TikTok VS Instagram Marketing: Which Is Best for Your Brand?

In the world of social media marketing, TikTok and Instagram are two of the biggest players in the game. With their massive user bases and unique features, both platforms offer exciting opportunities for brands to connect with their audiences and grow their online presence. But with so many options available, how do you know which platform is best for your brand? In this article, we'll take a closer look at TikTok and Instagram, comparing their strengths and weaknesses to help you decide which platform is the right fit for your brand. So, whether you're a professional social media marketer or just getting started, read on to discover which platform will help you take your brand to the next level.

The Power of TikTok for your business

TikTok has swiftly captured the global stage, emerging as one of the foremost social media platforms within a short span of time. Its distinctive format and captivating content make it an influential instrument for businesses to connect with and captivate their desired audience.

As of January 2023, 57% of TikTok users are females (source: DemandSage). This gender distribution indicates that businesses targeting a female audience may find TikTok particularly effective for their marketing efforts.

Additionally, TikTok has an engagement rate of 5.30% on accounts with 100,000+ followers, compared to Instagram's 1.10% and Twitter's 0.30% (source: Backlinko). This high engagement rate means that businesses can create more meaningful connections with their audience on TikTok. Check more TikTok statistics.

The Power of Instagram for your business

Instagram has solidified its position as an essential presence in the realm of social media, presenting businesses with a visually-oriented platform to exhibit their offerings. By emphasizing images and videos, Instagram presents a distinctive avenue for businesses to establish meaningful connections with their intended audience.

As of 2023, Instagram has over 1 billion monthly active users (source: Hootsuite). This vast user base offers businesses a significant opportunity to reach a wide range of potential customers.

According to data from Hootsuite, Instagram boasts a diverse user base, with 33% of its users falling within the 18-24 age range, while 29% are aged between 25 and 34. These statistics suggest that businesses aiming to reach a younger demographic can leverage Instagram as a highly potent platform for their marketing endeavors.

How to choose a platform most suitable to your business?

When choosing a platform that is most suitable for your business, it's important to consider several factors and compare them between platforms like TikTok and Instagram. Here's a comparison based on the criteria you mentioned:

Audience Demographics

  • TikTok: TikTok has a predominantly younger audience, with a significant user base in the 16-24 age range. It appeals to a wide range of demographics, but it is particularly popular among Gen Z.
  • Instagram: Instagram has a broader user base, appealing to a wider age range including millennials and older demographics.

Content format and creativity

  • TikTok: TikTok is known for its short-form videos (up to 60 seconds) that are highly creative, often featuring music, filters, and effects.
  • Instagram: The Instagram feed has a variety of content formats, including photos, videos (up to 60 seconds), Stories, Reels, and IGTV. It provides more options for longer-form content.

Organic reach and engagement

  • TikTok: TikTok has a high potential for organic reach due to its algorithm that promotes content based on user preferences, trends, and virality. It can be easier to gain initial traction and engagement.
  • Instagram: Instagram's organic reach has been declining in recent years, with algorithm changes favoring content from close connections. It may require more effort to achieve significant organic reach and engagement.

Advertising effectiveness

  • TikTok: TikTok's advertising platform is still relatively new but has been growing in popularity. It offers various ad formats and targeting options to reach specific audiences.
  • Instagram: Instagram has a mature and robust advertising platform, offering various ad formats (photo, video, Stories, Reels) and advanced targeting capabilities. It has a proven track record of effectiveness for many businesses.

Brand safety and reputation management

  • TikTok: TikTok has faced some scrutiny regarding content moderation and data privacy, although efforts have been made to address these concerns. It's essential to closely monitor your brand's presence on the platform.
  • Instagram: Instagram has more established brand safety measures and reputation management tools, giving businesses more control over content and comments.


  • TikTok: TikTok's advertising costs may vary depending on factors like target audience, ad format, and campaign objectives and goals. It can be relatively cost-effective, especially for reaching younger demographics.
  • Instagram: Instagram's advertising costs are generally higher compared to TikTok. The exact expenses depend on various factors such as ad type, targeting, and competition.

Instagram Features

Instagram, a platform owned by Facebook, boasts a diverse audience in terms of age distribution, with the majority of its users falling under the age of 45. Similar to other Facebook products, Instagram offers a range of intelligent marketing tools to its users.

