{"id":100,"date":"2023-04-28T16:12:15","date_gmt":"2023-04-28T16:12:15","guid":{"rendered":"https:\/\/didi.com.bo\/blog\/index.php\/2023\/04\/28\/tiktok-vs-instagram-quien-es-el-lider-en-videos-cortos\/"},"modified":"2026-07-07T16:16:30","modified_gmt":"2026-07-07T20:16:30","slug":"tiktok-vs-instagram-quien-es-el-lider-en-videos-cortos","status":"publish","type":"post","link":"https:\/\/didi.com.bo\/blog\/tiktok-vs-instagram-quien-es-el-lider-en-videos-cortos\/","title":{"rendered":"TikTok vs Instagram: \u00bfqui\u00e9n es el l\u00edder en videos cortos?"},"content":{"rendered":"

<\/h3>\n

Primer Round: Creando una categor\u00eda<\/h3>\n

La historia del mundo de las marcas y su posicionamiento se resume casi siempre al hecho de que quien ingresa primero con una idea en la mente de la gente, siempre termina liderando su nicho de mercado.<\/strong><\/p>\n

En el branding, es decir, en el posicionamiento de marcas, quien llega primero a establecerse en una categor\u00eda, termina dominando el mercado. Una vez instalado en la mente de la gente una idea, un concepto o una marca<\/strong>, es dif\u00edcil cambiar esa estructura enraizada en la percepci\u00f3n del mercado. Como se dice, la percepci\u00f3n es la realidad.<\/strong><\/p>\n

TikTok, cuya historia comenz\u00f3 pr\u00e1cticamente en 2017 con la compra de Musical.ly, es el l\u00edder del social media en videos cortos, mientras que Instagram no lo es.<\/p>\n

Instagram no significa videos cortos, sino que era y sigue siendo la red social de las fotograf\u00edas.<\/p>\n

Cuando TikTok emergi\u00f3 como la red social de mayor crecimiento (y coronando su posicionamiento en la pandemia) que populariz\u00f3 los videos cortos, Instagram intent\u00f3 copiar su \u00e9xito con los \u00abReels\u00bb. Pero una vez que se ha llegado en segundo lugar, ya no se puede hacer nada.<\/p>\n

Instagram ha perdido enfoque y algunos ya hablan<\/a> de una \u00abcrisis de identidad\u00bb [de marca] (como lo expres\u00f3 Kardashian<\/a>, una de las mayores influencer de Instagram).<\/p>\n

Esta es la raz\u00f3n por la que Instagram no podr\u00e1 destronar a TikTok. La red social china se posicion\u00f3 primero como la red social por excelencia de los mini videos<\/strong>, [videos verticales]. Instagram no.<\/p>\n

Como en toda la historia de las marcas, una vez que llegas segundo a un concepto, es dif\u00edcil desbancar al l\u00edder. Es casi imposible. Esto le pas\u00f3 a Pepsi frente a su eterno rival Coca-Cola, y tambi\u00e9n ocurri\u00f3 con Burger King frente a Mc-Donalds.<\/p>\n

Instagram deber\u00eda re enfocar su estrategia de marca y\u00a0 posicionamiento como \u00abla red social de la fotograf\u00eda\u00bb. Esto es una estrategia de convergencia<\/strong> no de divergencia para Meta, la propietaria de Instagram.<\/p>\n

Las ideas establecidas dominan el pensamiento de la gente. Eso es lo m\u00e1s dif\u00edcil en t\u00e9rminos del posicionamiento<\/em>, cambiar. Parece ser que, como defini\u00f3 Plat\u00f3n al \u00abmundo de las ideas\u00bb \u00e9stas son eternas, inmutables y simples, as\u00ed funciona la psique humana.<\/strong><\/p>\n

<\/h3>\n

Segundo Round \u00bfPor qu\u00e9 es importante dominar una categor\u00eda?<\/h3>\n

 <\/p>\n

Hubo un tiempo en que la marca era m\u00e1s importante que la categor\u00eda. En t\u00e9rminos pr\u00e1cticos, ten\u00eda sentido, b\u00e1sicamente se hac\u00eda la construcci\u00f3n de marca, el papel del branding, sirvi\u00e9ndose para ello de muchas herramientas como el marketing.<\/p>\n

