Is TikTok the new Instagram?

Is TikTok the new Instagram?

tiktok app on a phone
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If you Google “Instagram Declining” you’ll discover a new topic percolating.

This seems to happens every few years. One thing declines as another potential replacement arrives.

I was asked recently about how to increase followers on Instagram, and I thought thought, “why?” Instagram is declining right? Well, hold on.

Is Instagram Declining?

According to Search Engine Journal there is a decline of Instagram engagement. It could mean that Instagram is become a thing of the past.

But not soon.

Here’s a graphic from the study:

The maximum average engagement rate year to date for this selection of branded accounts was 1.54% on April 15, 2019. The minimum engagement rate was 0.8% on June 23, 2019.

instagram study from
Instagram Study by

Brands (and users) are not having a great time drawing engagement. Instagram has not updated their API, or done anything to give a sign as to why this is happening.

Gary Vaynerchuk discussed how Instagram’s organic reach is done. He’s not wrong.

My opinion is that Facebook is now finished working with with brands as well. Yet brands still aren’t spending more money on ads, and this is just about the only way left to reach your audience on this platform.

So Enter TikTok

TikTok is new platform, that alone is not a new idea.

Remember Vine? It’s something like that.

Vine created massive content from creators, and made a lot of people
“internet-famous.” When Vine shut down, those creators went back to YouTube, or to whatever platform they had originally began.

The point is, it was not a monetary investment for them, but their time. The average user on TikTok spends 52 minutes on the app per day!

Observe the rise and decline of social media platforms from 2003 thru 2019.

Amazing how visual data brings things into perspective.

Time is the new Money

How much can you invest?

Companies are internalizing social media management roles and other creative positions.

However, there is a new problem that will show up. These are typically people that are new to these roles. Moreover, these are roles that do not work in related teams, such as in an ad agency.

In rare cases there are 2 or 3 on staff on social teams, but not at small firms with less than 10 employees.

That means collaboration doesn’t happen within the brands walls. Further, the person carrying these social media management responsibilities has to juggle all social channels, as well as research new creative ways to reach your audience. It’s a lot to ask from a single individual.

More About TikTok

TikTok takes time, creativity, and a lot of effort to reach an audience. Once you find an audience, you can then have that creative just mass produce content on whatever platform you want.

Keep in mind that TikTok offers no ad placements (yet), or any other advantage for brands other than awareness.

What trends, or platforms, are you seeing rising or declining? Are you a Gary V fan?

I'm the Co-founder and CEO at NerdBrand. I've spent over 12 years in digital advertising providing strategic direction for businesses to build better websites, brands, and messaging, with an eye for improving online presences and laying a foundation for future growth.