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TikTok vs. Instagram: Where Should Your Brand Be?

  • Writer: Jonathan Eyres
    Jonathan Eyres
  • Jul 8
  • 2 min read

Updated: Jul 15


Two business men square-off face to face in an arm wrestling match wearing button down business attire.
Trademark Notice: TikTok and the TikTok logo are trademarks of TikTok, Inc. Instagram and the Instagram logo are trademarks of Meta Platforms, Inc.

With short-form video dominating user engagement and algorithmic reach, many businesses are asking the same question: Should we focus on Instagram or TikTok?


Both platforms offer massive reach and creative opportunities—but the right choice depends on your brand, your audience, and your goals.


Instagram: The Versatile Visual Hub

Instagram has evolved into a robust platform for storytelling, community building, and sales.

Woman in denim jacket smiles at phone, holding coffee cup. Colorful emojis float from screen. Glass building, trees in background.

Strengths:

  • Multi-format content: Reels, Stories, Carousels, Lives, and static posts

  • Strong brand-building tools: Business profiles, shops, highlights, DMs

  • Established user base: Over 2 billion monthly active users

  • Meta ecosystem: Seamless ad integration with Facebook and Messenger


Best for:

  • Lifestyle brands

  • Product showcases

  • Businesses with polished visual assets

  • Influencer partnerships


Limitations:

  • Slower organic reach than TikTok

  • Algorithm favors consistent, engaging creators


TikTok: The Virality Engine

TikTok is the go-to platform for trend-driven, creative, and community-powered content.

Strengths:

  • Unmatched organic reach potential

  • Fast growth: 1.5+ billion active users, especially Gen Z

  • Highly engaging format: Short-form, full-screen video

  • Low production expectations: Authenticity often outperforms polish


Best for:

  • Bold, playful, or experimental brands

  • Brands targeting younger audiences

  • Creators comfortable with trends and short-form video


Limitations:

  • Less established e-commerce features (though improving)

  • Lower brand recognition staying power unless engagement is sustained


Woman in a striped robe looks at a smartphone, sitting on a couch. Shelves in the blurred background. Calm and focused expression.

How to Choose: 5 Quick Questions

  1. Who is your target audience?

    • Under 35? Lean TikTok. Over 35? Instagram may be stronger.

  2. What content do you already have?

    • Polished visuals? Go Instagram. Raw, engaging video? Try TikTok.

  3. What’s your tone?

    • Professional and curated? Instagram.

    • Fun, reactive, and trend-driven? TikTok.

  4. Do you rely on ads or organic?

    • Instagram = paid + nurture. TikTok = potential for organic virality.

  5. Do you have the bandwidth to be consistent?

    • Both require consistent posting, but TikTok’s pace is faster.


Final Thoughts

You don’t have to choose just one—but if you’re allocating resources, choose based on where your audience spends time and how your brand shows up best.


Start with one, experiment, and track engagement before expanding. The key isn’t just showing up—it’s showing up in a way that resonates.


Next Up: We’ll dig into “How to Build an Engaged Community on Social Media”—because platforms are only as powerful as the people you connect with. Keep up with all of our tips by checking back at The Ultimate Guide to Digital Marketing: Strategies, Trends, and Best Practices.

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