Growing Your Business with Instagram and TikTok in 2025

How to Grow a Business on Instagram and TikTok

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Instagram and TikTok are now essential platforms for brands. Instagram boasts ~2.3 billion monthly users (nearly global scale) with a multi-format ecosystem (Reels, Stories, Carousels, Live) for building relationships, while TikTok – at ~1.12 billion MAUs – drives trends and discovery with short, viral videos. In practice, TikTok is ideal for rapid awareness (young, trend-focused audiences), whereas Instagram excels at community-building and conversions. A savvy strategy leverages both: use TikTok to test creative ideas and spark buzz, and Instagram to deepen engagement and drive sales.

Table of Contents

Instagram Marketing Strategies

Instagram’s visual-first platform rewards high-quality, diverse content. Businesses should post a mix of static images, carousels, Stories, Reels and Live videos. In particular, Reels (short-form videos) have become the workhorse of growth – one analysis found Reels reach about 36% more users than carousel posts and 125% more than photo posts, with higher average engagement. In short, prioritize short videos (under 30 seconds) as well as informative image/carousel posts that showcase products, behind-the-scenes looks or customer stories.

Scheduling strategically can boost visibility. Sprout Social research shows Instagram engagement peaks in the late-morning to early-afternoon on weekdays. In practice, test posting mid-week (Monday–Thursday) around 10 AM–3 PM to reach your audience when they’re active. For example, schedule Reels or grid posts on Tuesday/Wednesday at 10:30 AM or 2 PM, and use analytics to refine your timing. Overall, consistency is key: starting accounts often post 2–3 times per week, while larger brands may post daily. Focus on steady, quality content rather than over-posting.

Instagram Best Practices:

Content Variety: Use all formats – feed posts, Carousels, Stories, Reels and Lives – to engage followers in different ways. Reels and video content get the most reach, so incorporate product demos or fun clips. Carousels are great for step-by-step guides or storytelling.
Posting Frequency: Maintain a regular schedule (e.g. ~3–5 posts per week). Sprout Social recommends posting Monday–Thursday late mornings (around 10 AM–3 PM) for maximum engagement. Use a scheduler (like the ViralPost® tool) to hit these windows consistently.
Hashtags: Use ~3–5 relevant hashtags per post, mixing branded tags, community/niche tags, location tags and broad trends. Avoid overly generic or banned tags. Put hashtags in the caption (not comments) to boost search visibility. For example, a vegan bakery might use #VeganRecipes, #PlantBased, #YourCityEats, plus a branded hashtag.
Engagement: Respond promptly to comments and messages and encourage interaction. Use interactive Story stickers (polls, Q&A, quizzes) to engage followers. Feature user-generated content (share fans’ posts or reviews), which builds trust and community. Prompt followers with calls-to-action (“Comment your favorite flavor below!”) to spark conversation.
Influencer Partnerships: Collaborate with Instagram influencers whose followers match your target market. Micro-influencers (10K–100K followers) often yield high engagement and authentic endorsements. For example, send products to nano/micro influencers for photo or Reel reviews, or co-host giveaways. Larger influencers (100K+) can drive broad visibility, but even a well-made Instagram Reel by a mid-tier creator can bring in new followers and sales. Always align influencers with your brand values and goals.

TikTok Marketing Strategies

TikTok’s algorithm thrives on creative, short-form videos. For business growth, content must hook viewers quickly and tap into trends. The first 2–3 seconds are crucial – start with a question, bold statement or striking visual to stop the scroll. Keep most videos around 20–30 seconds (data suggests 21–34 s is optimal), and use high-quality but natural-looking production (shoot and edit in-app whenever possible).

For example, Starbucks’ official TikTok (2.0M followers) pins fun product videos to engage viewers. Brands on TikTok often use quick product demos, behind-the-scenes clips or trending dance/voiceover formats. Starbucks’ profile (screenshot above) shows how businesses can leverage engaging drink videos and trends to build a large following.

TikTok Best Practices:

Content Types: Use trending formats and audios. Participate in challenges, duet with popular creators, and apply viral sounds or filters. Educational or how-to videos (quick tips, recipes, hacks) and authentic behind-the-scenes clips also perform well. The goal is to be entertaining or informative. For example, a gym might post a 30-second workout tip with a trending song.
Post Frequency: TikTok rewards frequent posting. Aim to post at least 2–3 times per week, more if possible; many brands post daily or several times a day. TikTok itself recommends 1–4 posts per day for maximum growth. Monitor TikTok Analytics (available on a business account) to find when your audience is most active and double down at those times.
Video Hooks: Start every video with a compelling hook: a surprising fact, a dramatic reveal, or a quick motion edit. This helps retain watch time, which TikTok’s algorithm heavily favors. Finish with a clear call-to-action (like “Follow for more tips!”). Remember that TikTok videos are looped – editing smoothly so the end leads back to the start can boost replays.
Hashtags: Use about 4–6 hashtags per video to signal the content’s topic. Combine broad trending tags (#foryou, #viral) with niche-specific ones (#DIYBeauty, #VeganCooking) and any branded tag. Trending tags related to challenges or events can dramatically increase reach. For example, a small jewelry shop used a popular sound and got 275,000 views (vs their usual few hundred) by tapping into a trend.
Engage with Your Audience: Prompt viewers to comment (“Duet this!”, “Which color do you like?”). Reply to comments with video replies or duets to show up in followers’ feeds. Use TikTok Live streams to answer questions and build community. The more viewers interact (comments, likes, shares) early on, the more TikTok will boost your video.
Influencer Collaborations: Partner with TikTok creators for authentic content. Common tactics include sending free products for unboxing videos, collaborating on branded challenges, or even co-creating product lines with big influencers. For example, a brand might send a makeup kit to a beauty influencer who features it in a tutorial. Choose influencers (nano, micro or macro) whose followers match your target demographic and who naturally align with your brand voice. Influencer content on TikTok often feels candid and fun – trust creators to put their spin on it.

