TikTok vs. IG – What’s the Difference & Where Should You Base Your Brand
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So… We heard you have your own brand. That’s amazing! We’re super proud of you, and we wish you the best of luck!
But we all know that with such a great feat also comes a great deal of questions. Should I use social media for advertizing? Are SM ads worth the price?
If you already know that the answer is an absolute yes to those questions, you’re probably wondering where is the best place to start. The answer is simple – pick a platform and just start posting.
Simple, yeah, right.
We know – it’s easier said than done. But we’re here to help you choose the best platform for your business!
This article aims to answer the age-old question of TikTok vs IG – you’ll get an overview of each app, its main features, and where they differ. In the end, once you know everything about the difference between TikTok and Instagram, we’ll give you some advice on how to choose the best option.
What is TikTok?
TikTok came to us from China way back in 2016. But, it only gained mass popularity in 2020 when we were all confined to our rooms with nothing better to do than to scroll the days away. Then, it was mainly used for entertainment – for dancing, skits, and Stranger Things cosplays.
But the platform has done a lot of growing up since then – it’s now the 5th largest SM platform out there with 1.7 billion users. In the U.S. alone, TikTok boasts a massive user base of over 170 million people. And that’s only counting users aged 18 and above – the actual number may be even higher.
There are still fun costumes and dances abound, but brands are seeing it as solid ground for advertizing, too.
TikTok’s meteoric rise can be attributed to its unique approach to content creation. Unlike other platforms, TikTok focuses mostly on short videos that are easy to create and share.
The uploads are all vertical, ranging from 15 seconds to 10 minutes in length. They’re typically posted without much polishing – the app’s editing tools and music library have made it simple for anyone to create and edit without leaving the app. So, the style of these videos is very raw and authentic.
TikTok Key Features
When it comes to the Instagram vs TikTok debate, we need to start by addressing the different features these apps offer. They do have some similarities, but we’ll discuss that later – this section is dedicated to TikTok’s features.
Here’s what stands out:
A duet is a way to interact with existing videos by adding your own input in a split-screen format,
EXAMPLE: https://www.tiktok.com/@kavyaborra/video/6860612825488968965?q=duet&t=1735317454580
A stitch is also a way to interact with another creator’s video, but with a cut rather than a split screen,
EXAMPLE: https://www.tiktok.com/@sylvia/video/7314815365542972678?q=stitch&t=1735317396980
Video replies are yet another way to engage directly with the audience, this time through the comments section.
EXAMPLE: https://www.tiktok.com/@misscarolineflett/video/7119625351088688389?q=video%20reply&t=1735318067780
TikTok’s massive library of trending sounds and songs helps videos gain traction, but we can’t emphasize just how powerful this is – around 67% of TikTok users will go on to stream songs they’ve heard on TikTok. (So, if you have a secret dream of becoming a famous singer, this might just be the route to go.)
EXAMPLE:
Screenshot taken from: https://www.tiktok.com/tiktokstudio/sound-library
TikTok also gives you a lot of in-app editing options: green screen, filters, transitions, built-in captions, and more. They’re also partnered with CapCut, so any user can make professional-looking content.
TikTok Pros & Cons
Other than the very useful features we just talked about, there are a lot of benefits (and, unfortunately, drawbacks) to using TikTok for business.
Pros:
- The virality potential is huge (more on that later),
- There are countless niches and microniches, so you can target basically any group you want,
- This is where most trends start nowadays; being active on TikTok will keep you in the loop and let you be among the first to join in,
- There’s little to no cost for content creation,
- It’s built for mobile-first users.
Cons:
- The ads are pricey (starting at $500),
- The demographic is limited and skewed towards a younger audience.
What is Instagram?
Unlike TikTok, which has seen a huge boom in the past five years, Instagram has been around for a lot longer and has always been relevant. It started out as a simple photo-sharing app, but it, too, has adapted to the changing market and introduced some new features over the years.
Currently, it has over 2 billion monthly active users globally, 166 million of which are located in the U.S. Needless to say, Instagram is a giant.
You know what Instagram is – you likely use it yourself – so there’s no need to go on and on about it. Still, that doesn’t answer the question of where it stands in the TikTok vs Instagram debate.
So, let’s go over its features, pros, and cons!
Instagram Key Features
Like we said – IG started off as a way to share photos – but that was waayy back in 2012. Today, it offers a ton of different functions to its users. In terms of features, choosing TikTok or Instagram depends on what you need – neither platform is lacking in this department.
Here’s what you can expect on IG:
Live Rooms allow you to stream live video sessions with up to four people. This is great for brands who want to connect to their audience through Q&A sessions or product launches.
EXAMPLE: Screenshot (from a business account)
Reels were basically Instagram’s answer to TikTok. They’re vertical short-form videos with the same endless-scroll overview. Keep in mind that Reels are the best-performing content type on IG, so if you build your brand’s presence here, they’re definitely worth the hassle.
EXAMPLE: A UGC video from our collection
Stories are also vertical, mobile-first content. The thing about them is that they disappear after 24 hours, so they’re best suited for something more casual or time-sensitive, like limited promotions.
