menu-close
Added to bag
Notification item
undefined
TikTok vs Instagram for Marketing in 2025: What to Choose?
TikTok vs Instagram for Marketing in 2025: What to Choose?

TikTok vs Instagram for Marketing in 2025: What to Choose?

Is the difference between TikTok and Instagram that big? In marketing, where every piece of engagement matters, creators take advantage of the available platforms to get more followers, push their content, and collaborate with other influencers. Moreover, both platforms provide opportunities for people to create collab posts and use them to their advantage. Still, this is not the only point worth attention, as both Instagram and TikTok have various tools and options to be used, and today we will compare their major aspects to define which platform is the best. In this article, you'll find out:

  • What platform dominates in terms of reach?

  • Is TikTok really equal to Instagram?

  • What are the key strengths of each platform that are worth attention in 2025?

Let's get straight to the point to find out which platform is the best for influencer marketing.

What Are the Key Differences Between TikTok and Instagram?

Average users consider both platforms as those where you can waste time scrolling a feed with funny videos and images. They see viral content appearing on the For You page on TikTok and in feeds on Instagram, where they have mixed content related to their interests. Marketers who run accounts to make money and push their products understand this platform differently.

Instagram has a bigger variety, offering various types of content for storytelling, promotion, collaboration, and other activities inherent to social media marketing. You can gather multiple media and share them in one post or create a series of posts telling one story to encourage followers as they wait for you to reveal the ending. 

TikTok is advantageous for small businesses that work with smaller audiences and have a lower reach. Instagram, on the other hand, is a better option for middle-range companies and large companies that establish their presence. It works the same way for major players in the music areas. Artists like Eminem and bands like Linking Park have a solid presence on Instagram and use it to

  • Make announcements

  • Release music

  • Show backstage and private life

Everyone has a personal approach to using the platform, including the number of posts, the type of content they prefer to post, and other factors. For example, Till Lindeman and 21 Savage post content often, sharing their personal lives and professional activities, while other musicians can skip up to 2 months before making another post. 

At the beginning of your career, you need consistency. By constantly delivering content on Instagram and TikTok, you will develop a personal brand recognizable in terms of your niche. In terms of music promotion or whatever activities you perform via social media, it's a crucial factor.

What Content Can You Post on TikTok and Instagram?

To make it clear about the capabilities of creators who want to establish a presence on each social media platform, we outline the main types of content available on Instagram and TikTok.

Available types of content on Instagram and TikTok

Type of Content

Instagram

TikTok

Photos

Static images & carousels available

Photo posts & carousels available

Short Videos

Reels up to 90 sec, trending audio

Standard TikTok videos, Duets & Stitch, up to 10 min

Stories

24-hour Stories, interactive stickers

TikTok Stories now widely available

Live Streaming

Instagram Live, interactive Q&A

TikTok Live with Live Shopping features

Shopping

Integrated shop tab, product tagging

TikTok Shop, product links, in-video shopping

Playlists/Series

Guides, Highlights, Broadcast Channels

Playlists & Series for group videos

AR Effects

Branded AR filters & effects

Branded effects, viral filters

Both platforms are perfectly suited for social media marketing this year. Still, if we're about to choose in a TikTok vs Instagram tie in 2025, TikTok may take the upper hand due to viral formats. 

Using Instagram For Business

Instagram is a cheap option for establishing an online presence for your business. Instead of creating a website, purchasing a domain, and wasting resources improving it, you can work with a business account and have everything in hand. Direct messaging clients, sharing video content, posting regular updates, watching analytics, and doing everything for business improvement. 

The first thing to mention about Instagram for business is its Branded Content Tool. Considered the biggest offering to boost reach, have better targeting, and make online shopping almost effortless, this tool comes as an extension for paid partnership posting. With the Branded Content Tool, your ads look more native and understandable. Moreover, you are not limiting yourself to your current audience and reaching Instagram users who don't follow your profile. Another point to mention is that using the Branded Content Tool for Instagram enhances the shopping experience, allowing users to purchase the selected items in a few clicks. 

When you partner with another influencer, you receive a major advantage - a credibility boost. If you are an influencer and you initiate a collaboration with a brand, it will be an advantageous move, mainly because your audience will see that brands trust you. Moreover, it will signal to other companies to take advantage and initiate collaboration with you. 

TikTok Usage for Business

With TikTok, you can take advantage of using this platform for business purposes by creating a business account. If you push a personal brand via TikTok, a business account on TikTok will be the best option. This type of page provides access to multiple marketing tools, helping you manage content, schedule posts, and get access to advanced analytics. Also, you can connect third-party tools and avoid resource duplication to enhance productivity. 

To create a business profile on TikTok, do the following:

  • Open the profile and proceed to the menu in the top right corner.

  • Go to Settings and select the Account Management section.

  • Choose "Switch to Business Account" and click on it.

  • Select the category that is mostly related to your business.

The next step is profile optimization, which includes the selection of a profile picture, description, and business name selection. Your bio has to be short but informative, so users who come to your account first will understand what niche you possess and what content to expect. Also, consider placing links to social media profiles and related platforms. For musicians, it's essential to share URLs to the platforms they are presented in. 

