Instagram vs TikTok vs Threads — Where Should Your Brand Actually Be?
Let’s be real: trying to “be everywhere” on social media isn’t a strategy — it’s a shortcut to burnout.
And unless you’re a billion-dollar brand with a team of 12 and a studio in your back pocket, spreading yourself across every platform often leads to one thing: mediocrity everywhere, mastery nowhere.
So the real question isn’t “Should we be on Instagram and TikTok and Threads?”
It’s: “Where should we be showing up with purpose?”
Let’s break it down.
📸 Instagram: The Polished Personality
Still the go-to for visual storytelling, Instagram is where your brand gets to curate its vibe. But these days, it’s not just about being pretty — it’s about being present.
Best for:
Brands with visual stories to tell (think design, fashion, lifestyle, food)
Consistency, colour palettes, and creative layouts
Showing value through storytelling, reels, carousels, and guides
What works:
Educational carousels with bold headlines
Reels that bring polish with personality
Stories that build connection over time
✅ Instagram’s formula: aesthetics + story + trust
📱 TikTok: The Chaos Generator
If Instagram is your mood board, TikTok is your behind-the-scenes reality show. Fast-paced, chaotic, and brilliantly human — TikTok doesn’t need you to be perfect. It just needs you to be present and real.
Best for:
Brands with a face or personality behind them
Quick tips, storytimes, hot takes, and lo-fi content
Jumping on trends, memes, or cultural moments
What works:
Hooks in the first 3 seconds
Unpolished behind-the-scenes moments
“Talking head” content that feels like a DM from a mate
✅ TikTok’s formula: hook + humour + human
🧵 Threads: The Group Chat App
Meta’s more chilled-out take on conversation, Threads is the voice-first cousin of your visual brand. It’s where the hot takes, shower thoughts, and day-to-day musings live.
Best for:
Brands with opinions, personality, or a strong tone of voice
Lightweight updates, running commentary, or spicy takes
Building a community without needing to “look good” doing it
What works:
One-liner insights
Friendly banter with followers
Threads (the feature, not the app name) that build conversations over time
✅ Threads’ formula: voice + connection + low-pressure posting
🎯 So… Where Should Your Brand Be?
You don’t have to be on all three.
You just have to be clear and intentional about where you show up.
Go with Instagram if your brand thrives on visuals, vibes, and slow-burn storytelling.
Go with TikTok if you’ve got personality, POV, and the confidence to show up unfiltered.
Go with Threads if you’ve got something to say — and the tone to make it resonate.
If you're a small team (or solo flyer), start with one platform you can manage well. Build trust, grow engagement, and only then think about expanding.
🎤 Final Drop: Show Up Where You Can Shine, Not Just Exist
The algorithm doesn’t care how many platforms you’re on. But your audience? They care that you’re showing up with purpose, consistency, and heart.
At Smyth Social, we help brands pick the platform that fits — and build a presence that stands out for the right reasons.
💬 Not sure where your brand belongs?
Let’s find your voice, your visuals, and your ideal platform fit.
