I’m ditching the ‘gram for…*gasp* TikTok.
Isn’t that for teens in 90s crop tops and mom jeans? Aren’t they making fun of Millennials over there?
I mean… kinda.
Younger people ARE hanging out on TikTok, but so are grown-ass adults with real businesses, and they’re seeing a shit ton of success from it. Every social media platform started with the youngins (hello Facebook and the college crowd), but as social media platforms evolve, so does their user base.
I’m 100% FOR using TikTok to expand your business’ reach and visibility because it’s not just for trendy teens anymore. And while you may think Instagram can do all the same things TikTok can do for your business, the truth is Instagram doesn’t have the same power.
I’m not saying you shouldn’t be on Instagram anymore. As we’ll look at in this post, the two platforms have different demographics and uses for small businesses. I’m just telling you what I’ve seen work (SPOILER: it’s TikTok).
So, let’s talk about why I’m loving TikTok more and how the same might apply to your biz.
Instagram and TikTok are really similar, but they’re not exactly the same. Different people are hanging out on each one. And the way people consume content is different. Ultimately, they both have different goals, so we have to look at what makes them different to assess which is better for your business.
Instagram appeals to a much broader audience than TikTok — which is mostly Millennials and older Gen Z-ers. Most of my audience is Millennials, so I do find success with both in terms of getting my target audience in the door.
But I’ve also found that a lot of my people are scrolling on TikTok because there are TONS of things to learn there, which is a big reason I decided to give it a go.
Instagram does have more monthly viewers than TikTok, but that doesn’t automatically make it “better” or give you a leg up in getting views.
TikTok is also growing. It already has the 7th largest user base of any social media platform in the world — surpassing ones that have been around for years (Pinterest or Snapchat, even Twitter!). Compared to where Instagram was in its 6th year, TikTok got the same number of users in under three years.
What does this mean for your reach? Basically, your chances of reaching your target audience on TikTok will likely continue to grow, while on IG, it may plateau.
Algorithms. Not seeing the content you want. Fighting to get seen. Need I say more?
And it’s a given that the more people spend time on the app, the more they’re likely to discover your biz. It comes down to basic math at that point! Users spend an average of 52 minutes per day on TikTok, versus 29 minutes on Instagram.
People find videos on the “For You Page” on TikTok, and that doesn’t always have people you follow. In fact, most of the content isn’t from anyone you follow, but it is content generated based on your specific interests and how you use the app.
So, essentially, your FYP is full of content you want to see from people similar to those you follow (don’t worry — there is a separate feed for those you follow so you can still see their content!).
You’ve got a much better chance of reaching new people on TikTok than you do on Instagram (seriously, what’s even going on with the feed these days?!). So if you tap into your ideal audience’s interests, you’ve got a solid start to your content strategy.
Obviously, this is just my opinion, but I find myself less drained after creating content on TikTok versus Instagram. I feel like I see better results, which causes less frustration and mental strain, which means I have more creative energy to keep on making content.
I also feel like you can be a lot more creative on TikTok than on Instagram. TikTok still has trending audio/trends in general like Instagram, but the trends pop up much faster, meaning you’ve got more opportunities to find one you actually enjoy doing.
You know that building a brand — and maintaining that brand — is a key part of driving sales in your online shop. But keeping that brand solid when you’re trying to do many things at once — like showing up on social media, building an email list, etc. — can get tough to manage.
Thankfully, showing up on TikTok is a great way to keep up the good branding online. You can easily build a relationship with your audience, show off your offers, and create engaging content that’s #relatable.
If you want to learn “how to TikTok” from yours truly, make sure you’re on my email list. I’ll be announcing a TikTok challenge soon. Drop your name and email below and you’ll be the first to hear about it!