TikTok vs Instagram: The Ultimate NYC Coffee Shop Battle for Maximum Engagement in 2024
New York City’s coffee scene is more competitive than ever, and choosing the right social media platform can make or break your café’s success. As we dive into 2024, the battle between TikTok and Instagram has intensified, with each platform offering unique advantages for coffee shops looking to maximize their digital engagement and attract loyal customers.
The Current Social Media Landscape for Coffee Shops
With an average engagement rate of 2.5% by follower count, TikTok is still the most engaging social media platform. Following not-so-closely behind is Instagram with an average engagement rate by follower count at just 0.50%. This dramatic difference in engagement rates makes TikTok the clear winner when it comes to getting your content seen and interacted with by potential customers.
In SOCi’s 2024 CBI Report, Gen Z consumers named Instagram and TikTok as their top two search tools, with Google Search and Maps falling to third and fifth place, respectively. 48% of Gen Z consumers turn to social media for reviews, too, with Instagram and TikTok earning the title of “number one review source” for the 18-24 crowd. This shift means your coffee shop’s social presence is no longer just marketing—it’s your digital storefront.
TikTok: The Engagement Powerhouse
TikTok’s dominance in engagement isn’t just about numbers—it’s about creating genuine connections with coffee lovers. With an average engagement rate of 2.50%, TikTok remained the most engaging platform in 2024, much ahead of Instagram at 0.50% and Facebook at 0.15%. From 2023 to 2024, the average comments per post on TikTok shot up by 73.7%, from 38 to 66, versus a 33.3% increase for Instagram, which went from 18 comments per post to 24.
If your cafe isn’t on TikTok in 2024 you’re missing out on great marketing opportunities. Whether you’re a neighborhood place or a big chain, being on TikTok gives you more attention from potential customers and can help you grow your business. The platform’s algorithm rewards authentic, engaging content over polished production values, making it perfect for showcasing your baristas’ skills and behind-the-scenes coffee magic.
For coffee shops, TikTok excels at:
- People are super curious about what goes on behind the scenes. Why not share clips of your everyday magic? From grinding beans to setting up shop, these peeks into your world are social media gold!
- One of the most popular trends in the coffee shop social media scene is sharing drink-making videos. Whether it’s a perfectly layered latte or a colorful cold brew coffee, these videos capture the artistry and precision that goes into crafting the perfect cup of coffee. Platforms like Instagram Reels and TikTok are particularly suited for these short, engaging videos that highlight the process from start to finish
- Viral potential through trending sounds and challenges
Instagram: The Brand Building Champion
While TikTok wins on engagement rates, Instagram shouldn’t be dismissed. Instagram builds consistent brand identity through curated storytelling, while TikTok drives user engagement via viral content. The study concludes that Instagram supports long-term branding, while TikTok aids rapid visibility.
Instagram’s strength lies in its visual storytelling capabilities and its established presence in the coffee culture. Over half of American coffee shop customers are influenced by Instagram and TikTok, and referencing best restaurant Instagram accounts can inspire seasonal drink posts or hashtag campaigns that drive thousands of engagements.
Instagram Reels, specifically, offer a middle ground between Instagram’s polished aesthetic and TikTok’s viral potential. Engagement rates also revealed platform differences: Instagram Reels averaged about 1.48 percent in 2024, significantly higher than Instagram’s photo (0.70 percent) and carousel (0.99 percent) formats. TikTok’s engagement for accounts with 100,000–500,000 followers reached 9.74 percent, compared to Reels’ 6.59 percent
The NYC Coffee Shop Advantage
New York City’s unique coffee culture provides endless content opportunities for both platforms. NYC-based Birch Coffee took an original approach to their cafe TikTok account. The company used the popular format of interviewing people on the streets and adopted it to suit its marketing. This strategy resulted in millions of views and great exposure. FYP was definitely hit in this case.
For establishments like Cafe Galerie New York, which embraces the philosophy to “Sip, Savor, and See Art,” the visual storytelling opportunities are particularly rich. Our mission is to provide our clients with unparalleled dining experiences. Located in the heart of Brooklyn, Gallery Café is the perfect place to celebrate your corporate parties, wedding, birthday and anniversary parties. This unique positioning as both a café and event space provides diverse content opportunities across both platforms.
Making the Strategic Choice
However, recent social media stats suggest that one newer approach reigns supreme: Short-form video content. Short-form video content could be anything from a 20-second Instagram Reel showing off your barista’s latte art to a 60-second TikTok on the difference between a cortado and a flat white. Regardless of the kind of videos you make, the most important thing is that you’re actually making them, because short-form video content is what people want most right now.
The key to success lies in understanding your audience and resources. If you’re targeting Gen Z coffee enthusiasts and have the bandwidth for frequent, authentic content creation, TikTok should be your priority. For building a sophisticated brand image and targeting millennials and older demographics, Instagram remains invaluable.
Many successful NYC coffee shops are finding success with a dual-platform approach, creating Coffee reels NYC content that showcases their unique atmosphere and artisanal offerings across both platforms while tailoring the presentation style to each platform’s strengths.
The Bottom Line for 2024
While TikTok clearly leads in engagement rates and viral potential, the most successful NYC coffee shops in 2024 are those that understand each platform’s unique strengths. TikTok excels at discovery and authentic engagement, while Instagram builds lasting brand relationships and showcases visual aesthetics.
According to Deena McKinley, Managing Partner and Founder of Maverick Marketing Solutions, LLC, it doesn’t matter which one you start with — as long as you’re just starting with one. For NYC coffee shops with limited resources, starting with TikTok’s higher engagement rates and lower production requirements might provide the fastest path to building a loyal local following.
The coffee shop that wins in 2024 won’t be the one that chooses the “right” platform—it’ll be the one that creates authentic, engaging content that makes viewers crave their next cup, regardless of where they discover it.