There’s no doubt that both TikTok and Instagram are impressive platforms to market your business on, and when your campaigns are carried out properly, both will deliver results. However, when it comes to working alongside influencers and content creators, which platform will help you achieve your marketing goals?
In today’s guide, we’re going to break down the ins and outs of influencer marketing on both IG and TikTok, giving you everything you need to know to create a foundation of knowledge to help you decide which platform to use.
The Starting Point
Since TikTok is a relatively new movement, it should come as no surprise that Instagram remains the most popular platform for marketing. The user base is consistent and has been growing over the last few years. The strategies are well implemented, and marketers know that results can be gathered here.
When you consider that businesses spend around $1.7 billion on Instagram influencers, it’s easy to see that this is the case, especially since around 89% of marketers agree that Instagram is the most important influencer marketing channel and platform.
Nevertheless, TikTok is one of the fastest-growing platforms in the world right now, and its popularity is unprecedented. At the start of the COVID-19 pandemic back in March 2020, its user base grew by a staggering 150 million users. It should then come as no surprise that influencers and content creators are popping up on the platform, and businesses are beginning to take note.
Now, the main problem is that since TikTok is a relatively new app, many marketers are apprehensive about using it. There’s no solid data on whether the platform works long term, nor whether it will stay around. It looks like it will, but then look what happened with Vine and Musically. Some marketers just don’t want to take the risk just yet.
Then again, TikTok is showing some promise, and since many marketers are not jumping on board right now, that does mean there’s less competition and more chances to shine out above the rest, unlike Instagram, where the market can feel very clouded and saturated.
Clearly, there are pros and cons to both sides.
Why Use Instagram Influencer Marketing
Instagram is the stable choice when it comes to influencer marketing. It’s suggested that users will spend around 29 minutes per day on the platform, and 85% of users will watch a business’s story all the way through to the end.
This means that people are watching posted content all the way through and are interacting with content that matters to them in the short time they spend on the app, another reason why influencer marketing works. Followers care about the content they are engaging with.
Instagram, as a platform, has made it even easier for influencers to be successful. This is why the app offers features like easy click-throughs to storefronts and product pages using their ‘Shopping’ sticker on Stories, and provides a link in bio feature for easy content access while maintaining a clean look on the app.
Influencers and businesses can also use a wide variety of marketing features to promote posts to specific audiences, thus dramatically increasing click-through and engagement rates. There are a ton of analytical backend tools to track the success of a campaign and marketing effort.
If you’re looking for a reliable place to use influencer marketing, IG is for you, which is why the app is renowned by many to be the birthplace of influencer marketing.
Why Use TikTok Influencer Marketing
While TikTok may feel very similar to use compared with Instagram, there are plenty of differences that are making it stand out from the crowd and contribute as to why the app is becoming as successful as it is.
Firstly, and easily most importantly, TikTok only allows for video content. There are no still images on the platform. Video content is king and queen right now, which is why TikTok is such an engaging app.
This is why Instagram is becoming flooded with TikTok content and why they introduced the Reels and IGTV feature to compete. When people go to Instagram, they see doctored, highly edited photos that many users know aren’t real, whereas TikTok is raw content, and while it can be well-produced, it still looks genuine and authentic.
What’s more, the user base on TikTok is fairly different from that of Instagram. While both platforms typically have young audiences, the majority of IG’s audience is between the ages of 20 and 36, whereas 59% of TikTok’s user base is between the ages of 16 and 24.
This affects everything, from the trends of content to the amount of disposable income a user has to spend on a product, what products and services they’re interested in, and so on. You need to bear this in mind when it comes to choosing which platform to work with.
As there is with Instagram content, there are a handful of ways to promote and work with influencers on TikTok, either through product placement in their content, paid advertisement placements (similar to promoted posts), and original content.
However, since TikTok has recently partnered and integrated with shopping giants like Shopify, it’s clear the company is focusing on bringing more marketing opportunities that will allow brands and businesses to take things even further in a more integrated and streamlined way.
This means that marketers definitely need to be focused on what TikTok is offering now and what they will be offering in the future because the app is taking off.
There are clear benefits to marketing on the app now, such as an uncontested niche in many industries where you could quite easily be the biggest business, and there’s a sure-fire opportunity to get creative and see what works.
Choosing the Platform That’s Best for You
While both platforms have pros and cons, it’s ultimately up to you to decide which platform you want to work on, but it all boils down to two main points.
These are the user base available of each platform, and the methods you can use to connect with them, and ultimately how your marketing strategy. TikTok has limited marketing options because you can only decide which geographical location you want to promote to, whereas IG has a far greater number of tools at your disposal.
However, TikTok, as a social media platform, has so much potential and room to grow, and getting involved in the platform now could be such a brilliant long-term move because you’ll find yourself established before any other business. TikTok also has huge viral potential if you’re making high-quality content that engages users.
At the end of the day, however, the choice is up to you.