Should you include Instagram or TikTok in your social media strategy?


Here's how to decide if you should add them to your marketing plan

Social media platforms are constantly changing and evolving. It can be hard to keep up with which platforms are worth investing your time and resources into. Instagram and TikTok are two social media platforms that have exploded in popularity in the last few years. Both platforms can promote your brand, but there are different ways to use each one. Instagram has a wide following among millennials, while TikTok is more popular with older demographics. In this article, we will discuss the pros and cons of each platform so that you can make an informed decision about which one to use.


Instagram is a social media app that lets users share photos and videos with their followers. Users can also follow other businesses or individuals to see their posts. The social media platform has more than 800 million users and continues to grow. More than 60% of Instagram's audience is between 18-34. Users under 34 are primarily male, while over 34-year-olds are female.

Instagram can be used for a variety of purposes, including marketing. For example, businesses can use Instagram to share photos and videos of their products or services. They can also create posts that promote sales or discounts. Additionally, companies can use hashtags to reach a wider audience and connect with potential customers. Overall, Instagram is a powerful tool for marketing that can be used by individuals and businesses alike.


  • Increased brand awareness - With over 800 million users on Instagram, your brand has the potential to reach a large audience.
  • Greater engagement with customers - Instagram provides a platform for businesses to connect with their customers and create a dialogue.
  • Increased sales - Instagram can showcase your products and drive sales.
  • Improved customer loyalty - Engaged customers are more likely to be loyal customers.
  • Greater reach for small businesses - As a smaller business, you may not have the budget to advertise on TV or in other traditional media outlets. Instagram allows you to reach many people at a fraction of the cost.


  • It can be challenging to stand out among the clutter.
  • Creating content for and managing Instagram can be time-consuming.
  • Posts on Instagram have a short life span.


TikTok was first released in September 2016, and by May 2018, it had more than 500 million active users. TikTok is owned by the Chinese company ByteDance, which also owns the app TikTok is designed to be a short video hosting app where users can share videos of themselves performing in various ways. While it's often used for entertainment purposes, there are many businesses that are using TikTok for marketing purposes.

It can be tempting to jump on the TikTok bandwagon as a marketer. The app has a large number of active users and is growing rapidly. However, before you start using TikTok in your marketing strategy, consider some things. TikTok is a very visual platform, and it can be challenging to get your message across without video content. If you're not comfortable creating videos or don't have the resources to do so, TikTok may not be the best platform for you.


  • Because it's a fast-growing social media platform, TikTok has a large potential audience to reach.
  • It's popular with young people. The app is geared towards millennials and Generation Z, so it's a great way to connect with these demographics.
  • Videos can easily be shared on other social media platforms, extending the content's lifespan.
  • Videos are short and sweet, making them easy to watch and share.


  • Content can come across as unprofessional if done improperly.
  • The platform is designed for people of all ages, so it's not great for marketing products or services to a specific age group.
  • Because it's still relatively new as a platform, there is some uncertainty about how it will be used in the future.
  • The app has been used for cyberbullying and can be a platform for sharing inappropriate content. Marketers should avoid using it to protect their brand's reputation.


While Instagram and TikTok have their pros and cons, which platform is better for business marketing depends on the company's specific needs. Instagram may be a better option for businesses that want to create a more polished and professional image. At the same time, TikTok may be better for companies looking to reach a more youthful audience. It is essential to research each platform and decide which will work best for your specific goals. Use creative and exciting content to engage your target audience with whichever platform you choose.

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