Today, do you get a better reach on TikTok or on Instagram?

This article has been written by our TikTok expert who will tell you what are the most efficient strategies in your niche

What are the current engagement rates for TikTok and Instagram in 2025, broken down by account size and niche?

TikTok consistently outperforms Instagram across all follower ranges, with engagement rates ranging from 2.88% to 7.50% depending on account size.

For accounts under 10,000 followers, TikTok achieves an impressive 7.50% engagement rate, while Instagram nano-influencers see 3.45-8% engagement. Mid-size accounts (10k-100k followers) on TikTok maintain 5.1-7.5% engagement, compared to Instagram's 3.12-3.45%.

Large accounts with 1M+ followers experience the most significant difference - TikTok maintains 2.9-4.2% engagement while Instagram drops below 2%. This gap demonstrates TikTok's algorithm effectiveness in maintaining audience interaction regardless of account size.

By niche, educational content leads on TikTok with 9.5% average engagement, followed by drinks (7.7%) and FMCG food (6.9%). Travel content achieves 5.2% while fashion lags at 2.5%. On Instagram, construction and nonprofit sectors lead with 2.6% engagement on Reels, while media/entertainment achieves 2.0%.

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How many likes and comments do posts typically receive on each platform by account size?

TikTok demonstrates significantly higher interaction volumes, with accounts in the 100k-500k range averaging 181,000 likes and 1,950 comments per post.

As follower count increases on TikTok, engagement scales dramatically. Accounts with 500k-1M followers average 260,000 likes and 2,460 comments, while those with 1M-5M followers see 817,000 likes and 7,100 comments per post. Mega accounts with 10M+ followers achieve an average of 7.2 million likes and 55,900 comments per post.

Instagram follows a different pattern with like-to-follower ratios. Small accounts under 5k followers maintain an 8-10% like-to-follower ratio, meaning 100k followers would generate 8,000-10,000 likes. Mid-size accounts (5k-100k) see 5-7% ratios, while large accounts drop to 3-4%.

Comments on Instagram typically represent 1-3% of total likes across all account sizes. This means a post with 10,000 likes would generate 100-300 comments, significantly lower than TikTok's comment engagement rates.

Which content formats perform best on each platform for maximum reach and engagement?

Short-form video content dominates both platforms, but with different optimization strategies and performance characteristics.

Content Format	TikTok Performance	Instagram Performance
Short Videos	Core format; 15-60 seconds optimal for virality	Reels: 0.50% average engagement rate
Carousels	Not available as primary format	Best for engagement & saves: 0.55% ER
Stories	Minor feature with limited usage	High reach for small accounts; 5-7% reply rates
Live Streaming	High engagement especially for Q&A sessions	Used for product launches and community building
Educational Content	9.5% average engagement rate	Performs well in carousel format
Behind-the-scenes	Drives highest authentic engagement	Works well in Stories and Reels
Trending Audio/Music	Essential for algorithmic reach	Important for Reels but less critical

TikTok's algorithm heavily favors content that incorporates trending audio, challenges, and authentic "unhinged" content that sparks conversation. Videos must capture attention within 2-3 seconds or risk being skipped.

Instagram Reels perform best for reach, while carousels excel for engagement and saves. Stories maintain high reach for smaller accounts and provide excellent opportunities for direct audience interaction through replies and DMs.

How do the audiences differ between TikTok and Instagram in terms of demographics and behavior?

TikTok skews younger with 65.4% of users aged 18-34, while Instagram serves a broader demographic spanning 18-44 with more balanced age distribution.

TikTok's audience demonstrates faster consumption patterns with extremely short attention spans requiring immediate hooks within 2-3 seconds. Users prefer entertaining, authentic, and "relatable" content with strong music-driven and meme culture elements. The platform's trend-driven nature means content moves quickly and virality can happen overnight regardless of account size.

Instagram users exhibit longer attention spans and tolerance for more curated, aesthetic content. The platform attracts users interested in visual storytelling, shopping, and lifestyle content. Instagram's audience engages more through private interactions like DMs and saves rather than public comments.

Behaviorally, TikTok users spend 95 minutes daily on the platform globally (53.8 minutes in the US), compared to Instagram's 30-34 minutes. This extended time creates more opportunities for content discovery and engagement, but also demands consistent content output to maintain visibility.

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Which platform offers higher conversion rates for selling products and services?

Instagram edges out TikTok in conversion rates, particularly for e-commerce, with Instagram Reels generating 1.3x higher conversion rates than TikTok for established brands.

