With all the buzz out there about TikTok you may think it’s time to abandon the Instagram ship and concentrate on making content for the newcomer.
However, some surprising research just came out from Insider Intelligence reporting that Instagram is still on top as the winner for influencer marketing.
“53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.”
Though there’s no doubt that TikTok is keeping the other platforms on their toes – Reels was Instagram’s copycat answer to TikTok in hopes to stay competitive – it’s very much the new kid. Though it may be popular, wear cool clothes, and talk a lot of smack, it’s still a freshman trying to jump on board the Varsity team.
In my opinion, though Reels is copycat of TikTok’s short form videos, it just feels more professional.
Maybe it’s all those juveniles on TikTok engaging in stupid activities like the Tide Pod Challenge that has brands and creators turning their nose up at the platform (though still using it) and embracing Instagram as a real space to reach users that may be interested in buying their content/services/products.
As reported on by Insider Intelligence:
- “Instagram Reels will be used by 62.2% of marketers in 2025, putting it in line with Facebook.
- Our July forecast shows Instagram will be used by 97.6% of US marketers in 2023 due to its diverse content formats, extensive creator tools, and large audience.
- TikTok’s engagement rates are higher than Instagram Reels’ which could attract the other half of US marketers who have not yet used this platform.
- Marketers can better engage audiences by running influencer marketing campaigns across various social channels. Pushing content across channels to take a video-first (rather than platform-first) approach can assure marketers are meeting audiences on TikTok, Instagram, YouTube, and beyond.”
According to Sprout Social, both Instagram and TikTok share the same age group stats with the majority of their users being in the 18-24 range. But the fact that Instagram has been around longer and has more users in general – 1,282.8 in 2022 compared to TikTok’s 755.0 (in millions) – gives it a legitimacy that TikTok doesn’t have yet. I surmise that’s why marketing on Instagram is currently more popular – it feels like you’re reaching more adults who will actually buy content/services/products vs. TikTok kids with less spending power.
The point of all this is to say, don’t be taken in by the shiny glamor of TikTok and forgo your Instagram account for marketing.
Instagram still trumps TikTok to promote via video – so keep your content fresh on the site and make it a priority if you don’t have time to do both.
Photo credit: iStock.com/hapabapa
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Alyssa Collins hails from Minnesota, where snowy days were the perfect excuse to stay warm inside and write. Over the years, she turned that joy into a career and has authored numerous articles for various publications (under pen names). Email Alyssa via alyssa@ynot.com.
