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Brand marketing would be incomplete without two of the world’s most popular social media platforms: TikTok and Instagram. Each platform offers unique features and benefits that help companies reach new heights.
TikTok may be ideal for obtaining overnight fame, whereas Instagram is excellent for building a loyal following. Both platforms are quite beneficial, and which one you choose (or how you use both) is determined by your brand’s demands and marketing objectives.
So, which platform is best for your brand: TikTok or Instagram? Compare the two to see which one best fits your brand and marketing strategy. Discover how the latest Instagram upgrades will affect the platform for brands.
TikTok vs. Instagram
Both Instagram and TikTok are major players in the world of social media. While they have several things in common, the platforms have unique opportunities for brands.
TikTok
From viral dance challenges to comedic lip-syncs, TikTok is home to some of the most viewed videos in the world of social media. The undeniably powerful platform skyrocketed in 2020 as scrollers around the world turned to short-form videos as a source of entertainment. Today, the app is ruled by globally known influencers whose careers span far past online content.
TikTok has over 1 billion monthly active users, with 1.8 billion predicted by the end of 2022. It may be the most talked-about social media app, that does not necessarily mean it’s the right fit for your brand. TikTok’s largest audience is composed of users between the ages of 19 and 29. This is important information to keep in mind when deciding which platform to utilize. If these ages do not align with your brand’s target audience and demographics, you may want to lean into a different platform that better suits your business goals.
However, TikTok does offer the power of instant virality, which goes a long way in influencer marketing. A single piece of content can generate millions of views in a matter of hours and spread awareness across the globe. For example, showing off a how-to hack with your brand’s latest product, paired with a few sharp transitions, can land new followers and quite a bit of exposure.
TikTok contains analytics tools such as the traditional account follower number plus profile and video views. For a deeper dive, additional metrics include weekly and monthly growth, total video play time, and information about who is watching. In particular, information about who is watching might offer support if your brand is in the market for a new collaboration or influencer marketing support.
Instagram continues to remain the most popular social media platform after 12 years. The app’s explosive rise began within a few months of its launch and has yet to cool down. This visual-based platform excels in versatility. It now offers several content formats including Posts, Stories, Reels, and Carousels.
With 1.44 billion monthly active users, there is no denying the app’s growth. Once used to showcase holiday and special occasion pictures, it now appeals to influencers, brands, and advertisers of every genre. Instagram is Gen Z’s favorite social platform and the majority of its audience is between the ages of 18 and 34.
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Content is seen as more personalized and authentic on Instagram, in part because of Instagram Stories and IGTV (Instagram TV). Instagram Stories allow users to post pictures or videos that appear at the top of the Instagram app, and automatically disappear after 24 hours. By posting multiple Stories a day with polls, location tags, and questions, you will stay at the top of your followers’ news feeds and can send traffic back to your account. IGTV can also be a helpful marketing tool. IGTV allows creators and brands to upload long-form, vertical videos which can be used as a space to conduct interviews with influencers and host experts that are relevant to your target audience.
Instagram Insights assist in learning more about your business account’s followers and performance. Insights on audience engagement with specific Posts, Stories, Videos, Reels, and Live Videos are available through the app. Paid activity metrics are also found here. All of this information is easily accessible data that allows you to better understand how your content is performing, the success of campaigns, and what to plan for the future.
Instagram’s Latest Update
While Instagram’s strength lies in its ability to showcase content in several different ways, the platform has battled recent controversy after launching its newest update in June. What was once intended to be a photo-focused platform has slowly transformed into a video-concentrated app that, for many users, mimics TikTok a little too closely.
Reels are displayed in a full-screen feed and are likely from accounts you don’t follow. Posts from friends and family are now few and far between. This is creating an unrecognizable scrolling experience that is directly challenging the well-known format of TikTok videos.
High-profile celebrities like Kylie Jenner and Kim Kardashian have expressed frustrations with the app. This type of influence could encourage users to get content elsewhere and may eventually lead to a drop in platform popularity. A petition created on Change.org entitled “Make Instagram Instagram Again” has gained over 311,000 signatures. The petition urges Instagram to re-orient the algorithm to return to photo prioritization and revert back to a chronological timeline.
The new Instagram algorithm upgrade may have an impact on marketing strategy, and it should. Instagram influencers risk losing their following and engagement as the new algorithm favors material from international accounts and prioritizes exploring new recommendations. Brands and marketers may have previously relied on influencers to promote their brands and products, but they may now shift their attention to self-promotion and organic growth. Because of the platform’s many content types, there are several ways to humanize your business and generate awareness.
Which Is Right For Your Brand?
While both TikTok and Instagram are effective platforms in their own right, determining which one is best for your brand is critical to marketing success. While many organizations will have a presence on both apps, focusing more on one can lead to greater success. This should be based on your target audience, demographics, and objectives.
It is critical to analyze your target audience and how they will be exposed to your adverts. The type of material that will work effectively with your brand is also a crucial consideration. If TikTok is your preferred social platform, incorporate your brand’s personality into a short video format. This platform captivates its customers with fast entertainment. It’s the best way to take a shot at going viral and reaching a larger amount of people. Instagram, on the other hand, can keep followers in the loop with day-to-day brand updates and form steady relationships that build a foundation of trust.
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