COMPARATIVE ANALYSIS OF VIDEO ADVERTISING BETWEEN INSTAGRAM AND TIKTOK

Abstract

Purpose - This study aims to compare the effectiveness of video advertisements on two popular social media platforms, Instagram and TikTok. Advertising effectiveness is assessed using four key indicators: ad attitude, intrusiveness, loyalty, and informativeness. Furthermore, the study investigates whether age and gender moderate the relationship between the social media platform and advertising effectiveness. Methodology - Employing a quantitative comparative approach, this study collected primary data through an online questionnaire distributed to 200 purposively selected respondents from Generation Z and Y. Respondents evaluated video ads from either Instagram or TikTok. Data were analyzed using descriptive statistics, MANOVA, ANOVA, and moderation analysis to assess the influence of platform, age, and gender on advertising effectiveness. Findings - The results indicate that TikTok outperforms Instagram in fostering higher levels of Ad Attitude, Loyalty, and Informativeness, although it is also perceived as more intrusive. MANOVA results confirmed that platform choice significantly affects all four advertising dimensions. However, moderation tests revealed that neither age nor gender significantly alters the effect of platform on advertising effectiveness, though some patterns indicate that Gen Y and female users tend to perceive Instagram ads more positively. Originality Values - This study contributes to the growing body of literature on social media advertising by offering a direct empirical comparison between Instagram and TikTok video ads. It challenges the assumption that demographic variables such as age and gender significantly impact ad perception and provides actionable insights for marketers aiming to optimize platform-specific advertising strategies.