Instagram vs TikTok and the future of social media marketing
“Should we be on TikTok?” That is the question that brands and companies in all industries are asking themselves as the platform continues to grow. TikTok is available in more than 150 countries, has over 1 billion users and has been downloaded at least 200 million times in the United States alone, according to Wallaroo Media.
For many marketing professionals, there is no point in trying it out.
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“It’s almost as important for a brand to be on it because now is the time to capture that organic growth,” said Aliza Licht, founder and president of the consulting firm Leave Your Mark. “TikTok is mature enough to take.”
What sets TikTok apart from other social media is its overall virality, according to marketers. TikTok has the ability to connect people around common interests with discovery because it is not based on who you know or follow, but the content. As a result, low-end users can often get hundreds of thousands to millions of views. User Anna DeCarlo, for example, has a modest 9,000 people TikTok behind and she received almost 115,000 views on a video showing her shoe closet.
It’s not just about singing and dancing, which is a common misconception. Content is created in a variety of categories – including fashion, which is a breakdown that brands can take advantage of.
In 2020, the app could have the honor of many of the biggest styling trends while orders are at home -whether it was the explosion of the Nike Air Force 1s or the jeans and fashion category only continues to grow on the podium and will receive 17.5 billion views as of June 2020, according to a Statista report.
“Fashion is unique in the sense that it’s such a vibrant and vibrant culture that everyone has a way of doing it,” Matt Cleary, Retail & Dining’s CEO of TikTok’s Global Business Solutions, told the UN. “Fashion is such an opportunity for TikTok to be a force in itself, but also a great channel for brands to either reinvent themselves or create new relationships.
It is estimated that 60% of TikTok users are Gen Zers, which has been a key demographic for brands looking to gain a younger audience. What’s more, TikTok users are getting older – as more millennia use the platform.
But beyond brand building, the question for many companies is: Is there a revenue potential? And the numbers show that there is an appetite among users to shop: The popular #TikTokMadeMeBuyIt, for example, has 1.9 billion views, for example, and features a variety of popular products, including Walmart sneakers and Aerie leggings.
The case for Instagram
While TikTok is a fast-growing platform with a fresh look at content, Instagram is the number 1 tool for social media marketing. At the end of 2020, 96% of Instagram branding campaigns included influencers, compared to 6.8% of TikTok influencers, as reported by Influencer Marketing Hub.
Kyle Hjelmeseth, founder of G&B Digital Management, explained that influencers have stuck to Instagram because it is so well known.
“The talents of influencers are so ingrained in Instagram and brands spend money there. So moving to TikTok is not a big incentive for Instagrammers, “he said. “They already are type a a lot of money. And Instagram now has Cycling [videos], sO we can in all likelihood gera the other same thing, meanwhile hold to your essence audience. ”
Regarding the brand, Instagram remains a safe investment: Companies have already established relationships and an understanding of how it works.
“Credibility still exists,” explained Gil Eyal, founder of HYPR’s Influential Market Database. “If you’re looking to build a brand reputation and want to surround yourself with people who are leaders in fashion thinking, then you’ll probably do better in a place like Instagram. Every image is carefully reviewed before it is published and your brand will look the way you want it to be seen. If you are looking for visibility and people are talking about your brand and giving you control, then TikTok is a much better place because of the nature of the platform.
In fact, TikTok has many advantages. Recent data from the influencer of the marketing platform Upfluence showed much higher the participation rate on TikTok, where micro-influencers had a participation rate of 17.96%, compared to 3.86% on Instagram.
Eyal said: “It depends on your target audience, but if everything is the same then there is no question that TikTok is much better than Instagram now [when it comes to engagement]. In very simple terms, Facebook and Instagram have implemented algorithms that limit your viewership in order to get people to pay for additional exposure.
However, Licht added that Instagram is still extremely important in terms of successful marketing. “When we say that it is forum no. 1, it’s because it’s what drives revenue, “she said. “Organic contributions are difficult but paid work. So if you are an online store brand, then do not give up on Facebook and Instagram.
Even though Instagram is a successful platform for branding, experts say the goal is to diversify the audience, so TikTok should be part of the program.
They suggest that brands create their own account on the platform and use organic posts as a test site to find what resonates. Then tap TikTok authors to splash out on specific goals, such as product publishing.
One way TikTok is to entice brands and influencers is through the Creator Marketplace, which helps establish direct collaboration and collaboration between brands and authors.
“Authors are the lifeblood of our platform,” Cleary said. “When we think about how brands can participate, we generally point to authors either as a mouse or as a tool that brands can use. They are native to the field; they know exactly what works. They know that when they lean on what makes them different and authentic, their content becomes very viral and we want to make sure that brands use it for that.
Licht also advised new brands at TikTok to start small, research hashtags and be less careful with content. “It’s okay to make mistakes,” she said. “It’s okay not to know how to use it. It’s a start with fire and you have to test the ingredients.
But analysts say one thing companies need to realize is that Instagram or YouTube content does not translate well to TikTok. For example, reusing content and editing a fashion campaign video or runway clip for 30 seconds will not connect to TikTokers.
“We want our brand to create TikToks, not advertising,” Cleary said. “They have to be comfortable taking down the traditional railing and trying and getting, listening. All the best brands, they are listening to see how their fans are already talking about them on the podium and then lean towards those trends. “
For marketers, the success of TikTok does not mean the end for Instagram. But they warn that Instagram fatigue is present and consumer expectations are changing.
“It is about creating a competitive environment for another platform to attract and maintain authors. Before, it was less of a concern, “said Eric Dahan, CEO of Open Influence. “There’s more convenience to Instagram, [but] TikTok forces a platform to think about how they respond to their influencers [and] audience. ”
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