In 2025, the battle for brand attention is playing out between two social media giants: Instagram and TikTok. Both platforms have shaped modern marketing, and both offer powerful tools for brands looking to engage audiences, tell their stories, and ultimately convert followers into customers. But when it comes to deciding where to focus your energy, the question remains: Instagram vs. TikTok—which is right for your brand?

Our team at Bleum gets this question a lot, and our experts know that the answer isn’t one-size-fits-all. Your brand’s goals, audience, and content style all influence which platform will best support your growth. In this guide, we’ll break down the strengths of each platform, compare how they support beauty and lifestyle marketing, and help you determine where your brand will thrive.

This article is designed to give you insight, clarity, and strategy. Whether you’re just launching your brand or trying to optimize your digital presence, Bleum is here to guide you to the platform (or platforms) that will give you the best return on your energy and investment.

The Evolution of Instagram and TikTok: A Brief Look

Instagram, launched in 2010, evolved from a photo-sharing app into a robust platform for creators, influencers, and brands. With features like Stories, Reels, Shops, and in-app messaging, it remains a staple for beauty and lifestyle marketing and an integral part of your brand’s core marketing strategy!

TikTok, on the other hand, exploded in popularity during the late 2010s and early 2020s by prioritizing short-form, algorithm-driven video content. Known for its virality and trend-driven nature, TikTok has disrupted traditional content creation and put raw, creative storytelling at the forefront. Recent years have seen a major uptick in the in-app shopping experience for scrollers, and brands were quick to jump at the opportunity to grow their customer base in a meaningful way.

Both platforms are incredibly influential, but the way they operate is vastly different. Understanding how they function is the first step in choosing the right one for your brand.

Audience Demographics: Who’s Watching?

One of the most important factors when choosing between Instagram and TikTok is understanding who is on each platform.

Instagram continues to have a broad user base across all age groups, but it skews slightly older than TikTok. Millennials and Gen Z both use Instagram heavily, with a strong presence of Gen X as well. It’s often viewed as more polished, curated, and aspirational.

TikTok, while initially dominated by Gen Z, is quickly growing its millennial and even Gen X audiences. It appeals to users who crave entertainment, authenticity, and unfiltered content. For multicultural beauty and lifestyle brands, this means TikTok can be a powerful space to showcase culture, creativity, and real-life results in a way that feels natural and inclusive.

At Bleum, we advise our clients to look at their core customer avatars and assess which platform those people spend most of their time on. We also help brands run analytics audits to pinpoint audience behaviors and platform performance.

Content Style and Brand Aesthetic

Instagram is still the go-to for highly curated content. If your brand prides itself on sleek visuals, cohesive color palettes, and elevated design, Instagram offers a stunning canvas. Reels have made video content more relevant on the platform, but feed aesthetics and static posts still play a major role in brand storytelling.

TikTok, by contrast, celebrates lo-fi production and spontaneous storytelling. It rewards brands that lean into humor, vulnerability, and cultural relevance. For multicultural brands, TikTok is a goldmine for content that feels personal, educational, or community-driven.

Think of it like this: Instagram is the magazine spread. TikTok is the behind-the-scenes.

At Bleum, we help brands strategize and repurpose content to fit each platform’s unique aesthetic without losing authenticity. The key is knowing how to adapt your message while keeping your core identity intact.

Engagement and Discovery: The Algorithm Effect

When it comes to discoverability, TikTok’s algorithm is unmatched. The “For You” page surfaces content to users based on interest and behavior, not just who they follow. This means even new accounts can go viral if their content hits the right note. For newer beauty brands, this can mean explosive growth overnight—something much harder to achieve on Instagram.

Instagram’s algorithm favors engagement among your existing followers. It’s great for nurturing community and showcasing your brand’s professionalism, but organic reach can be limited, especially for smaller accounts.

