TikTok vs Instagram for marketing

by | Jan 17, 2024 | Marketing Tips

TikTok vs Instagram – which platform will skyrocket your brand to social media stardom?

You’re not the only one scratching your head here.

With TikTok’s meteoric rise, it’s snagged over 1 billion monthly active users, giving Instagram’s long-standing dominance a run for its money.

But hold your horses! 🐴

Instagram isn’t stepping down just yet. 

It’s still a marketing powerhouse with 1.3 billion users hooked on its visual charm.

At Click Analytic, we’re slicing through the social media noise to pit TikTok vs Instagram. 🥊🤑

We’ll dissect their marketing mojo, crunch the numbers, and show where your brand can shine.

Stay tuned as we untangle the features, audiences, and trends that set these platforms apart. 

It’s time to find out: will TikTok’s trendy beats or Instagram’s picture-perfect posts win the day for your marketing goals? 🤔

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What is TikTok?

TikTok is a social media app where short-form video reigns supreme.

Known initially as Musical.ly, TikTok has captivated the digital world with its bite-sized videos, tailored algorithms, and the famous ‘For You Page.’ 

Flashback to 2020, and TikTok was exploding onto the scene. It quickly racked up a jaw-dropping 315 million downloads in just one quarter! 

Fast forward to 2024, and the app boasts a staggering 1.7 billion monthly active users

Talk about going viral! 🤯

But here’s where TikTok sets itself apart: it’s an all-in-one platform dedicated to short-form videos – now up to 10 minutes long, thanks to a recent update. 

TikTok has everything from shooting and editing to publishing in one slick package.

What is Instagram?

Instagram is a social media app that began as a photo-sharing app in 2010.

Since its inception, Instagram has morphed into a multi-format content hub, offering an array of ways to share and engage. 

Owned by Meta (the same folks behind Facebook), Instagram is the third most popular global social media platform. 

It boasts a massive 1.3 billion active users each month. 

That’s a lot of scrolling fingers! 😯


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TikTok vs Instagram: Which is best for your brand?

Now, let’s unpack this TikTok vs Instagram debate.


First up, let’s look at TikTok and Instagram’s audiences. Knowing who frequents each platform helps determine where to spend your marketing money.

Let’s start with TikTok.

👉 TikTok’s audience is young and eager to buy.

TikTok is a youth-dominated platform. The lion’s share of users are Gen Zers, followed by Millennials, Gen X, and Boomers, in that order. 

If they’re under 35, they’re likely on TikTok.

🧬 Gender distribution

TikTok is more female-centric, with 57% of users identifying as female compared to 43% male.

🌏 Global reach

TikTok’s global appeal is undeniable. The U.S. leads with 135 million users, trailed by Indonesia and Brazil with 99.07 million and 73.58 million users, respectively.

🛍️ Consumer behaviour

TikTok users are ad-friendly, especially to content that blends seamlessly into their feed. 

They have a penchant for products that resonate with a younger demographic, like video games, budget-friendly cosmetics, and quirky eCommerce finds.

Branded content and influencer collaborations? 

A big yes. ✅

Traditional ads? 

Not so much. ❌

👉 Instagram’s Audience is a blend of millennials and Gen Z.

Instagram’s a millennial playground but also draws in the Gen Z crowd.

🧬 Gender distribution

Instagram boasts a more balanced gender mix, with a nearly even split between female (48.4%) and male (51.6%) users.

🌏 Global reach

Instagram’s user base has a diverse global footprint. India leads the pack with a whopping 230.25 million users, followed by the U.S. and Brazil.

🛍️ Consumer behaviour

Instagram audiences are still open to advertising, albeit slightly less responsive than TikTok’s crowd. 

They gravitate towards higher-end products, like premium health products, mid-range decor, and professional products. 

Ads and influencer partnerships work well here, but don’t discount the value of your own content.

Types of influencer marketing: A woman holding a tablet with the words did you know?.

Content formats

Next up, let’s look at TikTok’s content formats vs. Instagram. Understanding the content formats can help you decide which platform is best for your business.


Instagram is the Swiss Army knife of social media. You’ve got photos, short videos, Instagram Reels, Stories, live streaming, and IGTV for longer-form content. 

Scrolling through Instagram’s feed is a familiar, easy experience akin to browsing a magazine. Each swipe brings a new surprise, from vivid photos to snappy Reels.

⚠️ While the variety is a boon, it can also be a bit of a maze. 

