With TikTok’s rise and Instagram’s established presence, brands today face the decision of where to focus their social media marketing. When it comes to reaching specific audiences and creating engaging content with a video marketing strategy, each social media platform offers unique advantages. So what’s the status quo between TikTok VS Instagram users?
According to the April 2025 report, Instagram and TikTok ranked as the 3rd and 5th most used social media networks, respectively. The TikTok vs Instagram number of users comparison shows Instagram’s 2.42 billion users surpassing TikTok’s rapidly growing user base. So, which is better Instagram or TikTok?
This blog shows the key differences between TikTok vs Instagram popularity. Additionally, it includes details on content styles, advertising options. Consequently, highlighting the best practices for brands, marketers, and influencers looking to make an impact. The differentiation will help you take the right call for your digital marketing strategy.
Platform-Specific Characteristics
TikTok and Instagram each have distinct characteristics.
TikTok
TikTok centers on short, creative videos and viral trends. The For You Page algorithm delivers personalized video feeds that propel content to viral status quickly. TikTok content appears raw, energetic, and participatory.
Creators utilize duets, stitches, and interactive challenges for engagement. Newcomers leverage trending audio clips or memes for visibility, while the platform promotes creative, shareable content.
Instagram offers a multi-faceted platform focusing on aesthetics and user experience. Features include photo and video feed posts, Reels (short videos), Stories (temporary posts), Live broadcasts, and shopping capabilities. Content appears polished and curated.
Instagram’s algorithm prioritizes relationships and engagement history, with content discovery through the Explore page. Engagement tools encompass story stickers (polls, quizzes), IG Live Q&A, and direct shopping links. Brands maintain aesthetics and consistent branding on Instagram.
Both platforms support video posting with different approaches. TikTok emphasizes simplicity with vertical videos up to a few minutes long, featuring an accessible in-app editor and music library. Instagram demands more content variety (photos, carousels, longer videos) with Stories for ephemeral content. Research states: “Instagram posts come in photo, video, and carousel format, while TikTok posts are short-form videos”. TikTok lacks disappearing stories and extended videos that Instagram offers.
Tip: For TikTok, begin videos with a bold hook or question to capture viewer attention. For Instagram, select eye-catching cover images for Reels and incorporate relevant hashtags or stickers for discovery. Scheduling tools like RecurPost maintain consistent posting schedules across both platforms.
Key Metrics Comparison
TikTok and Instagram metrics comparison reveals both platforms have massive audiences with significant differences in engagement rates and advertising costs:
Engagement Rate:
TikTok delivers superior engagement rates. Benchmarks indicate TikTok’s average engagement rate reaches 2–6%, while Instagram remains below 1% (approximately 0.5–0.8%). TikTok users generate likes, comments, and shares more frequently than Instagram users. Research shows TikTok’s engagement at 2.5% versus Instagram’s 0.5% – a 5x difference. Additional data reports TikTok at ~5.96% versus Instagram at ~0.83%. TikTok’s higher engagement generates more conversation and word-of-mouth through organic posts.
Users & Reach:
Both platforms exceed one billion users. TikTok’s global advertising reach measures 1.59 billion (Jan 2025), compared to Instagram’s 1.74 billion. Instagram maintains a larger user base with ~1.47 billion monthly users (end of 2023) versus TikTok’s ~1.12 billion. TikTok’s growth resulted in ~170 million U.S. users compared to Instagram’s 158 million (Dec 2023). TikTok excels at viral reach while Instagram provides broad brand presence.
Time Spent:
TikTok users spend approximately 95 minutes per day on the app, compared to 62 minutes for Instagram users. TikTok’s continuous video format encourages extended viewing sessions, allowing TikTok content to maintain longer user engagement.
Cost (CPC):
TikTok ads average $1 cost-per-click (CPC), while Instagram ads range from $0.01–$0.25 per click. Small budgets achieve more clicks on Instagram, though campaign costs vary. TikTok commands higher click costs but delivers greater engagement, requiring brands to evaluate viral impact against cost.
Video Completion:
TikTok videos achieve high completion rates due to their short, entertaining format. Instagram Reels loop similarly but generate lower retention. TikTok’s format results in more viewers watching videos to completion, increasing “watch time” metrics.
Metric | TikTok | |
Engagement Rate | ~2–6% (generally 5x+ IG) | ~0.5–0.8% |
Monthly Reach/Users | ~1.6–1.7B (global ad reach) | ~1.7–1.8B (global ad reach) |
Avg Session Time | ~95 minutes/day | ~62 minutes/day |
Cost per Click (CPC) | ~$1 | ~$0.01–$0.25 |
Impressions per Post (Est) | ~6,300 (2025 data) | ~2,600 (2025 data) |
(Numbers vary by source and industry, but trends are clear: TikTok drives more engagement and exposure per post than Instagram.)
