TikTok vs Instagram: The Influencer Marketing Platform of the Future

Harshita Agrawal

Harshita Agrawal is the Founder at eSocMedia. She is a social media and influencer marketing specialist who spends most of her time behind the screen. She's also an avid reader and a travel enthusiast.

The massive TikTok explosion has had millions of users creating TikTok videos and going viral overnight. The brands began noticing the growing power of TikTok and started creating their own accounts too. Instagram, that has been the predominant app for all influencer marketing activities noticed rising influencer collaborations on TikTok.

Brands like Gymshark, Chipotle, Guess, Red Bull that centered their influencer marketing activities on Instagram started spending a part of their budget on TikTok influencers. As trends and tastes of social media users changed, brands decided to evolve their content too.


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♬ original sound – keeoh

In this article, we will look at the various aspects of influencer marketing on TikTok and Instagram. We will learn how both differ and what makes each of them an exclusive platform for influencer campaigns.  

TikTok vs Instagram Influencer Marketing: App Usage

Even though TikTok has been growing rapidly, Instagram is still the number one app in terms of active number of users. 

  • TikTok has 800 million active monthly users, and
  • Instagram stands at 1 billion active monthly users. 

When it comes to views and likes, both apps are at par with very high engagement rates.

  • TikTok has 1 billion video views per day.
  • Instagram has 4.2 billion Instagram likes per day. 

Key Takeaway for Marketers: 

Tik Tok though is a rising app, Instagram is still the leader when it comes to its user base and engagement. While it’s smart and necessary to begin focusing on TikTok influencers, Instagram still deserves the attention to reach a massive audience. 

Tik Tok vs Instagram Influencer Marketing: Demographics

TikTok is commonly known as the app of the Gen Zs. Known for its younger audience, many brands focus on TikTok to appeal to the newer generations. Here are the numbers: 

  • 41% of TikTok users are aged between 16 and 24 years and roughly 50% of the users are below the age of 34.
  • 44% of TikTok users are female and 56% are male.
  • Chinese users account for 80% total time spent on the app. 43% new TikTok users are from India. The US has more than 26.5 million active users. 

Instagram is also a popular app amongst teens and millennials. The app also has more female users than male users.

  • 30% of Instagram users are aged between 18 and 24 years and 35% are aged between 25 and 34 years.
  • 56.3% Instagram users are female and 43.7% are male. 
  • 120.7 million Instagram users are from the US. 

Key Takeaway for Marketers: 

For brands looking to tap Asian markets and younger audiences, TikTok influencers would be the preferred choice for a quick response. For brands looking to target a more balanced demographic in terms of age, gender, and location, Instagram influencers would be ideal.

TikTok vs Instagram Influencer Marketing: Engagement and User Behavior

User behavior and engagement are the top reasons why brands hire influencers. Brands want to work with influencers that can bring them quality engagement. TikTok and Instagram are used in very different ways.

  • TikTok is widely applauded for short video content that is more natural and creative. TikTok users want to look at content that focuses on humor and originality. The hashtag challenges are very famous on TikTok and allow many influencer campaigns and influencers to get overnight success.
  • Instagram on the other hand is built over months of efforts by influencers. The influencer campaigns also may or may not go viral depending on the popularity of the influencer. The content on Instagram is more around style and imagery than around every day content. 

Even marketing is different on both platforms. TikTok users do not appreciate the conventional influencer ads like sponsored posts on Instagram. The users on TikTok expect more original content from influencers with less branding or marketing, hence the marketing has to be more subtle.

Key Takeaway for Marketers:  

Brands need to change their advertising and marketing style to work with TikTok influencers. While you could focus more on product image on Instagram, focusing on product usage would be a better idea on TikTok. Also, if you ask your TikTok influencers to focus on challenges, getting popular on TikTok could be easier than getting popular on Instagram. 

Final Words:

We hope the above comparison would help you in clearly determining the ideal influencer marketing platform for your brand. Needless to say that both platforms are unique in their own way and hold their importance equally. A mix of TikTok and Instagram influencer marketing efforts are expected to be seen in the future and ot is something towards which you should work too. 

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