TIKTOK vs. INSTAGRAM – Which platform is right for your business?

BY Basia Zaraczyńska

Online marketing plays a crucial role in brand building and attracting customer attention. Choosing the right social media platform can be decisive.

TikTok and Instagram are two powerhouses that offer a lot to marketers. TikTok, in particular, is evolving into more than just an entertainment platform, aiming to become a search engine in its own right.

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Both applications are dedicated to mobile devices. The format that significantly connects them is short video content. TikTok and Instagram offer a variety of filters and advanced editing tools for their content. Hashtags play a significant role on both TikTok and Instagram. From a marketer’s perspective, both communication channels have the potential to generate massive reach, making them worth considering when planning brand awareness and image-building strategies.


Content Format
TikTok primarily relies on short videos, currently allowing video uploads of up to 10 minutes. Instagram takes a more comprehensive approach, offering three different forms of published content:

  • Posts: Standard format encompassing both photos and videos.
  • Reels: Instagram’s equivalent of TikTok videos. The permissible length of a Reel is 60 seconds.
  • Stories: A feature allowing the publication of short videos or photos that disappear after 24 hours. With features like polls, questions, and swipe-up links, they are great for promoting time-limited offers.
  • Target Audience

TikTok has more Generation Z users than Instagram, with most platform creators being individuals aged 18 to 24. Interestingly, 57% of TikTok users are female. The largest percentage (25%) of TikTok users in the USA falls in the 10 to 19 age group. In fact, 47.4% of TikTok users are under 30 years old. Instagram has a more diverse age range but still enjoys significant popularity among the younger demographic, primarily individuals aged 18 to 34.

Social media algorithms determine which content is displayed to users based on various factors. TikTok’s algorithm emphasizes user preferences, analyzing their interactions with content, content information, and account settings. Importantly, it does not consider follower count, providing a chance for even novice creators to reach a broad audience. Instagram’s algorithm, on the other hand, focuses on engagement metrics such as likes, comments, and shares. It also considers user relationships with specific profiles and interests expressed through content interactions.

Both platforms offer the option to promote content through paid campaigns. Campaign objectives on both apps include reach, traffic, or app installations. Instagram provides additional options like promoting activity, customer acquisition, or sales. Interestingly, Instagram allows selecting the “brand awareness” option, ensuring ads are shown to users that are likely to remember the brand. TikTok stands out with its lead generation and conversion capabilities. When a user taps on a CTA button on a TikTok ad while browsing the “For You” page, a form instantly appears, allowing them to learn more about the company, leave their contact details, and indicate interest in a product or service.

Planning social media activities?

While short videos play a crucial role on both platforms, Instagram allows a greater focus on product photos, stock images, or simple animations. TikTok, on the other hand, requires a person to appear in the video, whether it’s an employee, ambassador, or influencer. However, this can be a barrier for many businesses. The platform continuously evolves and introduces new features. For example, it recently enabled adding photos with background music, opening up new content creation possibilities.

tiktok vs instagram

If consistent audience acquisition is crucial, and both platforms fit your target audience, the best solution might be to maintain accounts on both platforms. Both apps offer a range of features to help you reach your target group. Of course, managing social media accounts is demanding and time-consuming. Sometimes, it’s worth seeking help from a professional. If you’re unsure whether it’s the right time to enlist the services of an agency, read our article that will dispel your doubts.


Will Tiktok be better for younger target groups?

Answer: Yes, TikTok is often preferred by a younger audience.

Are ads on TikTok and Instagram effective?

Answer: Yes, both TikTok and Instagram ads can be very effective, provided the advertising strategy is properly tailored to business goals and target audience. Monitoring results and optimizing campaigns based on collected data are also essential.

Which social media platform is better for advertising my brand: TikTok or Instagram?

Answer: The choice between TikTok and Instagram depends mainly on the nature of your brand, target audience, and advertising goals. TikTok is effective in reaching a younger audience interested in creative content, while Instagram attracts diverse age groups.

How can I get more information about advertising opportunities on TikTok and Instagram?

Answer: If you want to learn more about advertising on TikTok and Instagram and which strategies might be best for your brand, contact our agency. Our experts will help you understand the available options and develop an effective advertising strategy.

Basia Zaraczyńska
Marketing Specialist

Basia is a graduate of Image Communication at the University of Wrocław. At Neon Shake she is responsible for the agency’s marketing. She is interested in UX Design and branding.

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