurturing, account-based marketing. List building, and contact finding services, as well as event promotion. Appointment arranging, business intelligence, and CRM, and we thrive to provide the best services curated for you.

Contact us if you want to maximize the impact of your marketing and advertising efforts.

Leave a Reply