From what I’ve seen, TikTok is still amazing for reach, but Instagram has that “trust factor” when it comes to brands or businesses. I handle socials for a small café, and TikTok brought us a wave of exposure, but Instagram actually got customers through the door. I’d say experimenting on both is smart, and if needed you can always get smm services to give certain campaigns a push. For newer platforms, I’d treat them like side projects until they prove staying power.

When I check creators I follow, I notice the ones who really grow tend to repurpose content across several platforms instead of betting on just one. That way, even if an algorithm shifts overnight, they still have an audience somewhere else. It seems like spreading effort, even if unevenly, helps reduce the risk of suddenly losing momentum.