Balancing your brand presence across multiple formats like Reels, Stories, and traditional posts can also be a juggling act. 🤹

👉 Reels and Stories tend to shine brightest for ads, leveraging Instagram’s visual flair.


TikTok keeps it simple yet impactful. 

The platform revolves around one thing and one thing only: vertical videos, now up to 10 minutes long. 

Compared with Instagram, the easy swipe-up interface of TikTok creates a more immersive experience.

Users often watch videos in their entirety, making it prime real estate for capturing attention – including for ads.

With just one content format, TikTok marketing becomes less about format juggling and more about nailing your message and creativity.

The result? 

👉 Often, a more attractive Return On Ad Spend (ROAS). 

The platform’s streamlined nature means figuring out the best posting times, content themes, and engagement strategies is generally more straightforward.

The takeaway?

Instagram offers a variety of content formats, providing a playground for creativity but also demanding a more complex content strategy. 

On the other hand, TikTok’s single-format focus allows for deeper engagement and a potentially higher ROAS, thanks to its more straightforward approach to content creation and optimisation.

Long term relationships with influencers build trust and improve engagement.

Content types

So, what can we expect for the type of content on each platform? Let’s find out!


Instagram is like a high-fashion runway. 📸

Content here tends to be meticulously edited, with filters and effects adding a layer of gloss and glam.

Many Instagram users treat their accounts like a personal brand. 

Their photos often follow a consistent aesthetic, vividly depicting their identity and style. It’s like walking into someone’s digital art gallery.

On Instagram, the visual appeal is just as important as the content itself. 

Whether it’s a breathtaking landscape or a beautifully plated meal, the look and feel are crucial components of the story being told.


TikTok is the street performance to Instagram’s staged production. 💃

Videos here are often unfiltered and unpolished, capturing life’s raw, unscripted moments.

Filters exist, but the charm of TikTok lies in its spontaneity. 

Quick, on-the-fly videos are the norm, creating a sense of immediacy and authenticity.

TikTok content is heavily focused on what’s happening in the video. 

Whether it’s a dance, a lip-sync battle, or a DIY tutorial, the action takes centre stage over aesthetics.

Which content type is best for your brand? 🤔

So, how do you decide which content type suits your brand? Let’s break it down for you.

👉 Instagram is best for ads.

Instagram’s sleek, polished environment makes it ideal for well-designed ads. 

Ads seamlessly blend with the platform’s native content, providing a discreet user experience.

👉 TikTok is best for engagement.

TikTok’s authentic vibe is perfect for influencer partnerships and content that feels native to the platform. 

Here, ads that mimic the look and feel of regular (read: organic!) posts can resonate more deeply with users.

Did you know?.


Now that we understand the differences between TikTok and Instagram, let’s look at how both platforms handle advertising.


Instagram is like a digital billboard. It offers everything from photo to video ads

Brands can showcase their ads in the newsfeed, stories, IGTV, and more. 

Thanks to Instagram’s sophisticated targeting, ads can effortlessly find their way to the right eyes. 👀

Whether through precise demographics, interests, or behaviours, Instagram’s ad targeting feels almost like a digital cupid connecting brands with their ideal audience. An almost perfect match!

Regarding effectiveness, Instagram’s Story and Reel ads are the showstoppers. They blend seamlessly into users’ feeds, providing an engaging yet non-intrusive ad experience.


TikTok keeps it simple and impactful with video ads up to 60 seconds long

These ads appear between other videos, making them indistinguishable from organic content at first glance.

The platform’s immersive nature means ads can capture undivided attention, albeit briefly.

Interestingly, the latter has an edge when pitting TikTok ads against Instagram Reels ads. 

Stats have shown that Instagram Reels offer a wider reach, lower Cost Per Click (CPC), and lower Cost Per Mile (CPM). 


It could be attributed to Instagram’s more mature ad platform and users’ familiarity with navigating it.

Our insider tip: Experiment to find your sweet spot.

While Instagram’s diverse ad formats offer flexibility and proven effectiveness, TikTok’s straightforward, video-centric approach provides a fresh and engaging way to reach audiences.

The key? 

Experimentation. 🧑‍🔬

Testing different ad formats and strategies on both platforms can reveal unique insights and opportunities for your brand.

A man in a suit with the words did you know?.

Organic content

But wait; no Instagram vs TikTok study would be complete without looking at the organic content on each platform. 

The organic content can provide insight into the audience and what they expect to see while on their favourite social media platform.


