TIKTOK OR INSTAGRAM? THE SMART WAY TO WIN ON BOTH

Written By Time Is Now Marketing
Most brands try to copy-paste their content across platforms, and that’s where they lose engagement, reach, and authenticity.

Both TikTok and Instagram can grow your brand, but only if you know how to use each one for what it does best.

Different platforms, different behaviors, different results.

Here’s how to play each to your advantage and boost your social media strategy.

1. TIKTOK: WHERE DISCOVERY HAPPENS

TikTok is the platform of first impressions and the heart of brand discovery nowadays. It’s where audiences find new brands, trends, and products in seconds. The algorithm rewards experimentation and personality, not polish.

Use it to show your raw side, the behind-the-scenes moments, unfiltered stories, and everyday realities of your brand.
It’s not about perfection; it’s about connection.

What works best;

  • Quick product stories (how it’s made, how it feels, how it fits).
  • Reaction-style content or duet-friendly videos.
  • Creator collaborations and user-generated content.

example;

R.E.M. Beauty uses TikTok to showcase quick “get ready with me” videos featuring new makeup products. The videos highlighted textures and application in real-time. On TikTok, it felt casual and authentic, driving discovery among skincare enthusiasts

THE goal;

Be relatable. Be real. Get discovered.

Tip;

TikTok’s algorithm favours high watch time and engagement. Use keyword-rich captions and trending audio to increase visibility for your TikTok marketing strategy.

2. INSTAGRAM: WHERE RELATIONSHIPS GROW

If TikTok is for discovery, Instagram is for depth.
This is where your community comes back to learn more, engage, and trust your brand. The mix of static posts, reels, and stories lets you go from viral moment to loyal following.

Here, visuals matter more, but so does consistency. Every detail, from your tone to your colour palette, helps tell your story.

What works best;

  • Educational or “value-first” reels.
  • Carousel posts for storytelling or mini-guides.
  • Interactive stories (polls, Q&A, or product quizzes).

example;

BÉIS does this beautifully by turning every post into part of a visual story. Their carousel campaigns often showcase a travel scenario, highlighting the bag’s features, packing clips, and airport outfits, all woven around their luggage and accessories. Each slide feels like a page from a travel diary, blending aesthetic visuals with practical details that show how the products fit into real life. It’s not just about showing the bag; it’s about showcasing the lifestyle it represents, and building trust and engagement with their community.

THE goal;

Keep your audience curious, then turn curiosity into connection.

Tip;

Use alt text and branded highlights to strengthen your Instagram marketing presence and boost discoverability.

3. HOW TO MAKE BOTH PLATFORMS WORK TOGETHER

The real power move isn’t choosing one, it’s knowing how to make them complement each other.

Start on TikTok to capture attention and spark conversation. Then move the audience to Instagram to nurture and convert.

Think of TikTok as the party where everyone first meets you, and Instagram as the after hours hangout where people actually get to know you.

How to do it;

  • Repurpose your best TikTok clips as reels, but add a caption that deepens the story.
  • Use Instagram stories to show the “making of” your TikTok moments.
  • Drive cross-platform traffic by mentioning your other handle or linking posts strategically.

example;

Stanley used TikTok to launch a short video of their colourful thermos cups showing different designs and usage in everyday settings. On Instagram they turned that same concept into a carousel featuring each colour variation, lifestyle shots, and a tag along reel that digs into the design story. By doing this they captured attention on TikTok and drove deeper engagement on Instagram.

THE goal;

Build a connected ecosystem where both platforms feed each other, one drives discovery, the other builds loyalty.

Tip;

Cross promotion helps your brand dominate multiple feeds. Encourage followers to follow your other accounts and link your profiles for better search visibility.


You don’t have to pick sides; you just need to play smarter.

TikTok gets you seen. Instagram makes you remembered.

When you use both intentionally, your content stops being random posts and starts becoming a brand experience that flows across platforms.

Create to connect. Post with purpose. Let each platform do what it does best, and watch your brand grow from both ends.

READY TO GO DEEPER? WANT TO SEE HOW PURPOSEFUL CONTENT BUILDS STRONGER CONNECTIONS AND HOW YOU CAN CREATE AN ENDLESS FLOW OF IDEAS THAT ACTUALLY MATTER? TALK TO US!

Time Is Now Marketing
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