What is the Most Successful Content for TikTok, Instagram and Twitter?

The abundance of social media platforms has created many opportunities for brands and creators alike. Twitter, TikTok and Instagram represent three of the most popular sites that can be used to target consumers and find an audience, but each platform requires a unique approach.

With all of that having been said and now out of the way, it is important to note that TikTok might be the most distinct of the lot. It might not even be a traditional social media platform in the strictest sense of the term. Rather, TikTok is a short form video streaming platform, which may make your approach somewhat different than might have been the case otherwise.

Around 60% of consumers stated that they want any and all content that they find on TikTok to contain at least some kind of humor. 45% said that they desire creativity, and 37% are looking for content that can help them to unwind and relax.

Brands can leverage these requirements to create content that will resonate with TikTok audiences around the world. For example, Marks and Spencer has been able to attract much younger crowds than it is usually associated with thanks to their TikTok persona.

Unlike other platforms, TikTok users actually prefer content that doesn’t seem all that polished. This gives the videos an air of authenticity and it fits into TikTok’s vibe as a less serious social media platform with all things having been considered and taken into account.

Twitter might seem like it has a similar framework at first glance, but in spite of the fact that this is the case, Twitter users don’t prefer humor as much as TikTok users. Rather, the single biggest priority for Twitter users as far as their content is concerned is that they want it to be informative. 53% of these users agreed that this was the most important thing for Twitter content.

36% also said that the content should be relevant, with humor getting relegated to third place with just 33%. Creativity also seems to matter less on Twitter than on TikTok, with 31% as compared to 45% for the Chinese social media platform. There has also been a shift in Twitter’s content preferences over the past year. Inspirational content fell from the rankings, with community driven content taking its place.

Over in Instagram’s corner of the internet, things look quite different. 29% of Gen Z said that Instagram is their platform of choice, which makes it crucial for brands that are trying to target the younger crowd.

Much like TikTok, humor is highly praised on Instagram, although it got 50% instead of TikTok’s 60%. Creativity ranked second once again with a one point lead over TikTok with 46%, but informative content outranked relaxing content which makes Instagram not exactly the same as TikTok.

22% of Instagram’s users prefer brands that seem like they are on top of the latest trends. That can be an important factor for companies that are trying to boost their image and form a proper brand identity. Maintaining a presence on all of these platforms is now critical for any brand that wants to succeed and secure a place in the consumer consciousness.


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