It is safe to say that social media isn’t going anywhere, and if anything, it is becoming a more permanent fixture in all our lives. 

Since the beginning of the coronavirus pandemic, there has been a huge increase in the number of social media users worldwide.

With an average of more than 1.3 million new users joining social media each day during 2020, this brings the global total to almost 4.2 billion by the start of 2021. 

And with so many social media channels and platforms to choose from, it can be difficult to decide which one is best for your brand. 

From Facebook and Twitter to Instagram, TikTok and more recently, Bebo and Clubhouse, it can be quite the minefield, and it all depends on your business goals and which influencer you’d like to partner with. 

So, let’s take a look at TikTok vs Instagram and find out which is best for your brand. 


Now, Instagram is the most popular social media app when it comes to influencer marketing, however, that doesn’t mean it is the best for you and your brand. 

The needs of each business differ greatly, and so, this changes the platforms in which you need to utilise. 

Instagram is so popular due to its versatility. With the ability to create and share professional-looking photographs, as well as short and long-form videos, Instagram caters for almost everyone, but that also depends on your target audience, too. 

The content we see on Instagram is very much carefully curated – on main feeds, anyway. Instagram Stories are great at showing real-time content that is much more ‘off-the-cuff', and features such as Reels and IGTV allow influencers to showcase their creativity and passion for content creating.

The largest portion of Instagram users was aged between 25 and 34 years old, so, to get the very most out of your influencer marketing campaign, this should resonate with the target audience of your brand. 

Instagram also has its own set of analytics tools, meaning that it is simple and straightforward for brands and influencers to monitor metrics and the results of their campaigns. This helps when trying to understand how successful a campaign has been, and what could be improved upon next time. 

Not only that, but Instagram is a great platform for creating a sense of community and building relationships with audiences, making it ideal for influencer marketing. After all, engagement and a loyal consumer base are key. 


Recognised for its ability to share short-form video content, which is primarily comedic. 

What began as an app for users to share hilarious comedy sketches, lip-syncs and to get involved in viral dance trends, TikTok has become home to many world-famous social media influencers. 

The likes of Charli and Dixie D’Amelio, Addison Rae and Holly H, all rose to fame on the app and have become incredibly popular influencers with ever-growing careers online. 

Like Instagram, TikTok gives users of the app the ability to like, comment and share, however, it stops there. There aren’t options to repost or save content, however the app continues to have an impressive 689 million monthly active users globally. 

Since the beginning of the Coronavirus pandemic in 2020, TikTok has continued to rise in popularity and has, in some ways, dominated the social media scene. 

It is known for its virality and one-of-a-kind content, making it so unique and impactful when it comes to influencer marketing. 

As a brand, there are multiple ways to get involved with a TikTok influencer. This includes creating challenges, which often go viral, meaning this is a sure-fire way to get your brand, its products, and services, noticed. 

60% of TikTok’s users are between the ages of 16 and 24, which is something brands should be mindful of, ensuring that this also correlates with their own target audience and their demographics. 

TikTok also offers analytics tools, where metrics such as video views and profile views can be found, as well as useful information about an account’s followers, which is particularly beneficial for brands when seeking a new partnership or collaboration. 

TikTok vs Instagram 

Both social media apps offer their users an entirely contrasting experience. With differing audiences and a completely different offering in content, TikTok and Instagram are great for influencer marketing campaigns for their very own reasons. 

In terms of TikTok vs Instagram, it isn’t necessarily a case of which trumps the other, but which best suits your brand. 

Think about your target audience and consider the content you’d like to represent your brand and its products or services, and you’ll find your answer.