You’ve got the brand, the vibe, and probably a camera roll full of ideas. But where do you post them—Instagram or TikTok? It’s the digital dilemma every small business owner faces. Do you go classic and curated, or hop on the hype train and chase the trends?
Let’s unpack the pros, cons, and all the “what should I even post?!” questions so you can figure out where your business truly belongs (or maybe—spoiler alert—why you might not need to choose just one).
Instagram: The Stylish All-Rounder
Instagram is the best friend who’s got their aesthetic down. It’s polished, versatile, and packed with features that help you grow your brand and look good doing it.
- Grids let you showcase your brand visually—think of it as your digital portfolio.
- Stories and highlights are perfect for behind-the-scenes peeks, daily updates, or answering FAQs.
- Reels? Yep, they’re Instagram’s way of saying, “Hey, we do TikTok too!”
- Shopping and tags make it super easy to sell products directly.
- DMs give you a direct line to your customers (or future fans).
If your audience is between 25–45 and appreciates content that’s beautifully branded, thoughtfully designed, and consistent, Instagram’s probably where they’re hanging out. It’s also great for product-based businesses, coaches, service providers, and creatives who want to build long-term trust.
TikTok: The Viral Wild Card
Enter TikTok—the rebellious younger sibling. It’s raw, unpredictable, and wildly effective if you get the hang of it.
- It thrives on authenticity, not perfection.
- Short-form video reigns supreme—educational, funny, inspirational, or just plain weird.
- Trends move fast (and sometimes make no sense), but hopping on them can mean huge exposure.
- It has a hyper-engaged audience, especially Gen Z and younger Millennials.
The magic of TikTok? You don’t need a massive following to go viral. A single 15-second video could land you in front of thousands. If your brand is playful, experimental, or has a strong personality, this might be your jam.
Do You Have to Choose?
Nope! Here’s a little secret: you can totally repurpose content.
Film one video. Edit for TikTok. Then crop, trim, and caption it for Instagram Reels. Done. (And yes, we’ve got templates in the SkillsLab shop that make that whole process easier.)
Use TikTok for top-of-funnel discovery, and Instagram to build community and close sales.
Final Thought: Choose the Platform That Fits You
You don’t need to be everywhere—just somewhere consistently. Choose the platform you enjoy using. The one you’ll actually post on. That’s where your audience will connect with you most.
And hey, whether you’re dancing awkwardly in your kitchen or posting your latest Canva design—just start. We’re here to help you show up confidently, every step of the way.