The Battle for Creators: Instagram vs TikTok



Jul 17, 2023 • 4 min read


The Battle for Creators: Instagram vs TikTok

In the world of social media, two platforms have emerged as powerhouses for creators: Instagram and TikTok. While initially seen as competitors vying for the attention of creators, the current landscape suggests that most creators are dividing their time between these two platforms rather than choosing one over the other. The reason for this can be attributed to the similarities and unique differences that both platforms offer.

One of the main reasons why creators prioritize Instagram over TikTok is the platform's longevity and cultural significance. Instagram recently celebrated its 10th anniversary, solidifying its position as a staple in our digital culture. It has become a platform that spans across generations, with users of all ages utilizing its features. On the other hand, TikTok is undeniably geared towards the younger generation, specifically Generation Z. This age divide plays a significant role in creators' decision-making process.

Despite their similarities, both platforms have managed to maintain distinct differences that appeal to different types of creators. Instagram continues to innovate and introduce new features, such as Reels, to keep creators engaged. This constant evolution requires creators to constantly adapt and learn, which can be time-consuming. On the other hand, TikTok excels in terms of user-friendliness when it comes to creating short-form videos. The ease of use on TikTok is a major advantage for creators who prioritize efficiency in their content creation process.

In addition to the battle for creators, customer loyalty is another crucial aspect that brands and businesses need to consider. Statistics from a 2017 edition of customer loyalty studies shed light on the factors that influence brand loyalty. Building trust is one of the most crucial elements in gaining customer loyalty, with 58% of adults stating that they don't trust a brand until they have seen real-world proof. This emphasizes the importance of authenticity and transparency in brand messaging.

Creating a personal connection with customers is also vital for building loyalty. A survey revealed that 62% of high-income consumers consider having a personal relationship with a brand as a factor in their loyalty. This highlights the significance of brands going beyond transactional relationships and fostering genuine connections with their customers.

Price and value are the top drivers for customer loyalty, with 92% of loyal customers ranking them as the most important factors. This is followed by product/quality at 79% and variety/selection at 71%. Brands need to ensure that they offer competitive pricing, high-quality products, and a diverse range of options to meet customer expectations.

Addressing customer concerns and feedback is crucial in maintaining loyalty. A staggering 57% of consumers listed "having a negative review unaddressed while continuing to receive offers for similar products" as a top reason for breaking up with a brand. This highlights the importance of actively listening to customers and taking prompt action to address their concerns.

Different age groups also display varying levels of brand loyalty. A majority of millennials, 69%, indicated that they always or often choose the same brand when making a major purchase. This is slightly higher than Gen-Xers at 58% and Boomers at 56%. Understanding these generational differences can help brands tailor their marketing strategies to effectively target their desired audience.

When it comes to loyalty programs, convenience plays a significant role. 53% of Americans participate in loyalty programs because of their ease of use. Brands should focus on providing a seamless experience for customers, making it effortless for them to engage with loyalty programs and reap the benefits.

In terms of loyalty program preferences, discounts and offers are the top choice for 82% of consumers. This is followed by free products at 77% and free services at 66%. Brands should consider these preferences when designing their loyalty programs to ensure maximum engagement and satisfaction.

Lastly, customer retention is crucial for long-term success. An astonishing 82% of consumers who returned an item were repeat customers. This highlights the importance of providing excellent customer service and ensuring a positive experience throughout the customer journey.

To conclude, the battle for creators between Instagram and TikTok continues to evolve. While most creators divide their time between these platforms, each platform offers unique advantages that cater to different types of creators. Additionally, customer loyalty plays a crucial role in brand success. Building trust, creating personal connections, and addressing customer concerns are key factors in fostering loyalty. By prioritizing these aspects and providing a seamless experience for customers, brands can secure long-term customer loyalty.

Actionable Advice:

1. Embrace the strengths of both Instagram and TikTok as a creator. Use Instagram's longevity and cultural significance to reach a wider audience, while leveraging TikTok's user-friendly features for efficient content creation.

2. Prioritize customer trust and authenticity. Showcase real-world proof and engage in transparent communication with your audience to build trust and foster loyalty.

3. Design loyalty programs that prioritize convenience and offer attractive incentives. Focus on discounts, free products, and services to drive customer engagement and retention.


- Digiday Japan

- Customer Loyalty Statistics: 2017 Edition


  1. "インスタとTikTok、クリエイター争奪戦はひとまず沈静化:「数カ月前とは違う雰囲気」 | DIGIDAY[日本版]", (Glasp)
  2. "Customer Loyalty Statistics: 2017 Edition", (Glasp)

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