There’s no doubt that TikTok is one of the biggest social media platforms on the scene. In just a few short years, it’s amassed a massive following and become a go-to platform for influencers and celebrities alike.
But what is it about TikTok that makes it so appealing to people and why do so many influencers prefer it over other social media platforms?
Let’s do a deep dive and explore the reasons.
As you go through this post, you’ll understand TikTok’s appeal and strengths and you’ll know how to leverage them for your business goals.
Here are 5 reasons why influencers prefer TikTok and not Instagram.
1. TikTok appeals to the Younger Generation
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Users between the ages of 18-24 formed the majority, 34.9%, of TikTok’s audience base in 2021.
And there are certainly many younger people active on the platform, but it’s unlikely that we’ll get any accurate information about the younger age group.
TikTok’s vast userbase among Gen Z and millennials makes it especially attractive for influencers. This is largely because many influencers themselves are young.
Influencers are also attracted to the social network because of the absence of the older adult generation. This means that their content, approaches to creating content, and more will find greater appeal than on other platforms.
The fact that so many young people are on TikTok is also important to brands. Businesses want to connect with a young audience that can purchase from them and influence purchases at home.
So, brands wanting to tap into a young working audience will work with TikTok influencers which leads to such content creators preferring to work on this platform.
2. Tiktok offers powerful analytics features
You may not realize it but the best influencers are also astute business people who use data to make decisions.
Once they start creating, influencers look at various metrics to help them decide which posts or videos are working well.
TikTok offers powerful analytics features to help influencers make informed decisions about their content. You need to have a business account to access analytics information but fortunately, creating a business account is entirely free.
Here are some of the metrics you can check on TikTok to see how your content is performing:
- Overview: This tab of the analytics dashboard includes Engagement. Where you can see your video views, profile views, likes, and comments. You’ll also see the number of followers and how much content you’ve posted.
- Content: The content tab goes more in-depth and lets you know how individual videos perform. You get information like how many plays your video got, what percentage of people watched the whole video, and more.
- Followers: You’ll learn where your viewers come from, their gender, and the times and days people are most active. You’ll also know what sounds viewers listen to! This is useful to launch on trends.
As you can see, you get some incredibly detailed information about your content performance. No wonder influencers love TikTok; they get all the information they need to make better content.
They can choose to create and publish content at exactly the right time and can personalize their sounds and language based on customer demographics and preferences.
The analytics feature is incredibly focused on understanding what works well, and this enables influencers to learn how to get more traction online.
3. Greater Creative Freedom
TikTok is the perfect platform for creative expression.
It has a unique approach where users see one video at a time. In the process, it encourages users to give more full views.
This means that an influencer’s content has a higher chance of being seen and appreciated by others. And in turn, they get inspired to be more creative.
The app also offers a great audio library and editing features, which are more advanced than those on Instagram.
TikTok also has a library of animated content and templates. There’s no need for additional animation software to create videos with a wide range of effects and animations.
TikTok influencers have greater freedom to express themselves even without any access to professional video equipment.
In fact, natural-looking content is rewarded more because it’s relatable and generates more engagement.
As a result, influencers will find it easier to connect with their audiences better.
4. More Authentic Content
Maybe it’s because Instagram has been around longer, or because its user experience is different, or it could just be its audience mix – but the content on Instagram is more refined.
Whereas content on TikTok is more raw, personal, and authentic.
TikTok also has a bigger emphasis on humor and creativity, which helps influencers create more engaging content.
It’s easier to connect with audiences on TikTok because viewers can better relate to the influencer and their content.
5. Higher Engagement Rates
TikTok is more effective at engaging audiences than other platforms. At least, that’s the conclusion from various benchmark studies.
- Statista says that TikTok influencers in the US see an engagement rate of 17.9% and 15.86% worldwide.
- Socialinsider finds that the platform has an average engagement rate of 5.10% by views, and 4.25% by followers. Instagram, by comparison, has an average engagement rate of 0.60%, and Facebook gets 0.15%.
From these numbers, it’s clear that influencers get higher engagement on TikTok compared to Instagram and other platforms.
No wonder influencers prefer TikTok. Also, micro-influencers also get views and engagement on TikTok compared to Instagram. Meaning that even newcomers can be successful on the platform.
6. TikTok has a Creator Fund
The TikTok Creator Fund is an initiative by the platform to support creators. It’s a global fund, with $1 billion allocated to it over the next three years.
That’s the reward for creating great content that resonates with the TikTok audience.
It allows influencers to monetize their content and get rewards for their efforts.
The fund incentivizes users to create even more engaging content, as good content leads to higher chances of getting rewarded.
Plus, it also encourages creators to experiment with their content and get creative, which leads to even greater engagement. For influencers, content curation is a great way to engage with followers and keep them coming back for more
While the payout varies from creator to creator, with many people getting meager payouts, it’s still a powerful draw for influencers.
In contrast, Instagram doesn’t have a dedicated fund but it does encourage influencers to get creative and collaborate. It has a Creator Marketplace that enables brands to connect with influencers. And users can link to products and make an affiliate income. These are some monetization means.
However, TikTok offers a simpler means to make money that allows influencers to focus on content creation.
These features make TikTok stand out and give influencers enough reasons to prefer this platform over Instagram.
Conclusion
To sum it up, TikTok is quickly becoming one of the most popular social media apps, and influencers are leveraging it to reach new audiences. It’s a great platform to take advantage of thanks to its resourceful discovery tool, giving content creators a chance to be noticed by many.
Brands should also pay attention as TikTok continues to rise in popularity, considering the platform’s potential as part of their marketing strategies.
However, it’s still important for them not to ignore other social media platforms such as Instagram, especially when taking into consideration some of the privacy issues surrounding TikTok recently.
There are even serious concerns about banning the app in certain countries because of security matters. In fact, the app is banned in India, and it’s not reasonable to depend on it entirely.
Despite this, the app is a powerful platform that can be used effectively by influencers and brands alike – the possibilities are endless.So, be active online and grow your audience and keep promoting your brand so that it stays at the top of their minds on TikTok and elsewhere, at the same time while building a brand identity.
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.