Wait. Instagram or TikTok? How can one choose, right? Except social media users do have a preference for which platform they prefer to spend most of their time on, to make purchases, and discover new products. Let’s quickly dive into the details of how each platform shines to their best potential.
Where users spend most of their time on?
74% of social media enthusiasts spend more of their time on Instagram (IG) compared to TikTok. When asked why, the majority responded with “most of their friends and family use that platform”, and the second highest reason being because they like the content they see on that platform.
Time spent on each platform?
Majority of Instagram users spend 2 to 3 hours on average per day on IG whereas TikTok users spend 5 hours and above scrolling on TikTok (talk about addiction!). Though as a TikTok user myself, I would admit that TikTok can be really addictive when you spend your time scrolling if you have no commitments for the day. Just an opinion, we believe TikTok would be a good place to gain brand exposure when you share something that has these qualities all in one video - helpful, relatable and is a trendy topic or place!
Most active times on Instagram and TikTok?
Instagram users are most active from 8 pm to 11 pm. Same goes to TikTok users as well.
Where users normally discover new products to purchase?
Surprisingly not surprising, TikTok surpassed Instagram by 2 respondents. We speculate this is because TikTok has a tab where you can easily access the TikTok shop feature, and TikTok allows influencers to add the “yellow bag” feature on their video where users can easily click in and purchase right away.
As compared to Instagram, influencers who are using “creator” accounts can only give brands a shoutout as they are unable to add Instagram shop buttons to their posts. It’s also easier for users to know about a new brand since every content on TikTok takes up the entire screen of a user's device, and ads appear similarly to every other content too. So when influencers boost their content as an ad on TikTok with the yellow bag, and users keep seeing the same ad with differing influencers, they are likely to be enticed to purchase the product (speaking from a user’s experience herself).
Though we would say the difference between these two platforms when it comes to purchasing items is, users who love aesthetically pleasing products and content would be more likely to purchase something from Instagram. Whereas for users who prefer something that they know will work for them, for example, a very good one is skincare, they will want to know other consumer’s opinions on the product. Influencer’s who directly speak to their audience and consistently share about the product will entice users to make a purchase! Hence, why many brands love doing TikTok live often too! To share their LIVE reviews with audiences.
Which IG and TikTok feature do users often find themselves on?
Since most of the respondents chose Instagram as their preferred platform, the majority of IG users spend most of their time on IG home (the main feed), and for TikTok users, the “for you page” tops off the rest of the TikTok features. Though, it’s worth noting that IG reels also plays a part in getting its fair share of love.
Which platform then do users end up purchasing from?
TikTok won this round by 8%. We have listed out our speculations above.
To enrich this insight even further, we got respondents to answer why they end up purchasing from their selected platform.
Majority of TikTok users went for “I have seen a lot of influencers sharing about the brand on that platform”. This strengthens our point above! The more they see your brand being advertised by differing influencers, the higher chance of them purchasing your product! The second choice was because of the easy navigation and steps to purchase the products (aka the yellow bag that links to TikTok shop!).
On Instagram, a majority of Instagram users responded with “I have the aesthetics of how the products were presented”. Which strengthens our point again on IG being the aesthetic-focused page, so the target audience is also centered on that. Though coming in second, just less than 2% respondents said the reason behind their purchase is because they have seen a lot of influencers sharing about the brand.
BONUS!
Business owners pick which platform they prefer to market their services?
TikTok won Instagram by 10% among business owners.
Though we must say if you intend to start a business and market it on IG, it will be tough as you will need to cater to aesthetics, and trends to reach a large audience. So you need to have the allocated budget if that is your way to go. But that will also mean you can market your products at a more premium price as people see IG as an aesthetics hub.
As for TikTok, it will be great for smaller businesses who want to get themselves started, conduct TikTok live often, pay attention to engagement, though views are quite easy to achieve on TikTok when you use the right keywords, hashtags and tag your location. Awareness is simpler, but gaining engagement and follower count might be a little tough. But, if you noticed, IG has more bots than TikTok at the moment. Which may explain why TikTok follower count is harder to reach.
Stay tuned on our website and check out more insights like this!