EXAMPLE: A screen recording of someone opening a story and viewing it. Best done if it’s the UGCF account opening and scrolling through several big brand stories.
IGTV is different from the formats we talked about. These are long-form videos, similar to YouTube, allowing creators to dive deeper into their topics. On mobile, you can upload up to 15 minutes and up to an hour on the web app.
EXAMPLE: Screenshot of this from a business account
Collab posts are a special type of post that lets you co-create with other users. It can be any kind of post, and it shows two authors at the top, appearing on both feeds. It’s mostly used for promoting partnerships or brand collabs.
EXAMPLE: https://www.instagram.com/p/DDXyhsyoOA5/
Those who are looking to increase their revenue will be happy to hear that Instagram has a partnership with Shoppable, which lets users buy products through Instagram Shopping.
Instagram Pros & Cons
As you can see, IG has a ton of useful features for brands. But where does it excel, and where does it lack? Let’s take a look at the pros and cons:
Pros:
- Supports multiple content types (photos, carousels, stories, short and long-form videos),
- Users are more receptive to ads compared to other platforms,
- There’s a broader audience reach,
- Ads are affordable.
Cons:
- Going viral isn’t as easy as on TikTok,
- Content is expected to be polished, which may require additional resources,
- Business accounts aren’t allowed to use copyrighted music.
TikTok vs IG – The Main Differences
Given its popularity, maybe you’re wondering, should businesses start to transition from TikTok to Instagram or vice versa? But, as you’ll see in this section, they cater to different kinds of needs and can even be used simultaneously.
Now that we’ve gone over what each of these platforms has to offer, let’s take a look at a side-by-side comparison.
Here’s where they differ the most:
Content Types
Instagram supports a variety of formats, whereas TikTok focuses solely on videos.
These TikTok videos are also usually spontaneous and unpolished, while Instagram encourages more aesthetically pleasing content.
Interface
We already mentioned that Instagram’s Reels mimic TikTok’s For You Page. Other parts of IG used for other types of content are, naturally, different, but they still rely on the endless scroll format that encourages users to spend time on the app.
Algorithm
Instagram’s algorithm prioritizes posts with high engagement and from popular creators.
TikTok’s algorithm is user-focused, showing content similar to what users have already interacted with. So, this means that there are essentially no rules to what will go viral and what won’t – everyone gets an equal chance.
Demographics
TikTok users are mostly younger, with 36% of users aged 18-24 and 34% aged 25-34.
On the other hand, Instagram’s audience is more evenly distributed, with both 18-24 and 25-34 categories having 31% of the share.
User Behavior
TikTok is primarily for entertainment. Users log in to watch funny videos, discover new music, and unwind.
Instagram, however, is for keeping up with friends and influencers. This makes it a more personal platform, but it also means that IG users are more receptive to ads.
Marketing
This is what you’re here for, so we’re going to break this section down into the two types of marketing you can do on both platforms – paid ads and influencer partnerships.
Both platforms support paid ads, but they’re very different. TikTok ads do best when paired with either original or trending sounds and raw-looking footage, usually edited only with the built-in tools. On IG, it’s expected of you to put some more effort into the design and production.
But, whatever you save on creating the ad, you’ll balance out with the price of posting it. Here’s what you can expect:
- TikTok: the minimum budget required for a campaign is $500 or $50 for an ad group,
- Instagram: can be as low as $5 per day.
In terms of influencer marketing, both platforms are a good place to post, but the same difference applies. TikTok influencers are authentic and often gain followers by being their natural selves, whereas Instagram influencers focus on aesthetics.
How much do these partnerships cost, you might ask? Going with the trend of things being a lot more casual on TikTok, the pricing is as follows:
- TikTok: $4 to $1,100 per post,
- Instagram: $10 to $2,500 per post.
To find suitable influencer partners for your brand, you can go into the app of your choosing and vet them yourself. Or, to save yourself some time, you can go through UGC Factory, which is a specialized platform that connects brands with creators.
So… Which One is Better?
The short answer is neither.
The long answer is that it completely depends on a multitude of factors. So, before you make your final choice, let’s summarize what we’ve talked about in this article.
Here’s what you should consider when deciding between TikTok vs IG:
- Your target audience – TikTok is better for reaching younger users, while Instagram has a broader demographic (still pretty young, though, but that’s what you can expect out of most SM platforms),
- Your goals – TikTok is best if you want to show your brand’s personality, but Instagram is better at driving leads and conversions,
- Your budget – Instagram has more affordable paid ads, and TikTok is more approachable for influencer marketing.
- Your content style – TikTok should be your go-to for casual and creative content, and IG for more elegant & polished visuals.
We hope that this article has given you an overview of what you can expect out of these platforms and what they will, in turn, expect from you.
But if the budget allows it and your goal is to broaden your reach – why not give both a try?
Good luck!
About Dan Ragan
Founder of UGC Factory and expert in user-generated content marketing strategies