SEO for social is becoming increasingly important on both platforms. TikTok has leaned into searchable content with hashtags and keywords in captions. Instagram has improved its search functionality but still prioritizes user engagement and time spent on content.

Bleum works with brands to optimize their video scripts, captions, and hashtags for algorithmic performance. We analyze engagement trends and keyword data to ensure our clients get seen by the right people at the right time.

E-Commerce and Conversion Power

Instagram has heavily invested in e-commerce integration. With Instagram Shops, product tagging, and direct checkouts, the app makes it easy for users to go from discovery to purchase. If your brand relies on direct sales through social media, Instagram offers more mature tools.

TikTok has launched TikTok Shop and in-video shopping features, and though new, it has quickly adapted to a seamless e-commerce infrastructure with the same ease Instagram provides. It also excels in influencing purchase behavior. Viral product reviews, tutorials, and challenges often lead to massive sales spikes (hello, “TikTok made me buy it”).

For multicultural beauty brands, TikTok offers huge potential to drive awareness and demand. Instagram can then serve as the platform where conversion and community-building happen.

At Bleum, we create cross-platform sales funnels that start with TikTok buzz and end in Instagram conversion. It’s about meeting your audience where they are in their buying journey.

Ads and Paid Media Performance

Both platforms offer robust ad tools, but their strengths differ.

Instagram Ads are ideal for retargeting, brand awareness, and e-commerce. The Meta Ads Manager allows detailed demographic targeting and A/B testing.

TikTok Ads are better suited for top-of-funnel engagement and storytelling. They perform well when the content blends into the organic feed (a strategy we specialize in at Bleum). For multicultural brands looking to create culturally relevant, eye-catching ads, TikTok can be especially powerful.

Our agency manages social media ad campaigns across both platforms, focusing on ROAS (Return On Ad Spend), creative strategy, and audience targeting. We test content variations and track performance to optimize every dollar you spend.

Community and Brand Culture

Instagram fosters long-term relationships through comments, DMs, and content consistency. It’s great for building a tight-knit community, running brand activations, and showcasing user-generated content in an elevated way.

TikTok is all about moment-driven interaction. It moves fast, and brands have to be agile to keep up with trends and conversations. That said, it’s an incredible place to humanize your brand, connect with new communities, and participate in cultural dialogue.

For multicultural beauty and lifestyle brands, TikTok presents a stage to celebrate heritage, humor, and everyday beauty. Instagram offers the structure to showcase that story with polish and consistency.

Bleum helps brands design voice strategies and content calendars that honor their roots while adapting to the culture of each platform. Authenticity is always our top priority.

So, Which Platform Is Right for You?

Here’s the truth: it doesn’t have to be either/or.

Many successful brands use both Instagram and TikTok—but they use them differently. The key is to understand your audience, define your goals, and create a platform-specific strategy that supports your brand’s purpose.

If your brand is:

• Focused on polished visuals, product education, and direct e-commerce: Instagram might be your home base.
• Centered on personality, cultural conversation, and viral potential: TikTok might be your growth engine.
• Looking to build brand equity AND drive new discovery: Use both strategically.

At Bleum, we help multicultural beauty and lifestyle brands navigate this decision with clarity and intention. We offer platform audits, content strategy, campaign support, and creative production so you don’t have to guess what works.

Final Thoughts: Where Purpose Meets Platform

Choosing the right platform isn’t just about algorithms or trends. It’s about aligning your brand purpose with how and where your audience wants to engage.

In 2025, the beauty industry is driven by values, voice, and visibility. Whether you’re building your community on Instagram, sparking curiosity on TikTok, or doing both, your brand deserves to be seen and heard.

If you’re ready to create content that connects and converts, Bleum is here to help you lead with intention. Our team of strategists, designers, and copywriters specializes in building multicultural brands that feel as good as they look.

Reach out to Bleum to book a strategy session, or explore how we can elevate your social presence across both platforms. Let’s build something meaningful—together.