TikTok or Instagram: Which platform is best suited to your influencer marketing strategy? With TikTok's rise and Instagram's leadership position for years, this question is central to brands' decisions in 2025.
These two social media giants attract different audiences and offer varied formats, opening up unique opportunities to engage consumers. In our study, we take an in-depth look at consumer usage and brand practices on TikTok and Instagram. What types of influencers should you choose in 2025? What content generates the most engagement? Which platform offers the best ROI for your campaigns?
Have you ever wondered which social media platform is more effective for your influencer marketing strategy: TikTok or Instagram?
The importance of social platforms in influencer marketing in 2025
With the meteoric rise of TikTok and the established dominance of Instagram, understanding consumer behaviors on both platforms is more crucial than ever. Each social network attracts a distinct audience and offers diverse formats that can influence how you interact with your potential customers.
TikTok and Instagram: A Brief Introduction
TikTok, launched in 2016, quickly became a key player in the social media industry. Its raw and creative nature encourages users to share short videos, often accompanied by music. In contrast, Instagram, which emerged in 2010, has evolved into an engaging visual platform where users share not only photos, but also videos, stories, and live content.
Key features of the platforms
| Features | TikTok | |
|---|---|---|
| Content type | Short videos (15-60 seconds) | Images, videos, stories, reels |
| Demographics | Mainly young people (aged 16-24) | Wide age range, especially 18-34 year olds |
| Algorithm | Based on user engagement and behavior | Based on interests and social connection |
| Commitment | Very high with viral videos | High but highly dependent on subscriber count |
Consumer trends on TikTok and Instagram
Understanding consumer trends on both platforms is essential to optimizing your influencer marketing campaigns. TikTok encourages authenticity and creativity, while Instagram focuses more on aesthetics and lifestyle.
The Importance of Authenticity on TikTok
TikTok users are looking for authentic, un-retouched content. Successful brands on the platform often collaborate with creators who can showcase their products in an organic and engaging way.
Aesthetics and Lifestyle on Instagram
On Instagram, users are often drawn to stylish and well-designed content. Collaborations with influencers who can produce high-quality photos and videos are particularly appreciated. Visual consistency is essential.
Influencers: Which type works best on each platform in 2025?
Each platform attracts specific types of influencers, and their impact varies depending on content formats and audience expectations. Here's an in-depth analysis to help you choose the right influencers for TikTok and Instagram based on your marketing goals.
Micro-influencers on TikTok: Authentic and engaging creators
All micro-influencers, with a community of 1,000 to 100,000 followers, thrive on TikTok. Their audience perceives them as authentic, which allows them to build a strong relationship of trust. This type of influencer is particularly suitable for campaigns that aim to engage a specific audience and generate qualitative interactions.
Why do micro-influencers dominate TikTok?
- Exceptional commitment : TikTok prioritizes content over audience size. So, even an influencer with a small following can get thousands or even millions of views if their content is engaging.
- Creative and organic approach : Micro-influencers specialize in authentic content, often humorous or educational, which resonates with the spirit of TikTok.
- Faithful community : Their proximity to their subscribers translates into high engagement rates (up to 18 % for micro-influencers compared to 2 % for macro-influencers).
Concrete examples of successful campaigns:
- #Challenges : A sports brand can collaborate with micro-influencers to launch a dance or workout challenge with custom hashtags.
- Short tutorials : A beauty brand may ask for authentic demos of a product, such as simple makeup or hair care.
Key Benefits:
| Criteria | TikTok micro-influencers |
|---|---|
| Cost | Low, ideal for low budget campaigns |
| Virality rate | Very high thanks to the discovery-oriented algorithm |
| Target young people | Perfect for reaching 16-24 year-olds |
Macro-influencers on Instagram: ensuring large-scale visibility
Macro-influencers, often with hundreds of thousands to millions of followers, are the stars of Instagram. Their expertise in creating high-quality visual content makes them ideal for campaigns promoting luxury products or services, or requiring a polished image.
Why do macro-influencers shine on Instagram?
- Massive reach : With a large subscriber base, macro-influencers ensure increased visibility for your brand.
- Expertise in visual storytelling : They know how to tell a story by combining images, reels and engaging captions.
- Premium brand image : Working with macro-influencers gives a prestigious side to your campaigns.
Concrete examples of successful campaigns:
- Product launches : A fashion brand can collaborate with macro-influencers for stylized posts, integrating complete looks with their clothing.
- Inspiring reels : A travel brand can partner with macro-influencers to produce immersive videos showcasing dream destinations.
