It’s safe to say that social media isn’t going anywhere, and in fact, it’s becoming a more permanent part of our lives. There has been a massive rise in the number of social media users worldwide since the start of the coronavirus pandemic.
With more than 1.3 million new users entering social media every day in 2020, the global figure will reach over 4.2 billion in 2021. And, with so many social media outlets and sites to choose from, deciding which one is better for your brand can be difficult.
It can be a minefield, with everything from Facebook and Twitter to Instagram, TikTok, and, more recently, Bebo and Clubhouse. It all depends on your business goals and which influencer you’d like to partner with.
We’ll look at the different aspects of influencer marketing on TikTok and Instagram in this post. We’ll look at how they vary and which is the best platform for influencer campaigns.
App Use for Social Media
Despite TikTok’s rapid growth, Instagram continues to be the most popular app in terms of active users.
- TikTok has over 680 million monthly active users worldwide.
- Instagram has 1 billion monthly active users.
- Both apps have very high engagement rates when it comes to views and likes.
- Every day, TikTok receives 1 billion video views.
- Instagram receives 4.2 billion likes a day.
Even though Tik Tok is gaining popularity, Instagram remains the most popular app in user base and interaction. Though concentrating on TikTok influencers is smart and appropriate, Instagram still deserves attention to reach a large audience.
Social Media User Demographics
TikTok is widely regarded as the Generation Z app. Many brands are focusing on TikTok to cater to the younger generations, known for its younger audience. And with more users on TikTok everyday, the demand continues to grow. The figures are as follows:
- 41% of TikTok users are between the ages of 16 and 24, and approximately 50% of users are under the age of 34.
- Females account for 44% of TikTok users, while males account for 56%.
- Chinese users spend 80 percent of their time on the app. India accounts for 43% of new TikTok users. There are more than 26.5 million active users in the United States.
- In addition to teens and millennials, Instagram is a common app. Female users outnumber male users on the app.
- 30% of Instagram users are between 18 and 24, and 35% are between the ages of 25 and 34.
- Females account for 56.3 percent of Instagram users, while males account for 43.7 percent.
- The United States has 120.7 million Instagram users.
TikTok influencers will be the preferred option for brands looking to tap Asian markets and younger audiences for a swift response. Instagram influencers are perfect for brands seeking to reach a more diverse audience regarding age, gender, and place.
Social Engagement and User Behavior
Brands employ influencers for a variety of reasons, including user behavior and engagement. Brands are looking for influencers that can provide them with high-quality interaction. Instagram and TikTok are used in somewhat different ways.
TikTok is well-known for its short, raw, and innovative video material. TikTok users prefer content with a sense of humor and originality. On TikTok, hashtag challenges are extremely common, and they have helped many influencer campaigns and influencers achieve overnight popularity.
On the other hand, Instagram is the product of months of work by influencers. Influencer campaigns may or may not go viral, depending on the influencer’s popularity. Instagram is more about style and imagery than it is about everyday content.
Even marketing differs between the two channels. Traditional influencer ads, such as supported Instagram posts, are disliked by TikTok users. Users on TikTok expect influencers to produce more original content with less branding or promotion, so marketing must be subtle.
To partner with TikTok influencers, brands must change their advertisement and marketing strategies. Though you could concentrate more on product pictures on Instagram, it would be a better idea to focus on product use on TikTok. Getting popular on TikTok can also be easier than getting popular on Instagram if you ask your TikTok influencers to concentrate on challenges.
Social Platform Targeting Options
First, while paid advertisement placements on Instagram allow for more precise targeting, TikTok currently only allows brands to target geographical regions. TikTok, on the other hand, has a much larger appeal to younger users, making it the ideal forum to start building a relationship with this audience.
The type of content posted to both platforms seems to be the biggest difference right now. TikTok’s extensive editing tools and music library allow creators to tell more narrative-driven stories inside the app, ideal for advertisers looking to hire users to spread a more innovative message about their brand.
When done correctly, this is critical for increasing brand recognition and has already proven to be a massive success. However, since Instagram allows brands to target more specific markets and increase sales, brands looking to increase conversions should stick to Instagram for the time being.
When Users are Actively on Instagram
If your target audience is diverse, Instagram’s audience is slightly older and more diverse than TikTok’s, and older users have more buying power.
You want to increase direct clicks; shoppable posts will help you do that by encouraging users to buy right from the app.
Instagram is a well-established space for lifestyle experts, making it a perfect match for brands in the beauty, cosmetics, apparel, health, travel, and cooking industries.
Since brands have been using Instagram for paid ads and Influencer marketing for a long time, the site has earned a reputation among users as an ad space.
When Users are Actively on TikTok
Your organization wants to raise brand awareness among a younger demographic.
You’re willing to try out this relatively new advertising platform; taking a chance could pay off, as TikTok currently has fewer brands than other social media platforms. And when it comes with what users are looking for, it’s all about engaging video content on TikTok.
You can create lighthearted, real, and inclusive content; TikTok is viewed as more relatable than Instagram’s influencers and celebrities.
Video can easily represent your goods or brand.
In Summary, Both Instagram and TikTok are Here to Stay!
We hope that the above comparison aids you in identifying the best influencer marketing platform for your company. Both channels are distinct in their own right and are equally essential. In the future, a combination of TikTok and Instagram influencer marketing strategies is planned, and this is something you can focus on.
If you enjoyed this article, be sure to check out our latest reference guide on how to become famous on social media — whether that be through Instagram or TikTok!