OK, so the all TikTok and Instagram rhyme isn’t all that great, but the article is definitely worth reading (Scout’s honour!). This being said, hold onto your hats, as today we will be doing a reality check on two of the fastest growing social media platforms in the past few years!
That’s right, we’re about to dive headfirst into the whirlwind worlds of TikTok and Instagram and how they may suit (or not) businesses’ digital marketing strategies.
But before we start singing their praises, like they’re the second coming of sliced bread, let’s pump the brakes and take a long, hard look at reality, shall we? Yep, we know, you’re probably thinking “Whoa there, girls, what’s with the buzzkill today?”. Well, someone has got to do it! So, grab a seat and buckle up because we’re about to separate facts from fiction in the la-la land of social media marketing.
First up, TikTok. This platform is like the wild, wild west of social media – here anything goes and trends come and go faster than you can say ‘viral video’. Don’t get us wrong, it is definitely something to consider, and its billion monthly active users worldwide, make it one of the hottest platforms on the block. In 2023, the app hit a staggering 1.92 billion users, a 16% increase from the previous year, and is expected to reach 2 billion by the end of 2024. But let’s not get ahead of ourselves here – just because everyone (including their granny!) is on TikTok doesn’t mean it is a gold mine for businesses.
As we’ve said before, in 2023, TikTok continued its meteoric rise, surpassing 1.5 billion downloads globally, according to Sensor Tower. But more importantly, its user base expanded across all age groups, with a significant increase in users over 30. However, despite its massive reach, TikTok’s advertising ecosystem is still evolving, with businesses navigating the platform’s unique culture and content format.
TikTok’s appeal lies in its ability to capture the attention of younger audiences, with Gen Z and Millennials comprising a significant portion of its user base. The platform’s short-form video format, coupled with its algorithm-driven content discovery, has made it a breeding ground for viral sensations and cultural phenomena. For businesses, TikTok offers a golden opportunity to showcase their brand personality, connect with their audience on a deeper level, and tap into the latest trends to stay relevant in a rapidly changing landscape.
From viral challenges (some more idiotic than others!) to behind-the-scenes glimpses, TikTok allows businesses to humanise their brand and build authentic relationships with their audience. By leveraging TikTok’s powerful features like Duets and Stitch, businesses can foster user-generated content and encourage engagement, turning passive viewers into active participants in their brand story. But, in what your business is concerned, will this translate into leads or, better yet, into sales?
Next up, Instagram. Ah, the OG of visual storytelling! With its 1.5 billion monthly active users and shiny new features like Reels and Shops, it’s no wonder businesses flock to Instagram like moths to a flame. But hold your horses, cowboy – Instagram ‘ain’t all sunshine and rainbows’.
In 2023, Instagram continued to dominate the social media landscape, with its user base steadily growing. According to Statista, Instagram’s monthly active users surpassed 2 billion in 2023, solidifying its position as one of the most popular social media platforms globally. Additionally, the platform’s introduction of the new Reels and Shops features further enhanced its appeal to both individual users and businesses.
Instagram’s strength lies in its visual nature, providing businesses with a platform to showcase their products and tell their brand story through compelling imagery and videos. The introduction of Reels, Instagram’s short-form video feature, has added a new dimension to the platform, allowing businesses to create engaging content in a format that resonates with modern consumers (and maybe, just maybe, cast some shadow on TikTok!).
For businesses, Instagram offers a plethora of opportunities to connect with their audience, drive engagement, and ultimately, boost sales. From product launches to influencer partnerships, Instagram provides businesses worldwide with a powerful platform to reach their target audience, build brand awareness, and drive traffic to their website or online store (through stories and bio linking tools like Link in Bio or Linktree).
“Fantastic!”, we can hear you say, “so, where does that leave us?”. Well, here’s the cold, hard truth – TikTok and Instagram are just tools in your marketing toolbox. They’re not magic wands that will miraculously solve all your business woes. In either one of the other, you still have to put in the work, my friend. You still got to create some ‘killer content’, engage with your audience, and – here’s the kicker – close the damn sale!
Think of it like this – TikTok and Instagram are the bait, but you are the one reeling in the fish. And if you’re not careful, you might end up with an empty hook and a whole lot of wasted time and effort (not to mention money). So, before you jump on the TikTok bandwagon or spend a small fortune on Instagram ads, take a step back and ask yourself: “is my business ready for some serious prime time?”. And if the answer is no, well, you have got some work to do. Seriously, you really do, and sooner rather than later, because the social media marketing train is already underway.
In the end, TikTok and Instagram are what you make of them. Sure, they can help you reach new audiences and boost your brand awareness, but if your website sucks or your sales team is ‘MIA’, you might as well be shouting into the void. It´s time to take a long, hard look in the mirror and question whether or not you are ready for the reality check.
In the battle of TikTok vs. Instagram, there’s no one-size-fits-all answer. While TikTok excels in capturing the attention of younger demographics through its addictive content, Instagram offers a more diverse and visually immersive platform for businesses to tell their brand stories. So, where should businesses go? The answer lies in understanding their target audience, brand identity, and marketing goals. For those looking to embrace the exuberance of youth culture and ride the waves of viral trends, TikTok might be the go-to platform. On the other hand, businesses seeking to weave visually captivating narratives and connect with a broader demographic might find Instagram to be their digital sanctuary.
The best strategy might actually be to go “eeny, meeny, miny, moe” and give both platforms a whirl. After all, in the world of digital marketing, a sprinkle of humour, a dash of creativity, and a willingness to adapt are the secrets to success. So, why not embrace the ‘chaos’ and make some noise on both TikTok and Instagram to explore and decide which suits your business best?
What can we say? Reality bites. With the digital landscape ever-evolving, the debate of which platform reigns supreme will continue. Social media marketing is constantly changing and can be a powerful tool for businesses when used strategically. TikTok and Instagram offer immense potential for reaching and engaging with your target audience, but they’re not magic bullets. Success requires a solid understanding of your audience, compelling content, and effective sales strategies. So, saddle up, put in the work, and get ready to navigate the (wonderful and) wild, wild world of social media marketing.
Let the games begin!
