Did you know that internet users spend an average of about 142 minutes per day on social networking ? Simply put, if social media marketing is not part of your digital marketing strategy, you’re missing out on potential customers.
Two of the most popular platforms currently are TikTok and Instagram. But, how do you know which one make platforms the most sense for your brand? Continue reading this TikTok vs Instagram guide to learn more about the pros and cons of each. As a result, you’ll be able to better decide which app to use to help you grow your business.
TikTok for Brands
TikTok started out as a platform for sharing funny sketches, viral dances, and lip-synching videos. While people still use it for all of those things, it has quickly transformed into a powerful social media marketing app. Users can easily like, comment, and share content, making it easy for popular videos to go viral, catching the attention of people all over the world.
As challenges and audio clips go viral, it’s also a good opportunity for brands to jump on the bandwagon, taking advantage of the built-in popularity.
Beyond that, TikTok is known for its impressive algorithm that curates content for users based on their interaction with other content, not just based on who they follow. Called the “For You” page, this makes it easier for brands to show up in the feeds of people more predisposed to like them.
Pros of TikTok
One of the biggest advantages of using TikTok is the For You page. This helps to put your brand in front of the eyes of people who don’t follow you. By using popular hashtags and background music, you can increase your chances of showing up on someone’s For You page.
Another advantage of learning how to use TikTok is that it’s made with advertising in mind. With TikTok Advertising, you can easily do the following:
- Create ad campaigns
- Target specific audiences
- Track, measure, and evaluate the performance of the campaign
- Gain insights to use for future campaigns
This gives you more control over your campaigns and ultimately helps you find more success.
Cons of TikTok
One downside to using TikTok for your brand awareness is that you’re limited to video content. While video is by far one of the most popular forms of content on the internet, it should be part of your larger digital marketing strategy. Just keep in mind that while TikTok is a great tool, it shouldn’t be the only thing you do to promote your brand.
Another con of using TikTok is that the short, catchy videos can often take a lot of time to create. Do you have the staff or budget for a dedicated social media team? If not, you might find that making high-quality and engaging TikTok videos regularly is not in your bandwidth.
In that case, consider setting aside time to make multiple videos at once that you can slowly release to make it more sustainable.
Instagram for Brand Awareness
Instagram is widely considered to be one of the most popular social media apps for brands because of its versatility. You can connect with your audience through Instagram in the following ways:
- Posting high-quality photos
- Creating short, viral video content
- Posting Instagram stories, which expire after 24 hours
- Using built-in shopping tools to encourage link click-throughs
In order to compete with TikTok’s video content, Instagram even launched its own version of short videos called Reels. These often use the same viral audio clips from TikTok. Or, you can even repost your TikTok videos as Reels to get more eyes on your content.
Pros of Instagram
One reason brands love Instagram is that it has a high rate of engagement. Like TikTok, users can like and comment on Instagram content to show their interest. However, unlike TikTok, users can also easily repost your content through Instagram by adding it to their stories. They can also save your content to watch it back later.
Another reason brands turn to Instagram is that it’s easy to increase your reach. When you’re first getting started, you might want to buy IG likes to build up a base for your following. From there, you can use popular hashtags to get your brand in front of more people.
Like TikTok’s For You page, Instagram has an Explore page. There, users will see content based on the type of content they’ve engaged with in the past. This is a great way for new people to find your brand.
Cons of Instagram
The biggest downside of using the regular Instagram feed is the lack of clickable links. So, if you post a photo or video of a product in your main feed, you can’t include a link with the post. Instead, you’ll have to change your bio link and encourage users to go to your bio to click the link for more info.
Fortunately, Instagram has a link sticker feature that you can use in your Stories. This allows your followers to click a link directly from your Stories to see more information.
Another downside to using Instagram is that it’s harder to target specific audiences with your ads. Compared to other social media platforms, Instagram has fewer built-in options to narrow down your audience, meaning your ads will show to a more broad audience.
TikTok vs Instagram for Your Business
After reading through this guide to TikTok vs Instagram you should have a better idea of what to choose for your brand. Weigh the pros and cons we’ve outlined to help you make your decision. Honestly, the answer could be using a mixture of both platforms!
Looking for more social media tips as you continue to grow your brand? Check out our other articles before you go.
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