Here’s a breakdown of how both platforms compare and what makes each one stand out in the influencer marketing space.
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If you’re responsible for keeping your brand focused on the right social platforms and leveraging the right influencer partnerships, you’ve probably spent some time wondering whether you should focus on TikTok or Instagram.
TikTok and Instagram both offer distinct attractions for their users. While both are visual, TikTok is more audio and music-driven and has a more creative and spontaneous feel to much of its content. Instagram, on the other hand, is a more established platform with a more polished aesthetic. Because of its longevity, a sophisticated advertising and influencer network has developed on its ecosystem, which can make it easier to venture into known-commodity partnerships with influencers.
Where are your time and resources best spent, and what differentiates the two? The right answer often differs for each brand and that the difference depends on their audience and goals.
What’s your target audience demographic?
The platform you prefer may vary depending on which types of users you’re seeking to connect with. TikTok’s overall audience skews younger, with half of all Gen Z American adults accessing the platform, as compared to only 22 percent of millennials and 14 percent of the 50-64 cohort.
Instagram has a wider user base among all demographics, with 48 percent of 30-49 year olds on the platform and a third of the 50-64 age range. Its growth has stabilized and it’s not experiencing the same rapid user base expansion as TikTok.
How are you hoping to get seen?
Instagram has an advantage on influencer choice, because the network is more established and there are more influencers working there. Because Instagram has been an influencer option for a while, influencers may have a formula in place and be more certain about tried-and-true ways to gain attention from their specific audiences.
Sponsored content and advertising make frequent and expected appearances in Instagram users’ news feeds, while on TikTok, only 5.7% of content creators post about brands, products, or services on a daily basis. That number grows to just 17.3% on a weekly basis, with 60.8% of content creators reporting that they have never shared sponsored content on the app, as per our most recent research where we polled 1,743 influencers from more than 20 countries. This is, by far, one of TikTok’s greatest advantages and presents a great opportunity for marketers looking to capture people’s attention in a less saturated space.
Which metrics are you using to gauge success?
TikTok’s structure and users’ top content interests (#comedy and #dance) mean marketing efforts need to be more subtle, humorous and creative to attract interest. It’s not the platform for a hard sell nor for brands who want to have tight and rigid control of influencer content.
However, it is the ideal place to level up on organic engagement and to create relationships that may boost loyalty and migrate followers over to your other social platforms. In fact, 87.1 percent of TikTok influencers and content creators say their engagement rate is higher than on other platforms.
TikTok’s potential reach also far outstrips any other social platform because its algorithm doesn’t limit views, so if you’re planning campaigns that grow reach and awareness, TikTok might be the best place for your influencer marketing efforts.
If your focus is on a quicker sales cycle or moving your target audience from the middle to the bottom of the sales funnel, you may be better off with a consistent storytelling strategy on Instagram Stories where you link directly to your landing page or ecommerce site.
How well-versed are you in influencer marketing?
Do you already have an established influencer program, or are you just getting started? Your own knowledge level may influence the direction you lean with your platform choice.
If you’re accustomed to working with influencers and have a good grasp on your goals and metrics, you may feel ready to venture directly on to TikTok. You’ll know where you need to go and what you need to do, and you can guide the partnership based on your previous experience, especially if you use an influencer database to source the right people for your niche.
If you’re new to the influencer marketing world, you may want to leverage the knowledge of Instagram influencer partners.
Instagram influencers we surveyed said they typically spend at least three hours daily using the platform, which means they likely have their audiences’ likes, dislikes, and propensities down to a science. If you can source the right influencers for your campaigns, you can rely on them to serve as co-strategists as you plan your new influencer marketing campaigns.
In our recent study on TikTok influencer marketing, marketers surveyed said that analytics and tracking is one of their biggest TikTok challenge areas. If you’re confident in your influencer marketing knowledge, and you’re willing to experiment a little, you can easily and creatively overcome these challenges and get attention in a less saturated market.
Is there a clear winner for brands building an influencer marketing strategy?
In the battle for brand positioning, there’s no clear winner between these two powerhouse platforms. Instead, you can find the right place to showcase your business when you think strategically and evaluate which media sources your ideal buyer consumes.