Pero hoy en d\u00eda ya no funciona as\u00ed, al menos para tener \u00e9xito. Dicho de otro modo, hoy es m\u00e1s crucial dominar una categor\u00eda para ser l\u00edder en ella. No basta con construir una marca.<\/p>\n

iPhone domina la categor\u00eda de tel\u00e9fono inteligente, s\u00ed, con su propio nombre de marca y no como Apple. Lo mismo ocurre con Google, que domina la categor\u00eda de las b\u00fasquedas en la web (\u00abel mejor buscador del mundo\u00bb).<\/p>\n

Cuando TikTok ingreso al mercado de las RRSS<\/a>, lo hizo apoder\u00e1ndose de una<\/strong> categor\u00eda: los v\u00eddeos cortos(divertidos, creativos, verticales, lo que sea)<\/p>\n

En cambio, cuando Instagram lleg\u00f3 con sus reels <\/em>el 2020, 3 a\u00f1os despu\u00e9s de Tik Tok, ya era demasiado tarde. La categor\u00eda ya estaba ocupada. De hecho, el posicionamiento de Instagram -lo repito- ya estaba establecido en la mente de la gente: ‘la red social de las fotograf\u00eda’<\/p>\n

Una marca no puede dominar 2 categor\u00edas. Solo puede liderar una.<\/p>\n

El error de Instagram es intentar parecerse a TikTok -lo primero que hizo frente al avance de Tik Tok, fue copiar con sus ‘Reels’, tal como lo hizo antes con sus ‘Stories’, una idea original de Snapchat. Cuando m\u00e1s intente parecerse al l\u00edder, m\u00e1s fortalecido estar\u00e1 Tik Tok.<\/p>\n

En el liderazgo de las categor\u00edas, s\u00f3lo hay espacio para dos: la primera y la segunda marca. A partir de ah\u00ed, nadie se acuerda de la 3ra ni la 4ta marca.<\/p>\n

Cuando una marca intenta ‘significar’ m\u00e1s cosas a la vez<\/strong>, ingresa en lo que denominan los mercad\u00f3logos; la extensi\u00f3n de l\u00ednea<\/strong>. Esta es una estrategia erronea en la que han ca\u00eddo grandes marcas: lo intento Google con Google+, ‘su red social’ un fracaso rotundo. O como Polaroid, el l\u00edder de la fotograf\u00eda instant\u00e1nea quiso establecerse con su mismo nombre, a la categor\u00eda ‘fotograf\u00eda digital’.<\/p>\n

El precio que se paga es demasiado caro cuando debilitamos la marca con una extensi\u00f3n de l\u00ednea. Esto deberia saberlo Instagram antes que sea demasido tarde.<\/p>\n

TikTok es sin duda el ganador -por el momento- de su categor\u00eda.<\/p>\n

Continuar\u00e1…..<\/p>\n

 <\/p>\n

Por<\/em> Keny Cordova<\/span><\/a> \/ Brand Strategist en Didi Digital\u00a0 (basado en unos articulos publicados originalmente en Linkedin)<\/h6>\n
_____<\/h6>\n

Si te gusto este art\u00edculo, suscr\u00edbete a nuestro Newsletter<\/a> para mas contenido como este en la bandeja de tu correo.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Primer Round: Creando una categor\u00eda La historia del mundo de las marcas y su posicionamiento se resume casi siempre al hecho de que quien ingresa primero con una idea en la mente de la gente, siempre termina liderando su nicho de mercado. En el branding, es decir, en el posicionamiento de marcas, quien llega primero […]<\/p>\n","protected":false},"author":3,"featured_media":101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ocean_front_end_style_editor":"no","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[6,27],"tags":[3],"class_list":["post-100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-marcas","tag-branding","entry","has-media"],"yoast_head":"\nTikTok vs Instagram: \u00bfqui\u00e9n es el l\u00edder en videos cortos? - El blog de Marketing de Didi<\/title>\n<meta name=\"description\" content=\"TikTok vs Instagram: \u00bfQui\u00e9n es el l\u00edder en videos cortos?. 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