Instagram vs TikTok for Business: How to Decide Which Is Best for You
Here’s the thing about social media. There’s just so much of it. And as a business owner or personal brand, it can be tempting to throw yourself into all of them. Instagram. X. Facebook. TikTok. Hell, even LinkedIn.
And sure, you could do them all. But take it from an ADHD social media coach… you don’t need to do all of it, all the time. Sometimes (*cough* oftentimes cough) it’s better to pick one thing, and do it well.
Each platform has its pros and cons, but today’s blog is focused on the two most popular (at least right now). I’m going to dissect Instagram vs TikTok for business, outline what each platform is best for, and share why I’ve chosen to focus my marketing efforts for myself and my clients on Instagram.
Oh - and before we dive in, it’s important to note that I’m talking about a very specific type of business in this blog. I work primarily with service providers and personal brands. I’m talking about wedding vendors, coaches, web and brand designers, copywriters, and the like. The best platform for a brick-and-mortar business or product business might be totally different, and that’s okay!
But if you’re a service based business owner who wants to be more intentional about your social media marketing, you are in the right place!
Instagram Vs TikTok for Service-Based Businesses
Instagram’s Pros and Cons
If you want to build your business based on genuine connection and relationship building, Instagram is the place to be. There’s so much more to it than just posting content. Instagram is built around interaction and gives you so many ways to start real conversations that go beyond the screen.
You’ve got all the different kinds of reels, like talk-to-camera reels, b-roll with text on screen, voiceovers, etc. (If you want to learn more about the types of reels and how to make them, read this blog!) And then you also have carousels, stories, highlights, DMs, comments, live videos, and broadcast channels.
Whatever type of service you provide, you can communicate your value and connect with your ideal clients in a way that feels natural and approachable for you. Because the platform is built around engagement, it helps you show up in front of people who are more likely to be interested in your service. And then, if they interact with you, you show up in front of them again. And again. The platform is designed to align interested people with what they want.
But on the other side, the variety of options can be so overwhelming. Not to mention the fact that it feels like they add a new option every other week! So let me be the first to tell you: you don’t have to do it all. Like I said above, you’ve got to figure out what works for you. But I get it. Even that can be a daunting task. More often than not, the number of options creates decision paralysis, which means you just don’t post at all.
(BTW, this is one of the main things we talk about in content coaching! I help you figure out what types of content you actually enjoy making and can create sustainably. Then, we build a strategy around what works for you.)
Pros & Cons of TikTok for Business
TikTok’s biggest strength is discoverability. The For You page prioritizes getting new people in front of each user, so you don’t necessarily need to have a large following for a video to reach new people. There’s almost endless opportunity for a random piece of content to take off and introduce you to an entirely new demographic.
However, while you might have a piece go viral on TikTok, the platform makes it much harder to turn that initial discovery into an ongoing relationship. I mean, how often do you see a funny video on your For You page, watch it, even engage with it or send it to a friend, and then never see that creator again? It happens all the time.
Why Instagram is Better for Service Based Businesses
Listen, both platforms can be great for your marketing. It’s not one or the other! But if I had to choose Instagram vs TikTok for business, I would pick Instagram every time. Because it all goes back to relationships.
As a service based business, you're not asking your clients to drop a few bucks on a product they’ll get in the mail. You’re asking them to trust you and invest in an experience. It’s your marketing’s job to initiate that trust and start building the relationship that will make them feel safe enough to invest in your service.
So while TikTok is great for reaching new people, your marketing needs to do more than that. Instagram gives you more opportunities to deepen relationships and show up in the same person’s feed again and again, keeping you and your service top of mind.
I won’t ever discourage you from trying your hand at multiple platforms. But as a social media coach, I think it’s important to play to your strengths. Which is why I’ve chosen to only offer Instagram strategy, content calendars, and coaching to my clients.
I’m a millennial, alright? I grew up with Instagram. I know how the platform works. I know how to create content that doesn’t just perform well, but makes you feel good about posting it. And you know what else? I actually like Instagram. It’s fun, and it has introduced me to countless people I never could have met otherwise.
I’m grateful for this platform, and I’ve seen it genuinely transform my client’s businesses. So if you want to learn how to make the most of Instagram and enjoy creating content that aligns with your business goals and your human values, I’d love to work with you! Explore the ways we can work together and inquire to learn how Instagram can help connect you to your ideal clients.