Audience Demographics
The demographics of both platforms overlap with distinct differences. Both platforms attract younger users, with TikTok’s audience skewing younger while Instagram appeals to a broader age range.
TikTok reaches approximately 1.59B users globally (Jan 2025). DataReportal reports TikTok’s user base comprises 56% male and 44% female users, with 18–24 year-olds representing the largest demographic (about 44% of users).
Instagram’s ad reach (~1.74B) consists of 53% male and 47% female users, with 25–34 year-olds (older millennials) forming the largest demographic. Both platforms maintain global presence: TikTok dominates in the U.S. (136M users) and parts of Asia, while Instagram leads in India (414M users) with strong U.S. representation.
TikTok is banned in India (its single largest user country), so its official top countries include the USA (136M), Indonesia, Brazil, etc. Instagram’s top markets are India (414M), the U.S. (172M), Brazil (141M), and are growing in Europe. Both apps are primarily mobile – most people access them on smartphones (TikTok is available in ~150 countries, Instagram in 170+).
Instagram has a larger, older user base with 47% female and 53% male users, predominantly ages 25–34. Instagram’s 25–34 demographic represents about 31% versus TikTok’s 32.5%, while TikTok captures ~38.5% of users aged 18–24 compared to Instagram’s ~31%. TikTok serves primarily Gen-Z users, while Instagram attracts both Gen Z and Millennials.
Content Format Differences
TikTok and Instagram both let you post videos, but the nitty-gritty is different.
TikTok: Features vertical video format (up to 10 minutes, with optimal 15–60 second clips). The platform supports quick, casual content including dancing, tutorials, challenges, humor, and behind-the-scenes footage. TikTok provides a powerful in-app editor with filters, effects, text overlays, and an extensive music library.
You can livestream, and TikTok recently let creators upload images in slideshows (mostly for ads, though). But there are no standalone photo posts or disappearing “Stories” like on Instagram.
Instagram: A mix of formats. You can post photos or videos in the feed (single-image posts or carousels). You also have Reels (Instagram’s short video feature, similar to TikTok videos) and Stories (ephemeral 15-second clips or images that vanish after 24 hours). Plus longer videos on IGTV (up to 60 minutes).
Instagram even has shopping tags and link stickers on stories, which TikTok only offers via a link in bio or ads. One comparison puts it this way: “On Instagram, feed posts can be photo, video, or carousel, while on TikTok they are short-form videos”. Also, TikTok “formats aren’t as extensive” – you won’t find 24-hour stories or 60-minute videos on TikTok, but Instagram offers those.
- Aspect: Both apps favor vertical format (9:16), but Instagram also shows square images in the feed. TikTok only shows vertical video.
- Editing: TikTok is all about quick editing and music. Instagram’s Reels have similar tools, but TikTok generally has more options and filters. The Billo blog notes TikTok is “slightly ahead” in editing tools and has a bigger music library.
Marketing Use Cases
Each platform serves distinct marketing purposes based on audience and features.
TikTok (Awareness & Viral Content)
TikTok functions as a top-of-funnel engine that captures attention and generates buzz. The algorithm exposes videos to millions of new viewers through viral distribution. Brands leverage TikTok for creative challenges, influencer collaborations, and authentic content. TikTok excels at building brand awareness among Gen Z audiences and capitalizing on trends.
Its features support turning brand messages into entertainment: for example, many brands create hashtag challenges or duets to encourage user participation. TikTok is also great for storytelling in a casual way – product demos, quick tutorials, comedy sketches, or behind-the-scenes.
TikTok’s creator culture is very active. The platform reports things like “65% of TikTok users enjoy when a creator posts about a brand or product”, so influencer campaigns can do very well here. The TikTok Creator Marketplace gives brands access to 100,000+ creators to partner with.
Instagram (Community & Conversion)
Instagram builds community and drives conversions through shopping tags, link features (Stories/Shopping), and a controlled feed that guides users down the marketing funnel. Instagram showcases aspirational lifestyle content, detailed product images, and polished brand narratives.
Instagram Stories and Reels can engage followers, while the feed and profiles serve as a catalog. Its audience (often Millennials) responds well to authenticity too, but expects content to look a bit more put-together.
For marketing goals:
- Awareness: Both can do it, but TikTok often yields faster virality.
- Consideration/Purchase: Instagram’s integration with Facebook’s ad system and features like shoppable posts make it strong for lead generation and sales. For example, tagged products in Reels or posts can link straight to your store (something TikTok only does via ad campaigns).
- Retention: Instagram allows more varied interaction (Stories polls, DMs, detailed captions) to build community.
- Creator Partnerships: Influencers are valuable on both platforms, but in different flavors. TikTok influencers (often younger and trend-focused) create raw, bite-sized videos that feel immediate. Instagram influencers might create more cinematic or curated content. Both are important. A smart strategy might be to have influencers repurpose a TikTok video as an Instagram Reel (or vice versa) to double-dip on content.
