The hashtag #love has over 1.8 billion posts on Instagram. There are 2.4 million contributions to the hashtag #Advertisement. Instagram is not only the social network with the most influencer marketing content, and it continues to be the one most in demand by brands and companies.
Tik Tok is also famous for influencer marketing, and the app is growing exponentially. As it is new, unlike Instagram and most people are using promotional tools and prefer to buy TikTok followers and followers to get noticed on the new star kid of social landscape. As most of the brands/businesses begin to embrace Tik Tok, let’s see the preferred channel for influencer marketing, either Instagram or Tik Tok.
Instagram is the preferred channel for influencer marketing for companies.
A direct comparison of the absolute content on TikTok is not possible because the information about hashtags is fundamentally different. Instagram names the absolute number of posts and TikTok the cumulative views of the content. Incidentally, the value of Instagram is more meaningful. If you look at the #AD, there are over 6.3 billion views, and #Sponsored has another 1.2 billion views. Instagram has a head start in terms of company activity and advertising budgets and in influencer marketing. For many companies, influencer marketing activities and Instagram go hand in hand. You can say that Instagram stands for influencer marketing.
Influencer marketing on TikTok goes beyond hashtag challenges.
As for Instagram (or all social networks), many active influencers/creators also play an important role in TikTok. The most noticeable are the collaborations on hashtag challenges. TikTok Creator is integrated here to give the campaign an additional push.
It reminds a little of the early days of influencer marketing on YouTube, in which one often saw YouTube with different brands. The decisive argument was the reach of YouTube, and the brand and target group fit was put in the back. Similarly, we would classify the current situation on TikTok and especially on hashtag challenges.
It is interesting that many users in their contributions to hashtag challenges also have their own videos with the hashtag #Advertisement. Furthermore, influencer marketing on TikTok is, of course, more than a hashtag challenge. If you want to get noticed on Tik Tok without taking a toll on your wallet, we recommend you to buy TikTok followers.
Better features make Instagram more attractive for companies.
With Instagram Shopping, its own branded content tool, and also the swipe-up function for stories, Instagram is even more attractive for companies and for creators.
From the perspective of content monetization, Instagram and TikTok don’t take much and are less well-positioned than YouTube (and also Facebook). With IGTV, Instagram is now taking a step towards Creator and testing the monetization of IGTV videos. Instagram also does this to ensure that the creators remain authentic.
Another important point that currently speaks clearly for Instagram is the evaluation of campaigns. The branded content tool gives companies direct access to insights. TikTok must and will continue to do so. Of course, influencer marketing already plays a role in TikTok, and the importance of TikTok for influencer marketing will continue to increase. However, as is often said: “The industry has become more professional,” and this also increases the demands on the platforms themselves, especially about the technology and the available features.