Instagram vs Tiktok for business growth (2025)

SZN Social
Jul 16
3 min read

Instagram vs TikTok: how to use both platforms as a brand

If you’re trying to grow your brand on social media in 2025, chances are you’re stuck on the same big question every brand faces: should we double down on Instagram, or is it time to get serious about TikTok?

Short answer? You need both but for very different reasons.

The key is knowing what kind of content works on each platform and how they fit together in your overall brand strategy.

Let’s break it down.

Instagram: Where Brands Nurture Community

Instagram has evolved massively since its early days as a purely aesthetic feed. But at its heart, it’s still a place where people follow brands they already know and like.

It’s your home base for nurturing relationships, deepening brand love, and driving conversions.

Think of Instagram like your brand’s living room. It’s where your existing audience comes to hang out, see what’s new, and stay connected.

What content performs best on Instagram?

Brand lifestyle & aspiration: Beautiful visuals still matter here, paired with storytelling that lets people picture your product in their own lives.
Community-driven posts: UGC, customer spotlights, reviews, and behind-the-scenes all keep your brand human and relatable.
Value-led content: Think carousels with styling tips, how-tos, or bite-sized education that positions your brand as the expert.
Instagram Stories & DMs: Where the real conversations and loyalty happen.

Instagram’s role in the marketing funnel

It’s less about discovery, more about building trust, fostering loyalty, and nudging people toward that checkout or booking button.

TikTok: Where Brands Get Discovered (and Entertained)

TikTok, on the other hand, is all about entertainment and search. It’s like a cross between YouTube, Pinterest, and reality TV — built for exploration, curiosity, and passing time.

Unlike Instagram, most people see your TikTok content before they ever know your brand. This means first impressions matter, and hard-sell or overly curated posts just don’t cut through.

What content performs best on TikTok?

Raw, real, unpolished: TikTok loves what you might consider “messy” for Instagram. A quick voiceover styling video on your iPhone can outperform a $10k campaign shoot.
Behind the scenes: Show how products are made, packed, or even mistakes. It feels like reality TV — people want the journey, not just the glossy end product.
Educational or search-driven: TikTok is where people search “how to style platform boots” or “best blazer outfits.”
Unique entertainment: It’s less about following trends and more about building your own consistent story, humor, or brand series that people come back for.

TikTok’s role in the marketing funnel

It’s your top-of-funnel discovery machine. It finds new people, entertains them, and draws them into your brand universe. From there, they often trickle over to Instagram for the long-term relationship.

Why You Shouldn’t Post the Same Content on Both

This is the biggest mistake brands make. They take Instagram content and repost it to TikTok (or vice versa), expecting it to work the same.

Spoiler: it doesn’t.

Instagram content is polished, branded, and often aspirational.
TikTok content is raw, story-driven, and either highly entertaining or helpful.

As you put it perfectly in the podcast:

"You can't bring your Instagram strategy to TikTok and expect it to work."

Instead, tailor your approach:

Use TikTok to draw in new audiences with entertaining, native content.
Use Instagram to nurture them, build trust, and turn them into loyal customers.

The Winning Combo: How Smart Brands Use Both

The smartest brands don’t choose between Instagram and TikTok — they let them work together.

TikTok = traffic & reach: It’s where people find you in the wild, fall in love with your story, and start following.
Instagram = connection & conversion: It’s where people feel part of your community, engage with your brand on a deeper level, and eventually buy.