TikTok or Instagram: which platform is best suited to your influencer marketing strategy? With the rise of TikTok and Instagram's years-long leadership, this question is at the heart of brand decisions in 2025.
These two social networking giants attract different audiences and offer a variety of 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 kind of influencers should we choose in 2025? Which 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 behavior on these two platforms is more crucial than ever. Each social network attracts a distinct audience and offers diverse formats that can influence the way you interact with your potential customers.
TikTok and Instagram: a brief introduction
TikTok, launched in 2016, has quickly become a central player in the social networking sector. Its raw, 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 platform features
| Features | TikTok | |
|---|---|---|
| Content type | Short videos (15-60 seconds) | Images, videos, stories, real |
| 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 connections |
| Commitment | Very high with viral videos | High, but highly dependent on number of subscribers |
Consumer trends on TikTok and Instagram
Understanding consumer trends on these two 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, unedited content. Brands that succeed on this platform are often those that collaborate with creators who can present their products in an organic and engaging way.
Aesthetics and lifestyle on Instagram
On Instagram, users are often drawn to stylish, well-crafted content. Here, collaborations with influencers who can produce high-quality photos and videos are particularly appreciated. Visual consistency is paramount.
Influencers: Which type works best on each platform in 2025?
Each platform attracts specific types of influencer, and their impact varies according to 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 objectives.
Micro-influencers on TikTok: authentic, engaging creators
All micro-influencerswith a community of 1,000 to 100,000 subscribers, thrive on TikTok. Their audience perceives them as authentic, enabling them to build a strong relationship of trust. This type of influencer is particularly suited to 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 few subscribers can get thousands or even millions of views if his or her content is engaging.
- Creative, organic approach : Micro-influencers specialize in authentic content, often humorous or educational, which resonates with the spirit of TikTok.
- Faithful community Their closeness to their subscribers translates into high engagement rates (up to 18 % for micro-influencers vs. 2 % for the macro-influencers).
Concrete examples of successful campaigns:
- #Challenges : A sports brand can collaborate with micro-influencers to launch a dance or workout challenge with personalized hashtags.
- Short tutorials : A beauty brand may ask for authentic demos of a product, such as simple make-up or hair care.
Key benefits :
| Criteria | TikTok micro-influencers |
|---|---|
| Cost | Low, ideal for low-budget campaigns |
| Virality rate | Very high performance thanks to discovery-oriented algorithm |
| Target young people | Perfect for reaching 16-24 year-olds |
Macro-influencers on Instagram: the assurance of large-scale visibility
Macro-influencers, often followed by 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 highlighting 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 your campaigns a prestigious edge.
Concrete examples of successful campaigns:
- Product launches : A fashion brand can collaborate with macro-influencers for stylized posts, integrating complete looks with their clothes.
- Inspiring reels A travel brand can team up with macro-influencers to produce immersive videos showcasing dream destinations.
Advantages and limitations:
| Criteria | Instagram macro-influencers |
|---|---|
| Cost | High, often reserved for major brands |
| Visibility | Very strong subscriber base |
| Commitment | Moderate: around 2 to 5 % |
| Visual consistency | Excellent for reinforcing 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 | High |
| Range | Can go viral | Stable, massive exposure |
| Community interaction | Strong | Less frequent |
Tips for optimizing your collaborations with influencers
- Tailor the influencer to your objective :
- For campaigns targeting youth audiencesChoose micro-influencers on TikTok.
- For campaigns requiring premium imageChoose macro-influencers on Instagram.
- Highlight the strengths of each platform :
- On TikTok, bet on viral content, challenges (#challenges) or educational videos.
- On Instagram, focus on collaborations on stories and reels highlighting the beauty or style of your products.
- Analyze performance :
- TikTok Track video views, shares and engagement rates.
- Instagram Analyze impressions, link clicks and sales via 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 Total number of video views.
- Commitment rate Interactions (likes, comments, shares) divided by total number of views.
- Conversions Sales or desired actions derived from the campaign.
Instagram: Performance indicators
Performance indicators on Instagram include:
- Impressions The total number of times the content is displayed.
- Commitment Measured 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.
Define your target audience
Understanding who your ideal customers are is essential. If your product is aimed at young people, TikTok might be more effective. If your audience includes a wider range of ages, Instagram may be more suitable.
Marketing objectives
- Increased brand awareness Both platforms are effective, but TikTok can offer rapid exposure thanks to 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 purchasing 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 buying a product.
- 40 % social network members discover new brands through these platforms.
Building trust with influencer marketing
Influencer marketing is based 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 the right influencers
Targeting is essential. Based on your industry, our experts find the influencers who best match your brand for an authentic recommendation.
Stage 3: Monitoring and analysis
Regular monitoring ensures that your campaign stays on track. With tracking tools, you can assess performance and adjust your strategy in real time.
Conclusion
Choosing between TikTok and Instagram in 2025 mainly depends on your marketing strategy objectives and your target audience. Both platforms offer distinct advantages that can be integrated 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 ValueYourNetworkthat can guide and optimize every stage of your campaign. By adopting a results-driven approach, you can capitalize on the power of social recommendation and engaging content to achieve your business objectives.
You're an influencer and would like to collaborate with a brand on an influencer marketing campaign?
Contact us via our ValueYourNetwork instagram account so that we can offer you influencer marketing campaigns with our partner brands!
If you want to adopt a winning strategy and see concrete results, don't hesitate to contact us. to contact us to find out about the many possibilities offered by influencer marketing.