TikTok Shop achieves an average 3.4% conversion rate, while Instagram maintains 1.08-1.3% overall. However, Instagram Reels specifically outperform TikTok for e-commerce conversions due to better shopping integrations and an older, more purchase-ready audience.

Industry variations show significant differences. TikTok excels in fashion, beauty, and impulse-buy categories, particularly with Gen Z audiences. Instagram performs better for finance, health, tech, and higher-ticket items where trust and credibility matter more than viral trends.

The conversion advantage often depends on the sales funnel stage. TikTok excels at product discovery and awareness, while Instagram proves superior for consideration and conversion phases due to its mature shopping features and established influencer marketplace.

What are the most profitable monetization options on each platform in 2025?

TikTok offers more direct platform monetization through the Creator Rewards Program, while Instagram provides better brand partnership opportunities and long-term revenue potential.

TikTok's Creator Rewards Program pays $0.40-$1.00+ per 1,000 views, a significant improvement from the old Creator Fund's $0.02-$0.04 rate. Sponsored posts range from $20-$150 for micro-influencers (1k-10k followers) up to $1,200+ for accounts with 1M+ followers.

Instagram monetization focuses on brand partnerships with rates of $10-$100 for nano-influencers up to $1,000-$5,000+ for accounts over 100k followers. The platform also offers affiliate marketing opportunities generating $500-$2,000 monthly for accounts under 10k followers.

Earnings per 1,000 followers show TikTok generating $2-$10+ depending on niche and engagement, while Instagram produces $1-$6+. However, Instagram's diversified monetization options including digital products, coaching, and live commerce often result in higher long-term income stability.

If you feel like your content isn't getting enough engagement, we can help improve that.

How does fake traffic and bot activity impact organic reach on both platforms?

Both platforms face significant bot activity, but their algorithms have become increasingly sophisticated at detecting and penalizing fake engagement.

TikTok's algorithm quickly identifies bot views and likes, often resulting in shadowbans or drastically reduced reach for accounts using fake engagement services. Authentic TikTok content typically achieves 5-10% like-to-view ratios, while bot-inflated content shows 0-1% ratios.

Instagram removes millions of fake accounts quarterly and employs AI-driven detection systems. Accounts with purchased followers or engagement risk long-term credibility damage and reduced algorithmic reach. The platform prioritizes authentic interactions and account history when determining content distribution.

The impact extends beyond immediate penalties. Fake engagement creates an inauthentic audience that doesn't convert, making brand partnerships less valuable and reducing overall monetization potential. Both platforms increasingly reward genuine community building over vanity metrics.

Where do users spend more time daily and how does this affect potential reach?

TikTok dominates daily time spent with users averaging 95 minutes globally and 53.8 minutes in the US, compared to Instagram's 30-34 minutes daily.

This significant time difference creates more content consumption opportunities on TikTok. Users check TikTok an average of 18 times daily, more than any other social platform, with peak usage between 7-10 PM. Weekend usage spikes 15% higher than weekdays.

The extended engagement time on TikTok translates to greater viral potential and organic reach opportunities. Content has more chances to be seen, shared, and gain momentum through the For You Page algorithm. However, this also means increased competition for attention.

Instagram's shorter but more intentional usage patterns favor quality over quantity. Users spend time engaging with Stories, saving posts, and browsing shopping features. While reach opportunities may be fewer, engagement tends to be more deliberate and conversion-focused.

How do the conversion funnels compare from impressions to sales on each platform?

TikTok excels in the awareness stage with higher impressions per post (average 6,268 vs Instagram's 2,635), while Instagram performs better in conversion phases.

TikTok's funnel shows strong top-of-funnel performance with high viral potential and engagement rates of 4.9-7.5% for small accounts. However, click-through rates for ads average 0.84%, and final conversion rates range from 0.46-3.4% depending on the campaign type.

Instagram's funnel demonstrates more consistent performance across stages. While initial impressions may be lower, Instagram Reels and carousels drive more qualified traffic to external links. Stories with swipe-up features and shopping tags create smoother conversion paths.

The key difference lies in user intent. TikTok users often discover products accidentally while entertaining themselves, creating impulse purchase opportunities. Instagram users frequently browse with shopping or research intent, resulting in higher conversion rates but potentially lower overall reach.

Where does TikTok clearly outperform Instagram for growth and discoverability?

TikTok's For You Page algorithm provides unmatched discoverability for new accounts, enabling rapid growth regardless of existing follower count.