Instagram vs. TikTok: Differences & Integration

Instagram and TikTok serve complementary roles. Instagram is ideal for building brand trust and long-term customer relationships. Its multiple content layers (Reels, Stories, Carousels, Feed) let you nurture your audience with consistent branding, polished visuals and shopping features. By contrast, TikTok is the discovery engine of social media – it favors fast-moving, trend-driven content and can explode reach to new users quickly. In 2025, TikTok is where trends often start, while Instagram is where followers turn into customers.

Instead of choosing one platform, most businesses benefit from an integrated approach. For example, test ideas rapidly on TikTok (where the algorithm favors experimentation) and then refine top-performing videos into Instagram Reels or feed posts. A good rule: “Put new content on TikTok, then repurpose it on Instagram.” This means if a TikTok video goes viral, post a similar Reel with added context or behind-the-scenes. Conversely, your high-quality Instagram Stories or photos can be adapted into TikTok clips (using the same branding but a snappier tone).

Integration Tips:

Cross-Promote Profiles: Link to your Instagram on your TikTok bio and vice versa. Encourage TikTok followers to check out Instagram for “more photos” or shop links.
Repurpose Content: Adapt successful content between platforms. A trending TikTok video can become an Instagram Reel or Story series. Crop or re-edit longer TikTok clips for IG’s formats, or add Instagram’s creative stickers for variety.
Unified Brand Voice: Maintain consistent branding (colors, logo, messaging) but adjust style. TikTok users expect casual, fun content; Instagram audiences often expect polished photography and storytelling. Tailor the execution (and video length) while keeping the core message.
Leverage Instagram Shopping and Tags: Use TikTok to drive interest (“As seen on our TikTok!”) and funnel viewers to Instagram shopping posts or ads for conversion. For instance, after a TikTok trend video, share a Carousel post with product details and a “Shop Now” tag. This closes the loop from TikTok discovery to Instagram purchase.
Analytics & Testing: Track performance separately. Use Instagram Insights and TikTok Analytics to see what content works where. Over time, refine your content calendar based on which platform brings more engagement or sales. (For example, you might find humor sells well on TikTok, while lifestyle imagery converts on Instagram.)

Key Takeaways and Best Practices

Consistent Quality Posting: Post regularly on both platforms. On Instagram, aim for a few high-quality posts per week (e.g. 3–5); on TikTok, try daily or multiple times per week to train the algorithm.
Timing Matters: Target peak hours. For Instagram, Sprout Social finds weekdays ~10 AM–3 PM are best. For TikTok, experiment with when your demographic is online (often mornings/evenings); use analytics to refine.
Optimize Hashtags: Use a handful of relevant hashtags. On Instagram, 3–5 targeted tags per post boosts search visibility. On TikTok, include 4–6 tags (broad plus niche, e.g. #foryou plus topic tags). Update hashtag sets regularly to match current trends.
Hook Quickly: In every TikTok, grab attention in the first 2–3 seconds (intriguing visual or statement). On Instagram Reels, similarly start with an eye-catching shot. Captions should also engage – ask questions or use calls-to-action.
Engage Proactively: Respond quickly to comments and DMs on both platforms. Use interactive features (Instagram Q&A stickers, TikTok Live Q&A, polls) to involve viewers. Prompt audience participation (e.g. “comment your idea!”). Content that sparks conversation gets algorithmic boost.
Leverage Influencers: Collaborate with influencers to expand reach. On Instagram, nano/micro-influencers often drive authentic engagement. On TikTok, consider viral creators for challenges or unboxings. Use unique promo codes or takeovers to track impact.
Repurpose and Cross-Link: Don’t silo content. A winning TikTok video should be reposted (with tweaks) as an Instagram Reel. Encourage followers on one platform to follow the other. Use Instagram Stories to tease upcoming TikTok content (and vice versa).
Monitor Trends and Analytics: Stay on top of emerging trends (viral songs, meme formats) especially on TikTok. Regularly review analytics on both platforms to see which posts get traction, and double down on that content style. Adapt quickly – social media success in 2025 depends on agility.

By tailoring your approach to each platform’s strengths and keeping content fresh and engaging, your business can grow its audience, brand affinity, and ultimately sales through Instagram and TikTok in 2025.