Instagram vs. TikTok in 2025

In today’s fast-paced digital world, social media platforms like Instagram and TikTok have become not only entertainment hubs but also powerful sales channels! For brands and entrepreneurs, using these platforms to drive e-commerce success has become more important than ever. With the rise of influencer marketing, both Instagram and TikTok have proven to be essential tools for boosting online sales. But how do these two platforms compare when it comes to influencing purchasing decisions?

Before we get started, let’s quickly touch on a marketing strategy that both Instagram and TikTok are likely to adopt - Subscription-Based Content!

For example, OnlyFans, typically known for adult content creators, has transformed into a powerful e-commerce tool for creators in various industries. Unlike Instagram and TikTok, which focus on free-to-access content, OnlyFans operates on a subscription-based model, where creators offer exclusive content behind a paywall. This makes it ideal for businesses or influencers who want to build a dedicated fanbase, offering more personalized content and direct interactions.

Why does this feel like the future? The platform's content creators earned $6.6 billion in 2023, with OnlyFans taking a 20% fee from each creator's earnings. That’s why.  

Check out what Pete Judo, a Behavioral Scientist has to say about The Psychology of Onlyfans

Another platform making waves in the shop-to-sell world is LikeToKnowIt, commonly known as LTK. This platform empowers bloggers and content creators to share purchase links for products featured in their Instagram posts, allowing them to earn a small commission with each sale.

LTK uses a combination of affiliate marketing and influencer marketing to drive sales through content-driven commerce. Influencers and content creators share product links via the platform, earning a commission for every purchase made through their links. This strategy aligns the creators’ revenue with the success of their promotions while using the trust and engagement they’ve built with their audiences. By integrating e-commerce with social media, LIKEtoKNOW.it turns organic posts and recommendations into direct shopping opportunities, creating an efficient experience for both brands and consumers.

Create Your Influence walks us through a full tutorial to uncover how to make money using LTK!  

Let's dive into what's hot in 2025 before subscription-based content and content-driven commerce fully take over!  

Instagram - The Ultimate Platform for E-Commerce Success

For brands wanting to grow their e-commerce sales, Instagram has been a top choice for a while. With its visually-driven format, it’s the perfect platform for showing off products in a polished and arranged manner. Here are some of the ways Instagram drives sales:

1. Shoppable Posts and Stories: Instagram has developed integrated features like shoppable posts, allowing users to purchase products directly from photos and videos. This easy shopping experience reduces friction in the buying process, leading to more conversions!
2. Influencer Partnerships: Instagram remains a go-to platform for influencer marketing, where influencers can showcase products to their loyal followers. The trust influencers have built with their audiences often leads to higher engagement rates and higher sales.
3. User-Generated Content: Brands on Instagram often encourage users to share their very own experiences with their products. User-generated content builds social influence showing potential customers that real people trust and love the brand, driving more purchases.
4. Targeted Ads: Instagram’s strong advertising platform allows brands to serve highly targeted ads based on users' interests, demographics, and behaviors, ensuring that the right people see their products at the right time.

Learn With Shopify teaches us what’s in store for 2025 on Instagram - take a sneak peek here

TikTok - The Viral Selling Machine

TikTok, the short-video platform that exploded in popularity, has  become a powerful force in the e-commerce world. TikTok's power lies in its ability to create viral trends and inspire immediate purchases. Here's how TikTok influences e-commerce:

1. TikTok Shopping: In recent years, TikTok has rolled out e-commerce features like in-app shopping, allowing users to purchase products without leaving the platform. The addition of TikTok’s “Shop Now” feature in videos and live streams brings e-commerce to the forefront.
2. Viral Content and FOMO: TikTok’s unique algorithm prioritizes organic reach, helping even new creators and brands to go viral. If a product goes viral on TikTok, it can lead to massive sales boosts, thanks to the platform’s “Fear of Missing Out” (FOMO) effect. Users may rush to buy what’s trending to be part of the buzz.
3. Influencer and Creator Collaborations: Influencers on TikTok often create engaging, authentic content that connects with their audience. Brands can tap into this by collaborating with TikTok creators to drive awareness and sales through entertaining or educational videos. These creators often add a personal touch that connects well with the TikTok community.
4. Hashtags and Challenges: TikTok thrives on trends, hashtags, and challenges. Brands can capitalize on these viral elements by creating branded challenges that encourage user participation. This can generate a huge amount of engagement and drive traffic to their e-commerce stores.

As a self-proclaimed Chipotle enthusiast, Dobrik partnered with the brand to launch the #LidFlipChallenge. This campaign encouraged users to flip a Chipotle lid in a creative way

Comparing Instagram and TikTok 🤔 What’s Best for Your E-Commerce Strategy?

Both platforms have unique features that can help brands drive sales, but choosing the right one depends on your business, audience, and goals.

Who Your Audience Is:

• Instagram has a broader demographic, with a more established user base across all age groups, making it ideal for businesses with a wide target audience.
• TikTok’s user base is younger, with a focus on Gen Z and millennials. TikTok could be a goldmine for driving sales if your target market falls within these age groups.

https://www.youtube.com/watch?v=XXQHftBYeFE

Learn from Craig Groeschel a New York Times bestselling author and Podcast Host about generational differences with Jason Dorsey, a generational expert  

Content Style:

• Instagram is a visual-first platform that pushes static images, short videos, and curated content. If your products benefit from high-quality imagery and storytelling, Instagram is a great choice!
• TikTok, on the other hand, thrives on short, snappy videos that entertain and engage. TikTok is more casual and playful, which can be an advantage if your brand wants to showcase a fun and lighthearted image.

Ads and Sales:

• Instagram's shopping tools and ads are well-established, making it easier for businesses to drive conversions directly from the platform.
• TikTok's advertising features are still evolving, but its organic viral nature means that content can generate significant sales without a large advertising budget.

Influencer Marketing:

• Instagram has a more structured influencer ecosystem, with a wide range of established influencers across various niches. It’s ideal for longer-form partnerships that focus on brand consistency.
• TikTok’s influencer scene is often more spontaneous, with viral trends driving sales. If you’re looking for creative and out-of-the-box collaborations, TikTok influencers are often more experimental and dynamic.

Which Platform Should You Choose?

The decision between Instagram and TikTok comes down to your brand’s personality, product type, and the audience you want to reach. If your business grows on visual content and you want to build long-term relationships with influencers, Instagram is likely your best bet. However, if you want to tap into the viral energy of trending products and reach a younger, trend-focused audience, TikTok could be the game-changer.

For many businesses, the answer isn’t choosing one over the other. Integrating both platforms into your marketing strategy can help you use the unique strengths of each. With Instagram's polished aesthetics and TikTok's viral potential, you can create a powerful e-commerce strategy that resonates across multiple touchpoints.

Khabane "Khaby" Lame is a Senegalese-Italian influencer who literally created his career on social media! Check him out here  

Let’s bring it all together and check out what’s in our cart 😉 ready to move forward with everything we’ve gathered? Check out our latest blog The Future of Shopping and Find out more about Scrolling Media!  

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