TikTok vs. Instagram: A Florist's Guide to Social Media Marketing

With over a billion active users worldwide, TikTok has quickly became a powerhouse in the marketing world since its launch in 2020. 

However, it's not just TikTok that has a massive following. Instagram, the established giant with 1.3 billion active users globally, stands as another essential social media platform.

But how do these two compare when marketing your floristry business online? Let's break it down.

Audiences

• Both TikTok and Instagram attract ready-to-buy audiences that are relatively easy to market to.
• Both platforms are predominantly used by younger demographics, with most users aged 35 and under. 

Nonetheless, there are essential differences:

• TikTok's audience predominantly comprises users aged 35 and younger, with Gen Z leading the pack, followed by Millennials, Gen X, and Boomers.
• TikTok skews slightly female, with 57% of users being women.
• TikTok's popularity is global, with notable user bases in the US (135 million), Indonesia (99.07 million), and Brazil (73.58 million).

TikTok users tend to be more responsive to advertising, especially products targeting a younger demographic.

Instagram is preferred by Millennials and Gen Zers, with an audience split that's almost even between genders. Instagram users are also receptive to advertising, particularly products targeting slightly older millennials.

Aesthetic vs. Authenticity

• Instagram content often features meticulous editing, filters, and curated aesthetics, emphasising the look and feel of posts.
• TikTok content tends to be raw, unedited, and lo-fi, focusing more on the subject matter and less on visual aesthetics.

This contrast makes Instagram ideal for polished, seamlessly integrated ads that blend with native content. TikTok shines for influencer collaborations, authentic-looking ads, and original content.

It's Your Choice

Both platforms offer their own, unique marketing opportunities and your choice should align with your goals and target audience. To sum it up:

• Instagram is ideal for more polished content and influencer partnerships.
• TikTok excels with raw, authentic content, especially when targeting a younger audience.

Ultimately, there's no one-size-fits-all answer. In the rapidly evolving landscape of social media marketing, you have the power to test and decide which platform works best for your floristry business!