Instagram vs TikTok
Instagram has more action variety (16 actions including Reels, Carousels, Collab Posts, Stories) and higher discovery via the Explore feed; TikTok has lower friction for video creation, faster viral cycles, and slightly higher per-action value on review videos ($4 vs $3.50 for a Reel). Both platforms permit incentivized content with disclosure (#ad, #sponsored, or platform-native paid-partnership labels).
📸
- Actions
- 16
- Combined value
- $32
- Highest action
- $5.00
🎬
TikTok
- Actions
- 9
- Combined value
- $18
- Highest action
- $4.00
Instagram is best for
- Restaurants, cafes, retail with photogenic products
- Brands with an existing IG presence
- Service businesses (salons, gyms) with before-and-after content
TikTok is best for
- Brands targeting under-30 demographics
- Businesses with story-driven content (chefs, makers, founders)
- Anyone wanting fast organic reach without paid promotion
Bottom line
If your business is photogenic and your customer base skews 25+, Instagram. If your business has personality you can show on video and you're targeting under-30s, TikTok. Most coffee shops, restaurants, and salons benefit from running both.
→ All Instagram actions
Full action list with values and effort levels
→ All TikTok actions
Full action list with values and effort levels