Fundamentally, Instagram and TikTok differ in the way content is consumed and presented. While TikTok primarily focuses on short videos, Instagram offers a wider range of formats – from photos to stories to reels. This versatility makes Instagram a platform that is well suited for both visual aesthetics and moving image content.
Another key difference is the feed layout: TikTok relies on a vertical full-screen feed that offers users a continuous video stream. Instagram, on the other hand, presents a mix of images, videos and reels, with the main feed usually showing content from subscribed accounts.
TikTok’s “For You” page (FYP), the page that appears to users as soon as they open the TikTok app, highlights content based on their usage behavior, regardless of whether the creators are followed or not. This algorithm-based structure enables TikTok to generate viral reach even for unknown accounts, while Instagram relies more on existing networks and the Explore and Reels functions to discover new content.
TikTok dominates among GenZ
TikTok fascinates Gen Z like no other platform: According to a Statista survey from January 2024, 16 to 19 year olds make up the largest proportion at 73 percent. Among 20 to 29 year olds, the figure is 60 percent, while usage among 30 to 39 year olds drops to 48 percent. In the 40 to 49 age group, 29 percent still use the app. Among 50 to 59 year olds, TikTok usage is 13 percent and in the 60+ age group, it is nine percent.
In July 2024, according to Statista, 29.6 percent of Instagram users in Germany were between 25 and 34 years old. The second largest user group was 18- to 24-year-olds, with a share of 26 percent. The photo and video platform is used by slightly more women than men: 53 percent are female users. In total, around 33.8 million people in Germany used the social media network Instagram. 16- to 19-year-olds were not included in this study, which is why no precise comparison can be made here. In June 2022, however, 78 percent of 16- to 19-year-olds surveyed still said they used Instagram.
Influencer marketing and sales: TikTok or Instagram?
The choice between TikTok and Instagram for influencer marketing depends largely on the target group. TikTok is particularly well suited to addressing a younger audience, especially Gen Z. Due to the high level of engagement and viral-driven trends, brands and influencers can quickly build reach here. TikTok also offers numerous sales opportunities such as in-feed videos, live streams and shopping features directly in the app.
Instagram has long offered established e-commerce tools, such as product tags in posts and reels as well as shopping ads. The Creator Marketplace makes it easier for influencers and brands to collaborate. Instagram is particularly attractive for influencers when it comes to long-term partnerships and high-quality content. However, competition is comparatively high there, which means that attention must be paid to the outstanding quality of the content. Images should be aesthetically and qualitatively appealing and stories as captivating as possible. Followers should therefore not have the feeling that the influencers want to sell something; rather, an emotional connection should ideally be created.
Anna Lena Hartmann
Anna Lena Hartmann (alh, born in 1997) has been a working student at absatzwirtschaft since August 2023. Raised in the green heart of Germany, she now lives in Leipzig to study German. Before that, she spent several years at the law faculty of the Friedrich Schiller University in Jena. Her broad range of knowledge and interests cover topics such as sports, business and health.
