Instagram vs TikTok Hits

You don’t need to post completely different content on Instagram and TikTok
but you do need to understand how each platform speaks.

Because what goes viral on one… can flop on the other.

You might have noticed it yourself.

That perfectly edited reel that performs on Instagram barely gets reach on TikTok. Or that raw, funny clip that blew up on TikTok looks out of place on your Instagram grid.

Here’s what we know.

Instagram speaks to followers.

Your content is shown to people who already know you or
follow pages that look like you.

So Instagram rewards creation: planned shots, consistent visuals, aesthetic storytelling.

You’re curating a brand. And every post fits the grid.

TikTok speaks to strangers.

Your content is shown to people who don’t know you but might relate to your moment.

So TikTok rewards connection: voice notes, reactions, unfinished thoughts.

It’s not how you say it, it’s what you say.
It’s not about the filter, it’s about the feeling.

Let’s look at some exemples:

Refinds

Same creator. Same setup. Same hook:

On TikTok:

On Instagram:

Not much difference in the content, but in the views…

On TikTok – 1.2M, 400K, 240K views.
On Instagram – barely crossing 4K.

So what changed?
Not the idea. Not the face. Not the words.
The context.

The format: Quick hook. Direct tone. Feels like a message to a friend
On TikTok, it fits the flow. On Instagram, the same post feels out of place.

Trip BFF

On Tik Tok:

On Instagram:

See the difference?

TripBFF on Instagram looks like a travel dream.
Soft colors, clean edits, perfect horizons.
Each post feels like a digital postcard.

TripBFF on TikTok is chaotic, in a good way.

Backpack straps, airport naps, random friendships.
You hear the noise, feel the motion, sense the realness.
It’s not showing off the trip it’s living it.

So, what can you do?

On Instagram → make it look good.
On TikTok → make it feel real.

Post the same story twice:

once for the world you built,
and once for the world that hasn’t met you yet.