TikTok vs. Instagram for Business: Which One to Choose?

Marketers have been vastly using social media marketing to spread brand awareness, create a brand image, boost sales, and so much more. Additionally, deciding which social media network is appropriate for your brand can be challenging with so many options available.

Instagram and TikTok are the two social media sites that have experienced significant growth as digital marketing platforms over the past few years, especially after the start of the pandemic in 2020.

However, they are very distinct platforms; therefore, it’s crucial to know which one to employ to support you in achieving your company’s objectives.

According to a report by Statista, there were over 2 billion monthly active Instagram users in December 2021.

And according to another report by Statista, TikTok had over 1 billion monthly active users in September 2021, and the numbers are growing every single day.

This huge audience means a big chance of direct access to the global world, familiarizing your brand, and finding potential customers.

From Facebook and Twitter to Instagram and, more recently, TikTok, it can be quite the minefield, and it all depends on your business goals and which platform is a better choice for your brand’s social media marketing.

TikTok for Business


TikTok is a unique social media platform that focuses on sharing short, natural, relatable videos that users may customize with subtitles and eye-catching overlays that are frequently matched to trendy and popular music.

Additionally, it can seamlessly link with other social networking platforms, making content easy to distribute.

Now one might consider TikTok like any other social media platform, but as a person affiliated with a business, he/she just shouldn’t. TikTok and its fame around the globe in the current market might be a worthy long-term investment for your brand.

Contrary to other significant social media platforms like Facebook, Instagram, and LinkedIn, TikTok users can produce content of various lengths and types that is tailored to their company, audience, and niche.

In a word, TikTok will help you increase your exposure, which in turn will increase the likelihood that clients will stay with your company, buy from you, and become more familiar with your brand.

This will enable our company to communicate its content in the most natural, enjoyable, realistic, and authentic way by adopting a less formal, video-focused strategy.

Also Read: TikTok Influencer Marketing

Instagram for Business


In just over 10 years, with more than two billion active monthly users, Instagram has grown from a photo-sharing app to a hub of business activity.

In Instagram Live broadcasts, businesses can host fundraisers. They can also open stores from their profiles and allow customers to make reservations. Updates to the app’s new business tools, features, and advice are now rather commonplace.

Besides, Instagram has been widely recognized as an effective business platform through influencer marketing. Especially during the pandemic period, Instagram witnessed huge growth as a platform for business through influencer marketing.

Many businesses have achieved success on Instagram by simply offering access to an audience other platforms don’t have because of the creativity, innovations, and exposure it affords. This alone establishes an entirely new level of engagement with the clientele your company is trying to reach.


With TikTok and Instagram’s rivalry intensifying daily, many marketers are currently at a loss over which platform to use to effectively promote their brands. So here are similarities shared between these platforms:

a. Similar Selected Demographics


For your marketing strategy, you can rely on TikTok and Instagram if Generation Z and Millennials are your targeted group. Both sites are excellent for a youthful audience, even if the bulk of TikTok users target a younger generation.

b. Video Oriented


Both platforms are made specifically for producing and disseminating video content. Both platforms are useful if you’re seeking a medium through which you can effectively tell your brand’s narrative.

They enable users to produce and distribute quick videos to their intended audience.

c. Video Length


TikTok has a similarity with a feature of Instagram, Instagram reels. Both platforms enable users to create short 15-60 seconds videos. This makes it easy for users to pass information rapidly and boosts viewership.

d. Editing features


Both platforms offer inbuild editing features that you can leverage to improve your videos, enabling content creators to create engaging and fun videos and edit videos.

They can also include filters, multiple video clips, stickers, interactive backgrounds, and captions.

e. App features


The user interfaces of Instagram and TikTok are both simple to use. Both apps include social sharing capabilities, notifications, likes and comments, filters, and effects, in addition to editing capabilities.

On the other hand, you can also immediately add videos that you’ve made on your phone. Compared to other social media platforms, they give young people the chance to express themselves through comedy and song and allow them to share such expressions with the community.

f.  Analytics


As it is imperative for content creators to track their content performances, TikTok and Instagram both offer analytics to their content creators.

This feature not only helps them see views, the number of shares, sources of traffic, and audience demographics but also helps them discover new themes, trends and challenges to inspire their next content.

g. Algorithm

TikTok and Instagram both have similar algorithms. Both algorithms track the audience views and interests on types of content to detect audience preferences and show them more similar content.

h. Paid Advertising


Although advertising plays a significant role in both TikTok and Instagram, Instagram has a stronger presence in the paid advertising market due to its long history.