Advantages and limitations:
| Criteria | Instagram macro-influencers |
|---|---|
| Cost | High, often reserved for big brands |
| Visibility | Very strong thanks to their subscriber base |
| Commitment | Moderate: around 2 to 5 % |
| Visual consistency | Excellent for strengthening brand image |
Comparison: micro vs macro-influencers on TikTok and Instagram
| Aspect | Micro-influencers (TikTok) | Macro-influencers (Instagram) |
|---|---|---|
| Target audience | Young, committed | Broader, but less focused |
| Content type | Authentic, spontaneous | Visual, aesthetic |
| Budget | Affordable | Pupil |
| Range | Can reach virality | Stable, massive exposure |
| Interaction with the community | Strong | Less frequent |
Tips for optimizing your collaborations with influencers
- Tailor the influencer to your goal :
- For campaigns targeting youth audiencesChoose micro-influencers on TikTok.
- For campaigns requiring a premium imageChoose macro-influencers on Instagram.
- Highlight the strengths of each platform :
- On TikTok, focus on viral content, challenges (#challenges) or educational videos.
- On Instagram, focus on collaborations on stories and reels that showcase the beauty or style of your products.
- Analyze performance :
- TikTok : Track video views, shares, and engagement rates.
- Instagram : Analyze impressions, link clicks, and sales made through shopping features.
Marketing campaign performance on TikTok and Instagram
When it comes to influencer marketing, it's essential to evaluate campaign performance on each platform to determine where to invest.
TikTok: Measuring Success
On TikTok, key success metrics include:
- Views : The total number of views on the videos.
- Commitment rate : Interactions (likes, comments, shares) divided by the total number of views.
- Conversions : The desired sales or actions derived from the campaign.
Instagram: Performance indicators
Performance indicators on Instagram include:
- Impressions : The total number of times the content is displayed.
- Commitment : Rated by likes, comments and shares.
- Click on the link Useful for campaigns redirecting visitors to a site or shopping page.
Performance benchmarking
| Indicators | TikTok | |
|---|---|---|
| Views | High and fast | Moderate but constant |
| Commitment | Very high, viral content | High, depends on subscribers |
| Conversions | More difficult to measure | Accessible via links |
How to choose between TikTok and Instagram for your influencer strategy in 2025?
Choosing between TikTok and Instagram should be based on several factors, including your target audience, your brand objectives, and the type of content you want to produce.
Defining your target audience
Understanding who your ideal customers are is essential. If your product is aimed at younger people, TikTok might be more effective. If your audience includes a wider range of ages, Instagram might be a better fit.
Marketing objectives
- Increased brand awareness : Both platforms are effective, but TikTok can provide quick exposure through viral content.
- Community involvement : Instagram excels thanks to its comments and interactions.
- Conversion and sales : Instagram could be more effective with its link options and shopping capabilities.
The power of social recommendation
Statistics show that social recommendation plays a crucial role in purchasing decisions. Here are some key figures to consider:
- 84 % of consumers trust recommendations from their peers, compared to only 14 % when it comes from brands.
- 55 % of Facebook users are influenced by their friends' opinions when purchasing a product.
- 40 % social media members discover new brands through these platforms.
Building trust with influencer marketing
Influencer marketing is built on trust. Using influencers to relay your message can humanize your brand and create an authentic connection with your audience.
How ValueYourNetwork optimizes your influencer marketing campaign in 2025
Step 1: The campaign brief
Clarity is essential. A well-structured briefing defines objectives, expectations, and expected results. With ValueYourNetwork, you ensure smooth communication between all stakeholders.
Step 2: Identify appropriate influencers
Targeting is essential. Based on your industry, our experts find the influencers who best match your brand for an authentic recommendation.
Step 3: Monitoring and Analysis
Regular monitoring ensures your campaign stays on track. With tracking tools, you can evaluate performance and adjust your strategy in real time.
Conclusion
Choosing between TikTok and Instagram in 2025 depends primarily on your marketing strategy goals and target audience. Both platforms offer distinct advantages that can be incorporated into a well-thought-out influencer marketing campaign.
TikTok and Instagram have their own audiences and formats. Micro-influencers on TikTok excel at creating authentic, viral content, while macro-influencers on Instagram are masters of visual storytelling. To maximize your ROI, choose your influencers according to your marketing objectives and target audience. Don't hesitate to diversify your collaborations to take advantage of the strengths of both platforms.
To maximize your return on investment, it's essential to work with influencer marketing experts, such as ValueYourNetwork, which can guide and optimize every step of your campaign. By taking a results-driven approach, you can capitalize on the power of social recommendation and engaging content to achieve your business goals.
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If you want to adopt a winning strategy and see concrete results, don't hesitate to contact us to learn about the many possibilities that influencer marketing offers.