Not many things in business come down to feeling alone, but you can evaluate which brand feels like a natural fit based on the criteria we mentioned, then continue to adjust while monitoring performance data.
You may find that one platform is clearly right for your brand or you may see opportunities to connect with your target audience across both. As each platform refines its offerings, algorithm, and business-focused features, you can continue to experiment accordingly with your strategy.
And, if you find you’re ready to dive into something new, TikTok can provide a welcome platform for experimentation. By getting your brand in the space, you can see where content is resonating for your audiences, define your goals, then align with the right creators and make a splash.
Instagram Is Rolling Out Reels Replies, And Will Be Testing A New Feature Which Informs …
Instagram has added a few more social features to the platform, with Reels Replies being rolled out. Along with the Replies, anew feature is being tested that shows when two users are active together in the same chat.
Reels has been performing much better than perhaps even Instagram ever anticipated. The TikTok-inspired new video format (which officially claims to have absolutely no relation to the former) had some trouble really finding its footing initially. However, Reels has grown massively and while it may not be a source of the most direct competition to TikTok, it is indeed a worthy alternative.
Reels has grown to the point that it has a massive creator program attached to it, and the video format has even been migrated to Facebook with the goal of generating further user interest there. Naturally, with such a successful virtual goldmine on its hands, Instagram has been hard at work developing new features and interface updates for Reels, integrating it more and more seamlessly into the rest of the social media platform. Features such as Reels Replies are a major part of such attempts at integration.
Reels Visual Replies are essentially just what they sound like: A Reel that is being used to reply to someone. It’s a feature that’s been seen frequently across TikTok as well. Reel Replies essentially take a user’s comments, and reply to them in video format. The comment will then show up within the Reel itself as a text-box, taking up some amount of space, and showing both the user who issued said comment along with the text. The text-box is apparently adjustable, with users having the ability to move it around and change its size depending on where it obstructs one’s Reel the least.
Overall, it’s a fun addition to the Reels format, even if the credit should be going to TikTok first. At any rate, it’s an example of Instagram really utilizing Reels’ social media capabilities, outside of just serving it up as a form of entertainment.
Speaking of social media capabilities, a new feature might help alleviate one of the most common frustrations encountered across all such platforms. Isn’t it annoying when you see that a friend’s online, but isn’t replying to your chat? Sure, they’ve probably just put their phone down to run a quick errand, but there’s no way for you to know, right? Well, there sort of is now! Instagram is beta testing a new feature via which if both users are active within a chat, the platform will display that accordingly. It’s a work-around, sure, and one that’s currently being tested for usefulness, but it’s still a very nice, and even fresh, addition to the social media game.
— Yash Joshi (@MeYashjoshi) December 10, 2021
5 apps for scheduling Instagram posts on iPhone and Android
Alright, we get it. You’re an Instagram Nostradamus.
You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).
You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.
While all of the iPhone apps below are free to download, they all have some in-app purchases.
We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.
Credit: buffer / app store
Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.
Credit: preview / app store
Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.
Credit: content office / app store
An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.
Content Office is available for iOS on the Apple App Store.
Credit: plann / apple store
You’ll never guess what “Plann” lets you do…
Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.
Social networking websites launch features to encourage users to get boosters
From Friday, users will be able to update their profiles with frames or stickers to show that they have had their top-up jab or aim to when they become eligible.
It follows on from people previously being able to show they have had their first and second jabs on certain social networking websites and apps.
TikTok also held a “grab a jab” event in London earlier this year.
I urge everyone who is eligible – don’t delay, get your vaccine or top up jab today to protect yourself and your loved ones
More than 16 million booster vaccines have now been given across the UK.
People who are aged 40 and above and received their second dose of their vaccine at least six months ago are currently eligible to have their booster.
A new campaign advert is also being launched on Friday, which shows how Covid-19 can build up in enclosed spaces and how to prevent that from happening.
Vaccines minister Maggie Throup said: “Getting your booster is one of the most important things you can do to protect yourself and your family this winter.
“It is fantastic to see some of the biggest household names further back the phenomenal vaccine rollout, allowing their users to proudly display that they have played their part in helping us build a wall of defence across the country.
“I urge everyone who is eligible – don’t delay, get your vaccine or top-up jab today to protect yourself and your loved ones.”