Instagram vs. TikTok: Which Platform Is Best for Your Business?

Two of the most popular social media platforms are Instagram and TikTok. Instagram has been around since 2010, while TikTok has exploded in popularity in recent years, with over 1 billion active users worldwide. With both platforms having their unique features, it can be challenging to decide which one is the best fit for your business.

While both platforms offer great opportunities for businesses to reach a broad audience and engage with their target audience through advertising and influencer marketing, they differ in their primary focus. Ultimately, the decision between Instagram and TikTok depends on the business goals, target audience, and resources.

Instagram for Business:

Instagram is one of the most popular social media platforms globally, with over 1 billion active monthly users. It is a visual platform that allows users to share photos and videos with their followers. Instagram's algorithm is known for its focus on engagement, which means that the more likes, comments, and shares a post gets, the more likely it is to be seen by other users.

Businesses can use Instagram to showcase their products or services to boost sales, build brand awareness, and connect with their audience. With Instagram, businesses can run ads, create shoppable posts, and collaborate with influencers to promote their products or services.

Instagram offers a variety of tools for businesses, including analytics, insights, and an in-app shopping feature. The analytics feature allows businesses to track their engagement, reach, and follower demographics, while the insights feature provides businesses with data on the best times to post and the most popular hashtags. The in-app shopping feature allows businesses to tag products in their posts and stories, making it easy for users to purchase products directly from the app and boost sales for the business. 

TikTok for Business:

TikTok is a social media platform that allows users to create and share short-form videos. The app has exploded in popularity in recent years, particularly among younger generations. In 2021, TikTok was the most downloaded app globally, with over 3 billion downloads worldwide.

Businesses can use TikTok to create engaging and entertaining content that showcases their products or services. With TikTok's algorithm, businesses can reach a broad audience quickly, as the app promotes content based on engagement rather than follower count.

TikTok offers a variety of tools for businesses, including in-app ads, sponsored posts, and influencer marketing. The in-app ads feature allows businesses to run ads on the platform, while the sponsored posts feature allows businesses to partner with popular creators to promote their products or services. The influencer marketing feature allows businesses to collaborate with popular creators to reach their target audience.

Instagram vs. TikTok: Which Platform is Best for Your Business?

Now that we've looked at what both Instagram and TikTok have to offer for businesses, let's compare the two platforms and help you decide which one is the best fit for your business and can help achieve your business goals.

Audience:

Instagram's audience consists of a broad range of age groups, with the largest age group being 25-34-year-olds. TikTok's audience is primarily younger, with 62% of users being under the age of 29. If your business's target audience is primarily younger generations, TikTok may be the better platform for your business. However, if your target audience is more diverse in age groups, Instagram may be the better option.

Engagement:

Both Instagram and TikTok are known for their high engagement rates. Instagram's algorithm prioritises posts with high engagement rates, which means that businesses can reach a broad audience if they create engaging content. TikTok's algorithm is even more focused on engagement, as the app promotes content based on how many users engage with it. If your business wants to focus on creating engaging content, both platforms offer a great opportunity to reach a broad audience.

Content:

Instagram is primarily a visual platform, with users sharing photos and videos. TikTok is a video-focused platform, with users creating and sharing short-form videos. While Instagram also allows for video content, it is not the primary focus of the platform. If your business has the resources to create engaging video content, TikTok may be the better platform for your business. However, if your business is more focused on visual content, such as product photography, Instagram may be the better option.

Advertising:

Both Instagram and TikTok offer advertising options for businesses. However, the advertising options differ between the two platforms. Instagram's advertising options include in-feed ads, story ads, and shopping ads. TikTok's advertising options include in-feed ads, branded lenses, and sponsored hashtags. If your business wants to use advertising to reach a broad audience, both platforms offer great options.

Influencer Marketing:

Influencer marketing has become a popular strategy for businesses to reach their target audience. Both Instagram and TikTok offer influencer marketing options for businesses. However, the influencer marketing options differ between the two platforms. Instagram's influencer marketing options include sponsored posts and collaborations with popular creators. TikTok's influencer marketing options include sponsored posts, collaborations with popular creators, and branded hashtags. If your business wants to use influencer marketing to reach its target audience, both platforms offer great options.

When it comes to deciding between Instagram and TikTok for your business, it ultimately comes down to your business's goals and target audience. Both platforms offer advertising and influencer marketing options, making them great choices for businesses looking to expand their reach and engage with their audience. Ultimately, it's essential to understand your business goals and target audience and choose the platform that aligns best with those goals.