Marketers utilise social media to accomplish a wide variety of goals, including raising brand recognition and understanding, increasing customer engagement, and generating more revenue. Avocet use a wide variety of resources, like Instagram and TikTok, to assist our clients in expanding their businesses. However, these two platforms couldn’t be more different, so picking the one that would best serve your brand’s needs is essential.


Instagram is a smartphone app that allows users to share and interact with photos and videos with their friends and the companies they follow. Its “tone” is meant to be humorous and approachable by a wide audience. Since Facebook now owns Instagram, it may be easily linked to the social media platform. After ten years, Instagram has a large and dedicated user base, with about a billion downloads. There is a wealth of advertising options available to help you reach your desired demographics.


Instagram Stories are a great tool for gaining exposure for your company. These short-lived videos are a great way to inject energy and freshness into your brand’s online presence.
Instagram is more popular among users than is TikTok.
Instagram is where it’s at if you want to include influencer marketing into your approach.
Instagram features a built-in shopping tool called “Checkout,” and its “Instagram Shopping” extension lets businesses tag things and direct visitors to a product page on their website.
It doesn’t take much time or effort to upload a photo or video.
Instagram marketing provides a wider variety of choices.
Articles can be prepared in advance and scheduled.


Has a niche demographic, with most users falling in the 18-34 age range.
With over 25 million active business accounts, Instagram may be a crowded space for your company to make an impression.
Instagram works better with visual content such as photos and videos than with text-heavy posts.
Instagram does not make it simple to connect your website to your postings.


TikTok, one of the newest and most popular social media networks, is a video-only sharing app. It’s the sixth largest social media site despite only being around for four years. It’s great for companies who wish to highlight their quirky side. The “tone” of the piece is modern, cool, and fresh. Videos (which must be under 60 seconds in length) centred around the platform’s now-popular hashtag challenges are some examples of what do well on TikTok.


In 2020, TikTok was the most popular app by far.
Although it currently has a smaller user base than Instagram, TikTok is adding new users at a faster clip. TikTok had a 49% growth in 2019, while Instagram saw a 28% increase in downloads.
Like Instagram’s “Checkout,” TikTok lets users make in-app purchases through a retail partner. By using a sponsored hashtag campaign, businesses may drive traffic to their online store with TikTok’s Sponsored Hashtag Challenge Plus.
When compared to Instagram, TikTok advertising is less expensive.
Sixty-nine percent of TikTok’s users are between the ages of thirteen and twenty-four, making up the app’s younger demographic.
Videos with sound play automatically, making it simpler for companies to be seen by readers while they peruse online articles.


Your product may not appeal to the younger users of TikTok.
It’s difficult to increase website traffic without the ability to add links to content.
Being one of the most recent social media networks, long-term stats for TikTok are still in their infancy.
TikTok only keeps metrics for the previous 28 days, so you’ll need to manually create a spreadsheet to track anything after that.
You can’t preload material as you can on many other social networks; if you want to share a fresh video, you’ll have to submit it at the precise time you want it to be shared.
Only time will tell if the relatively new app TikTok will survive or not.

Make a choice

When it comes to advertising, you can’t beat Instagram or TikTok. Here are some things to think about when deciding which platform is best for your brand.

Who do you target as a customer?
TikTok might be an excellent option if your target audience consists of young people.
How will you measure the success of your content and advertisements?
Instagram might be the ideal alternative for your business if you want more data to analyse and optimise.
Is a fashionable social media platform more important to you than one with a track record of success?
TikTok is cutting edge; it’s also entertaining and popular. If that’s in line with your objectives and the character of your brand,Possible best fit is TikTok. Instagram, on the other hand, has been around longer, is proved, and has a little larger user base.
How will you be transferring files?
Instagram posts may be scheduled through Facebook, making bulk uploads a breeze, while TikTok videos must be uploaded individually at the time of publication.
When do you plan on uploading and creating content?
Producing a video also increases production time. Instagram, which allows for the usage of both video and photos, may be the best option if you’re pressed for time.
Do you like to distribute visual or textual content?
TikTok may be preferable if you’re simply interested in sharing videos. However, Instagram is the way to go if you want to share both videos and photographs.
We hope that these questions will help you identify the perfect match for your brand, and if you need assistance with Instagram or TikTok account management, content creation, or advertising, contact Avocet’s social and influencer team right away.