Instagram and TikTok have been shaping how people discover, follow, and connect with brands for years, yet many companies still trip over the same avoidable mistakes. The two platforms aren’t interchangeable. They reward different rhythms, content types, and engagement styles, but share one truth: both will punish anything that feels lazy, overly salesy, or out of touch.
This guide breaks down 13 common missteps that still derail brand growth, along with practical ways to fix them.
1. Posting without a clear content theme
Scrolling through many brand feeds feels like rummaging in a messy drawer. One day it’s a product photo, then a motivational quote, then a blurry team lunch snap. Without a consistent theme or recognizable style, followers have nothing to connect with visually.
Content themes act as a shortcut for recognition. When your followers see a certain layout, color scheme, or storytelling angle, they immediately know it’s you. Brands that treat social as a dumping ground for whatever is “ready” often see low engagement because there’s no expectation or pattern to look forward to.
Fix it: Choose two or three recurring content formats and stick to them. For example, on Instagram: behind-the-scenes stories, product-in-use reels, and customer spotlights – all of which can be created with AI Instagram prompts. On TikTok: quick tips, reaction videos, and playful skits tied to trends.
2. Copying trends without adapting them
Jumping on every trend sounds like a growth hack, but it often backfires. Audiences can tell when a brand shoehorns a product into a trending sound or meme that doesn’t fit.
On TikTok especially, trends are driven by authenticity and a sense of in-group humor. Brands that simply replicate what everyone else is doing get lost. Worse, forced participation can feel desperate.
Fix it: Use trends as raw material, not a finished template. Adapt them to your audience’s interests or your brand’s personality. If you can’t make it feel like something your followers would naturally expect from you, skip it.
3. Ignoring platform-specific behavior
Instagram’s feed culture and TikTok’s For You Page culture are not the same. On Instagram, followers expect a polished aesthetic, but they’re also more forgiving of slower posting rhythms if Stories stay active. TikTok users expect fresh content fast — and they’re more open to raw, unpolished videos that feel spontaneous.
Brands that post the same asset on both platforms without adjustments often see underperformance on one or both.
Fix it: Recut videos for each platform’s pacing and tone. That could mean trimming down intros for TikTok, or adding carousel slides to Instagram posts for depth.
4. Overproducing everything
High production value doesn’t automatically make content engaging. On TikTok, overproduced videos can actually hurt reach because they feel more like ads than authentic posts. Instagram audiences still appreciate polish, but even there, too much formality can make content less relatable.
Some of the most-shared brand videos start on a phone camera with no script, just a real person speaking.
Sometimes, a simple phone video explaining how to plan a healthy week resonates more than a studio shoot. Adding a subtle link on Myorthrive in the caption connects the content directly to local bookings.
Fix it: Keep production quality flexible. Mix polished shoots with quick, “in the moment” clips. Let your audience see different textures of your brand.
5. Treating captions as an afterthought
On both platforms, captions can make or break engagement. TikTok captions influence searchability — yes, SEO is alive here too — while Instagram captions give room for personality, storytelling, and calls to action.
Too many brands paste generic one-liners or overstuff hashtags without giving the caption any strategic purpose.
Fix it: Write captions as part of the creative process, not after the video or photo is done. Ask yourself: Does this caption invite interaction? Does it guide the viewer toward the next step? Does it carry the same tone as the visual?
6. Ignoring comment sections
Comment sections are more than a reaction log — they’re a living part of the content. On TikTok especially, comments can spark follow-up videos, create in-jokes, and even push the original post into more feeds. Brands that ignore comments or respond with copy-paste replies miss an easy trust-building opportunity.
Fix it: Respond quickly, but personally. Use comment threads to start conversations, answer questions, or show you’re listening. If a comment sparks a good idea, turn it into your next post and tag the commenter.
7. Posting inconsistently
On Instagram, irregular posting can lead to follower drop-off because the algorithm favors steady engagement. On TikTok, inconsistency makes it harder for the For You Page to categorize your content and push it to relevant viewers.
Brands that post in bursts — three videos in one week, then nothing for a month — often struggle to regain momentum.
Fix it: Commit to a sustainable schedule, even if it’s modest. Three TikToks a week can outperform ten in a week followed by silence. On Instagram, combine feed posts with frequent Stories to maintain presence without burning out.
8. Forgetting the “social” in social media
Posting without engaging with other creators or your own followers turns your account into a broadcast channel. Both Instagram and TikTok reward accounts that spend time interacting in-platform — liking, commenting, stitching, duetting, and saving.
Fix it: Build daily or weekly engagement time into your process. Spend at least 15–20 minutes interacting with accounts in your niche. On TikTok, duet or stitch relevant videos with your own take. On Instagram, comment on posts from your community, not just influencers.
9. Using irrelevant hashtags
Hashtags are still useful, but only if they connect you with the right audience. Throwing in trending tags that have nothing to do with your post might get you fleeting impressions, but not engaged viewers.
Fix it: Choose hashtags that describe the content and match your audience’s search habits. On TikTok, include one or two broad category tags, plus specific tags tied to your niche or location. On Instagram, test a mix of low, medium, and high competition hashtags.
10. Overstuffing content with CTAs
Calls to action are important, but loading every post with “Buy now,” “Sign up,” and “Click the link” can push people away. TikTok users, in particular, resist anything that feels like a direct sales pitch.
Fix it: Rotate your CTAs. Some posts should focus on engagement (“Comment your favorite…”), others on education (“Learn more in our bio”), and only some on conversion. Let value lead the majority of your content, so your audience is primed to take action when you do ask.
When your IG/TikTok posts spark conversation, ReferralCandy (built for referral, affiliate, and influencer marketing) turns that momentum into trackable sales from one dashboard.
11. Neglecting analytics
Both platforms give detailed analytics on watch time, engagement rates, follower activity, and trending content. Ignoring these metrics means you’re guessing what works instead of learning from evidence.
Fix it: Review analytics weekly. Look for patterns: which video lengths hold attention, which posting times bring higher engagement, which formats convert best. Double down on what’s working and cut what’s not.
12. Not adapting to algorithm shifts
Algorithms change often, and what worked six months ago might stall today. TikTok, for example, has increased emphasis on watch time and completion rate, while Instagram continues to push Reels aggressively.
Brands that don’t experiment after major updates risk being left behind.
Fix it: Stay updated on platform announcements and creator insights. Test small changes regularly — video length, hook style, posting time — and track how they affect reach.
13. Treating both platforms as side projects
Many brands still treat Instagram and TikTok as “extra” channels instead of core parts of their marketing strategy. They delegate them to interns without guidance or treat them as a place to recycle old creative.
Fix it: Treat each platform as a primary touchpoint. Allocate budget, set goals, come up with a good business name, and integrate them into broader campaigns. The brands winning today are the ones that invest in social as seriously as they invest in ads, email, or events.
Pulling it together
Instagram and TikTok will keep evolving, but these mistakes are timeless in their impact. Brands that treat them as places for genuine connection — not just as another broadcast channel — earn more loyalty, engagement, and conversions. Avoiding these errors doesn’t mean playing it safe. It means showing up consistently, understanding the culture of each platform, and giving your audience reasons to care.
The brands that succeed here are the ones that make people forget they’re looking at marketing at all.
