TikTok vs. Instagram Which Is Better for eCommerce Branding?
What is Brand Personality?
Brand personality aims to prompt a specific emotional response amongst the consumer group. So, Nike’s band could be termed as endearing and sporty. On the other hand, customers would describe Ralph Lauren’s personality as classy and luxurious.
But how does one come to associate humanistic personality adjectives used to brands? Everything that a business does contributes to its personality. So, the choice of colors used in marketing to the language used for promoting the products adds to the brand’s personality. In digital marketing, branding differs according to the platforms used to convey the message.
TikTok vs. Instagram: Which to Choose for eCommerce Branding?
Instagram and TikTok have been the two top-performing social media platforms in the recent past. For branding, both platforms provide ample opportunities to connect with the audience. However, the differing factors between the brands can help eCommerce businesses choose the right platform for attaining the brand personality they want to attain.
Here we discuss those factors and their impact on branding:
· Demographics
A large part of TikTok’s audience comprises young adults or Gen Zers. Compared to this, Instagram has a diverse audience where almost a third (30.8%) of the audience is Gen Z, a second third (30.3%) is Millennials, and the last third is divided amongst other age groups.
These demographics play a huge role in the brand personality. Because if the brand wants to depict itself as cool, young, and energetic, TikTok is the right choice. However, since Instagram also has a 30.8% Gen Z audience, the eCommerce business shouldn’t miss out on the benefits of this platform too.
· Platform Personality
Both platforms, Instagram and TikTok, have their personalities. Because influencers on TikTok post hundreds of videos per week, they mostly post raw and unfiltered videos.
So, on TikTok, brands are looking to emotionally connect with the audience when they post behind-the-scenes videos, get-to-know-the-team videos, and share the entrepreneur’s journey. So, raw and authentic would be two adjectives associated with the brand’s personality if they choose TikTok as their prime marketing platform.
On the other hand, Instagram is for people who want to see picture-perfect lives and businesses. So, if the business wants to go for a polished aesthetic and attach the label “classy” to the brand, Instagram is the platform choice.
· Thematic Content vs. Organic
The type of content on both platforms differs because, on Instagram, businesses post content based on a theme. They might hire a team of graphic designers, content creators, and visual artists to develop posts and videos that match the brand colors, font, and other guidelines. If the customer visits the Instagram profile, they look for content that is carefully curated.
On the other hand, on TikTok, the look and feel of the videos is what matters. People do all sorts of things to get views, including lip-syncing, dancing, and posting raw manufacturing videos. So, they don’t necessarily have to have a graphic designer touch up on the photos and videos. And the organic videos drive the audience’s views on TikTok.
· Customer Personality
The different personalities of the platforms reflect the users’ personalities. Instagram is used by people who are perfectionists, well-organized, and visualists. TikTok is used by people who love to connect with the brand before they make purchases. It also includes those who buy impulsively after watching influencer unboxing videos and product hauls or participating in brand challenges. They are interested in the brand’s story, the people who are connected to the brand, and the challenges they have.
While both methods of attracting customers are equally good, the platform choice depends on the customer’s personality that the eCommerce brand is trying to grab.
· Product Type
The product type also plays a significant role in the personality aspects of the brand. If the product is a high-end clothing brand, Instagram is the right choice for marketing. The eCommerce brand must match the platform requirements to appeal to the audience.
But if the product is a household appliance or a haircare product by a home-based business, TikTok would be the better choice. The reason is that the product wants to seem “organic.” Secondly, the brand wants to appeal to the audience that loves experimenting with their purchases with the “TikTok made me buy it” trend.
· Business Resources
If the business has a high marketing budget, it will want to partner with influencers with a lot of reach. But if the company is small, and the entrepreneur just laid the foundation, it is better to choose a platform where they can share the business story and develop loyal customers.
So, in the first case, it is better to partner with Instagram influencers since they can reach a mass audience and an audience with high purchasing power. The business can also invest in a team that develops high-quality content for the platform.
In the second case, the business can post videos made on the phone and upload them multiple times during the day. They can show their everyday struggles, have a heart-to-heart conversation with the audience, and even share the product manufacturing process. All these elements help build trust with the audience before the business goes big and hires influencers to promote the brand.
Final Words
Branding is a huge concept to grab. If one is new to eCommerce business and branding, they need to learn a lot of marketing jargon before they make the right choices. This article helps businesses choose the right platform for the brand personality they are trying to attain or the kind of customers they are trying to attract.
All in all, both platforms are top-performing, but the choice depends on the eCommerce business, the kind of product, and the resources they have.
