Instagram vs. TikTok: Which Platform Drives More Engagement in 2025?

Let’s face it! TikTok and Instagram have become the two social media platforms that attract the most customers and have higher chances of driving sales for businesses. 

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So, since social media apps are now used daily by potential customers, it’s important to have a good marketing strategy that can be applied to both Instagram and TikTok

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But first, let’s dive into which one is able to drive more social media engagement for businesses in 2025. In this article, you will find a comprehensive evaluation of both social media platforms in order to determine which one best fits your brand’s needs and marketing desires. This way, you’ll know for sure how to establish a successful social media strategy!

We must admit that the audiences of these two platforms are different, even if they can sometimes overlap. 

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The TikTok social media app has a lot more younger audience, with Gen Z representing the majority of users. So, the TikTok audience has a range between 18-24 and 24-34 years. Compared with Instagram, it has an older audience of users. 

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But it should be mentioned that even if social media and marketing specialists say that TikTok and Instagram have different audience ranges, various reports state otherwise. Reports say that 31% of Instagram users are aged between 25 and 34, while TikTok for the same age range has a percentage of 32.5%. For the younger audience between 18-24 years old, TikTok has a percentage of 38.5%, while Instagram has 31%. 

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The significant differences between these two social media apps come in availability in different countries. TikTok is available to use and post in only 150 countries worldwide, while Instagram's social media platform can be used in 170 countries. 

The growth rate for this social media app is considered to be a fast one because videos that offer information about new products or promotions in different niches have a higher chance of attracting young users. 

In TikTok, the most successful niches are technology, fashion, beauty, and lifestyle, because they post engaging content that is able to fulfill the user’s interests. So, brands and businesses can grow fast using catchy content. 

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It’s important to know as a business that your video posts are being displayed for a larger audience that doesn’t necessarily follow you. These users want to see almost every day authentic video content. 

We must admit that the Instagram social media app is now a platform that has billions of daily active users, which can easily grow your sales using the right strategies. If you want to sell more on Instagram, keep in mind that this social media platform has a wider target audience, which is mainly interested in niches such as fitness or travel. 

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Instagram offers the opportunity to promote and sell your products through different content formats, such as stories, carousels, or reels, that significantly increase the chances of attracting potential customers. 

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Also, this social media app offers the opportunity to have paid advertisements in order to reach a larger target audience and increase the chances of selling your products. By implementing Instagram paid ads in your marketing strategy, you will see that your customers will become loyal and will surely repeat their purchases. 

When speaking about the audience range, TikTok continues to be a dominant social media platform among Gen Z users, especially for ages between 13 and 24, while the Instagram social media app is being used mainly by Gen Z, along with millennials, with an age range between 18 and 34. 

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The content format is slightly different from one platform to another, and now users tend to consume more short-form video content with a video length of 15 seconds to a maximum of 10 minutes. However, Instagram offers more types of content, from carousels, reels, traditional posts, and live content, which offer more chances to attract potential customers. 

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But keep in mind that, in terms of organic reach, probably the TikTok social media app stands out more because, thanks to the “For You Page” feature, brands and businesses can become viral very fast and reach an audience that doesn’t necessarily follow the brand’s account.

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For e-commerce businesses, it seems that Instagram remains the top preference because it offers the opportunity to create more engaging ads using the Meta advertising tools. 

It’s important to remember that each of these two platforms offers impressive features that can help any business attract more customers. But, while Instagram can offer more capabilities for your niche, TikTok might not be the best option to promote certain products or services. 

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Make comprehensive research and see which one is best for your brand’s needs and goals, or choose them both and determine which one has a higher chance of recording better performances. 

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