As someone who spends a fair amount of time on social media, I’ve watched TikTok and Instagram evolve into two of the most influential social platforms (farewell to Vine and Twitter).
Each platform has its strengths and quirks but depending on what you’re looking for as a creator, a business, or just a casual user one might suit your needs better than the other. From worldwide bans to being the new google search, these social media channels have completely changed the game!
Clash of the Demographics 🎭
Since TikTok rose to popularity in 2020 and shook up the social media world, Instagram has been working hard to keep up with its fast, snappy, and addictive user-generated video content. To stay in the game, Instagram launched Reels in August 2020, giving creators more visibility and putting up some serious competition. TikTok is the reigning champion for Gen Z, with around 123.38 million users in the UK. Its snappy, unfiltered algorithms appeal to the 18-24 crowd who thrive on raw authenticity. Instagram, meanwhile, with around 35 million UK users, with Millennials and older Gen Zs (25-43) leading the charge.
Instagram shines for businesses, especially those targeting niche audiences like the marketing industry. Thanks to its polished tools for brand storytelling, visually aesthetic content, and professional networking, Instagram is where brands can truly build their vibe and connect with a focused audience.
Google, Who? Social media takes the Search throne 🔍
Why Google when you can TikTok or Insta? Both platforms now double as search engines, helping users find everything from dinner spots to the latest skincare hacks.
TikTok is the ultimate crowd-sourcer for trendsetters, with algorithm-driven content that feels spontaneous and relatable.
TikTok and Instagram both dominate this space but serve their audiences and businesses very differently. The platform’s TikTok Shop takes social commerce up a notch, allowing businesses to sell directly through viral moments. Beauty brands demoing live equals instant sales.
Instagram, on the other hand, appeals to Millennials and older Gen Zs who prefer curated and aesthetically pleasing content. For businesses, Instagram is the place to build a polished, professional brand presence. Whether it’s through product photos, long-term campaigns with influencers, or features like Stories, Reels, and Highlights, Instagram gives companies more tools to tell their story and engage with niche audiences.
TikTok is perfect for businesses looking to build hype and connect with younger, trend-focused audiences, while Instagram is ideal for brands aiming to build trust, showcase their professionalism, and maintain a strong visual identity.
Jumping on trends
On Instagram, trends tend to have a longer lifespan, often revolving around polished content like fashion aesthetics, lifestyle inspiration, or professional brand-building. While Instagram does follow TikTok’s lead with trends like Reels, the viral nature of TikTok’s trends gives it the edge in terms of quick and widespread impact.
For businesses, tapping into TikTok's fast-moving trends can offer immediate exposure, while Instagram’s more stable trends are ideal for long-term brand positioning and storytelling. However, TikTok has faced some significant drawbacks, particularly in the context of the latest political debates in the U.S. The app has come under scrutiny resulting in uncertainty around TikTok’s future in certain markets, especially in the US, creates a layer of risk for businesses who rely heavily on the platform for marketing.
TikTok has a unique ability to quickly set and spread trends across a wide audience. While Instagram has always been a platform for carefully curated and aesthetically driven content, TikTok thrives on viral, spontaneous, and sometimes quirky trends that often define the social landscape. New trends on TikTok, whether it's a dance challenge, a meme, or a viral hashtag, quickly become topics that influence other platforms and even mainstream culture.
My favourite
Overall, I can’t help but lean toward Instagram as my favourite platform. I do enjoy TikTok’s energy and creativity, but Instagram aligns better with my personality. From sharing photos and stories with friends, to following brands and creators whose aesthetics inspire me, Instagram feels like a more authentic space where I can connect with brands on an intentional level.
TikTok’s fast-paced, trend-driven world is undeniably fun, but sometimes it feels too much. Instagram, on the other hand, offers more staying power. For me it’s perfect for building meaningful connections, following my niche interests, and enjoying content that feels thoughtfully crafted. Sure, maybe that’s my Millennial side showing I like things a little more polished and predictable, but that’s what makes Instagram my platform of choice.
Why not get in touch and see how we can help your business with social media campaigns.
Mariam Malik
Media & Comms Executive
