The Great Social Media Debate: Is TikTok the New Instagram?

June 25, 2024 | in Social Media

by Jessica Leite
Estimated Reading Time: 2min 5sec

In the fast-paced world of social media, platforms like TikTok and Instagram are constantly evolving to capture our attention. With TikTok’s explosive growth, many wonder if it’s becoming the new Instagram. At Active Ice Digital, we want to help your brand by crafting authentic digital connections, and here’s our take on this hot topic.

In this blog, we’ll explore whether TikTok is the new Instagram by comparing the two platforms’ features, user engagement, growth trajectories, and advertising opportunities.

User Engagement and Content Creation

TikTok: Known for its addictive short-form videos, TikTok’s users spend an average of 52 minutes per day on the app. Features like Duets, Stitch, and a powerful recommendation algorithm keep users hooked and engaged. TikTok’s viral trends and challenges offer a unique opportunity for brands to participate in the latest trends.

Instagram: With users spending about 30 minutes daily, Instagram offers a variety of content formats, including Stories, Reels, Carousels, and Single-Image Posts. It remains a versatile platform for brands to showcase their products through visually appealing posts and engaging stories.

TikTok: Where scrolling is the new cardio!

Growth and Audience

TikTok: With over 1 billion monthly active users, TikTok’s rapid growth is driven by its youthful audience, primarily Gen Z and young millennials​. This demographic is vital for brands looking to tap into emerging trends and future spending power.

Instagram: Boasting over 2 billion monthly active users, Instagram’s audience spans a broader age range. Its established presence makes it an essential platform for reaching various demographics, from teens to older adults.

Instagram: Proof that a picture is worth a thousand ads!

Advertising and Marketing Opportunities

TikTok: TikTok offers innovative ad formats like in-feed ads and branded hashtag challenges, allowing brands to engage creatively with their audience. These formats leverage TikTok’s interactive and viral nature to engage users.

Instagram: Instagram’s robust advertising options, including photo, video, carousel, and shopping ads, integrated with Facebook’s targeting capabilities, provide powerful tools for marketers​. The platform’s established influencer ecosystem further enhances brand visibility and engagement.

Advertising on TikTok: Because who needs traditional TV when you have dancing cats?


While TikTok is making waves with its rapid growth and high engagement, Instagram’s versatile platform and broad user base ensure it remains a key player in the social media landscape. By strategically utilising both platforms, brands can enhance their digital presence and connect with diverse audiences.

At Active Ice Digital, we’re here to help you navigate these platforms effectively. Contact us today to elevate your social media strategy and stay ahead of the competition.