Social media twins

For some time now, Instagram has been facing some fierce and fast growing competition as it’s trying to capture some of the magic that makes TikTok so popular. The platform is now also pushing more and more video content that is automatically uploaded as Reels. Platforms are increasingly copying each other to see what works and what doesn’t. What does this mean for your social strategy?

The endless scrolling doesn’t stop, and both platforms make you (accidentally) spend hours watching videos. However, TikTok has unexpectedly taken some inspiration from Instagram with its new “Photo Mode” feature. This allows users to share multiple photos just like an Instagram carousel. Social media platforms copying each other is nothing new, but what are the differences, and which platform suits your business best?

Businesses usually want to be taken more seriously on social media. TikTok is the platform where you – or others – show a more relaxed and casual side of your business. Take Gucci for instance: as a luxury high-fashion brand, the brand is not exactly associated with a platform like TikTok. However, this impression of them has changed with the #GucciModelChallenge, in which TikTok users dress themselves in different layers to mimic the signature Gucci look. The brand responded by reposting these videos on their official TikTok account. This showed a new side of them and made their brand more accessible to the youth. It is also crucial on the platform to create authentic content. Staying true to your company creates a consistent brand image and allows you to build more brand loyalty!

Although Instagram is taking more and more steps toward Lo-fi content, the platform itself still prefers high quality content. Instagram users are still more attracted to “aesthetically pleasing” content. It is also the perfect place to share stories with your followers. By posting content that your followers can identify with, you create a positive brand image and attract more new followers. Take Nike for example, they are constantly trying to connect with their followers by posting stories from different athletes. Although the athletes are spotlighted wearing Nike sportswear, the focus here is not on promoting the clothing. Instead, it is about creating content with the indirect result of selling the clothing.

Both platforms are very accessible. With a good strategy, you can experiment and see what resonates with your target audience. Then look at your results, optimize your campaign and decide which channel you want to use or add to your media mix.