Influencer Marketing and UGC Culture
User-generated content (UGC) and influencers thrive differently on each app.
TikTok’s Culture: TikTok is built on UGC. Trends spread via sound clips and hashtags, and users constantly remix each other’s content (think dance challenges or comedic “duets”). Brands on TikTok often see audiences eagerly create their own videos related to influencer marketing campaigns.
It’s a highly interactive scene – for example, TikTok’s own stats highlight that 65% of users enjoy it when a creator posts about a brand. The platform’s “Creator Marketplace” makes it easy for brands to find hundreds of thousands of creators.
Instagram’s Culture: Instagram UGC often takes the form of community hashtags, photo tags, and story reshares. While influencers on Instagram can be mega-famous (or micro-niche), the content tends to be more polished.
Brands often run hashtag campaigns (e.g. #BrandNameChallenge) or repost customer photos. Stories are popular for Q&A or polls, driving engagement.
Budget and Resource Efficiency
Content production needs differ between the two.
TikTok
Generally, TikTok content can be made quickly with a phone, using natural light and trending audio. You don’t need a big camera crew. This can save on production costs. The editing happens in-app, which means less post-production work (though creative editing still takes time).
On the flip side, staying on trend on TikTok means you might need to post frequently and adapt quickly, so plan time for brainstorming and shooting fun clips.
Often, Instagram posts (especially feed photos or videos) are higher production, think good photography, curated feeds, brand-consistent filters, and advanced editing features. Carousels and Stories might require graphic design. If you invest in quality content, it can serve as a stable brand asset over time.
However, this can be more resource-intensive per post. For Reels, you still need to create vertical video, but can often reuse the same footage from TikTok shoots (smart cross-posting saves effort).
Efficient Tips:
- Batch create content: Film several TikToks in one session and use them as Reels or Stories on Instagram. This repurposing multiplies your content mileage.
- Use templates: Instagram Stories and even TikTok video templates (like text countdowns or Q&A sticker backgrounds) speed up creation.
- Schedule ahead: Block some time each week to plan your content. Tools like Recurpost let you drag-and-drop posts for both TikTok and Instagram, keeping your feed active without frantic day-of posting.
The goal is to work smarter. If shooting video, think of how it can fit both platforms (with maybe different edits). If snapping photos, consider turning them into an Instagram carousel or story.
Final Verdict: Which to Use
Platform selection depends on your specific audience, goals, and resources rather than a universal solution:
Pick TikTok if:
Your target audience includes Gen Z or younger millennials, you create engaging video content (tutorials, skits, behind-the-scenes clips), and prioritize reach or brand awareness. TikTok delivers high engagement and shareability that spreads brand messages widely. Organic videos can achieve substantial reach with modest ad budgets when content resonates.
Pick Instagram if:
Your audience skews older (late 20s+), and you require a platform functioning as a shopfront. Instagram drives conversions through brand storytelling, polished product presentation, and shopping features. Instagram nurtures community through comment engagement, direct messaging, and loyalty development.
No matter which you choose, here are a few quick wins:
Post consistently (scheduling helps!), watch what’s working (use each app’s analytics to refine timing and content), and experiment with new features (e.g., Instagram Reels or TikTok Live). Small habits like using trending sounds on TikTok or adding location tags on Instagram Stories can boost your visibility. Over time, you’ll get a feel for where your specific audience responds best.
Frequently Asked Questions
1. Can I post the same short-form video content on both TikTok and Instagram?
Yes, you can, but tweak it a bit for each social media app. What feels like a perfect fit for TikTok’s casual, sound-driven vibe might need a thumbnail or a caption edit to work well as an Instagram Reel.
2. Are in-feed ads better on TikTok or Instagram for small businesses?
If you’re aiming for quick visibility and lower costs, TikTok in-feed ads can give you strong reach, especially with viral videos. But if your target audience is more likely to shop or tap links, both Instagram and its shoppable ad formats might serve you better.
3. How does influencer marketing differ between TikTok and Instagram?
On TikTok, influencer marketing leans into authenticity; creators often post raw, relatable content that feels native to the feed. With Instagram, you’ll find more polished visuals and long-form videos from influencers, which work great for brand storytelling and product showcases.
4. Is one platform better for launching a new product to a younger audience?
If your target audience is Gen Z or young Millennials, TikTok is your launchpad. The short-form video content and viral videos there can create buzz faster than any other social media app today.
5. Should I avoid long-form videos altogether when starting out?
Not necessarily. Long-form videos have their place, especially on Instagram with IGTV or Lives. But when you’re trying to catch attention quickly, starting with short, punchy clips across both Instagram and TikTok is a smarter first move.
Shalini Nagar is an experienced content writer with a proven track record of creating diverse and engaging content across various formats. With years of expertise in crafting blogs, articles, she excels at delivering compelling narratives tailored to different audiences.