5 Questions You Should Ask to Determine Whether TikTok or Instagram Is Better for Your Influencer Marketing Campaign

If you’re responsible for keeping your brand focused on the right social platforms and leveraging the right influencer partnerships, you’ve probably spent some time wondering whether you should focus on TikTok or Instagram.

TikTok and Instagram both offer distinct attractions for their users. While both are visual, TikTok is more audio and music-driven and has a more creative and spontaneous feel to much of its content. Instagram, on the other hand, is a more established platform with a more polished aesthetic. Because of its longevity, a sophisticated advertising and influencer network has developed on its ecosystem, which can make it easier to venture into known-commodity partnerships with influencers.

Where are your time and resources best spent, and what differentiates the two? The right answer often differs for each brand and that the difference depends on their audience and goals.

What’s your target audience demographic?

The platform you prefer may vary depending on which types of users you’re seeking to connect with. TikTok’s overall audience skews younger, with half of all Gen Z American adults accessing the platform, as compared to only 22 percent of millennials and 14 percent of the 50-64 cohort.

Instagram has a wider user base among all demographics, with 48 percent of 30-49 year olds on the platform and a third of the 50-64 age range. Its growth has stabilized and it’s not experiencing the same rapid user base expansion as TikTok.

How are you hoping to get seen?

Instagram has an advantage on influencer choice, because the network is more established and there are more influencers working there. Because Instagram has been an influencer option for a while, influencers may have a formula in place and be more certain about tried-and-true ways to gain attention from their specific audiences.

Sponsored content and advertising make frequent and expected appearances in Instagram users’ news feeds, while on TikTok, only 5.7% of content creators post about brands, products, or services on a daily basis. That number grows to just 17.3% on a weekly basis, with 60.8% of content creators reporting that they have never shared sponsored content on the app, as per our most recent research where we polled 1,743 influencers from more than 20 countries. This is, by far, one of TikTok’s greatest advantages and presents a great opportunity for marketers looking to capture people’s attention in a less saturated space.

Which metrics are you using to gauge success?

TikTok’s structure and users’ top content interests (#comedy and #dance) mean marketing efforts need to be more subtle, humorous and creative to attract interest. It’s not the platform for a hard sell nor for brands who want to have tight and rigid control of influencer content.

However, it is the ideal place to level up on organic engagement and to create relationships that may boost loyalty and migrate followers over to your other social platforms. In fact, 87.1 percent of TikTok influencers and content creators say their engagement rate is higher than on other platforms.

TikTok’s potential reach also far outstrips any other social platform because its algorithm doesn’t limit views, so if you’re planning campaigns that grow reach and awareness, TikTok might be the best place for your influencer marketing efforts.

If your focus is on a quicker sales cycle or moving your target audience from the middle to the bottom of the sales funnel, you may be better off with a consistent storytelling strategy on Instagram Stories where you link directly to your landing page or ecommerce site.

How well-versed are you in influencer marketing?

Do you already have an established influencer program, or are you just getting started? Your own knowledge level may influence the direction you lean with your platform choice.

If you’re accustomed to working with influencers and have a good grasp on your goals and metrics, you may feel ready to venture directly on to TikTok. You’ll know where you need to go and what you need to do, and you can guide the partnership based on your previous experience, especially if you use an influencer database to source the right people for your niche.

If you’re new to the influencer marketing world, you may want to leverage the knowledge of Instagram influencer partners.

Instagram influencers we surveyed said they typically spend at least three hours daily using the platform, which means they likely have their audiences’ likes, dislikes, and propensities down to a science. If you can source the right influencers for your campaigns, you can rely on them to serve as co-strategists as you plan your new influencer marketing campaigns.

In our recent study on TikTok influencer marketing, marketers surveyed said that analytics and tracking is one of their biggest TikTok challenge areas. If you’re confident in your influencer marketing knowledge, and you’re willing to experiment a little, you can easily and creatively overcome these challenges and get attention in a less saturated market.

Is there a clear winner for brands building an influencer marketing strategy?

In the battle for brand positioning, there’s no clear winner between these two powerhouse platforms. Instead, you can find the right place to showcase your business when you think strategically and evaluate which media sources your ideal buyer consumes.

Not many things in business come down to feeling alone, but you can evaluate which brand feels like a natural fit based on the criteria we mentioned, then continue to adjust while monitoring performance data.

You may find that one platform is clearly right for your brand or you may see opportunities to connect with your target audience across both. As each platform refines its offerings, algorithm, and business-focused features, you can continue to experiment accordingly with your strategy.

And, if you find you’re ready to dive into something new, TikTok can provide a welcome platform for experimentation. By getting your brand in the space, you can see where content is resonating for your audiences, define your goals, then align with the right creators and make a splash.

