Make Money Online
If you’re a real estate agent looking to grow your presence online, chances are you’ve considered TikTok or Instagram (or both) as part of your marketing mix. These two visual-first platforms dominate the digital space, offering creative ways to connect with buyers and sellers.
But deciding where to focus your time and energy isn’t always clear-cut. TikTok is known for its high reach and trend-driven content, while Instagram offers polished tools and more established features. Each has its own pros, cons, and ideal use cases, so how do you know which is right for your real estate brand?
We’ll break down the strengths and challenges of both social platforms, help you match them to your business goals, and explore whether focusing on one or both makes the most sense.
Who are you trying to reach?
Before choosing a social media platform, take a step back and think about your ideal client. Are you targeting first-time buyers scrolling on their lunch breaks? Or are you working with move-up buyers, empty nesters, or luxury sellers who may approach social media differently?
TikTok’s audience skews younger, think Gen Z and millennials, many of whom are just entering the housing market. If you’re building brand awareness among first-time buyers or want to come across as approachable, helpful, and in-the-know, TikTok can be a great place to start.
Instagram, on the other hand, reaches a broader demographic. It’s especially strong with older millennials and Gen X, and it has a growing number of boomers using the platform to follow family and local businesses. If your clientele tends to be more established or you rely on visual branding and listing promotion, Instagram may offer more flexibility and alignment.
The bottom line: Go where your audience is, or where you want to grow.
Is TikTok the right fit for you?
TikTok has exploded in popularity thanks to its highly engaging, bite-sized videos and trend-driven algorithm. For real estate agents, it offers a huge opportunity to build brand awareness and connect with buyers in a casual, creative way.
Pros of TikTok:
- Viral potential: Even accounts with no followers can gain thousands of views thanks to TikTok’s discovery-based algorithm.
- High engagement: TikTok users are highly active, often watching and interacting with content daily.
- Creative tools: Effects, music, green screen features, and duets make it easy to add personality to your videos.
- Authenticity wins: You don’t need a perfectly polished video—raw, behind-the-scenes content often performs better.
Potential cons of TikTok:
- Short content life cycle: Videos tend to go viral quickly, then fade. It takes consistent posting to maintain momentum.
- Editing can be time-consuming: Learning the platform’s features and trends takes effort.
- Audience may not match your market: If your client base skews older, they may not be active on TikTok yet.
- Tone is informal: TikTok thrives on humor, trends, and relatability, less so on sleek professionalism.
Still not sure if TikTok fits your style? It tends to work best for agents who:
- Enjoy being on camera and experimenting with trends.
- Want to reach first-time buyers or build brand awareness.
- Have the time (or a social media partner) to post regularly and creatively.
Is Instagram a better fit for your brand?
Instagram has been a staple in real estate marketing for years and for good reason. With multiple content formats, a polished aesthetic, and a built-in audience, it remains a go-to platform for agents looking to grow their business and maintain visibility.
Pros of Instagram:
- Visual versatility: Use Reels, Stories, posts, and carousels to showcase listings, share tips, or connect in real time.
- Stronger brand control: Instagram is ideal for building a cohesive, curated feed that reflects your professionalism and niche.
- Built-in business tools: Business accounts can include contact buttons, lead forms, and links, making it easy to generate and manage leads.
- Stories boost engagement: Polls, Q&As, and behind-the-scenes clips keep your audience interacting with your content.
Potential cons of Instagram:
- Slower follower growth: Compared to TikTok, building a following often takes more time and effort.
- Algorithm favors engagement: Posts may get buried without likes, comments, or saves.
- Higher content standards: The platform favors polished visuals, which may require more time and editing.
Best for agents who:
- Prioritize visual branding and consistency.
- Want to market listings and client success stories.
- Already have clients or leads active on the platform.
What should you post where?
While both TikTok and Instagram support short-form video, the types of content that perform well on each platform can vary, and knowing the difference helps you make the most of your efforts.
Still not sure what to post? Here’s what typically performs well on each platform.
TikTok content ideas:
- “Day in the life” videos showing your daily routine as an agent.
- Quick tips for buyers and sellers (e.g., how to write a competitive offer).
- Myth-busting short videos about the housing market.
- Creative home tours with trending audio.
- Lighthearted takes on real estate moments using popular sounds or memes.
Instagram content ideas:
- Listing photos and videos with strong captions.
- Carousel posts with step-by-step tips or client FAQs.
- Stories featuring open house previews, market updates, or personal milestones.
- Reels repurposed from TikTok (with branding adjusted).
- Testimonials, before-and-after shots, or community spotlights.
Instagram gives you room to curate a visually consistent brand presence, while TikTok thrives on authenticity and spontaneity. Both platforms can feature your expertise. You’ll just need to tailor the tone and presentation for each.
Consider your workflow and comfort level
Even the best platform won’t help your brand if it doesn’t fit your workflow. Before you commit to TikTok, Instagram, or both, think realistically about what you enjoy and what you can maintain.
If you’re comfortable on camera and don’t mind jumping on trends or sharing casual behind-the-scenes moments, TikTok might feel like a natural fit. Its editing tools are powerful, but there can be a learning curve, especially if you’re aiming to post regularly.
Instagram, by contrast, supports a wider mix of content, static posts, Stories, Reels, and carousels, so you can switch up formats based on what works for your schedule. It’s also easier to repurpose content here, especially if you already have listing photos, testimonials, or polished visuals on hand.
Both platforms benefit from consistency, but that doesn’t mean posting every day. It means showing up in a way that feels manageable and authentic. Use tools like Canva for templates, CapCut or Instagram’s in-app editor for quick videos, and a content calendar to stay organized.
Why not both? A smart cross-platform strategy
If you’re torn between TikTok and Instagram, the good news is, you don’t have to choose just one. Many agents successfully use both platforms by tailoring content slightly for each and repurposing posts to save time.
For example, a TikTok video with trending audio can easily become an Instagram Reel. You might just need to swap out the caption, adjust the hashtags, or remove the watermark for a cleaner look. Similarly, Instagram Stories can double as behind-the-scenes content for TikTok if you stitch them together with a voiceover or music.
Using both platforms allows you to reach a broader audience: TikTok for discovery and awareness, and Instagram for engagement and conversion. Scheduling tools like Later, Buffer, or Meta Business Suite make it easier to manage both from one dashboard.
Just remember, quality over quantity. It’s better to show up consistently on one platform than to burn out trying to master both. Start with the platform that feels most aligned with your brand, then expand when you have the capacity.
Make the platform work for you
There’s no universal answer when it comes to choosing between TikTok and Instagram — only what works best for your brand, your audience, and your comfort level. Some agents thrive on the energy and spontaneity of TikTok, while others prefer the polish and versatility of Instagram. And many find success by blending the strengths of both.
No matter where you show up, the key is consistency, creativity, and a strategy that reflects your unique value as an agent.Looking for more ways to stand out online? Check out our Resource Center for social media tips, branding strategies, and marketing ideas to help you grow your business, one post at a time.