Instagram's marketing features encompass:

  1. The feed: This section displays content from friends, followed accounts, and sponsored advertisements.
  2. Live video: Users have the option to share live content with their audience.
  3. IGTV: A feature resembling a television network, allowing users to upload long-form video content.
  4. Shoppable: A crucial feature for selling products directly on Instagram.
  5. Sponsored posts: The opportunity to enhance the visibility of a post through paid promotions.
  6. Hashtags: These enable the gathering of similar posts under a single category, facilitating content discovery. Utilizing relevant hashtags can significantly increase reach and engagement. Hashtag generator tools can aid in discovering and creating suitable hashtags.
  7. Filters: Instagram provides filters to edit and enhance the appearance of photos or videos.
  8. Instagram's chatbot: Instagram's chatbot feature offers users a convenient and interactive way to engage with businesses and content creators. With automated responses and personalized messaging, The Instagram chatbot allows user to get quick answers to their inquiries, help with transactions, and deliver tailored recommendations. This feature enhances user experiences and streamlines communication, fostering stronger connections between users and the Instagram community.

Many businesses are leveraging these powerful marketing features to expand their presence on the platform. 

For instance, L'Oréal collaborated with 15 beauty content creators in Indonesia to boost sales by delivering personalized beauty content. This campaign resulted in a 10% sales growth for the company.

Source (Meta)

TikTok Features

In terms of popularity among younger generations, TikTok has surpassed Instagram, despite being a relatively newer platform. The core concept of TikTok revolves around users sharing short videos. With its musical origins, many videos on TikTok involve dancing, lip-syncing, singing, or comedy sketches.

Initially, videos on TikTok were limited to 15 seconds, but users can now connect up to four videos together. Moreover, TikTok has expanded the length limit to three minutes for many users, and it also allows the upload of videos created outside the app. 

The app provides various video editing functions, including songs and filters, with a greater emphasis on audio compared to Instagram. Additionally, users can engage in "duets" by replying to other users' videos.

TikTok's interactive features, such as duet and stitch, reactions, challenges, and video annotation, encourage users to collaborate and engage with each other creatively.

TikTok has experienced rapid growth, particularly among younger demographics, with nearly 50% of all users being under the age of 30. (Source: Statista) Therefore, utilizing TikTok for business marketing tends to be most effective when targeting younger audiences.

How to use Instagram and Tiktok for your business?

Here are some tips and steps to use Instagram and TikTok for your business:


  1. Deliver consistently valuable content: It’s important to deliver consistently valuable content, especially when you are using it for advertising. Let's say you are a restaurant business owner, you can hire someone through interview questions for restaurant and she'll be dealing with your content on this platform.
  2. Use video: Video content is highly engaging and can help you reach a wider audience.
  3. Go live: Going live on Instagram can help you connect with your audience in real time and build a stronger relationship with them.
  4. Targeted ads: Instagram allows you to create targeted ads that can reach your ideal audience.
  5. Influencers and content creators: Partnering with influencers and content creators can help you reach a wider audience and increase brand awareness.
  6. User-generated content (UGC): Encouraging your followers to create and share content related to your brand can help you increase engagement and build a community around your brand.
  7. Branded hashtag challenges: Creating a branded hashtag challenge can help you increase engagement and user-generated content.
  8. Competitions: Running a competition on Instagram can help you increase engagement and reach a wider audience.
  9. Test your followers and offer incentives: You can create quizzes directly using instagram's quiz feature or through a quiz maker. As a result of these quizzes, you can send gifts like personalized t-shirts to your followers.


  1. Create a business account: To create a business account, download the app and register using your phone number or email address. If you have a registered social media account for your business, you can also use that to sign up on TikTok.
  2. Follow trends and participate in challenges: Participating in trending topics and hashtag challenges can help you reach a wider audience and increase engagement.
  3. Create your own content: Creating your own content on TikTok can help you showcase your brand and connect with your audience.
  4. Use a laid-back, less commercial approach: TikTok largely rejects polished, high-quality content. As such, it has earned a reputation as a casual platform where users feel comfortable expressing themselves.
  5. Experiment with editing tools and trending sounds: Experimenting with editing tools and trending sounds can help you create high-energy short-form videos that represent your business.
  6. Use TikTok live streams: Going live on TikTok can help you connect with your audience in real-time and build a stronger relationship with them.
  7. Measure your success: Measure your success on TikTok by tracking your engagement, followers, and views.

Bottom line 

Finally, the choice between TikTok and Instagram for your brand ultimately depends on your specific goals and target audience. While TikTok offers a highly engaging and rapidly growing user base, particularly among younger demographics, Instagram provides a more established platform with diverse features and a wide range of user demographics. Careful consideration of your brand's objectives, content type, and audience preferences will help determine the best fit between TikTok and Instagram to maximize your brand's reach and impact.