News Related

OTHER NEWS

Jeff Bezos, Boris Johnson Meet During UNGA

While the United Nations General Assembly is underway in New York this week, heavy hitters from around the world are meeting, and that includes British Prime Minister Boris Johnson and ... Read more »

ByteDance Caps Screen Time for Kids in China

ByteDance Ltd., which makes TikTok, has announced that it will cap access to Douyin, the Chinese version of the app, for users under the age of 14. This is the ... Read more »

Let's Celebrate Ola's All-women Factory, But That's Just a Start

Bhavish Aggarwal, Ola’s founder, made history when he announced an all-women workforce factory. He announced the decision through his Twitter account: “Aatmanirbhar Bharat requires Aatmanirbhar women! Proud to share that ... Read more »

AmEx and U.S. Black Chambers Roll Out First-Ever National Certification Program for Black-Owned Businesses

While it seems as if no industry or individual business has come out of this pandemic unscathed, Black-owned businesses have been particularly heard hit. As Ron Busby, President of the U.S. ... Read more »

Miami Votes to Get Over $5 Million from MiamiCoin Cryptocurrency

On Monday, Miami’s city commission voted to access about $5 million worth of MiamiCoin, a cryptocurrency unique to the city.  Randy Faris | Getty Images Mayor Francis Suarez shared the ... Read more »

Do you want to digitize your SME? BanBajío offers credits for up to 30 million pesos for the technological transformation of your business

Undoubtedly, the pandemic increased the need for digitization in companies of all sectors and sizes. But not all of them managed to take the step, in many cases due to ... Read more »

Amazon's AI-Powered Cameras Punish Its Delivery Drivers When They Look at Side Mirrors or When Other Cars Cut Them Off, Report Says

Amazon drivers say they are being punished for some driving habits that are considered safe and others that are beyond their control, Motherboard reported.  Bloomberg | Getty Images Drivers told Motherboard that ... Read more »

Start Your Coding Journey with Python

Many programmers tell you that the best first programming language to learn is Python. That’s due to a number of reasons. First, it’s by far the most popular programming language ... Read more »

The At-Home Fitness Boom

One of the industries that came to an absolute standstill because of the pandemic was the outdoor fitness industry. Gyms, swimming pools and recreational clubs shut down after the first ... Read more »

Jeff Bezos Sends Rare Message to Elon Musk in First Tweet Since February 2020

Are there olive branches in space? Mandel Ngan | Getty Images Sure looks like there might be in an unexpected yet, dare we say, seemingly sincere gesture from Jeff Bezos ... Read more »

Elon Musk Slams Biden for Not Acknowledging Inspiration4

SpaceX founder Elon Musk wasn’t impressed that President Joe Biden didn’t acknowledge the successful Inspiration4 mission, which returned to earth on Saturday. Anadolu Agency | Getty Images A Twitter user ... Read more »

Do you want to work in a tech company? These are the skills they are looking for

What are companies looking for today? Over the years we have witnessed technological advances and how every day companies look for trained or experienced people in the technology sector, however, ... Read more »

Major New York Real Estate Company Now Accepting BTC as Payment

Magnum Real Estate is set to accept bitcoin as payment for a three-store retail condominium in Manhattan’s East Side. – be[IN]crypto Major real-estate opportunity for bitcoin investors Magnum Real Estate ... Read more »

Rolls-Royce's first all-electric aircraft successfully flies and marks a milestone in the airline industry: VIDEO

British luxury automaker Rolls-Royce successfully completed the test flight of its first fully electric aircraft . The aircraft, dubbed the Spirit of Innovation , marks a milestone in the airline ... Read more »

Amazon Bans 600 Chinese Brands From Selling on Its Platform

We all usually read the reviews of products for sale on an ecommerce store to be sure we’re buying something that is really useful and quality. However, some of these reviews can be fraudulent, ... Read more »

Consumer Sentiment Edges Up but Inflation Fears Send Buying Attitudes to 40-year Low

U.S. consumer sentiment ticked up slightly in September but remained mired at near decade lows, while worries about inflation drove buying attitudes for household durables to a low reached only once before—in 1980—according to ... Read more »

Chipotle Rolls Out Spicy New Item That's Been 'Among the Top Requested Menu Items' According to the Chain

While many fast-food and fast-casual chains look to make moves and menu items in the meatless, plant-based world, Chipotle is doubling down on the real thing with its latest protein ... Read more »

The Gabby Petito Case: How Social Media Completely Changed the Crime-Solving Landscape

A sad resolution was reached this weekend in the case of missing 22-year-old Gabby Petito when human remains found in Teton County, Wyoming were thought to be “consistent with the ... Read more »

8 Zoom Etiquette Rules Everyone Should Follow

Zoom meetings are now a staple in our day-to-day lives and show no signs of going away, even as many employers welcome workers back to their offices. The challenges and ... Read more »

What is a Blockchain and how does it work on Bitcoin?

