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15th March 2022 - By: Marc Luther Thomas

TikTok Or Instagram?

TikTok or Instagram

We’ve had the lovely Lucy on work experience over the past few weeks looking to build on her passion for social media. She shares her thoughts on which of TikTok or Instagram should be the first port of call for brands looking to reach a younger audience…

If you’re not familiar with the video-sharing platform TikTok… Firstly, where have you been?! Secondly, it’s fast becoming the most popular app with 1 billion active monthly users as of January 2022. So, it’s not surprising brands are flocking to the app to get noticed! 

Instagram is also a huge marketing tool, being a purely visual platform, and brands can benefit from a wide range of features. The editing tools can enhance brands’ aesthetics and with the rise of influencer marketing, this is a huge benefit. But the question is, which do marketers prefer, TikTok or Instagram?  

Gen-Z have swarmed to TikTok with most users aged 15-25. The beauty of the app is the short, snackable content where audiences are transfixed with a blend of three-minute or 60-second videos, which means in this fast-paced, digitally active world we live in, users don’t need a huge attention span to engage with the app.  

Determining which platform is better will depend on a few factors; your audience, your product, and the type of content you create. A lot of brands enjoy the rawness and authenticity of TikTok. However, others may want a more sparkling, professional look and Insta’s editing features and dynamics seem to outperform TikTok’s in this area.  

TikTok for Business offers advice on how best to market products, highlighting the importance of combining brand-led and creator-led content. Users thrive when they are exposed to a mixture of product videos alongside videos featuring human interaction. They also want brands to take advantage of trending hashtags and the free audio on the platform. Because we’ve all been there and had that popular TikTok song stuck in our head all day, right? 

The average user spends 28 minutes on Instagram each day. The stories feature is great for brands, offering the ‘link’ option and hashtag. This is appealing for marketers, and as we already know, Insta is indisputably the home of influencers – constantly encouraging us to buy everything and anything in a simple click. 

Will TikTok’s video limit extension drive users away?  

In a bid to broaden their features, TikTok announced earlier this year the app’s latest update which will give users the ability to create videos up to 10 minutes long. But will this take away the appeal of TikTok and its short, snappy videos? 

YouTube, threatened by new kid on the block TikTok, had hit back in 2021 by introducing ‘YouTube Shorts’ which gives users the same freedom to endlessly scroll short form content. However, TikTok still seems to come out on top with its array of features, audio, and effects. Who doesn’t want to see cats playing instruments or synhronised, cringey dance routines?  

Could this feature potentially drive away TikTok’s younger audience, causing them to flock right back over to Instagram? Or YouTube – the OG video platform?  

The battle of the apps for promotion and advertising is constantly changing – because the platforms themselves are always evolving and developing to compete with one and other. Marketers believe it all depends on the brand and product, with TikTok showcasing more raw content, while that of Instagram tending to be more perfect and polished.