Managing both platforms with similar content may seem redundant, but the rewards are well worth your time.
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Digital exposure is everything when it comes to branding. While social platforms have many similarities, it is not good business practice to be present on just one. With different features, usage times, and target audience demographics, the best strategy is a blended approach with unique goals in mind. Different apps meet different needs. This is how the best professionals meet the demands of this new digitally powered market.
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Instagram Reels and TikTok videos may look the same from the outside. However, with some subtle differences between the two, it's important to understand that each content style has a specific purpose. A Chinese-owned company, TikTok launched in 2017 for iOS and Android for most markets outside of mainland China, and competed with Instagram, which was founded in 2010. Instagram may be one of the most popular social networking sites in 2020, but when TikTok exploded in that scene, apps began to compete with each other, and IG finally launched roles in August of that year.
Similar to TikTok, IG reels are 15-second, multi-clip videos that allow developers to add media such as music that can be cross-posted to your story or feed. Made with audio in mind, they're on the explore page, which allows users to scroll through an endless amount of fun and informative roles. While there is a separate feed for IG roles, TikTok only has one feed but offers trending hashtags and the duet function. Both platforms are great, and while it feels natural to be committed to one rather than the other, there are three critical reasons brands need to leverage both.
1. Diversify your audience
IG and TikTok have different audience demographics. Unless your brand is an incredible niche, it is important to cover all of your bases to ensure that you are standing in front of the right audience segments with engaging content. On a global scale, IG is incredibly popular. With 116 million users in the US alone, the app is known to be aimed at a large majority of 18-30 year olds, with 42% of users making more than $ 75,000 annually. In comparison, around 50% of TikTok users are under 30 years old. This makes it the fastest growing app for teenagers and young adults. Taking these numbers into account, it can be inferred that while household decision-makers are on IG, their children or younger adults are on TikTok in their lives and are driving purchasing decisions equally. So by using both, you enable that element of conviction in both demographics.
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2. Scale your audience
Since TikTok and Instagram are competing with each other, it simply means that they are attracting more users to their platforms. As social media apps add more features and numbers, more users sign up to use the apps, so brands can now reach more people. Increased functions mean more availability for content. With content consumption on the rise, brands are getting huge returns on their investments in non-traditional media types like IG and TikTok. Sure, roles and TikTok videos are similar, but leveraging both of them ensures that you double your audience so your content gets more bang for your buck.
3. Protect yourself from sudden and unexpected regulations
In August, President Trump signed two executive orders effectively banning transactions with TikTok and its parent company ByteDance, citing national security concerns. Concerned that the app was spying on US citizens, Executive Orders called for the app to be sold to Microsoft or an American-style company. India has banned TikTok because of a border conflict with China, as has Pakistan for a short time because of "indecent and immoral videos". On the other hand, Instagram has been banned in China along with other Western social media apps. This is why it's so important that brands don't put all their eggs in one basket, as unfortunately social media marketing sometimes falls victim to the quick and sometimes quick decisions of state regulators. Using multiple apps and platforms ensures that your entire content marketing strategy won't fail if one fails.
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TikTok and IG roles are taking the content world by storm, and there is no shortage of users consuming short video content. When you use both, your brand is a great place to start the new year.