Why Use TikTok Over Instagram Marketing? A Comprehensive Guide

In 2023, TikTok and Instagram are two of the most popular social media platforms for video content.

Both apps have millions of users who create, watch, and share short-form videos on various topics.

However, when it comes to marketing your brand, product, or service, which platform should you choose?

An image of Instagram and TikTok logos
Unlock the full potential of TikTok and Instagram for your business with our expert advice | PHOTO COURTESY: Avocet Strategic Mrketing

In this article, we will compare TikTok and Instagram in terms of their features, analytics, audience, and popularity.

We will also provide some tips on how to use each platform effectively for your marketing goals.

Why Use TikTok Over Instagram Marketing?

TikTok is a video-sharing app that allows users to create and upload videos up to 60 seconds long.

Users can also stitch together multiple clips, add music, filters, stickers, and effects to their videos.

TikTok has a unique algorithm that shows users personalized content based on their preferences and behavior.

Users can discover new videos on the For You page (FYP), which is the main feed of the app.

Users can also follow other accounts, like, comment, share, and duet or react to other videos.

On the other hand, Instagram is a photo and video-sharing app that offers various features for creating and consuming content.

Users can post photos and videos on their feed, which can be seen by their followers and other users who search for relevant hashtags or locations.

Users can also post ephemeral stories that disappear after 24 hours, or longer videos on IGTV.

Instagram also has a feature called Reels, which is similar to TikTok in terms of format and functionality.

Reels are short videos that can be edited with music, filters, and effects.

Users can discover new Reels on the Explore page or on a dedicated Reels tab.

TikTok vs Instagram Analytics

Both TikTok and Instagram provide analytics tools for users who want to measure and improve their performance on the platforms.

However, there are some differences in the types and levels of data available.

TikTok analytics

TikTok analytics are only accessible for users who have a Pro account, which is free to switch to from a regular account.

TikTok analytics show data on three main categories: overview, content, and followers.

The overview section shows the total number of video views, followers, and profile views in the last 7 or 28 days.

The content section shows the performance of each video posted in the last 7 days, including views, likes, comments, shares, average watch time, traffic source types, audience territories, and sounds used.

The followers section shows the demographics and activity of the followers, such as gender, age, top countries or regions, follower activity hours and days, videos your followers watched, and sounds your followers listened to.

Instagram Analytics

Instagram analytics are available for users who have a Creator or Business account, which are also free to switch to from a personal account.

Instagram analytics show data on four main categories: activity, content, audience, and reels.

The activity section shows the number of accounts reached, content interactions, website clicks, profile visits, and email or call button taps in the last 7 days.

The content section shows the performance of each post, story, IGTV video, or reel posted in the last 2 years (for posts) or 14 days (for stories), including impressions, reach, engagement, saves, shares, comments, and follows.

The audience section shows the growth, demographics, and activity of the followers, such as gender, age, location, and online hours and days.

Reels section shows the performance of each reel posted in the last 30 days, including plays, likes, comments, saves, and shares.

TikTok vs Instagram Audience

One of the most important factors to consider when choosing between TikTok and Instagram is the audience.

Both platforms have a large and diverse user base, but they also have some differences in terms of age, gender, and interests.

According to Datareportal, TikTok has over one billion monthly active users worldwide as of January 2021.

The majority of TikTok users are young, with 41% of them aged between 16 and 24.

TikTok also has a slightly higher female-to-male ratio, with 54% female users and 46% male users

TikTok is available in 150 countries, with China, India, and the US being the top three markets.

TikTok users are interested in various topics, such as entertainment, music, dance, comedy, education, fashion, beauty, sports, and social causes.

According to the same source, Datareportal, Instagram has over one billion monthly active users worldwide as of January 2021.

The average age of Instagram users is higher than TikTok users, with 33% of them aged between 25 and 34.

Instagram also has a more balanced gender distribution, with 48% female users and 52% male users.

Instagram is available in 170 countries, with the US, India, and Brazil being the top three markets.

Instagram users are interested in various topics, such as lifestyle, travel, food, art, photography, fitness, health, wellness, and business.

Why is TikTok More Popular Than Instagram Reels?

Instagram Reels and TikTok are very similar in terms of format and functionality, but TikTok still has an edge over Reels in terms of popularity and engagement. Here are some possible reasons why:

  • TikTok has a more advanced and personalized algorithm that shows users content that matches their preferences and behavior. Reels, on the other hand, relies more on hashtags, locations, and accounts that users follow to show relevant content.
  • TikTok has a more creative and diverse community that produces original and viral content. Reels, on the other hand, has more curated and polished content that follows Instagram’s aesthetic standards.
  • TikTok has a more interactive and fun culture that encourages users to participate in challenges, trends, duets, stitches, and live streams. Reels, on the other hand, has a more passive and static culture that focuses on likes, comments, and saves.
  • TikTok has a longer video length limit of 60 seconds, which allows users to create more engaging and informative content. Reels, on the other hand, has a shorter video length limit of 30 seconds, which limits the amount of content that users can share.
  • TikTok has a larger and younger user base than Reels, which makes it more appealing and influential for marketers who want to reach Gen Z audiences. Reels, on the other hand, has a smaller and older user base than TikTok, which makes it less attractive and impactful for marketers who want to target younger audiences.

Conclusion

TikTok and Instagram are both powerful platforms for video marketing, but they have different features, analytics, audiences, and popularity levels.

Depending on your marketing goals, budget, and target market, you can choose to use one or both platforms for your brand

Here are some tips on how to use each platform effectively

Use TikTok if you want to reach a large and young audience with creative and viral content

TikTok is ideal for building brand awareness, engagement, and loyalty among Gen Z consumers.

To succeed on TikTok, you need to understand the platform’s culture, trends, challenges, and sounds.

You also need to create original and entertaining content that showcases your brand’s personality, values, and benefits.

Use Instagram Reels if you want to reach a loyal and diverse audience with curated and polished content

Instagram Reels is ideal for showcasing your brand’s products, services, and features.

To succeed on Instagram Reels, you need to understand the platform’s aesthetic standards, hashtags, locations, and accounts.

You also need to create high-quality and informative content that showcases your brand’s expertise, authority, and trustworthiness.

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