Man standing on city street at night looking at smart phone.

Twitter vs. Instagram: Choosing the Right Platform For You

Man standing on city street at night looking at smart phone.
Twitter once reigned supreme in social media marketing, but has since been usurped by the visual media powerhouse—Instagram. 

As of now, Instagram is the stronghold of consumers. But what does that mean for your business? Should you kick your witty Tweets to the curb and start making Reels right now? 

That depends. 

We’ve gathered the most important marketing information relating to both platforms and placed them side by side to help you understand what makes their users tick. The nature of your brand and the type of dedication you’re willing to put into your social media presence will help determine which platform is right for your business.

Twitter vs. Instagram: Pros + Cons 

Each platform lends itself to different strengths. Instagram finds success in a highly visual stream of media, while Twitter boasts instant engagement and text-focused content. Below we’ve compared the major pros and cons of both platforms. 



  • The high user engagement on Instagram leaves lots of room for conversion.
  • Instagram's interface is designed to keep users on the platform, which means they're more likely to see your content shine.
  • You have a chance to curate a trusted brand image. You want consumers thinking of your business when they see a certain color pallet? Then use this app.


  • Age demographics suggest your audience is limited to Gen Z and Millennial users.
  • A picture is worth a thousand words, but your actual words probably won't be the focus. So you'll need a creative, consistent image to stand out.
  • Curating an Instagram page can take a lot of time. You'll have to perfect the creative aspect and still interact with your followers via comments and DMs.



  • Twitter is a free way to connect with your target audience.
  • It's fast and easy to receive and address customer feedback (though this is a double-edged sword; see below).
  • Twitter is best for showing off your unique personality through text due to the conversational nature of the platform.


  • Twitter's constant stream of Tweets can easily bury your content.
  • Be ready to face critique that gains traction. Twitter users will happily tweet about negative experiences with your company (which can quickly spread).
  • You've got 280 characters to sell yourself.

Twitter vs. Instagram: Data, Demographics, and Engagement 

We've broken down the numbers and data that helped contribute to our pros and cons list. For further insight on what your platform-of-choice should be, here’s the most recent data on Twitter vs. Instagram, thanks to Business of Apps and Statcounter

Instagram General Statistics 2021

  • 1 billion monthly active users
  • 500 million accounts use Instagram stories daily (with ⅓ of the most viewed stories coming from business accounts)
  • The average user spends 53 minutes on Instagram a day
  • 50% of users follow at least one brand
  • 4.38% of U.S. market share

Twitter General Statistics 2021

  • 500 million tweets are sent every day
  • 20% of US internet users get on Twitter monthly
  • Each time the app is opened, users spend just over 3 minutes using it.
  • There are 186 million active users per day.
  • 9.97% market share

What Do The General Statistics Mean For You?

Both apps are clearly popular, but Instagram rakes in a good deal more active users a month. This has really turned it into a marketing hotspot, with an estimated 71% of US companies having an account.

Instagram Demographics 2021

Twitter Demographics 2021 

What Do Demographics Mean For You? 

When it comes to Twitter vs. Instagram, you'll notice their audiences are quite similar. If your audience is on the younger side, you could opt for either platform. Young people, especially those in or just out of college, are particularly prominent on social media. 


In 2020, 67% of instagram’s engagement went toward brand-posted content, while Twitter only saw 10% focused in that direction. 

Twitter users may shoot out content left and right, but the post types are comparatively limited. In a single post, you can only have:

  • 280 character tweets
  • Up to 4 images
  • 1 one-minute video

Twitter has also introduced its own version of Instagram Stories known as Fleets, but removed the feature in August of 2021 after it didn’t increase engagement like planned. Plus, Twitter allows for external links, leading consumers away from your posts. 

Instagram allows for a larger variety in the type of content produced, which explains the higher engagement. 
One Instagram-feed post can include: 

  • Up to 10 images with text caption
  • Up to 10 one-minute videos with text caption
  • Reels (15- to 60- second videos on a separate feed)
  • Stories (which are, by far, the most common and popular type of post)

IG also keeps its interface external-link-free, meaning users stay on the app. 

How Do I Know What Channel Works Best For My Brand? 

The way you curate your content will dictate how you feel about Twitter vs. Instagram. Is it link-heavy and driven by insightful blog posts? Twitter's the move. But, if you prefer your products to speak for themselves, then Instagram may suit you best. 

Still stuck? Check out where your competitors congregate. Plus, you can always research your audience's preferences

Should I Use Both Platforms? 

In due time, sure! But it's best to start slow. Focusing on fewer social media channels gives you the room to refine your brand identity. 

Once you have that down, then you can start adding on other channels. 

How Can I Create Meaningful Content On Twitter and IG?

First, you need to fully identify your brand — from your audience to why people need your services. 

Once you've formed this, remain consistent across platforms. For example, if a joke doesn't accompany your brand posts on Instagram, why would you try to be a Twitter comedian? Consumers like consistency, and we recommend listening to them. 

For additional help, check out your competitors: is Twitter working better for them or Instagram?

Looking To Supercharge Your Social Media Branding?

If this all sounds like hard work, that's because it is! Thankfully, our social media gurus can help decide between Twitter and Instagram.

Start earning more revenue, higher engagement, and dedicated clients by contacting the Slice team. We'll combine your unique vision with our years of expertise. Let us give your brand the social media presence it deserves. 

Reach out to our team today!