Vetting TikTok Influencers: Why Instagram Comes Before TikTok

Kendall Dickieson, head of social and influencer at Graza, explains why Instagram should typically be your first platform in creator partnerships, not TikTok. She prioritizes Instagram Reels because they unlock whitelisting opportunities and story ads that drive better ROI than TikTok-only campaigns. Rather than making TikTok your primary placement, add it as syndication after Instagram to reduce costs while maintaining quality.

Dickieson emphasizes knowing your brand's specific needs before spending dollars: Graza performs best with whitelisted content and story ads, which shapes every partnership decision. She also reveals why TikTok integrations carry more regulatory friction than Instagram, requiring careful disclosure language that can impact performance.

The tension between platform reach and brand safety gets resolved through a simple hierarchy: start with what converts for your business, then expand strategically.