TikTok is the digital playground for the young and the young-at-heart. With more than half of its users under 24, it’s where trends are born and memes flourish.

👉 The TikTok algorithm favours creators who churn out a high content volume

It’s a numbers game where consistency and frequency can propel you into the coveted ‘For You’ spotlight.


Instagram is where quality content is king. 

It’s less about how much you post and more about how well your posts resonate with your audience.

On Instagram, engagement is the golden ticket. The more likes, comments, and shares your content garners, the more it’s rewarded with visibility. 

Instagram is your stage if your strategy leans towards crafting fewer but higher-quality posts

This approach aligns well with B2B influencer marketing


Because brands or busy marketers prefer to invest in creating impactful, memorable content rather than keeping up with a relentless posting schedule.

So, TikTok vs Instagram: Which is better for organic content?

If your target audience skews younger and you’re ready to ride the wave of content creation, TikTok is your go-to

TikTok’s algorithm favours creators who produce content prolifically, offering a chance for virality even for newer accounts.

Instagram is the place to be for those focusing on crafting visually stunning and deeply engaging content

Instagram is ideal for brands prioritising building a cohesive aesthetic and creating content sparking more profound engagement.

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Influencer partnerships

You’ve almost decided which platform, Instagram or TikTok, is best for your brand. But how easy is it to find influencers and work with them on these platforms? Let’s find out!


Instagram’s aesthetic aligns perfectly with luxury brands, high-end products, and services that demand a refined presentation. 

Influencers on Instagram are experts at creating content that blends seamlessly with your brand’s sophisticated image.


TikTok breaks the mould with content that’s often more spontaneous and unfiltered. 

If authenticity and a ‘real’ feel are what you’re after, TikTok influencers can deliver just that.

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Tips to use Tiktok or Instagram for business

Let’s share some platform-specific tips to help get the most from TikTok or Instagram. Use these tips to elevate your influencer marketing strategy.

Instagram tips for business

Let’s start by sharing our Instagram tips for businesses.

✅ Deliver consistent, valuable content

Deliver quality content regularly. For instance, a restaurant owner might share behind-the-scenes kitchen stories, mouth-watering dishes, or customer testimonials.

✅ Embrace video content

Videos on Instagram, especially Reels, are engagement goldmines. They offer a dynamic way to showcase your products or services and tell your brand story.

✅ Go live

Live sessions on Instagram forge real-time connections with your audience, offering a platform for Q&As, product launches, or just casual chats.

✅ Targeted ads

Use Instagram’s targeted advertising to reach specific demographics, interests, and behaviours, ensuring your content gets seen by those most likely to engage.

✅ Collaborate with influencers

Partner with influencers and content creators to tap into their follower base and enhance your brand visibility.

✅ Leverage user-generated content

Encourage your followers to create content related to your brand. This boosts engagement and provides authentic promotional material.

✅ Branded hashtag challenges

Initiate hashtag challenges to spark user participation and spread brand awareness organically.

✅ Host competitions

Competitions are a fun way to engage your audience and can increase exposure.

✅ Engage with quizzes and incentives

Create interactive quizzes and offer incentives like personalised merchandise to engage and reward your audience.

TikTok tips for business

And if you want to use TikTok for business, pay attention to these tips.

✅ Set up a business account

Register a business account on TikTok for access to insights and commercial features.

✅ Engage with trends and challenges

Keep an eye on trending hashtags and challenges. Participating in these can skyrocket your visibility.

✅ Produce original content

Create content that showcases your brand’s personality. Remember, TikTok favours authenticity over polish.

✅ Adopt a casual approach

Embrace TikTok’s laid-back vibe. Avoid overly commercial content and focus on fun, engaging videos.

✅ Experiment with tools and sounds

Use TikTok’s plethora of editing tools and trending sounds to craft videos that capture attention.

✅ Use TikTok live streams

Like Instagram, live streams on TikTok offer a direct line to your audience, ideal for Q&As, product showcases, or just engaging chats.

✅ Track your progress

Use TikTok’s analytics to measure your success and refine your strategy based on engagement, follower growth, and view counts.

A man in a lab coat is holding a clipboard with social media icons.


And there you have it. Hopefully, we’ve settled the TikTok vs Instagram debate. Grab a free trial of our influencer marketing platform regardless of your platform.

You’ll get instant access to 250M+ influencers and creators on both platforms. Find the perfect influencer and make money.

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