DIGITAL
23 de diciembre 2020
Dónde está realmente TikTok con respecto a Instagram
Durante este año 2020 se ha hablado mucho sobre el crecimiento de descargas y usuarios que ha tenido Tiktok, números impresionantes, pero que en ocasiones es necesario relativizarlos con respecto a su competidor principal, Instagram.
Escrito por: Fernando Clavijo
Para desarrollar este análisis nos podemos apoyar en la infografía desarrollada por @hypeauditor, una de las principales herramientas de análisis de influencer. Yo siempre utilizo Influencity, pero reconozco que esta también es buena. En su infografía se puede observar una serie de datos que nos van a permitir ver lo lejos que aún está TikTok de Instagram.
¿Cómo son el TOP50 de las cuentas en cada Red Social?
El top50 de las cuentas de Instagram tienen 3,9 veces más seguidores que en TikTok. Podemos pensar que los Influencer/Creadores en IG llevan más tiempo y de ahí que tengan más seguidores, pero la pregunta que nos podemos hacer es si les va a compensar disponer de dos perfiles potentes en canales parecidos y si la monetización en TikTok será como la que tienen hasta este momento en Instagram. Posiblemente la respuesta está en el target al que se dirige cada perfil.
Hay que tener en cuenta que, el perfil con más seguidores en Instagram tiene 390M (@instagram) de seguidores, mientras que en Tiktok no llega a los 100M (@Charlidamelio).
¿Dónde están los usuarios por edad en cada Red Social?
Como punto de partida, observamos que el 77% de los usuarios en TikTok están entre los 13 y los 24 años, mientras que en Instagram sobre el 88% están entre los 18 y los 44 años.
Si seguimos el hilo del punto anterior podemos pensar si desde el punto de vista comercial es interesante tener la misma presencia presupuestaria en cada red social.
En estos momentos, Tiktok por el tipo de perfil que consume su contenido podría ser una inversión de futuro de cara a las marcas, mientras que en Instagram se puede conseguir una mayor conversión, puesto que su público principal dispone de mayor poder adquisitivo.
Por este motivo, los creadores se encuentran en una encrucijada en la que pueden pensar si lo mejor es quedarse en Instagram que es donde está su masa principal de seguidores o dividir sus esfuerzos también en TikTok como inversión de futuro sobre todo entre el target entre 13 y 17 años, que es donde realmente TikTok le da una verdadera paliza a Instagram.
¿Dónde publican más los influencer?
Antes de mostrar el gráfico, el dato resultante no es ninguna sorpresa, bajo mi punto de vista, por dos motivos:
- Los influencer en estos momentos donde monetizan principalmente es en Instagram.
- Las creaciones en Tiktok son más elaboradas y para tener un alto engagement deben estar bien construidas.
No se compara lo mismo, se debería comparar Reels vs Tiktok. Pero si lo comparamos en global, lógicamente Instagram multiplica por 4 en media de publicaciones a TikTok.
Conclusiones
Como hemos podido observar, no podemos decir que Red Social es mejor, lo que sí podemos concluir es que las marcas a raíz de estos datos pueden observar como los consumidores del futuro están en Tiktok y el presente se encuentra en mayor número en Instagram, y de esta forma poder ir marcado parte de su estrategia en Social Media para el próximo 2021.
Otro aspecto del que se habla mucho es si la incoporación de los Reels en Instagram le quitará cuota de mercado a TikTok en su target principal. Personalmente lo dudo, a no ser que los creadores quieran que se vaya dando este intercambio, pero será algo que deberemos seguir observando.
SOBRE EL AUTOR
Fernando Clavijo
Director de Marketing Online
Con los objetivos claros, profesional capaz de mover todos los hilos para conseguirlos. Conversión lo llaman.
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