Since March 2020, at the beginning of the coronavirus pandemic, there has been a huge increase in the number of social media users worldwide. And with so many social media channels and platforms to choose from, it can be difficult to decide which one is best for your brand. From Facebook and Twitter to Instagram, and the rise of TikTok, it can be quite the minefield, and it all depends on your business goals and which influencer you’d like to partner with. Right now the most influential platforms are Instagram and Tik Tok, but how do they compare and which one is better for your business? Lets take a deep dive into both platforms and figure out how to utilize them for your business.
In the last 10 years Instagram has grown to be the most popular social media app when it comes to influencer marketing. While you might think the #1 option is best, that doesn’t mean it is the best option for your business. The needs of each business differ greatly, and so, this changes the platforms in which you need to utilize.
One reason Instagram is so popular is because it is very versatile. It allows its users to a variety of content like creating and sharing professional-looking photographs, short and long-form videos, and stories (once a feature only seen on Snapchat). Instagram is a platform that caters to almost everyone, but this also depends on your target audience. The largest portion of Instagram users was aged between 25 and 34 years old, so, to get the very most out of your influencer marketing campaign, this should resonate with the target audience of your brand.
Instagram also has its own set of analytics tools, meaning that it is simple and straightforward for brands and influencers to monitor metrics and the results of their campaigns. This helps when trying to understand how successful a campaign has been, and what could be improved upon next time. Not only that, but Instagram is a great platform for creating a sense of community and building relationships with audiences, making it ideal for influencer marketing. After all, engagement and a loyal consumer base are key.
Tik Tok
What began as an app for users to share hilarious comedy sketches, lip-syncs and to get involved in viral dance trends, TikTok has become home to many world-famous social media influencers. Like Instagram, TikTok gives users of the app the ability to like, comment and share, however, it stops there. There aren’t options to repost or save content, however the app continues to have an impressive 689 million monthly active users globally.
Since the beginning of the Coronavirus pandemic in 2020, TikTok has continued to rise in popularity and has, in some ways, dominated the social media scene. It is known for its virality and one-of-a-kind content, making it so unique and impactful when it comes to influencer marketing.
60% of TikTok’s users are between the ages of 16 and 24, which is something brands should be mindful of, ensuring that this also correlates with their own target audience and their demographics.
TikTok also offers analytics tools, where metrics such as video views and profile views can be found, as well as useful information about an account’s followers, which is particularly beneficial for brands when seeking a new partnership or collaboration.
Which to Choose?
Often times you see a business utilizing both platforms to benefit their business. Tik Tok is a great way to attract a new audience with a flashy or viral video, and Instagram can offer them a landing page (similar to a webpage) that gives them more insight of the brand or business. Allows them to do a deep dive into who the business or brand is with the use of pictures and potentially more videos. The two platforms, while often having competitive features, can work harmoniously together to further your brands reach.
When it comes down to the battle between TikTok vs Instagram, it isn’t necessarily a case of which trumps the other, but which best suits your brand. Don’t just start a Tik Tok because you think you need to, instead consider you social media marketing goals. Think about your target audience and consider the content you’d like to represent your brand and its products or services. This is how you will find your answer. It might come with some trial and error but in the end one of these platforms, or both, can help your business succeed.
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