PLATFORM STRENGTHS AND STRATEGIC DIFFERENCES
Here’s a quick breakdown of how Instagram and TikTok differ in purpose, audience behavior and content strategy.
INSTAGRAM
Instagram is a more personal and curated platform where followers are genuinely interested in the person behind the account.
It's a space where
The focus is on your life - followers want to see behind-the-scenes and day-to-day moments.
Users post stories, reels, and feed content, even if infrequently, and often keep a visually cohesive profile.
The algorithm favors accounts with a strong follower base - who follows you matters.
Content includes both photo and video, making it versatile for storytelling and branding.
Instagram serves as a secondary website for businesses, with an emphasis on showcasing identity and services through a curated grid.
It’s especially effective for local and service-based businesses, where relevance and audience connection are key.
Influencers on Instagram tend to build long-term relationships with their followers, making it a strong platform for brand trust, storytelling, and product integration over time.
TIKTOK
TikTok is centered around content consumption. It’s where people go to be entertained, inspired, or educated.
Unlike Instagram
Most users consume rather than create - similar to YouTube.
Content goes viral based on quality and engagement, not follower count.
The algorithm pushes videos to a broad audience, focusing on what performs well, not who posted it.
It’s video-first, although photo carousels exist.
There’s no focus on the overall grid, every post stands alone.
It’s a powerful platform for product-based businesses aiming for reach and virality.
Less strategic in branding, more about delivering high-performing, engaging content.
Influencers on TikTok grow fast by jumping on trends, creating viral moments, and engaging in challenges. Their impact can be instant but may also be short-lived, perfect for quick product boosts or campaign spikes.
AUTHOR
Lina Sallander
Influencer Researcher & Marketing Coordinator
United Influencers Sweden
lina@unitedinfluencers.se
FOR MORE INFORMATION
Jakob Wigselius
CEO Scandinavia
jakob@unitedinfluencers.se
United Influencers // ELLE Norway