Today's social media is critical for businesses looking to sell their products online. TikTok and Instagram are the top platforms. While both offer incredible opportunities for reaching global customers, these two social media platforms have differences in their approaches to features, audience and content. Here we provide key factors for sellers to understand when choosing between TikTok and Instagram.
- E-Commerce
Both platforms differ in how they offer tools for sellers to sell products.
Instagram
Instagram is the more mature platform for e-commerce. Their app features with Instagram Shopping. Businesses can create a full shopfront on their profiles, tag products in posts, Stories, and Reels. In select regions, businesses can utilize checkout within the app. Business are focused on seamless shopping experiences and driving direct sales through in-app purchases.
TikTok
TikTok is a newer platform and making strides in its e-commerce features. It features TikTok Shopping and shoppable live streams. TikTok integrates with Shopify allowing businesses to connect content with stories. This is a growing trend especially in entertaining and engaging followers to promote sales. - Marketing and Advertisements
Both platform offer advertising options but with different approches.
Instagram
Instagram offers highly targeted advertisement with advanced analytics. Ads run across Stories, Reels, Feed, and the Explore page. Analytics presents options for businesses to fine-tune their marketing strategy. Shoppable ads can directly link to products that easily drive conversions.
TikTok
TikTok’s ads are focused on entertainment with a blend of user-generated videos that are storytelling and captures viewer's attention. There are In-Feed Ads, Branded Hashtag Challenges, and Branded Effects for businesses to engage the platform’s highly active audience. Creating ads that resonate on TikTok requires embracing the playful, meme-driven culture of the platform. - Audience Demographics
Both platforms have access to a global and diverse audience, but they have different demographics.
Instagram
The user base spans all age groups with higher concentration of Millennials and Gen X users. It has a more curated and high quality visuals that is for brands that appeal to slightly older or professional demographics.
TikTok
This is a Gen Z and young Millennials user base. It is a fun, fast-paced content that attracts a younger and highly engaged user base, less worried about polishness and more about authenticity. TikTok is for brands with products that appeal to younger, trend-conscious audience. - Community Building
Building a community and engaging with your audience are key factors to converting followers into customers.
Instagram
Instagram allows businesses to create visual, brand-centric engagement. Users expect higher-quality content which allows them to like, comment, direct message and repost. Instagram is better at building long-term brand loyalty through curated visuals and storytelling. Instagram's direct messaging provide direct, personalized communication with potential customers.
TikTok
TikTok is all about virality and engagement through comments, shares and duets. Businesses can get the community involved by participating in trends, challenges and collaborating with influencers. Users expect personal, less polish content and engages more with personality behind the brand rather than the product itself. TikTok is for businesses looking to build a fun, interactive community. - Content
Different content can be created on both platform based on the needs of your business.
Instagram
Instagram has a diverse range of formats: Stories, Reels, IGTV, Carousels and static Images post. To compete with TikTok, Instagram created Reels which allow for short-form videos that can leverage high-quality photos and visuals in the platform's Grid. This allows for showcasing products and imagery.
TikTok
TikTok is entirely based on short-form, entertaining videos. Seller must create fun, engaging, unpolished videos that can go viral via trends or challenges. Often times, contents are built around popular music and other current trends. The relatable content drives authenticity rather than curated branding. - Algorithm
Both platforms use proprietary algorithms to serve content.
Instagram
Instagram's algorithm is user engagement dependent with existing followers. This means it requires time for new sellers to gain traction without a strong follower base. Instagram Reels can help in increasing discoverability if engaging content is created. The use of hashtags and the Explore page can help businesses reach a wider audience and also paid advertisement on the platform.
TikTok
TikTok is powered by a proprietary algorithm that rapidly serves content to a wider audience based on a viral trend. It is easier for a smaller following to gain rapid traction if viral. This organic reach is a huge advantage for businesses looking to quickly gain exposure. If the content resonates with TikTok's audience, even without a large following, a business has a chance to gain visibility.
So what is the best platform for business?
This is dependent on your business goals, audience and content style. For many businesses, both platforms are essential to maximizing reach and sales. Instagram is the mature, go-to platform for established professional brands and its shopping in-app features. TikTok is ideal for new businesses to quickly attract new and younger audience. It requires a business to embrace creativity and trends and be informal. By understanding each platform, business can align their social media strategy to meet their selling requirements.