It’s simple to overlook that social media sites haven’t constantly been at our hands because they’ve become such an integral part of our lives. However, the advent of TikTok, a video-sharing application that has become a rival Instagram in prominence, serves as a reflection that the digital world is always changing.
If you’re looking for a way to recover from the outbreak while still getting your business out there, social media is the way to go. As TikTok’s popularity develops, marketers must figure out how to use the site in their marketing plan while also acknowledging its unique features.
The use of two social media behemoths has skyrocketed. Instagram is a well-known and well-liked social media site. It has a monthly user base of 1 billion people, giving your company a broad audience and numerous engagement options.
TikTok is a cross-cultural new fad and the quickest growing social media application, with 689 million monthly engaged members.
It gives a whole new meaning to the term “influencer marketing” and adds an in-store experience to the mix, broadening the market for brands and new businesses.
No site has witnessed such a rapid increase in viewing as TikTok, which has won over users with its interesting, encouraging, and relatable content and allows anyone with or even without a huge following to become a celebrity overnight.
However, in order to attract a larger crowd, you must have a representation on both platforms for the purpose of your business and successful marketing. This representation can be in any form: videos or photos.
Looking for Gen Z as a Target?
Consider where your target audience is most inclined to be. Is it TikTok’s unrefined photos or Instagram’s meticulously designed, glossy stuff that has been optimized up to the finest depth?
Don’t create an account without first devising a plan and determining who your target audience is.
If you’re wanting to reach a younger demographic, TikTok is well-known for being linked with Gen Z and millennials. Nevertheless, its users are getting older, with more than half of them above the age of 30.
The most common fallacy is that TikTok’s audience is unsuitable for your company, particularly in B2B marketing, because the viewers are too young. Aren’t the majority of the users university attending students and fresh graduates?
B2B organizations have a huge opportunity on TikTok that many of their counterparts haven’t really realized. Even if your target audience isn’t Gen Z right now, it will almost certainly be in the near future.
Many businesses use humor to promote brand awareness and interaction. While some TikTok brands go all out with stunning shooting and smooth production, some brands’ simple approach to TikTok fads is perhaps more productive.
Because of the platform’s nature, TikTok may be the ideal approach to produce organic engagements if you’re seeking brand exposure and visibility.
We’ve become so caught up in attempting to increase outreach by amassing a large following, but TikTok provides a solution: their algorithm prioritizes content over anything else.
There is no unique algorithmic mechanism on Instagram that describes how users discover content.
Instagram, on the other hand, generates a network of algorithms depending on engagement patterns such as comments, likes, shares, and views by employing Feed, Explore, and Reels. For some users, the constant change in the algorithms can be a frustrating process. Many users have agreed to switch to a different social media platform, owing to these changes.
TikTok’s “For You” stream, on the other hand, is predicated on three separate elements: user engagements, video data, and phone account information.
If we have a glance at the cost per 1000 impressions (CPM) findings for influencers. Facebook and Instagram’s overall CPM is four times more than TikTok’s. This demonstrates how TikTok outperforms the other two social media platforms in terms of engagements.
As a result, you don’t need a vast following network to get discovered on TikTok. If you’re a tiny business, TikTok has a significantly higher chance of becoming viral without a lot of resources than Instagram, where gaining a following is a lengthy process.
Furthermore, TikTok material that gets viral can easily be moved to other sites. B2C firms have swiftly gotten on board to promote viral content, and it appears to be a valuable strategy for B2B marketers as well.
Recent research shows that both B2C and B2B purchasers are just people, and their buying choices aren’t as rational as we might think.
In addition, B2B marketers who suppress their emotional aspect, which is certain to surface on TikTok, are jeopardizing their long-term performance.
By the end of 2020, Instagram influencers were used in 96 percent of all marketing efforts on social media, as compared to 6.8% for TikTok influencers. Because Instagram influencer expertise is still so well-established, there is room to engage with TikTok influencers.
Build your content with people who are considered leaders in the influencer arena, the majority of whom are on Instagram, if you want to develop brand recognition.
However, for new releases, collaborating with TikTok artists is still necessary in order to attract potential followers and build a network around your business.
TikTok is especially useful for user-generated content. Besides brand building, many businesses want to see if there is a revenue possibility.
While there is some similarity, the fundamental statistics of the applications are vastly different in respect to gender and age as we;;. According to statistics, women dominate men on Instagram, with 64 percent of users being within the ages of 18 to 34.
The core TikTok population is under 18 years old, according to Taylor Lorenz of the New York Times, which means TikTok performers actually had to be young.
In 2018, Instagram reached an astounding 1 billion monthly users. The site’s engagement was expanding at a pace of 5% each quarter at its height, but that rate has since plummeted considerably. According to current projections, annual growth will be only 3.4 percent.
TikTok is one of the most popular apps in the world. With 614 million installations during January and November 2019, it surpassed one billion users barely two years after its worldwide introduction.
Instagram and TikTok are used for various things. Although Mark Zuckerberg compared TikTok to basically the Explore Tab that is present on Instagram, this comparison misrepresents the service.
TikTok is a short video platform and online network that allows members to view videos, capture up to 60 seconds of material, edit it, and post it. It was first released in China as ‘Douyin.’
Even though you can use Instagram’s IGTV feature to post videos and feature on your stories, the app is first and primarily a photo-sharing tool.
To put it another way, while Instagram is more geared toward sharing glimpses of your life, TikTok allows users to share planned clips as stand-alone content.
TikTok users in the United States spend an average of 32 minutes per day on the app, which is three minutes longer than Instagram.
This is an important social media measure to track. TikTok has a far greater engagement rate than other platforms, from macro to micro-influencers.
This may be owing to the widespread appeal of user-generated content, which enables community participation, unlike any other social media network.
TikTok also provides capabilities like stitching, duets, and replying to a comment with a clip that lets marketers communicate with their consumers or potential customers even further.
TikTok is focused on engaging, short video content. On the contrary, Instagram is still known for its more stagnant material. IGTV videos, on the other hand, display four times as often on Instagram’s Explore as photographs.
As a result, including videos in your content plan for TikTok and Instagram can help you increase account visitors and grow your audience.
Note that Instagram content reproduced on TikTok isn’t always successful, but TikTok material repeated on Instagram Reels always is. You can also use line breaking on Instagram to make your content more engaging and effective.
Even while making a video may appear to be time-consuming, you should not overlook the benefits that engaging material may provide.
Short videos with useful hints will get you the engagement rates you want. TikTok allows you to capitalize on current events and delight your audience while also informing them about new items.
If your initial TikTok attempts were successful, keep going. There’s a reason why something gets viral. Experiment with multiple variations of the same video and gain knowledge from your mistakes.
In a survey, teens said that TikTok offers amusement and is more humorous than other applications when questioned why they chose TikTok over other apps.
They also prefer TikTok because of the short-form material, limitless scroll, and chance to openly represent oneself in a constructive light.
Instagram is a lot more developed network than TikTok in particular when we talk about Instagram vs. Tik Tok. This provides new entering brands with an opportunity to flourish on the other.
These prospects will certainly diminish when TikTok follows suit, therefore you should get established on TikTok as well for better reach.
The popularity of TikTok does not imply that Instagram is doomed. It’s generating a competing atmosphere for businesses, pushing them to consider how to respond to influencers and followers among all social media channels.
Shela Baxi is a Software Engineer turned Content Writer. She is a prolific writer and has written blogs in various genres. During her free time, she likes to do her research from YouTube, blog sites as well as follow experts from tech to food to travel and others.