From Consumer of Content to Content Curriculum Creation

I have a weekly standing one-on-one meeting with my team member, Nerusha Appalraju . There's an obvious age gap between us, but we appreciate all that we learn from each other.

I am not a TikTok person. I tried it out several months ago and was completely overwhelmed with all. the. content. Needless to say, I closed that app and found refuge on the familiar Instagram.

When I'm not active on a social media platform I'm trying to educate partnerships marketers on, it's important that I still have an understanding of what it is, how it's used, and so on. Thankfully, that's where Nerusha comes in. She fills the gaps I left and helps me complete the picture.

During our most recent one-on-one, we discussed upcoming course topics, including TikTok. Nerusha spoke so passionately about her experience with the content she consumes on that platform and the stark differences brands run campaigns. It gave me the idea to do a Q&A with her. She spends a majority of her time working behind the scenes, and I felt it was time to get her on the stage with a spotlight. I'm excited to share some of her knowledge with you, and be on the lookout for how this is incorporated into an upcoming Partnerships Experience Academy course!

Laura: What type of content do you typically consume on TikTok?

Nerusha: I’m primarily a TikTok FYP (For You Page) scroller, so even though I follow creators whose content I enjoy, I usually stick to the FYP. I let TikTok’s algorithm do its thing, and most of the time, that’s how I discover content I like. Being on the FYP means I get exposed to trending content, but I also experience a wide variety of content categories, which I really enjoy.

Laura: What type of content do you typically consume on Instagram?

Nerusha: On Instagram, I mainly consume content from people I follow. I rarely scroll through the content on the search page or Instagram Reels. One reason for this is that Instagram’s layout prioritizes content from people you follow, with the search and Reels features located at the bottom of the app. Initially, Instagram was more about seeing, interacting with, and consuming content from people you chose to follow. In contrast, the concept of an FYP on TikTok disrupted that model, leading platforms like Instagram and YouTube to introduce shorter video formats like Instagram Reels and YouTube Shorts, especially after TikTok’s explosion during the COVID-19 pandemic.

Laura: What have you noticed about the way brands work with creators on TikTok vs. Instagram?

Nerusha: I’ve noticed that some brands have realized the importance of capitalizing on TikTok creators by leveraging their audience reach and allowing them to use their normal content creation styles in campaigns. Some brands take risks by working with creators they may not have considered on other platforms or by running campaigns that aren’t as curated as the ones you might find on Instagram. TikTok seems to give creators more freedom in how they represent a brand, while Instagram tends to require more curated content with specific briefs, adhering to the platform’s more polished aesthetic.

Laura: Why do you think there is a different strategy for each social media platform?

Nerusha: I think the difference in strategy comes down to the type of content each platform promotes. On TikTok, content that reflects real-life experiences, often in video format, resonates more with audiences. People want to see authentic, everyday life and learn from creators they relate to. Many TikTok influencers have grown their following simply by being themselves, and brands have capitalized on this by focusing on the real, everyday person’s experience with their product or service. TikTok has even become a search engine for users looking to gain knowledge about a brand or product, which drives purchases based on authentic reviews or word-of-mouth.

On Instagram, I expect to see more curated content when a brand promotes a product. The platform’s layout and features lend themselves to polished, professional-looking posts, often with specific briefs or scripts. Static posts, carousels, and Instagram Stories are the norm here, so it makes sense for the content to be more refined and thoughtfully produced.

Laura: What have you noticed about the way creators upload their content to TikTok and Instagram?

Nerusha: On TikTok, creators tend to have a more relaxed approach, with spontaneous vlogging and everyday life content performing well. This approach requires less effort and time spent on editing and posting, making TikTok a cost-effective option for creators, especially those just starting out. All you really need is a phone and a Wi-Fi connection.

Creators I follow seem to post more frequently on TikTok than on Instagram. This could be because Instagram content often requires more editing, styling, and other tools to achieve the platform’s more curated aesthetic.

Laura: What targeting capabilities stand out to you as a content consumer?

Nerusha: TikTok creators tend to have a larger following compared to their Instagram profiles, even if they started on Instagram. TikTok’s larger, more diverse audience allows brands to push inclusivity and reach a broader demographic.?

Word-of-mouth marketing and product reviews are key strategies on TikTok, and they play a significant role in converting consumers from interested to purchasing. TikTok users frequently review products or services, not just through paid campaigns but in their everyday content, which creates organic exposure for brands.

I’ve also noticed that brands often present themselves on Instagram like a catalog or storefront, guiding consumers to their websites. On TikTok, brands take a more relaxed approach, creating a relationship with their audience by collaborating with creators, following trends, and telling behind-the-scenes stories. TikTok has also become a full-funnel platform for brands, offering everything from awareness to direct purchasing, especially with its marketplace capabilities through TikTok Shop.?

Laura: Is there anything else you want to call out between the two platforms?

Nerusha: It’s much easier to gain a following on TikTok than on Instagram. Many creators I follow have significantly larger audiences on TikTok, and I’ve seen creators start on TikTok and quickly gain influencer status, converting some of that following onto Instagram.

In my opinion, brands that leverage both TikTok and Instagram in a mixed campaign approach are being smart. I’m not advocating for TikTok over Instagram, but TikTok’s larger, more diverse audience, its search engine functionality, product review culture, and full-funnel marketing capabilities make it a no-brainer for brands looking to partner with creators or gain exposure on the platform.

TikTok’s rise has disrupted the social media space, forcing brands and creators to adapt their approach to content creation in order to engage audiences in ways that resonate today.