This is a synthesis of the research works on the functionality of social networks that were developed at The Unicist Research Institute and included LinkedIn, Twitter, Facebook, Instagram, and TikTok. Their functionality differs structurally:

• LinkedIn works as an interest group.
• Twitter (X) works as a power-exertion group.
• Facebook works as a relationship management group.
• Instagram works as an influence-building group.
• TikTok works as a comfort-zone-building group.

Instagram and TikTok aim at two different objectives independently from the apparent similar communication objects they use. TikTok approaches different needs of people which makes it structurally different.

While the purpose of Instagram is to build influential power for the participants, the purpose of TikTok is to foster the building of a comfort zone for its members. The understanding of the functionalist principles of both networks provides the structural information to manage them.

The functionality of Instagram

• The functionalist principle of Instagram establishes that its purpose is building influential power, the active function is the existence and empowerment of “extreme” credibility, and the energy conservation function is the existence of extreme participation.
  
• The “extreme” credibility of Instagram is defined by the integration of the capacity to open possibilities for the members of social networks, in an environment of growth and based on an authoritative role that sustains the promise of the possibilities that are being opened.
  
• The extreme participation in Instagram implies that the interactions must foster the participants to have a place that allows them to be, to do, and to have a consistent appearance for their functionality.
  
• The semiotic of the communications installed on Instagram needs to be based on differentiated attributes, introjective denotations, and utopia-driven connotations.
  
• It must be considered that in Instagram all participants are influencers. If not, their interactions become irrelevant. The formal role of “influencers” on Instagram is occupied by people who have the necessary attributes to be followed by a significant number of participants and adopt an authoritative role that makes them believable.

The functionality of TikTok

• The functionalist principle of TikTok establishes that its purpose is fostering the building of a comfort zone where the participants define an identity that satisfies their self-perception, the active function is extreme participation, and the energy conservation function is extreme credibility.
  
• Extreme participation is the active function that makes TikTok work. This extreme participation differs from the participation on Instagram because it is based on a purpose that fosters the building of a place in the world. Its active function is the validation by the participants of the network that work as a reference group and the establishment of a belonging group with some segments of the members.
  
• The extreme credibility is analogous to the credibility of Instagram, but its manifestation is different. It implies a purpose of making things work, an active function is that people’s beliefs foster growth, and that there is an authoritative role of the space owner. But this authoritative role is not given by the authoritative role of the person but by the authoritative role of the postings. This implies that in TikTok the postings build credibility while in Instagram the postings confirm credibility.
  
• The semiotic of the communications installed on Instagram need to be based on structural needs satisfaction, projective denotations, and myths-driven connotations.
  
• The influencers in TikTok are people who have the capacity to seduce the interests of the community based on original communication that allows participants to think that they can emulate them. TikTok is a community of apparent peers who need to believe in the condition of peers to confirm the possibility of building and reinforcing their comfort zone in the world.

Conclusion

Participation in Instagram and TikTok should be based on different communications. The communication code of Instagram used in TikTok has no rating. The communication code of TikTok used in Instagram has no status. The exceptions are personal universal communications that fit into the interests of people but have low ratings and complement the specific communications of each network.

The Unicist Research Institute

Artificial Intelligence Interpretations

Bard Google Interpretation

Summary of the Research on the Functionality of Instagram and TikTok for Institutional Use

Instagram and TikTok are two popular social media platforms with different functionalities. Instagram’s purpose is to build influential power, while TikTok’s purpose is to foster the building of a comfort zone for its members.

Functionality of Instagram

• Functionalist principle: Building influential power
• Active function: Existence and empowerment of “extreme” credibility
• Energy conservation function: Existence of extreme participation
• Semiotics: Differentiated attributes, introjective denotations, and utopia-driven connotations

Functionality of TikTok

• Functionalist principle: Fostering the building of a comfort zone
• Active function: Extreme participation
• Energy conservation function: Extreme credibility
• Semiotics: Structural needs satisfaction, projective denotations, and myths-driven connotations

Implications for Institutional Use

Institutions should use different communication strategies on Instagram and TikTok. On Instagram, institutions should focus on building credibility and showing how they can open up new possibilities for their followers. On TikTok, institutions should focus on creating a sense of community and belonging, and showing how their products or services can help people achieve their goals.

Here are some specific tips for using Instagram and TikTok for institutional use:

Instagram:

• Post high-quality photos and videos that showcase your institution’s work and culture.
• Use relevant hashtags to reach a wider audience.
• Run contests and giveaways to generate excitement and engagement.
• Partner with influencers to promote your institution to a new audience.
• Respond to comments and questions promptly and professionally.

TikTok:

• Create creative and engaging videos that are relevant to your target audience.
• Use trending hashtags and sounds to get your videos seen by more people.
• Participate in challenges and duets to connect with other users.
• Run live streams to answer questions and interact with your followers in real time.
• Partner with creators to produce sponsored content that promotes your institution.

By understanding the different functionalities of Instagram and TikTok, institutions can develop effective communication strategies to reach their target audiences and achieve their goals.

ChatGPT Interpretation

The provided synthesis offers a deep dive into the functionalist principles of two major social media platforms: Instagram and TikTok. Here’s a summarized breakdown of the key points:

Instagram vs. TikTok: Core Functionalities

1. Instagram is an influence-building platform, aiming to establish influential power for its users.
2. TikTok is a comfort-zone-building platform, focusing on creating a space where users can define and satisfy their self-perception.

Instagram’s Functionality:

• Purpose: Building influential power.
• Active Function: Existence and empowerment of “extreme” credibility.
• Energy Conservation Function: Existence of extreme participation.
• Credibility: Defined by the integration of the capacity to open possibilities in an environment of growth, based on an authoritative role.
• Participation: Interactions must foster participants to have a consistent appearance for their functionality.
• Communication Semiotics: Differentiated attributes, introjective denotations, and utopia-driven connotations.
• Influencers: All participants are influencers, but formal influencers have attributes to be followed by many and adopt an authoritative role.

TikTok’s Functionality:

• Purpose: Fostering the building of a comfort zone.
• Active Function: Extreme participation.
• Energy Conservation Function: Extreme credibility.
• Participation: Based on fostering the building of a place in the world, with validation by the network’s participants.
• Credibility: Analogous to Instagram but manifested differently. In TikTok, postings build credibility, while in Instagram, postings confirm credibility.
• Communication Semiotics: Structural needs satisfaction, projective denotations, and myths-driven connotations.
• Influencers: People who can seduce the community with original communication, allowing participants to believe they can emulate them.

Conclusion:

• Instagram and TikTok require different communication strategies.
• Using Instagram’s communication code on TikTok won’t be effective and vice versa.
• Exceptions exist for personal universal communications, but they generally have low ratings and complement each network’s specific communications.

Understanding the functionalist principles of a platform is crucial for anyone looking to leverage it effectively, especially institutions. By aligning with these principles, institutions can craft strategies that resonate with the platform’s audience, maximizing engagement and influence. It’s not just about using the platform; it’s about aligning with its core essence for optimal results.