Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.
If this piece were to be written in 2016, the focus would instead be on Instagram versus Pinterest in terms of channel section. Notably, Pinterest has since moved well past its fashion roots. However, in the several years that have passed since the majority of their head-to-head competition, Instagram has outpaced in feature-set adoption and user-base growth.
This is 2021, though, so the decision on which social channel to test first comes with new considerations. Take for instance the Intellifluence Social Channel Usefulness Matrix developed in 2016.
In this matrix, Instagram would lose out on perception of professional tone and the ability to provide a detailed review for a brand. Five years later, internal campaign data shows that this is no longer the case, as channel maturation has led Instagram to be sought after as the more professional and prudent business decision. This is especially true when compared against TikTok, as the average age of TikTok skews towards median Generation Z (13 to 15 years of age).
To complete that comparison, according to Statista the dominant user base on Instagram is comprised of the youngest Millennials (25-34 years of age); the next largest group is older Generation Z, which helps to…