Instagram vs TikTok: Which Is Better For Your Brand

In 2020, the world was ravaged by the COVID-19 epidemic, forcing everyone to stay inside. Many of us first learned about TikTok around this time; it’s a video-sharing app that’s amassed over a billion daily users.

Since then, TikTok’s marketing capabilities have skyrocketed. Top influencers may earn millions from brands looking to reach their fan bases. Chipotle’s ad campaign for that offer alone received over a billion views.

TikTok may have a large user base, but how does it compare to Instagram, the other social video site, which has 1.3 billion monthly active users?

The answers are provided today by C&C and Will Varney from the digital marketing business Megaphone. We’ll talk about who uses each platform, what they look for, and how you may capitalise on its marketing potential.


People who use TikTok
TikTok’s user base is quite similar to Instagram’s in many ways:

Easy-to-market-to demographics exist across both platforms’ mostly young (under-35) user bases.
Both networks are widely used all over the world.
Having said that, there are notable distinctions.
Females make up the majority of users (57% vs. 43%). TikTok has 135 million users in the United States, 99.07 million in Indonesia, and 73.58 million in Brazil.

Users of TikTok are more likely to engage with advertisements. They’re also keen to purchase and download items marketed for a younger demographic, such as:

  • Online Games
  • Affordable cosmetics, jewellery, and homewares
  • Discreet wares
  • Affordable fragrances and cosmetics
  • eCommerce items at low prices
  • TikTok users enjoy branded content and collaborations with influential users. They are less receptive to overt marketing tactics. To avoid having ads stick out like a sore thumb, they should blend in seamlessly.

People that use Instagram

On Instagram, the gender ratio is more even: 48.4% of users are female, while 51.6% are male. After the United States (with 159.75 million) and Brazil (with 119.45 million), India topped the charts with 230.25 million Instagram users (despite a prohibition).

Users on Instagram are still receptive to ads, but to a lesser extent than TikTokers. Products geared to somewhat older millennials of both sexes, such as:

  • Upgraded jewellery
  • Informational items aimed towards working adults
  • Home furnishings and wardrobe
  • Affordable home furnishings, accessories, and artwork for sale online
  • High-end cosmetics and health supplements sold online
  • The Instagram community is receptive to marketing and collaborations with influential users. Your own material has a lower chance of being viewed on the platform, despite its potential usefulness.

Media Types

Instagram provides several options for content creation, such as:

  • Photos
  • Rapid-fire video clips
  • Instagram Vlogs (in the vein of TikTok)
  • Stories on Instagram
  • The Real Deal
  • In-Depth Videos on IGTV
  • Like most other social networking sites, Instagram’s feed consists of an infinite scroll. It’s simple to go from one thread to another without giving any of them your full attention. Reels, Instagram’s counterpart to TikTok, and Stories are the greatest content forms for advertisements.

Vertical movies up to 10 minutes in length can be made and uploaded to TikTok. OK, that settles it. To skip to the next video without scrolling, just swipe up. This increases consumers‘ propensity to stay engaged throughout the experience (ads included).

Forms of Content

The majority of Instagram posts have been heavily modified using a variety of filters and effects to improve their visual appeal.

Many users carefully craft their profiles to ensure that all of their photos share a common style and tone. A person’s profile gives you an instant impression of their taste and character.

TikTok videos are typically more lo-fi and unpolished than those found on other platforms. While filters are available, many users prefer to simply shoot and upload their videos as they are. It’s more challenging to obtain a feel of their aesthetic preferences through their personal page.


Advertisements may be placed on both Instagram and TikTok. Marketers may post both still image and moving image advertising on Instagram. The intended audience can view them in several places, including the main feed, user stories, IGTV, and others.
Advertisements on TikTok can be up to 60 seconds long. Target viewers can see them interspersed with other videos, and they have the same aesthetic as genuine TikTok uploads.

Natural Ingredients

TikTok is superior at targeting a youthful demographic when it comes to organic content development. The majority of users (over 50%) are under the age of 24 and want organic material.

Users who create a lot of content on TikTok receive bonuses from the algorithm. Services like TrendFM exist to assist those who find it difficult to provide new material on a regular basis.

Alliances with Prominent Figures

Instagram posts are typically more professionally produced than TikTok videos, as was said before. Instagram might be the greatest option for your company if it has a really high-quality visual presentation.

TikTok is a great option if you’re looking for sponsored content that’s a bit more unfiltered and real.

Concluding Remarks

Instagram and TikTok each provide businesses their own special marketing possibilities. Knowing the distinctions between the two platforms can help you pick the one that’s best for your needs.

If you want your material to look professional, go with Instagram, but if you want something more genuine, try TikTok.
TikTok is worth exploring if your target demographic consists of young people.
Both Facebook and Instagram are good for finding influencers to work with, although Instagram may provide more polished choices.
Last but not least, make sure to run your own tests to determine which platform is best for your company. There is no silver bullet for determining the optimal platform.