New TikTok accounts can achieve viral reach immediately, with the algorithm testing content across diverse audiences to identify engagement patterns. This democratic approach means quality content can gain massive visibility within hours of posting, unlike Instagram's historical engagement-dependent algorithm.

TikTok's engagement rates remain consistently higher across all account sizes, with small accounts (under 50k) averaging 5.7% engagement compared to Instagram's 3.5-8% range. The platform's search functionality has evolved to compete with Google for certain queries, especially among Gen Z users.

Growth speed on TikTok can be exponential - accounts regularly gain thousands of followers overnight from a single viral video. Instagram growth tends to be more linear and requires consistent content strategy over longer periods.

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Where does Instagram maintain advantages in community building and retention?

Instagram excels in fostering long-term relationships through its diverse content formats and private engagement features.

The platform's combination of feed posts, Stories, DMs, and live features creates multiple touchpoints for audience connection. Instagram's save feature allows users to bookmark content for later reference, creating longer content lifespans compared to TikTok's fast-moving feed.

Brand partnerships on Instagram tend to be more sophisticated and higher-paying, with established influencer marketplace infrastructure. The platform attracts brands seeking long-term ambassador relationships rather than one-off viral campaigns.

Instagram's older user demographic (25-44) typically has higher disposable income and brand loyalty, making them valuable for businesses focused on customer lifetime value. The platform's shopping features and business tools provide more comprehensive e-commerce integration than TikTok's newer shopping initiatives.

What major platform changes should creators expect in 2025 and beyond?

Both platforms are evolving toward AI-enhanced content creation, improved shopping integration, and more sophisticated creator monetization programs.

TikTok is emphasizing searchability and social SEO, positioning itself as a search engine competitor. The platform prioritizes AI-generated storytelling, mini-series content, and authentic "unhinged" material over polished productions. TikTok Shop integration continues deepening with better conversion tracking and creator tools.

Instagram is doubling down on Reels while enhancing carousel performance for engagement. AI tools for content creation, analytics, and scheduling are being rolled out. The platform is expanding monetization through live commerce, improved affiliate programs, and enhanced digital product sales features.

Looking toward 2026, expect TikTok to strengthen its search capabilities and introduce more AI-driven content tools. Instagram will likely focus on hybrid content strategies combining video and static elements while increasing competition for organic reach through enhanced paid promotion integration.

Both platforms are working to reduce fake engagement through advanced AI detection and will likely implement stricter authenticity requirements for monetization programs.

Conclusion

Sources

1. TikTok vs. Instagram: Comparing Average Engagement Rates in 2025 - Influencer Marketing Factory
2. 28 TikTok statistics marketers need to know in 2025 | Sprout Social
3. What is a Good Engagement Rate on TikTok for 2025? | Brandwatch
4. Typical Instagram Engagement Rates by Follower Size in 2025
5. TikTok Statistics You Need to Know in 2025
6. TikTok Monetization Rules in 2025: What Every Creator Must Know
7. Instagram Monetization: 7 Proven Strategies to Boost Earnings
8. TikTok Marketing Report 2025 - Key Trends, Statistics, and Insights
9. Average Time Spent On TikTok Statistics and Facts (2025)
10. Average engagement rates for 12 industries [January 2025]

Who is the author of this content?

NAPOLIFY

A team specialized in data-driven growth strategies for social media

We offer data-driven, battle-tested approach to growing online profiles, especially on platforms like TikTok, Instagram, and Facebook. Unlike traditional agencies or consultants who often recycle generic advice,we go on the field and we keep analyzing real-world social content—breaking down hundreds of viral posts to identify what formats, hooks, and strategies actually drive engagement, conversions, and growth. If you'd like to learn more about us, you can check our website.

How this content was created 🔎📝

At Napolify, we analyze social media trends and viral content every day. Our team doesn't just observe from a distance—we're actively studying platform-specific patterns, breaking down viral posts, and maintaining a constantly updated database of trends, tactics, and strategies. This hands-on approach allows us to understand what actually drives engagement and growth.

These observations are originally based on what we've learned through analyzing hundreds of viral posts and real-world performance data. But it was not enough. To back them up, we also needed to rely on trusted resources and case studies from major brands.

We prioritize accuracy and authority. Trends lacking solid data or performance metrics were excluded.

Trustworthiness is central to our work. Every source and citation is clearly listed, ensuring transparency. A writing AI-powered tool was used solely to refine readability and engagement.

To make the information accessible, our team designed custom infographics that clarify key points. We hope you will like them! All illustrations and media were created in-house and added manually.