Looking Beyond Instagram

Everyone knows the social media giant and marketing megalith – Instagram. What you might not realize however is that Instagram will eventually fade away. Other social media platforms will take over in terms of engagement and brand marketing.

Twitter – Not Your Best Choice

With the co-founder of Twitter, Jack Dorsey, also allotting 50% of his time to Square, his other startup, we have seen Twitter decline. Twitter’s premise didn’t leave a lot to be desired for marketing either – the set up is short quips in 150 characters or less.

This doesn’t leave much room for images, videos, multimedia content, and people interacting with your posts. 

The biggest new digital services, especially new apps, are usually created as a platform transition or a shift in consumer behavior. Facebook became popular when it did because MySpace had opened the door to the new world of social media.

Snapchat was the first to understand that photos are some of the easiest forms of communicating, and Twitter did this as well to some extent – by teaching the world how to combine social networking and texting.

Unfortunately, users view Twitter similarly to Snapchat – except without the photos. Adding on to the failed marketing of Twitter is the use of Moments. It’s a worthy try, but the premise is that TV commercials will change Twitter’s trajectory and shoot it into the stardom of Instagram. Not going to happen.

In addition to why Twitter hasn’t worked for marketing moguls, common user errors prevent the platform from being comparable to Instagram. To even gain the littlest bit of traction, you need to make sure you Tweet regularly, have a Tweeting strategy, you participate in relevant conversations, and encourage your followers. Don’t do one of these? You’re done for.

So, if not Twitter – what else?

In recent months, you might have noticed teens dancing to inaudible music in the park, your children are locked away in their rooms practicing their lip-syncing, and you were begged by your colleague at work to participate in a hashtag challenge. What’s all this about? 


This mobile video app is similar to the long-gone Vine that captured peoples’ hearts with fun and short video clips. Launched in 2016, the app currently has 500 million active users and is especially popular in the US, India, and China.

This platform’s users create fun and entertaining looping videos that last from 15 seconds to one minute long. The app also provides various split-screen effects, special features, and special effects that users can utilize to make their videos more interesting to watch. 

Why should brands join TikTok?

The number of users on TikTok and the app’s growth potential is the main reason why brands should join – especially those who have already created a mobile marketing strategy. However, some brands might still be wondering if it is worth it – after all, the majority of users are Gen-Zers.

If your target market is a younger audience, then this is the place to be. Look at how important video content is to your marketing strategy – if it is a huge part of your brand, then TikTok is where you should be.

How to market a brand on TikTok?

Now that you have decided TikTok is the next platform for you to use instead of Instagram, you need to figure out how to market your brand on the app. 

Behind-the-Scenes Look

First, take advantage of the intimate look you can get of your followers and other brands on the app – what other social media platform lets you get some behind-the-scenes view behind the content that is regularly produced on apps.

Create Unique Content

Second, use collaborations to create unique content by partnering with creators who already know the app’s ins and outs, helping you create promo videos to enhance the searchlight on your brand.

Use the Special Features

Third, duets are a type of collaborative video that lets you add a new video to an existing piece of content. The final product is a split-screen video that is a great way to boost engagement. You can also use hashtag challenges to draw in millions of users and views if you have a creative enough challenge to share. 

Paid Ads

Next, paid advertising on TikTok, although relatively new, can create successful ad campaigns on the platform. 

Connect with YouTube

Establish your brand on YouTube

Last, to market correctly in order to reach a high number of your target audience, you might consider pairing TikTok with another video platform – YouTube. 

Why you should be marketing on YouTube

Let’s cover why you would want to combine your TikTok prowess with the benefits that come from YouTube. The first is pretty self-explanatory – everyone loves video. People like watching a message, instead of reading one – a video is worth a thousand words, right?

Drive Engagement

When you are using YouTube, you’re going to have an entire library of videos. With these videos, you can upload the video files to each platform, and also embed videos into your blog posts – making your TikTok, YouTube, and personal website or blog all connected, driving more engagement to each one simultaneously.

Connect with your Audience

YouTube also has a large and diverse audience, which lets you use the right keywords and optimize your search engine. Using the right keywords, you can instantly connect with your target audience instead of just hoping your video will show up by accident. 

Reach Various Demographics

Not to mention, YouTube has very diverse demographics – which can really help TikTok marketers. Since Gen-Zers mainly use TikTok, YouTube will broaden your audience’s age range so that you can reach more people – some of which will be directly in your target audience. 

Increase your Scope

23% of YouTube users are 25-34 years old, 26% are 35-44, 16% are 45-54, and 8% are 50-64. This can broaden the scope of who you reach with your TikTok videos, especially since mobile video views are increasing across all platforms – and the average viewing session on YouTube lasts 40 minutes, which is substantial compared to other social media apps. 

Turn TikTok Followers into YouTube Subscribers

There you have it – Instagram is not the end-all-be-all in terms of marketing. By combining TikTok and YouTube, you can harness the power of each to create one successful marketing strategy. 

Leave a Comment