Instagram vs TikTok: What to Consider For Your Next Campaign

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When it comes to social media platforms, the two biggest players are Instagram and TikTok. So which one should you be using for your next marketing campaign? Instagram vs TikTok?

Here are the similarities between the two platforms: they both allow users to share short videos, and they both have large audiences. But there are also some key differences that you need to consider before making a decision about where to focus.

In this article, we will compare Instagram vs TikTok. We’ll go into audience demographics, user behavior, video content, and more.

Ready? Let’s dive in.

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What are the Key Differences Between Instagram vs TikTok?

Instagram and TikTok are both popular social media platforms for connecting with a wide variety of target audiences. However, when it comes to planning a campaign, Instagram and TikTok have key differences that must be taken into account.


Instagram is focused on pictures and videos, so campaigns should focus on high-quality media.

Contrastingly, TikTok places more emphasis on creating shareable content through short videos in order to maximize the chances of virality.

Audience Demographics and User Behavior

Typically, Instagram’s users are a bit older and are most popular in the age group of 25 to 34. Alternatively, TikTok is most popular for the age group of 18 to 24, according to US data in 2023.


Instagram generally focuses on content such as travel or fashion.

TikTok’s users are mostly Gen Zers, who tend to be younger and watch things like comedy skits and dance challenges. In fact, five times as many Gen Z’ers turn to TikTok for entertainment than Instagram, where Millennials dominate these conversations.

Types of Video Content – Live, Reels, and Stories

TikTok and Instagram both offer video content; however, there are some key differences to consider when choosing which platform is best for you.

TikTok is solely dedicated to short clips, while Instagram has become a visual Eden where you can share images as well as watch any type of video. The IGTV section has everything from super shorts to feature lengths.

On the flip side, TikTok allows 10-minute videos. Instagram reels, on the other hand, only give you 90 seconds to make short, useful videos right away. 

For stories, both social media platforms allow you to post up to 15-second stories. The key difference is that on Instagram, when you view stories, you cannot comment or publicly reply. This leaves users with direct messaging as their only option, which can be limiting.

On the other hand, TikTok allows users to comment on and react to stories. Users can engage with others in a more public way as user comments are displayed in an additional tab.

How to Effectively Create Content that Works Best on Each Platform


To create effective content on TikTok, try to make your videos entertaining, unique, and catchy. Use popular music and trends, and incorporate humor and creativity into your videos. 

For Instagram, you should focus on making photos and videos that look good and show off your brand or products. Use hashtags and tags to get more attention, and respond to comments and messages to interact with your audience.

QR codes can be used to share content on both social media platforms. However, QR codes for social media can be more helpful if you use them offline to send people to your pages.

A lot of people use both social media channels, so it’s best to have a strong presence on both of them. Some marketers use social media scheduling software to keep their content scheduled regularly and even interact with their network.

Which Social Media Platform is Right for Your Business?

Businesses that focus on visuals, i.e., fashion, beauty, food, or art, would benefit more from creating content on Instagram. Visually appealing posts, stories, and highlights are what this channel is known for.

Businesses that want to show off their products in a fun and creative way might find TikTok more useful. This platform is great for creating short, entertaining videos that can go viral and increase brand awareness.

Which platform you choose to focus on for branding depends on your business and the people you want to reach.

If your business is geared toward a younger demographic, TikTok may be a better choice. If your target audience is older or prefers a more visually focused experience, Instagram may be a better option. In any case, it’s critical to research your target audience and their social media behavior in order to make the best decision for your company.

How to Budget Your Campaigns

How much you should budget for your campaigns depends on two things. 1.) The goals you have for your business, and 2.) the digital marketing strategies you use. Consider how big your target audience is, what kind of content you want to make, and how long your campaign will last.

In general, small to medium-sized businesses could spend between $500 and $1000 per month on Instagram. A larger business may want to spend more than $5,000 per month.

For TikTok, a smaller business budget could start around $300 to $500 per month. Meanwhile, a larger business may want to budget upwards of $2,000 per month. It should be noted that more marketers wanted to put money into TikTok, according to a HubSpot survey. 


A well-planned campaign on Instagram or TikTok can help more people know about your brand. In turn, this can lead to increased website traffic, sales, and overall business growth. Track the results of your campaign and make changes as needed to get the best results and reach your business goals.

Wrapping up

When planning your next campaign, it’s important to consider the differences between Instagram vs TikTok. Each platform has its own unique audience demographic and user behavior.

Take into consideration the type of content that works best and how much you should budget. Finally, make sure you track your results so you can measure success and optimize performance.

Using these tips, you can create a successful social media campaign that will help your business grow.

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Erkki Muuga

Erkki is the founder of, which helps entrepreneurs, marketers and sales managers make the best decisions on the business tools to drive their businesses forward. Erkki's background is in software product management.