Influencer marketing has become the number one means of brand awareness and boosting sales in the world.
Social media platforms are now the realm of influencers who influence people’s purchasing decisions through a few pics and videos.
The question is which platform is more suitable for influencer marketing. Instagram and TikTok are the best choices for influencer marketing these days.
That’s partially the reason many individuals and businesses try to buy existing accounts on Instagram or TikTok to use this opportunity. If you want to know which of these platforms is better for your business, read the following article.
Audience
Instagram caters to a much larger audience in terms of age and demography. The majority of Millennials and elder Gen Z-ers favor it.
InsiderIntelligence has created a bar chart displaying Instagram user penetration by age in the United States for 2021.
However, TikTok remains the most popular social media network among teenagers and young adults. The app’s demographics reflect its core developer base, which is among the most youthful on the internet today.
What’s the Difference Between TikTok and Instagram Influencers? Image courtesy of InsiderIntelligence.
Another significant distinction between Instagram and TikTok in terms of demographics is that Instagram is owned and managed by Facebook.
As a consequence, cross-platform marketing between these two applications is frictionless, allowing older Millennials and Baby Boomers to be reached on Facebook.
Video format
Instagram is a visual platform that allows users to share photographs, carousels, ephemeral material (Stories), short-form videos (Reels), long-form films (IGTV), live streaming (Live), and listicles (Guides).
TikTok is a well-known vertical, short-form video social media platform.
Type of content
Instagram is a visual social media platform that focuses on the “grid” layout. This format has an effect on a user’s profile and how postings appear on the Explore page.
Similarly, Instagram’s algorithms favor users’ previous app behavior by feeding specific posts in such a manner that users view many posts at once.
For example, if a person enjoys photographs with specific themes, subjects, hashtags, etc., then Instagram will offer more of that same sort of content in the person’s Feed and Explore pages.
TikTok, on the other hand, offers material that it believes a user will enjoy one video at a time. People can choose between following and being followed.
In this way, the app provides a completely new experience, and users are more likely to provide and get full views. Showing only one video at a time encourages full views rather than partial views, resulting in more impressions.
The music library and editing/filtering tools on TikTok are also superior to those on Instagram. That is why TikTok prefers amateur videographers.
eCommerce features
While TikTok has gone a long way in terms of social commerce in the previous year and a half, the majority of its eCommerce tools are still in beta testing. TikTok, on the other hand, is a thriving influencer network with increased link sharing, allowing buyers to act on sponsored posts.
Today, Instagram is the most popular social commerce network. In-app purchasing, premium pay-per-click advertising, IG Story swipe-ups, and sponsored AR filters are among its numerous social commerce features.
Influencers on TikTok vs Instagram
Because of its longevity and social commerce expertise, Instagram is the obvious champion in influencer marketing.
TikTok, on the other hand, is a rapidly expanding social network with the greatest social media interaction.
TikTok, unlike other social networking platforms, provides more than just likes, comments, and shares for interactions. Creators encourage others to share their work in a variety of ways, including (but not limited to):
Influencers and companies will find it simpler to attract user-generated content (UGC) on their sponsored posts with these engagement capabilities. Because of TikTok’s UGC potential, it’s an excellent way to raise brand exposure and nurture audiences.
TikTok influencers are proficient in both voice and video
Most artists use their own soundtrack selections while posting pre-made videos. Shooting IG Reels, Stories, and IGTVs from a smartphone may not be the greatest option unless you’re recording your own audio.
TikTok, on the other hand, has its own vast audio collection, which includes soundbytes, famous comedy routines, top singles, and original songs. From their smartphone, creators may pick music on the go and post completed films in minutes.
In fact, being successful on TikTok without knowing how to discover and deploy audio is nearly impossible.
TikTok influencers are known for being more authentic and sharing mostly handmade material
Instagram is the superior option for individuals who wish to capture and edit vertically structured videos using professional tools. Polished content performs better and fits the general tone of Instagram.
TikTok, on the other hand, is a much better fit for artists who seek an entirely “homemade” video approach. Although many of the app’s video editing options and filters help to enhance the raw style, many top-performing TikTokers shoot all or most of their movies without any post-production.
Influencers on TikTok are more concerned with user trends and issues
Because the finest TikTok engagement options operate best on the most current videos, influencers are more aware of the most recent stitches, duets, and challenges.
Instagram interactions change less depending on current usage patterns. While this provides more potential for brand-creator cooperation to be “timeless,” it may feel less engaging to younger customers.
TikTok influencers must be adept at using the app’s editing and filtering tools
TikTok influencers aren’t usually professional videographers. However, they almost always have a thorough understanding of the app’s functionalities.
It doesn’t take long to become acquainted with TikTok because of its ease of use. Those who are serious about their material may create professional-looking content without ever leaving TikTok.
For videos, Instagram has some editing and filtering capabilities, but not quite as many. Video editors that want a comprehensive range of editing/filtering capabilities must use their own software.
TikTok influencers compete with fewer rivals
It is now easier to get a large number of followers on TikTok than it is on Instagram.
On Instagram, there are millions of macro-influencers and 30 times as many nano and micro-influencers. Because of the large number of options, businesses can be careful about the artists they work with and target their audiences based on certain interests and beliefs.
TikTok, on the other hand, has a surprisingly low amount of macro-influencers. However, because of its rapid development, these figures are always changing.
With a limited pool of TikTok influencers to pick from, businesses may get more audience attention during creator campaigns. However, there is a cost: certain sectors are unable to target specific specialized consumers.