Engaging With the Audience on TikTok and Instagram

Recent analyses show that Gen Z prefers TikTok over Instagram, and this tendency keeps growing. For example, in the United States, there are around 150 unique followers every month, which is 31% more compared to the previous year. If we compare Instagram and TikTok, we'll see that TikTok is more popular among younger generations. According to predictions based on current numbers, in 2027 TikTok will reach around 2.2 billion users.  

Two pie charts comparing age distributions of TikTok and Instagram users. TikTok’s largest group is 18–24-year-olds (43%), followed by 25–34 (32%). Instagram’s largest groups are 25–34 (28%) and 45+ (27%). Supporting text notes TikTok's core Gen Z audience, higher female percentage in the US, average daily use of 47 minutes, and engagement rate of 2.5%. Instagram’s core is Millennials, with a balanced gender split, 30–32 minutes daily use, and 0.5% engagement rate.

This is the latest breakdown on the audience age distribution for TikTok and Instagram in terms of overall engagement, daily usage, and top content users engage with.

Why is audience engagement important? These are the main metrics that matter for influencers. Moreover, creators who use social media for promotion (for example, musicians), count engagement as well. They need to know how many users interacted with their posts and what part proceeded to the music profile on Spotify, SoundCloud, or other platforms. 

Creators analyze engagement patterns via various analytic tools to understand:

  • When Instagram and TikTok users are the most active?

  • What demographic do they have among their followers (age, sex, etc.)?

  • How do people engage with the posts (likes, comments, saves, and shares)?

The easiest way to boost engagement on TikTok and Instagram is to run challenges. You set goals and encourage followers to take simple steps and proceed to the next level. If you are a musician who pushes content on both platforms, you can ask people to record videos using your music for background sound and add your trademark hashtag to the description. 

Later, run a poll to find out whether the audience enjoyed the contest or not. The best way to do it is to post a poll on Instagram stories, so you'll see who responded and who ignored. By doing this, you understand how effective your methods are and how else can you promote your music on Instagram.

Comparing Instagram Reels and TikTok Videos

Bubble chart comparing Instagram Reels and TikTok across three metrics: audience size, activity volume, and user engagement. Instagram (pink bubbles) has a significantly larger audience size, while TikTok (cyan bubbles) shows higher activity volume and much greater user engagement.

Over the past few years, Instagram Reels have become more popular than TikTok videos. Due to bigger audience concentration, creators prefer Instagram Reels over a similar format on TikTok. However, TikTok takes advantage of audience activity level and user engagement. Since short videos are the only format on TikTok, users bring higher activity. Moreover, the average age of the TikTok audience is lower than on Instagram, so users generate more likes, comments, and shares of the videos they enjoy.

Tools for Editing and Creativity

Both TikTok and Instagram offer a bunch of tools for editing. You can use filters, and templates, add effects, and select songs from the music library to create engaging content. If you want to go viral, you can do that by trying multiple content ideas.

Utilizing Video Content on TikTok and Instagram 

Videos are what most Instagram and TikTok content strategies are based on. Short videos usually last up to 60 seconds (in fact, creators try to make them 15 seconds) and are set to entertain viewers. If we talk about using TikTok for business, the main goal is to provide users with the most valuable information about products and services. Creators place accents on visual captivity, effects, and thumbnails to make content more attractive for younger generations.

According to the latest stats, TikTok's focus is a younger audience, while Instagram extends the gap to the age of 34. People spend more time on TikTok, which brings us to a higher engagement rate. Since TikTok also has a stories format, the platform makes no big difference compared with Instagram. Users can access TikTok profiles and check the content to see if the content looks interesting for them or not.

We can see that creators present on both platforms post the same content on Instagram Reels and on TikTok. Moreover, the newest feature of Instagram allows users to separate reels from other types of content (images and combined content). If you're interested in Reels specifically, it makes content perception way better.

In terms of on-platform ad reach, Instagram is making a breakthrough with a 2 billion reach overall. It doesn't take too many resources for brands to find customers. TikTok is not considered an established channel for marketing, as only 28% of marketers used this platform in 2024. On the other hand, TikTok seems a better choice for those who chase quick engagement. This is crucial for marketers and brand owners who follow brands and adapt their content. Since most trends go viral within hours after their first appearance, you should follow them as soon as possible. TikTok influencers won't lose a chance to share a new video and make a difference in terms of engagement.

TikTok vs Instagram: What Would You Choose

TikTok is great for viral content, while Instagram remains a powerful platform in terms of ad reach and sales. If you want to sell a product, whether it's an album, a T-shirt, or an accessory, use Instagram. If you work with younger generations, focus on TikTok. Moreover, Instagram trends do not always focus on video content. If you work with two platforms at once, you may need to adapt your content strategy to take advantage of Instagram and TikTok simultaneously.

FAQ

Is TikTok a next-gen marketing tool?

Is there a reason not to use TikTok for marketing?

What are Instagram marketing trends to consider in 2025?

Is paid TikTok promotion worth it?

How did the Instagram algorithm change? 

How to adapt your content for TikTok?

1 comment

  • Liam Beats

    Finally, a clear explanation of TikTok vs. Instagram that isn’t full of fluff! The article really helped me see where each platform shines and how to use both for my music. Highly recommend this for artists.

    Finally, a clear explanation of TikTok vs. Instagram that isn’t full of fluff! The article really helped me see where each platform shines and how to use both for my music. Highly recommend this for artists.

Leave a comment
Please note, comments must be approved before they are published