In 2020, the COVID-19 pandemic hit and everybody was compelled to spend time indoors. This is when many people found TikTok; a video sharing app that now has over a billion lively customers world wide.
Since then, TikTok has turn out to be a significant drive in advertising. Brands pay prime influencers hundreds of thousands to entry their audiences. A single promotion obtained Chipotle over 1,000,000,000 views on the platform.
But as massive as TikTok is, how does it measure in opposition to Instagram – the different social video platform – with its 1.3 billion lively customers worldwide?
Today, C&C and Will Varney from Megaphone – a prime digital advertising company – provide the solutions. We’ll cowl every platform’s viewers, content material sort and format, and advertising alternatives.
Let’s begin with…
There are many similarities between TikTok and Instagram when it comes to person base:
- Both platforms’ ready-to-buy audiences are straightforward to market to
- Both platforms are primarily utilized by younger folks (35 and beneath)
- Both platforms have a powerful presence worldwide
That being stated, there are some essential variations.
Almost everybody on TikTok is 35 years outdated or youthful. The largest viewers is Gen Z, adopted by Millennials, Gen X, and Boomers in that order (supply):
TikTok customers are usually extra attentive to promoting. They are additionally keen to purchase and obtain merchandise geared toward youthful folks, like:
- Video video games
- Inexpensive jewellery, home decor, and make-up
- Novelty merchandise
- Budget cosmetics and perfumes
- Inexpensive ecommerce merchandise
TikTok customers reply effectively to branded content material and influencer partnerships. They reply much less to apparent promoting. If you do use promoting, make it look native and pure (i.e. not like an advert).
Instagram is closely favored by Millenials, but additionally by Gen Zers. The viewers might be damaged down as follows:
The genders are extra evenly break up on Instagram; 48.4% of customers determine as feminine and 51.6 determine as male. India had probably the most Instagram customers, with 230.25 million (regardless of a ban), adopted by the United States (159.75 million) and Brazil (119.45 million).
Instagram customers are nonetheless attentive to promoting, however rather less so than TikTokers. They are extra focused on merchandise geared toward each genders of barely older millennials, e.g.:
- More costly jewellery
- Infoproducts for professionals and enterprise house owners
- Furniture and clothes
- Mid-range art work, home decor, ecommerce merchandise
- Premium ecommerce merchandise, e.g. well being merchandise and make-up
Instagram’s viewers responds effectively to adverts and influencer partnerships. Your personal content material is much less prone to be seen on the platform, though it could actually nonetheless be an excellent asset.
Instagram permits you to create content material in quite a lot of codecs, together with:
- Short feed movies
- Instagram Reels (much like TikTok)
- Instagram Stories
- Live streaming
- Long-form video content material on IGTV
Instagram’s feed seems like most social media platforms, with infinite scrolling. It’s straightforward to go from one publish to the subsequent with out specializing in any of them. The content material codecs that work greatest for adverts are Reels – Instagram’s reply to TikTok – and Stories.
TikTok lets customers create and add vertical movies which might be as much as 10 minutes lengthy. That’s it. Instead of scrolling, you swipe as much as transfer to the subsequent video. Because of this, customers are extra possible to concentrate to and watch the entire thing (and adverts).
Instagram provides you extra content material codecs to work with. This is sweet, however it could actually additionally make issues complicated. Managing adverts and content material throughout Photos, Reels, Stories, and many others will get sophisticated – and doesn’t all the time include an excellent return on advert spend (ROAS).
TikTok has a really engaging ROAS… And with only one content material format, it’s quite a bit simpler to determine. The greatest posting occasions, content material themes, and many others., are all quite a bit simpler for TikTok entrepreneurs to optimize.
Content shared on Instagram tends to be extremely edited, with numerous filters and results utilized as a way to improve their look.
Many customers curate their accounts in such a manner that each one their pictures have the identical aesthetic and really feel. When you go to their profile web page, you may rapidly get a way of their model and who they’re as an individual.
The movies posted on TikTok are usually way more uncooked, lo fi, unedited. There are filters that can be utilized, however many occasions folks will shoot a fast video and add it immediately. When you go to their profile web page, it’s more durable to get a way of their total aesthetic.
The sort of content material that will get posted on Instagram and TikTok can differ as effectively. With Instagram, the main target tends to be simply as a lot about the appear and feel of content material as it’s about the subject material itself.
With TikTok, the main target could be very closely on the subject material of the movies. Creators movie themselves doing dances, lip syncing, performing challenges, and extra. The appear and feel of the movies matter, however not almost as a lot as what’s taking place.
The above makes Instagram a powerful alternative for fastidiously designed adverts. They mix in with Instagram’s native content material.
TikTok is a better option for influencer partnerships, native-looking adverts, and your personal content material.
Both Instagram and TikTok permit manufacturers to promote on their platforms. Instagram permits manufacturers to position each picture and video adverts. They might be seen by the audience within the newsfeed, tales, IGTV, and extra.
TikTok permits manufacturers to position video adverts as much as 60 seconds lengthy. They might be seen by the audience in between different movies, and look virtually an identical to natural TikTok posts.
Interestingly, when TikTok adverts had been in contrast in opposition to Instagram Reels adverts, Reels outperformed TikTok by fairly a bit. The attain was considerably better, CPC was decrease, and CPM was decrease (stats).
I attribute a few of this distinction to folks not figuring out find out how to use TikTok fairly in addition to Instagram. Overall, each platforms work effectively – though Story and Reel adverts work greatest on Instagram. Experiment to see how one can take advantage of use of each IG and TT.
When it involves natural content material creation, TikTok is best for reaching a younger viewers. More than half of customers are beneath the age of 24, they usually love natural content material.
The TikTok algorithm additionally rewards customers who produce a major quantity of content material. If you wrestle with creating content material, companies like TrendFM may help you create extra of it for the platform.
The Instagram algorithm rewards customers who create much less content material however make it exceptionally high-quality. The extra engagement a bit of content material receives, the extra publicity it receives on Instagram.
If you need to focus extra on high quality and fewer on amount, Instagram would be the option to go for you. This makes it a good selection for B2B manufacturers, busy entrepreneurs, and many others.
If you need to companion with influencers, it is best to know the distinction between Instagram influencer advertising and TikTok influencer advertising.
As we famous earlier, Instagram content material tends to be extra polished than TikTok content material. If your model has a very polished aesthetic, Instagram could also be the only option for you.
If you need sponsored content material that’s extra uncooked and doubtlessly genuine, take into account TikTok.
TikTok can be notably good for creating model challenges. If you may develop a inventive, partaking problem for customers round your model, you may join with a large viewers.
Both Instagram and TikTok current distinctive advertising alternatives for companies. It’s essential to know the variations between the 2 platforms in an effort to make an knowledgeable determination about which one is correct for you.
- Instagram is best for polished content material, whereas TikTok is best for uncooked, genuine content material.
- If you need to attain a youthful viewers, take into account TikTok.
- If you’re seeking to companion with influencers, each platforms might be efficient however Instagram might provide you with extra polished choices.
Finally, don’t neglect to check every platform for your self to see which one works higher for your small business. There’s no magic reply for which platform is best.
About the Author
Will Varney is a strategist at Megaphone Marketing: an 8-figure company with places of work in Australia, the US, and the UK. He’s captivated with ecommerce, social media advertising, and new channels like TikTok and Instagram