“Blockchain” , as its English name implies, means chain of blocks . Information is stored in these groupings; The Blockchain’s purpose is to keep unique and unalterable records of the ... Read more »

The Future Of Ride-Hailing Apps In India

Have you ever wondered how people quickly adopted online ride-hailing? Well, success was never clearly visible in the freshmen days of this tech adaptation. The conventional ways were rooted deep ... Read more »

Blockchains Are the New App Stores

It’s become impossible to not have the attention of cryptocurrency and the technology supporting the industry. It’s become mainstream and there seems to be no clear stop of the disruption. ... Read more »

Musk Pledges $50 Million to Children's Charity

Elon Musk pledged on Saturday to donate $50 million to St. Jude Children’s Research Hospital, helping exceed the $200 million fundraising goal of last week’s Inspiration4 space mission.  picture alliance ... Read more »

What are tk domains? The small group of islands that dominates the internet

The world of web domains can be a complicated subject and can often be a considerable expense for entrepreneurs just starting out. For this inconvenience, a company located in an ... Read more »

Free courses from the best universities in Argentina

For many years, Argentina has become a host country for foreign students. The educational quality of its universities, as well as the facilities of its public universities to start an ... Read more »

Internet Rips Into 'Laughable' Space Force Uniform Reveal: 'The Ugliest Dress Uniform In the U.S. Military'

Just in time for Halloween, the Space Force has released photos of the prototype for its new uniforms, which many are pointing out look more like a costume than an official outfit. ... Read more »

Homebuilder Confidence Edges Up After Recent Plunge to 13-Month Low

Homebuilder confidence inched up in September after falling to its lowest reading in 13 months in August, although optimism was capped by hiring difficulties and building material supply chain issues, according to ... Read more »

WHO gives date for the end of the Covid pandemic, but Bill Gates says he has the 'only solution' to end the crisis

Many have speculated about when the Covid-19 health crisis that has the world in check since 2020 will end. Now, the World Health Organization (WHO) gave an estimated date for ... Read more »

5 Simple Strategies for Landing High-Ticket Clients as a Coach

As the online coaching industry becomes more saturated, it can quickly be a challenge to stand out as an influential leader. As most coaches charge an average market rate by ... Read more »

XPeng Inc. Sponsored ADR (XPEV) Gains As Market Dips: What You Should Know

XPeng Inc. Sponsored ADR (XPEV) closed at $36.74 in the latest trading session, marking a +0.41% move from the prior day. The stock outpaced the S&P 500’s daily loss of ... Read more »

The Multi-Family Office

Family businesses are made up of complex webs of personal and professional relationships that are precariously entangled. And there comes a time in the life of every family-owned enterprise when ... Read more »

How Success Happened for Aaron Levant, CEO of NTWRK

Aaron Levant, CEO of the No. 1 livestream shopping app NTWRK, was born with a natural entrepreneurial drive. As a dyslexic high school drop-out and bold innovator, the Los Angeles-born ... Read more »

5 books for unstoppable female entrepreneurs

I’m going to be completely honest: I don’t think the books themselves have genre. In fact, I think we can all learn a lot if we allow ourselves to experience ... Read more »

This is how the Canasta Rosa marketplace continues to support Mexican entrepreneurs

Canasta Rosa continues with its actions to support Mexican entrepreneurs , both micro and small businesses, to enhance their growth through training, tools and financial support, connecting them with strategic ... Read more »

ViacomCBS (VIAC) Dips More Than Broader Markets: What You Should Know

ViacomCBS (VIAC) closed at $38.66 in the latest trading session, marking a -0.51% move from the prior day. This change lagged the S&P 500’s daily loss of 0.08%. – Zacks ... Read more »

Texas Instruments (TXN) Gains As Market Dips: What You Should Know

Texas Instruments (TXN) closed at $192.96 in the latest trading session, marking a +0.19% move from the prior day. The stock outpaced the S&P 500’s daily loss of 0.08%. – ... Read more »

Adobe Systems (ADBE) Q3 Earnings and Revenues Top Estimates

Adobe Systems (ADBE) came out with quarterly earnings of $3.11 per share, beating the Zacks Consensus Estimate of $3 per share. This compares to earnings of $2.57 per share a ... Read more »

3 Tips for Budding Entrepreneurs

Charting your own course in business requires a certain appetite for both risk and reward, and often demands hours logged in isolation without the infrastructure or perks afforded to cushy ... Read more »

OxyContin created the opioid crisis, but stigma and prohibition have fueled it

People around the world mourned loved ones on International Overdose Awareness Day on Aug. 31, 2021. NurPhoto/Getty Images The highly contentious Purdue Pharma settlement announced Sept. 1, 2021, comes at ... Read more »

The 5 wounds you need to heal to spread your wings in business

DESIGNECOLOGIST vía Unsplash Entrepreneurship is a path that entails multiple learnings and satisfactions. The decision to start a business is governed by the mentality of gaining autonomy, personal fulfillment and ... Read more »