Instagram Vs TikTok Strategy: What Kind of Content You Should Create

June 15, 2023
10 min read
Key results: 1.1 million impressions
Pia Mencinger posing for Samsung campaign

Table of contents

In today's fast-paced digital world, social media platforms like Instagram and TikTok have become indispensable tools for businesses and influencers to connect with their target audience.

Each platform offers unique opportunities to showcase creativity and engage with followers, but the key to success is understanding the differences between Instagram and TikTok strategies. In this article, we delve into the core aspects of these strategies and reveal what kind of content you should create to maximize your impact on both platforms.

Understanding Instagram and TikTok

Before diving into the specific content strategies for Instagram and TikTok, it's essential to understand the fundamental differences between the two platforms. These differences will guide you in crafting content that resonates with each platform's audience and maximizes your chances of success.

Instagram at a Glance

  • Primarily a photo-sharing app with added features like Stories, IGTV, and Reels
  • Heavily focused on aesthetics and visual appeal
  • Wide range of content formats including images, videos, and text
  • Users typically follow accounts based on common interests or niches

TikTok at a Glance

  • Short-form video platform centered around entertainment and creativity
  • Algorithm-driven, with content discovery focused on the "For You" page
  • Rapid content consumption and an emphasis on trends and challenges
  • Users often follow accounts based on entertainment value, rather than specific interests

What Kind of Content You Should Create

Now that we've established the primary differences between the two platforms, let's dive into the specific strategies you should employ to create content that performs well on Instagram and TikTok.

Instagram Content Strategy

High-Quality, Visually Appealing Images

  • Instagram is primarily a visual platform, so make sure your images are of high quality and visually striking
  • Focus on a cohesive aesthetic that reflects your brand identity
  • Use consistent filters and editing styles to create a recognisable look

Engaging Stories and Reels

  • Leverage the power of Instagram Stories and Reels to share behind-the-scenes content, showcase your personality, and interact with your audience
  • Use polls, quizzes, and Q&A stickers to encourage engagement and gather insights about your followers
  • Keep up with current trends and challenges, but ensure they align with your brand and audience

Educational and Inspirational Content

  • Share tips, tricks, and tutorials related to your niche to establish your expertise and provide value to your audience
  • Incorporate inspiring quotes, stories, or testimonials to motivate and connect with your followers

TikTok Content Strategy

Entertaining, Shareable Videos

  • Prioritize entertainment and creativity in your TikTok content
  • Focus on creating videos that are fun, engaging, and share-worthy
  • Experiment with different video formats, such as skits, dances, or challenges

Leveraging Trends and Challenges

  • Keep a close eye on trending hashtags, sounds, and challenges
  • Participate in trends that align with your brand and target audience
  • Don't be afraid to put your unique spin on popular trends to stand out

Authenticity and Relatability

  • Embrace a more casual, authentic approach to your TikTok content
  • Showcase your personality and share relatable experiences
  • Engage with your audience through comments, duets, and stitches

Frequently Asked Questions

Q: How often should I post on Instagram and TikTok?

A: The ideal posting frequency varies depending on your goals and audience. On Instagram, aim for at least 3-4 posts per week, while on TikTok, posting at least 1-2 times per day is recommended for maximum growth.

Q: Should I cross-post content between Instagram and TikTok?

A: While it's essential to tailor your content to each platform, cross-posting some content can save time and increase your reach. However, ensure that the content is relevant and optimised for each platform's specific requirements, such as video length or aspect ratio.

Q: How do I measure the success of my Instagram and TikTok strategies?

A: Analyze platform-specific metrics like engagement rates, follower growth, and content performance to gauge the success of your strategies. Regularly evaluate your results and adapt your approach accordingly.

Q: Can I use the same hashtags for both Instagram and TikTok?

A: While some hashtags may be relevant to both platforms, it's crucial to research and use platform-specific hashtags to improve your content's discoverability.


In conclusion, Instagram and TikTok offer unique opportunities for content creators and businesses to engage with their audiences. By understanding the key differences between Instagram vs TikTok strategies and tailoring your content accordingly, you can maximize your reach, engagement, and impact on both platforms. Focus on creating visually appealing, value-driven content for Instagram and entertaining, trend-driven content for TikTok. With a clear understanding of the nuances of each platform, you'll be well on your way to social media success.

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