Whether influencer marketing on TikTok or Instagram – both platforms have different advantages and disadvantages. Which of the two platforms is ultimately the better choice always depends on individual preferences and intentions. TikTok and Instagram have many differences. Many individual factors must therefore be taken into account in order to conduct successful influencer marketing on Instagram or TikTok.
Table of Contents
1. intention and mode of operation – these are the most relevant differences
Instagram is a photo and video-focussed social network. Users can take photos and record videos directly from their smartphone using the corresponding app. All recordings can be edited with filters and then uploaded. Which users see which content is determined by various algorithms, processes and classifications.
The platform relies on technology-supported personalisation in order to offer every user high-quality, meaningful and valuable experiences. However, Instagram is increasingly developing into a video platform. If this trend continues, the competitive situation with TikTok will also intensify.
In contrast, TikTok has always been a pure video platform. Basically, it lives primarily from current hashtags and challenges. The overall concept relies on advanced AI functions to deliver the most relevant posts and content.
With its personalised short videos, lip-sync videos and trendy challenges, TikTok has long since become the “hot shit” of social media platforms: on the pulse of the times, trendy, up-to-the-minute and attention-grabbing – with its dynamism, TikTok perfectly captures the age spirit of the younger generations.
2. reach – don’t just consider the number of users as a decision criterion
More than 151 million users worldwide currently use TikTok (as at the end of 2023). Instagram, on the other hand, has around 158 million users.In terms of the user base, this initially speaks in favour of Instagram having a greater reach. On closer inspection, however, this is only half the truth.
This is because Instagram’s lead over TikTok is constantly shrinking. TikTok is also based on the “For-You-Page-Algorithm”. This allows content to be displayed in a personalised way. User behaviour and user preferences serve as reference points. This means that if a TikTok user repeatedly interacts with fitness or wellness videos, they will most likely be shown videos with this type of content.
This allows creators on TikTok to achieve a greater reach more quickly. Another advantage: In contrast to Instagram, the number of followers only plays a subordinate role. Basically, any user of the platform can offer their content virally on TikTok.
3. key performance indicators – platforms set different priorities
The number of followers, comments and likes are particularly relevant key figures for influencer marketing on Instagram. How successful influencer marketing on Instagram is depends very closely on the bond between the influencer and their community. The closer this bond is, the more effective influencer marketing on Instagram is.
The number of followers, likes and comments are also success factors for influencer marketing on TikTok. However, the most important key performance indicators are views and the interaction rate. The more the community interacts with a video content, the more impact a TikTok influencer achieves. Also important: a high number of shares brings additional reach.
4. target group relevance – overall performance appeals to different age groups
TikTok is frequented by a younger audience. The majority of TikTok users are recruited from what is known as Generation Z: around 69 per cent of TikTok users are between 16 and 24 years old. The proportion of users aged over 25 is 31 per cent. Instagram, on the other hand, primarily appeals to the 25 to 34 age group. The respective target group relevance is then also reflected visually and functionally in the appearance.
TikTok, for example, favours a modern design, fast operation and numerous video editing options. The look and performance are dynamic and fresh. This fits perfectly with the younger user base. Instagram, on the other hand, looks more mature. Feed designs can be easily customised to suit individual needs, which significantly increases individuality and flexibility.
5. influencer marketing orientation – trend and innovation versus higher-priced luxury products
TikTok influencers should preferably focus on lifestyle products, fashion, gaming, current product trends and innovations. This fits very well with the platform’s youthful image. Sporting products and services are also ideal for effective influencer marketing on TikTok.
Marketing influencers on Instagram primarily promote higher-priced fashion brands, such as Fashion Nova, Zara or H&M. The beauty sector is also a perennial favourite on Instagram. Marketing influencers on Instagram prefer to push brands such as KKW Beauty (Kim Kardashian West), Sephora and SugarBearHair. Jewellery and other luxury items can also be advertised very effectively on Instagram.
6. influence and attention – different prerequisites and approaches
Effective influencer marketing on both Instagram and TikTok works exactly where the respective target group is actually located. This is because social media is an omnipresent standard, especially for teenagers and young adults. Influencers can influence what users buy and who they buy from. Their influence on consumer decisions is particularly evident in the 20 to 30 age group. This has been proven by several studies.
The engagement rate is a key component of success on Instagram
Influencer marketing on Instagram always achieves the best effect when the respective influencer has a high engagement rate. The influencer takes on the role of an advertising actor. The stronger the bond between the influencer and the community, the more the desire to buy and the purchase decision are positively influenced.
This emphasises the character of Instagram, which is based on sustainable and added-value content. A post from a particularly wide-reaching and credible Instagram influencer quickly turns products into real top sellers. The reverse is also true. Criticising a product can lead to a loss of sales.
Influencer marketing on TikTok follows different rules
TikTok influencers also have a strong influence on the purchasing decisions of users of the platform. However, the approach is different to that of Instagram. TikTok influencers are generally integrated into the community on an equal footing with TikTok users. They are not perceived as an advertising market player, but as part of the community. A “one of us” mentality therefore prevails.
This has a decisive advantage: they often appear more authentic than Instagram influencers, who aggressively present and communicate advertising messages via various interaction options. Options of this kind are only available to a TikTok influencer to a limited extent. Instead, the purchase decision is influenced primarily on the basis of a sense of community.
A professional strategy as a basic prerequisite for success
As an efficient and competent service provider for professional content seeding in social media as well as on YouTube, blogs, online media and websites, SeedingUp supports companies in planning and implementing their influencer marketing projects. Proven measures correspond with creative solutions.
However, it doesn’t necessarily have to mean influencer marketing on Instagram or influencer marketing on TikTok – we offer the necessary know-how and expertise to design a mix strategy that effectively combines measures on both platforms.
