The Battle for Creators: Instagram vs TikTok

The Battle for Creators: Instagram vs TikTok

In the world of social media, Instagram and TikTok have emerged as the two dominant platforms for creators. However, rather than splitting the creator market into two distinct halves, most creators are finding themselves dividing their time between these two platforms. The preference for Instagram over TikTok, or vice versa, can be attributed to the fact that despite their similarities, both platforms still maintain meaningful differences.

TikTok has undoubtedly established itself as an app targeted towards the Gen Z demographic, while Instagram recently celebrated its 10th anniversary and has become a cultural cornerstone, utilized by users of all generations. Instagram continues to add new features and editing options to its Reels, causing creators to prioritize learning and keeping up with these updates. On the other hand, TikTok takes the lead in terms of user-friendliness when it comes to creating short-form videos.

The key to a successful community service lies in creating an environment that goes beyond logic. MamaRi, a community service platform, learned this lesson the hard way when their "Thank You" button feature failed to gain traction. Interestingly, it has been found that users tend to have higher satisfaction levels when they are given the opportunity to spend more time typing their responses. This goes against conventional wisdom, which suggests that shortcut features should be implemented to save time. In the realm of community services, defying logical thinking often yields positive results.

MamaRi attempted to introduce a feature where users could press a button, and a "Thank You" message with a heart would appear. However, they quickly realized that it takes individuals who can understand and follow the context to successfully operate such a feature. During the process of creating content, they discovered various genres where users might encounter difficulties. To address this, they began creating Q&A spaces that catered specifically to these genres.

One interesting insight that MamaRi discovered was the longevity of religious communities. They wanted to foster a sense of belonging and create a happy community where individuals could express themselves. Their platform offers quick and empathetic responses to questions, with an impressive response rate of 98%. MamaRi has intentionally lowered the participation threshold, allowing users to contribute even if their answers are similar to others. They focus on increasing the sense of contribution to the community, even if it may not seem significant.

When it comes to community services, the work does not end with the creation of the platform. Effective management and active user engagement are crucial. MamaRi aims to involve users intentionally in the operation of the platform. They even created a category called "Hell" instead of deleting inappropriate content. Users who violate the platform's rules are sent to the "Hell" category. This decision sparked a significant backlash, with users sending lengthy emails questioning why the feature was deemed inappropriate. MamaRi had intended to convey a sense of gratitude through the "Thank You" button, but it ended up being misinterpreted as a superficial response, similar to receiving a stamped response.

MamaRi believes in implementing seemingly illogical strategies at times, as they believe it adds depth to the platform's narrative. They consider the number of posts as a key performance indicator (KPI) and prioritize tracking post counts as an indicator of community engagement. They understand that different users have different motivations, whether it's seeking answers or engaging in grooming behavior. This complexity adds to the challenge of creating a vibrant community.

From a branding perspective, MamaRi recognizes that a community alone is not sufficient to build a strong brand. They believe that a media-centric approach is necessary. While community platforms may not be ideal for providing accurate information, they serve as catalysts for engagement and community-building.

In conclusion, the battle for creators between Instagram and TikTok is more about creators dividing their time between the two platforms rather than a clear divide between the two. The unique qualities of each platform attract different demographics, with Instagram becoming a cultural phenomenon and TikTok dominating the Gen Z market. Additionally, the success of a community service platform such as MamaRi lies in defying logical thinking and creating an environment that fosters engagement and contribution. By involving users intentionally and understanding their motivations, MamaRi has been able to create a thriving community.

Actionable Advice:

1. For creators, it is essential to understand the target audience and the unique qualities of each platform. This knowledge will help in effectively dividing time and resources between Instagram and TikTok.
2. Community service platforms should prioritize creating an environment that goes beyond logic. Allowing users to spend more time on responses and fostering a sense of belonging will lead to higher satisfaction levels.
3. When creating a community platform, it is crucial to involve users intentionally in the operation and decision-making processes. This engagement will help build a strong brand and create a vibrant community.

Sources:

• "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］"
• "愛されるコミュニティサービスは、ロジックから離れたところで生まれる　ママリの「ありがとうボタン」が受け入れられなかった理由"