Numerous businesses scramble every day to get their films in front of Reels’ millions of viewers. Reels are a fantastic way to increase your Instagram distribution or sales efforts.

However, TikTok does provide possibilities for paid promotion, including Brand Takeovers, Branded Hashtag Challenges, and Branded Effects.

In addition to enabling users to produce, edit, and share video content, the applications make it simple for content producers to reach a wider audience and focus on specialized niches.


To better understand which social media platform between TikTok and Instagram will suit your business better, here are some key differences between the platforms:

a. Target Audience Demographics

Users of TikTok are younger than those on Instagram. While most Instagram users are men and women between the ages of 25 and 34, the majority of TikTok users are between the ages of 18 and 24 (both genders).

b. Growth

According to reports from December 2021, TikTok had over two billion downloads and over a billion active monthly users.

On the other hand, Instagram had around four billion downloads and over two billion active monthly users.

So from the numbers perspective, Instagram has the edge over TikTok in both the number of downloads and the number of active monthly users.

c. User Behavior

TikTok is a site where users may view hilarious videos, quick tutorials, and even instructional material for amusement.

On the other side, Instagram serves as a forum for people to check in with friends and follow their favorite companies and influencers.

d. Types of Content

Only video content is supported by TikTok; however, Instagram offers a wider variety and lets users post basic photographs, carousels, and videos.

e. Influencer Marketing

Influencers on TikTok are more spontaneous, real, and connected to their audience. The best app for locating micro-influencers is TikTok. Instagram influencers, in comparison, are far more professional and view their online presence as a brand advantage.

Instagram is the best place to identify established influencers for your brand’s influencer marketing campaigns.

f. Difference in Reach

TikTok is still the platform where organic content reigns, even though Instagram’s landscape and that of LinkedIn are becoming more difficult to navigate without the aid of advertisements.

If you’re a brand planning your social media strategy, joining TikTok could have a lot of advantages. You can later point the TikTok audience you naturally attract to your other social media accounts.

However, this won’t be very useful unless your potential clients fit the platform’s target market.

Pros and Cons

Pros of Instagram

  • Has a larger audience than TikTok.
  • Has more advertisement options
  • Can schedule content in advance
  • Can connect to multiple Facebook pages
  • Better analytics for content creators
  • Advertisement through ‘Instagram Stories’ boosts your sales.
  • The ‘Shop’ feature helps to advertise your brand products.

Cons of Instagram

  • Limited audience if your targeted demographic isn’t confined to Gen Z and Millennials.
  • Hard to break through the clutter because of the availability of multiple brands.
  • Limited chance for organic growth

Pros of TikTok

  • The higher growth rate in popularity and use
  • Lower advertising costs
  • The targeted audience is a younger demographic
  • Staying on top of trends
  • Growing brand awareness through relatable videos, resulting in better reach
  • Better scope for organic growth
  • Easy to collaborate with influencers

 Cons of TikTok:

  • TikTok’s younger demographic might not fit your brand
  • Unavailability of long-term analytics
  • No option for prior content scheduling
  • Hard to drive traffic to your web page because you cannot add links to posts
  • Limitation of content format
  • Consistent better engaging content is required to get the best results

Which One to Choose?

Both Instagram and TikTok are powerful marketing tools with billions of users. So, confusion for businesses about social media advertising is inevitable, and you need to be clear about what each platform offers and which one is better suited for your brand.

To help you decide, here are some key areas to look into when picking the right platform for your brand:


TikTok is a better choice if you want to reach a younger demographic.

Trendy or Reliable?

If your brand’s essence goes with something new, fun, and trendy, then you can opt for TikTok.

On the other hand, if you don’t want to take any risks and want to proceed with something proven, Instagram is your go-to option.

Track and Optimize Your Content

If you need a wider range of analytics to track your content and optimize, Instagram might be the best option for your business goals.

Type of Content

If you only want to post videos, TikTok is a better option as the platform is fully video-oriented. And if you want to post both videos and photos, Instagram is the way to go.

These are the only key areas to consider before opting for any of these platforms. So, getting a clear idea about them will help you reach a better decision.


Both TikTok and Instagram have their fair share of similarities and differences. However, they offer an entirely contrasting experience for both the users and content creators.

With differing audiences and completely different offerings in content, TikTok and Instagram are great for businesses for their very own reasons.

And in terms of TikTok vs. Instagram, it’s not always a matter of which platform is superior, but rather which is best for your brand. Social media marketing strategy is crucial for any brand, so brands must carefully decide which platform to opt for.



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