Maja Posavec August 16th, 2023

Instagram, TikTok, or Facebook: Choosing the Right Platform for your Digital Marketing goals

Picking the right social media platform for your business can be a bit tricky. With all the cool new stuff you can do on social media, it's important to know what you want from your digital marketing. This way, you won't get overwhelmed by too many choices. But this sounds easier to say than done. Fear not - we’ll dive deep into the most popular social media platforms and see how you can use each one of them in your business growth. 

Find your audience

To begin, let's focus on the people you're trying to reach. So, Instagram, TikTok, and Facebook were each made for specific reasons, which naturally means they attract different types of people. It's quite expected that these platforms have their own unique audiences. Let’s dive deep into the distinct audience that frequents each of these social media platforms.

Instagram audience analysis

Instagram is a hotspot for those who love visuals. It's like a virtual gallery where people share their lives through cool pictures and short videos. So, you'll mostly find younger people here who really care about how things look. People who like fashion, food, traveling, and being creative feel at home on Instagram. It's a spot where style, beauty, and artistry shine.

TikTok audience analysis

TikTok is a playground for creativity and short-form entertainment. Its audience comprises primarily Gen Z and young millennials who are always on the lookout for the next viral trend or amusing challenge. These users aren’t just passive consumers; they actively participate by creating their own videos. If your target audience craves quick, amusing, and often quirky content, TikTok is where you'll find them.

Facebook audience analysis

Facebook, often hailed as the pioneer of social media, has evolved into a diverse community hub. Its user base spans across generations, making it a virtual meeting place for family, friends, and acquaintances. The audience here is more broad-ranging, from young adults to seniors, encompassing a mix of personal connections, interest groups, and businesses. If you seek a platform where long-form content, discussions, and community building take center stage, Facebook is the realm to explore.


So, to strategically use each social media platform first you need to know where to find your audience. When you know where your audience is, you can tailor specific digital marketing goals.

Content Flexibility and Format Adaption

When it comes to choosing the right social media platform for your marketing goals, it’s important to consider the distinct content styles and post formats of Instagram, TikTok, and Facebook.

Instagram’s emphasis on arresting visuals and compelling narratives allows you to showcase your products or services in an alluring manner. If your marketing objective revolves around solidifying brand identity and captivating an audience, Instagram provides an ideal stage. Leveraging striking images, captivating videos, and immersive stories to craft a compelling brand narrative that resonates.

On the other hand, TikTok tries on fostering creativity and seizing trending opportunities. Its format, characterized by brief and dynamic content, magnetizes users seeking quick and engaging interactions, If your marketing goal entails promoting engagement through viral challenges and trend-driven initiatives, TikTok emerges as a potent platform. 

Meanwhile, Facebook adopts a holistic approach to brand presence and community cultivation, If your marketing strategy focuses on building a devoted customer base, engaging with a wide age spectrum, and delivering informative and interactive content, Facebook is the way to go. Employ a mix of posts, articles, videos, and live sessions to cultivate deeper engagement and instill a sense of belonging within your community.

Advertising Comparison: Finding Your Platform Fit

Now, let’s talk about advertising on each platform. Instagram, TikTok, and Facebook present distinct avenues, each with its own set of advantages. Here’s a breakdown to help you effectively navigate the advertising landscape.

Instagram and Facebook: The Meta Duo

Both Instagram and Facebook are under the Meta platform, offering seamless advertising solutions. By allowing the algorithm to decide where to display your ads based on user behavior, you tap into a dynamic system that optimizes ad delivery. Manual algorithm restrictions might inadvertently result in a higher cost per impression (CPM) and hinder the effectiveness of your advertising efforts. Trusting the algorithm’s discernment optimizes reach and engagement, ensuring your message reaches the right audience at the right time.

Facebook and TikTok: The Cost Factor 

In the realm of cost-effectiveness, TikTok often emerges as the more budget-friendly option. The platform’s relative novelty in advertising means less saturation and competition compared to Facebook. As a result, advertising on TikTok can yield a lower CPM, stretching your ad budget further. While Facebook’s extensive reach is unparalleled, TikTok’s affordability provides an enticing opportunity to maximize your return on investment.


Competition Dynamics

TikTok’s relatively lower competition compared to the well-established Facebook can be advantageous. With a less crowded advertising space, your brand’s message stands out more vividly, potentially leading to higher engagement and conversion rates. The freshness of TikTok’s advertising allows for a greater share of the spotlight, particularly for brands seeking a unique and less cluttered environment to showcase their product.

Exploring and Experimenting: The Test and Try Approach

The “test and try” approach is all about trying things out and learning from them. As we said before, each platform has its own special ways and the audience who use them act differently. When you start trying things out, it’s smart to think about how much each platform can bring in over time. This is where Lifetime Value (LTV) comes in. By using some of your marketing budgets to try out different types of ads, creative looks, and groups of audiences, you can see which strategies work the best for keeping customers interested and making more money in the long term. This approach doesn’t just help you get better at making ads but also helps you quickly adjust to new trends and changes in what people like.

Summing up

As you navigate the world of digital marketing across Instagram, TikTok, and Facebook, remember that each platform brings its unique strengths to the table. By tailoring your content, experimenting, and adapting to your audience, you'll chart a successful course for your marketing endeavors.

Featured image by Mariia Shalabaieva on Unsplash

Maja Posavec

Maja is a content creator and SEO expert at Lebesgue. She enjoys creating online content and making websites more visible. With her knowledge and creativity, Maja helps eCommerce businesses succeed in the digital realm through effective SEO strategies and content creation.

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