Instagram is turning up the heat in its battle with TikTok, offering bonuses, extending video lengths, and introducing new tools, all amidst TikTok's uncertain future in the U.S. For social media managers, this shift raises critical questions: How do you adapt strategies, track trends, and leverage these changes to maximize impact?
Strategic Implications for Social Media Managers
To navigate the evolving landscape of Instagram and TikTok, social media managers should:
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- Understand Platform Dynamics: Recognize that TikTok excels in fostering authentic, viral content, while Instagram offers robust monetization opportunities for polished content.
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- Monitor Platform Developments: Stay informed about legal challenges, feature updates, and policy changes affecting both platforms.
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- Customize Content Strategies: Guide creators to develop content that aligns with the unique strengths and audience expectations of each platform.
Instagram Courts Even Smaller Creators and Influencers with Paths to Monetization
A few days ago, I received a notification on my @SmartSocialSecrets Instagram account inviting me to switch to a professional account.
It promised access to monetization tools, and sure enough, I was eligible for the “Stars” program, which allows fans to tip creators. I have a small account, but other monetization options open up as your account grows —Bonuses, Subscriptions, and In-Stream Video Ads.
Bonuses offer cash incentives for posting Reels, Subscriptions enable recurring payments from fans for exclusive content, and In-Stream Ads let creators earn from ads placed during their videos.
Instagram is aggressively going after creators, even smaller ones, by offering tools that encourage deeper engagement. While intriguing, the lack of clarity about how to unlock these features highlighted just how competitive the platform wars have become.
For bands working with emerging influencers, it's good to know that even smaller accounts, if they have a strong community around them, still might be a good fit for some campaigns. Certainly Instagram thinks so.
Instagram's Bonuses vs. TikTok's Creator Fund
Instagram’s “Breakthrough Bonus” offers creators up to $5,000 over three months for posting Reels. For some top-tier influencers, these payouts can be even higher.
In contrast, TikTok’s new Creator Rewards program compensates creators 20x more than what previously offered —the old program netted around $20–$40 for a video with 1 million views.
While TikTok’s payout may seem less certain than Instagram's, the algorithm is specifically designed to encourage viral reach, often leading to higher view counts and potentially more earnings for creators.
Social media brand managers who work with influencers on TikTok and Instagram. should keep in mind how influencers monetize and build campaigns to help them grow. The best brand partnerships look to a more long-term relationship instead of a one-and-done mention. All boats rise together.
In addition to what the platforms offer, influencers, can also sell items on TikTok Shop or Instagram Shopping.
On both platforms sponsored posts, which must be tagged, get less reach and are not monetized by the platforms, so you might want to think of adding some advertising to the deal, or have influencers create copy for your owned channels.
When you reach out influencers, it's helpful to think about how they are usually monetized to make an appealing offer. Some influencers have set pricing depending on the size of their channel, but others are willing to trade experiences.
TikTok's Legal Challenges and Strategic Responses
TikTok, and by proxy it's influencer users, have faced challenges in the U.S. when Tiktok lost its appeal with the Supreme Court over free speech claims. The clock is ticking on with a 75-day deadline for TikTok to divest from its Chinese parent company ByteDance.
TikTok temporarily shut down a day earlier than required, displaying a message thanking President Trump for his efforts to keep the app operational in the U.S. By the next day, TikTok reopened, and on Inauguration Day, its founder hosted a major inauguration party.
This all happened in just one weekend!
These moves clearly indicate TikTok’s extensive efforts to align with new American leadership and navigate its uncertain future. The outgoing President Biden had already said that he would not enforce the ban. It seems that TikTok has support to stay, but creators and influencers are on edge.
For social media managers, this means planning contingencies for branded content and work with influencers, while keeping an eye on TikTok’s stability and Instagram’s aggressive push to attract creators. All of the strategies need to shift, including how we, work with influencers. They might be much more open to partnerships.
With the uncertainty of the platforms, there's an opportunity right now to work with influencers that might want to move to a new platform to hedge their bets. Working with brands aligned with them gives them visibility and also helps to grow their channels.
Content Strategies: TikTok vs. Instagram
Each platform offers unique opportunities, requiring distinct strategies:
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- TikTok thrives on raw, authentic, and trend-driven content. Challenges, humor, and unfiltered moments perform well.
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- Instagram values polished, high-quality visuals and aspirational storytelling, especially through features like Reels and carousel posts.
For social media managers, helping creators tailor their content to each platform’s strengths is critical to maximizing engagement.
Unlocking Instagram’s Monetization Features
Instagram offers various monetization tools, each with its own requirements:
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- Stars: Allows fans to tip creators; accessible to smaller accounts.
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- Bonuses: Cash incentives for posting Reels; requirements vary.
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- Subscriptions: Enables creators to offer exclusive content through recurring payments; criteria include consistent engagement.
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- In-Stream Video Ads: Revenue from ads embedded in videos; requires milestones like 600,000 watch minutes over 60 days.
Instagram regularly updates its monetization features, and you can find the latest details on Instagram's official monetization page.
Conclusion: Adapting to a Shifting Landscape
The competition between Instagram and TikTok highlights how quickly the social media landscape is evolving. For social media managers, success lies in staying informed, flexible, and strategic. By understanding both platforms’ offerings and challenges, you can help creators optimize their content and monetization strategies while navigating this dynamic environment.
The platforms may shift, but the need for great content and authentic connections remains constant. Keep adapting, keep learning, and stay ahead of the curve.