A comparison of influencer marketing strategies on TikTok and Instagram: A study on cosmetic brands

With the acceleration of digitalization, social media platforms have become a crucial component of marketing communication strategies for brands. This transformation has gone beyond traditional advertising approaches and introduced a new model based on user experience and interaction. In this context, influencer marketing has emerged as a highly effective tool in the cosmetics industry, especially on platforms such as Instagram and TikTok, where young users are highly active. This study analyzes how influencer marketing strategies differ between Instagram and TikTok based on content type, message tone, visual structure, duration, and engagement criteria. A total of 20 influencer contents from the brands Elidor, Pastel Kozmetik, Sephora Türkiye, Watsons Türkiye, and Matsu Professional were examined using qualitative content analysis. The platform-specific structures of these contents were compared to reveal how social media strategies are shaped according to each medium. The findings show that Instagram content tends to be professional, planned, and aesthetically driven, while TikTok content is more spontaneous, relatable, and trend-oriented. Furthermore, the study found that micro influencers are more frequently employed on TikTok, whereas macro influencers dominate Instagram. These differences demonstrate that brands tailor their communication styles based on the dynamics of each platform. The study concludes that influencer marketing is not only a method of product promotion but also a means of constructing and reinforcing brand identity in the digital landscape.