Why TikTok Is Different Than Instagram

What You Need to Know About the Social Media Platforms

Over the past decade, social media campaigns have become a critical part of marketing. Unfortunately, many people do not utilize the platforms correctly. They often apply a one-size-fits-all approach believing that each network is the same. In reality, each platform has vastly different users, design, and functionality.

At WM Marketing, we can help you understand the differences between these networks and how to best use each to promote your business. Our team will help you master the arena by building a unique brand and fostering engagement with your target audience. Contact us now to get marketing help.

Understanding Instagram and TikTok

Social media networks are used by millions of people each month. Two of the largest platforms are Instagram and TikTok. According to Statista, there were 1.21 billion global users of Instagram. The consumer data website projects that by 2025, the number will increase to 1.44 billion.

TikTok, on the other hand, had around 656 million users in 2021, with a projected growth to 955 million by 2025. The social media platforms appeal to different audiences and ultimately have different uses.

How Users Function Differently

Broadly speaking, Instagram is for sharing pictures and short-videos with your inner circle. TikTok is more diverse, used for different purposes including education, entertainment, and inspiration. The individuals who use the platforms are also considerably different.

TikTok appeals to a very young audience with approximately 25% of users being between the ages of 10 and 19. And while Instagram has a near even 50/50 split of male and female users, TikTok is more lopsided with users being 57% women and 43% men.

Understanding Content on the Site

Content is another area where the social media giants are surprisingly dissimilar. Instagram is highly edited, lifestyle focused, and built on aesthetics. It also allows you to post a wider variety of types of content. TikTok is a more casual setting, offering users a glimpse at “slice of life” reels, and trending topics. It is more limited, only accepting vertical videos.

Breaking Down Algorithms

At the base level, Instagram and TikTok use similar algorithms relying on things like user interaction, keywords, trending sounds, and the user’s followed accounts. The distinction comes in what the algorithm does with the information. Primarily, TikTok will show videos to users who are not following you, whereas Instagram will not.

Grasping Influencer Marketing

Once you understand each platform, you can make a more informed decision about how to use Instagram and TikTok to grow your business. A company is able to partner with an influencer on either network.

However, who you use and how you use them may be unalike. Instagram is about aesthetics, it is curated, and useful for advancing a persona as a brand. TikTok is more raw, designed to capture authentic, less crafted content.