TikTok vs Instagram for Business: The Core Differences

TikTok and Instagram are wildly different platforms. Business owners can use either one with potentially fruitful results – You just have to know what you’re doing.

TikTok vs Instagram: what’s the difference? More importantly, which one is worth your time as a business owner or marketer? While some companies make accounts on every platform for the sake of being visible, this is rarely effective. Having a strategy out of the gate is far better for building a loyal audience.

If you’re trying to decide between TikTok and Instagram, it depends on the type of business and the type of content you plan to post. To develop a social media strategy that gets results, you need to first do two simple things: Know your audience and know what the platforms offer.

What business content works best on Instagram?

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Instagram is obviously a visual platform, but that doesn’t completely set it apart from any of the others. Promoting your brand on Instagram isn’t just about posting images and videos – It’s about artistry. People scrolling through Instagram want to see more than just an average photo or graphic. They can see that on any social media site. Instagram is the home of visual engagement – think professional photographs and beautiful graphics. Essentially, we’re talking about eye candy.

Instagram is perfect for:

• Food brands
• Artists and photographers
• Designers 
• Boutiques
• E-commerce 

…basically, anyone with some fancy visuals to show off. This doesn’t mean other businesses can’t use the platform. It just means they might have to get creative to make it worth their while. For example, a writer or an SEO agency may have far fewer visuals to share. Getting an Instagram account just because “you should have one” isn’t a good enough reason. Instead, take the time to make your Instagram visually rich and engaging with every post – have a plan. Otherwise, it might be better to focus on mastering TikTok. 

What business content works best on TikTok?

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If Instagram isn’t your jam, TikTok may be the best place to invest your time. TikTok content is more casual than what you might see from businesses on other social channels. It caters to Gen Z with a quick and engrossing style. If you’re thinking of using this platform, it’ll benefit you to learn about TikTok’s algorithm.

TikTok is great for:

• Comedy
• Beauty tutorials
• Daily routines
• Product demonstrations 
• Niche content

…Niche content? While this technically applies to every social platform, TikTok is comically great at representing subcultures. Obsessed with technology? Try Tecktok. Selling a cleaning product? Hop on Cleantok and start posting. If you’re aiming to reach a very specific demographic or psychographic, see if there’s already a place for them on TikTok. 

TikTok vs Instagram for Business: What’s the Difference?

There are several things that set these two platforms apart. The first and most obvious difference is that TikTok features video content only. Instagram features videos and images. 

Overall, TikTok users are online more frequently than Instagram users. This means you may have a higher chance of getting discovered on TikTok. But consider your target demographic. Both platforms have roughly 1 billion users as of 2022, but that doesn’t mean it’s the same type of user. TikTok’s userbase skews younger, with the majority of users under 34. Meanwhile, Instagram is available in more countries worldwide, so those marketing in TikTok-free zones should be aware.

Another thing worth noting is that a follow on TikTok isn’t quite the same as a follow on Instagram. Instagram’s homepage is generally a feed of accounts you’ve followed, but TikTok’s homepage is mostly recommended content. This means there is an extra step to being seen on TikTok (followers must click the Follow tab to see your content).

Both platforms allow clickable links from your profile page, so that’s no issue. But Instagram also has the benefit of several CTA buttons to choose from.

What’s the Difference between TikTok and Instagram

Content Type

Instagram allows mixed-media content. Users can post images and videos as Instagram posts or Stories! Meanwhile, TikTok only lets users post videos.

Feed Layout

Instagram and TikTok have similar feed styles. Users can browse their Home page for the latest posts from people they follow or content relevant to them. Plus, you can post a new post when you open the app. On TikTok, you can filter your feed with following and other categories. Meanwhile, Instagram has Stories and a Home page.

Content Discovery

The search button is available on TikTok and Instagram. Instagram’s search feature lets you view content from other creators or posts relevant to you. You can use the search bar to find users, posts, or hashtags! Meanwhile, TikTok’s search bar lets you search users and hashtags. Plus, one notable feature of TikTok is clicking on the blue highlight in the comment section of the video you’re watching.

Algorithm

In 2023, Meta disclosed that it uses multiple algorithm types to personalize one’s feed. The company uses “classifiers and processes” besides algorithms to create a tailored feed for users.

Meanwhile, according to The New York Times, TikTok’s algorithm has four main goals: user, creator, long-term, and platform values. In a leaked document about how the social media platform’s algorithm works, likes, hashtags, captions, and sounds determine what content to show its users. Additionally, watch time is another factor considered for the algorithm. Plus, there’s a particular formula, which, if a video scores high on it, will be recommended to users.

Engagement Rate

Social Insider and Locowise find that the average engagement rate for ALL posts on Instagram will be around 0.45% to 0.64% in 2024. Meanwhile, TikTok has a 3.70% engagement rate for business accounts.

Features

Instagram has a ton of features like:

• Post a video, image, carousel post, or story
• Follow users
• Like, comment, and share posts and stories
• Search for users, posts, and hashtags
• Send a private message to mutual followers or other users
• Customize your profile by uploading a profile photo, adding story highlights, editing your bio, and pinning a post

Meanwhile, TikTok lets users do the following:

• Post videos
• Follow users
• Like, comment, and share posts
• Search for posts and hashtags
• Send a private message to mutual followers or other users
• View someone’s reposts (if public)
• Customize your profile by adding a profile photo and pinning posts

User Profiles

Instagram uses a grid block style for the user profile. This is to feature the user’s public posts, and if public, tagged posts, too! You can view their story highlights, followers, and following data. Plus, you can turn on notifications when you want to get notified of the user’s latest posts. TikTok also employs the grid block style, which lets users view specific user’s videos. You can also view someone’s likes, if public. Similar to Instagram, a notification button is also available to get the latest videos.

Demographics

Statista reveals Instagram’s demographics. The statistics website finds that the 18 to 24 age range dominates the app, making up 31.7% of the audience base. Following that is the 25 to 34 age range, making up 30.6% of the whole user base. Here are the rest of the numbers:

• 16% (35 to 44)
• 8.7% (45 to 54)
• 4.6% (55 to 64)
• 2.9% (65+)

According to Sprout Social, men make up the majority of the app’s user base, 50.6%, while 49.4% are women. 

Meanwhile, most of TikTok’s user base is from the 25 to 34 age range, making up 35.3%. Then, the 18 to 24 age range comprises 30.7% of the audience base. Here are the rest:

• 16.4% (35 to 44)
• 9.2% (45 to 54)
• 8.4% (55+)

Additionally, men dominate the video-sharing service in all age groups.

TikTok vs Instagram: Which Is Best for Your Brand?

Spend some time getting clear on what you can realistically offer through social media. Whatever feels forced, it won’t be easy to sustain. And if you’re not excited about it, your audience probably isn’t either.

Do you have lots of video ideas for a Gen Z and Millennial audience? Go with TikTok.

Do you have tons of photos that would drive home the value of your brand? Try Instagram.

Both TikTok and Instagram offer comparable opportunities to build a loyal audience. It’s all about choosing a strategy and matching it to the appropriate platform. At the end of the day, the better choice for your brand is where your ideal customers are. Where can you engage with them easily and directly?