Exploring Vertical Video Platforms: Instagram vs. TikTok

Talking about vertical video platforms, we know the first thing that pops into your mind is TikTok and Instagram reels. Businesses are presented with rather unique opportunities to showcase their brand, connect with customers, and stand out in a crowded digital space. But how do these platforms stack up against each other, and which ones will suit you the best? Let’s compare the hottest platforms: TikTok versus Instagram!

Instagram: The All-in-One Platform

As one of the most popular social media platforms worldwide, Instagram offers various features and functionalities for businesses to leverage. With its Stories, Reels, IGTV, and main feed, Instagram allows businesses to share vertical video content in various formats and lengths.


1 Diverse Audience: Instagram boasts a diverse user base, making it an ideal platform for businesses targeting a wide range of demographics.

According to Statista, these are the demographics:

  • 13-17 years old: 8%
  • 18-24 years old: 30.8%
  • 25-34 years old: 30.3%
  • 35-44 years old: 15.7%
  • 45-54 years old: 8.4%
  • 55-64 years old: 4.3%
  • 65+ years old: 2.6%

2 Integrated Ecosystem: With features like Stories, Reels, and IGTV seamlessly integrated into the platform, businesses can create cohesive vertical video content experiences for their audience.

3 Built-in Analytics: Instagram provides robust analytics tools that allow businesses to track the performance of their vertical video content and make data-driven decisions to optimize engagement and reach.


1 High Competition: Due to its popularity among businesses and creators, Instagram can be highly competitive, making it challenging for brands to stand out organically. Paid posts and ads are a must. Furthermore, “Instagram boasts a user base over 2000 million businesses actively promoting their products and services.”

2 Algorithm Changes: Instagram’s algorithm frequently changes, impacting the visibility and reach of vertical video content. Businesses may need to adapt their strategies to keep up with algorithm updates. For example, the main change in 2023 was adapting to Instagram Reels – if you don’t post them, you’re less likely to gain reach.

TikTok: The Viral Sensation

TikTok has taken the social media world by storm, quickly becoming a global phenomenon known for its short-form vertical video content. With its algorithm-driven For You Page (FYP) and emphasis on creativity and authenticity, TikTok offers businesses a platform to reach a vast audience and go viral overnight.


1 Discoverability: TikTok’s algorithm-driven FYP exposes users to a wide range of content, increasing the discoverability and potential virality of vertical video content.

2 Engagement: TikTok’s user-friendly interface and immersive video viewing experience encourage high levels of engagement, with users spending significant amounts of time on the platform. An average Tiktok user spends 95 minutes on the platform daily.

3 Trend culture: TikTok’s emphasis on trends and challenges provides businesses with opportunities to participate in viral trends, reach new audiences, and increase brand visibility.

4 Strong commerce tool: TikTok actively participates in business models as a prolonged (for some e-commerce businesses, even the only one) marketing channel. 24% of marketers say TikTok is effective for commerce and marketing.


1 Younger Audience: While TikTok’s user base is diverse, it skews younger, making it more suitable for businesses targeting Gen Z and younger millennials. While it is a perfect channel to reach Gen Z, if your marketing channels are more rigid and suitable for older audience, you might consider waiting a year or two.

2 Limited Analytics: TikTok’s analytics tools are more limited compared to Instagram, providing businesses with less comprehensive insights into the performance of their vertical video content. To be fair, though, TikTok is constantly improving in business analytics.

3 Competitive Landscape: As TikTok continues to grow in popularity, the platform becomes increasingly competitive, requiring businesses to create high-quality, engaging content to stand out.

4 Authenticity: TikTok ensures authenticity and this is the kind of content everyone is looking for. Forget polished videos and communication – you need to go out there with your brand. This also requires suitable creators to showcase your business. If you need help finding them, let us know. We have a database of hundreds of content creators that might be a perfect fit for your brand.

Choosing the Right Platform for Your Business

When determining which platform is best for your business, consider your target audience, content goals, and resources. Instagram may be preferable for businesses looking to reach a broad audience and leverage a variety of vertical video formats, while TikTok may be more suitable for those seeking to engage with a younger demographic and capitalize on viral trends.

Ultimately, the best approach may involve a combination of both platforms, allowing businesses to maximize their reach and impact across different audiences and content formats. We strongly recommend using both platforms but do not equalize them. Each one of them is a specific platform that requires different content for vertical videos. If you struggle with strategy for both platforms, send us an inquiry and we can find a perfect match of creators and strategy for each of the platforms.

Cluekit d.o.o.,
Podbreznik 15,
8000 Novo mesto

The development of the Buzztik.com platform is co-financed by the Republic of Slovenia and the European Fund for Regional Development. Buzztik connects video content creators and companies who need video content to present their brand on social media, ads or a website. With the help of a database of different video creators, the company gets content quickly and easily. The purpose of Buzztik is that companies get video content quickly and easily, and creators get the opportunity to collaborate with different brands develop their creativity, and earn.

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