Today, where do you get better brand partnership deals: TikTok or Instagram?
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The creator economy has fundamentally shifted in 2025, with TikTok emerging as the dominant force for brand partnerships while Instagram maintains its stronghold in luxury markets.
TikTok creators now command significantly higher rates than Instagram creators in equivalent follower brackets, particularly in the 50K-500K range where viral potential translates directly to brand value. However, Instagram continues to deliver superior conversion rates for considered purchases and maintains higher advertiser trust for established brands.
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TikTok consistently outperforms Instagram in brand deal rates across all follower brackets, with creators earning 2-4x more per post for equivalent audiences. The platform's superior engagement rates (averaging 7.5% vs 3.65% for accounts under 100K) and viral potential make it the preferred choice for brands seeking awareness and impulse-driven sales.
| Metric | TikTok | |
|---|---|---|
| Brand Deal Rate (10K-50K) | $300-$2,000 per video | $100-$500 per post |
| Engagement Rate (<100K) | 7.5% average across all content types | 3.65% average, declining year-over-year |
| CPM (Cost per Mille) | $3.20-$10 for branded content | $2.50-$10.81 average $8.16 |
| Daily Time Spent | 69 minutes, 8+ sessions per day | 34 minutes, fewer but longer sessions |
| Conversion Strength | Impulse purchases, live shopping (45.5% shop on app) | Considered purchases, luxury goods (35% higher conversion for Reels vs TikTok in e-commerce) |
| Top ROI Niches | Beauty, fashion, fitness, tech (trend-driven) | Luxury, lifestyle, travel, fitness (brand loyalty) |
| Fake Followers Risk | 10-20% estimated (up to 950M fake accounts by end 2025) | 5-15% average, 25-29% for celebrities |
What are the average brand deal rates for creators on TikTok vs Instagram based on follower count brackets?
TikTok creators consistently command higher brand deal rates than Instagram creators across every follower bracket, with the gap widening significantly in the mid-tier creator range.
| Follower Bracket | TikTok (per video) | Instagram (per post) |
|---|---|---|
| 10K–50K | $300–$2,000 (micro-influencers benefit from viral potential and authentic UGC appeal) | $100–$500 (lower due to declining organic reach and algorithm changes) |
| 50K–100K | $1,000–$3,000 (sweet spot for brand partnerships, optimal engagement-to-cost ratio) | $500–$5,000 (wide range depends on niche specialization and content quality) |
| 100K–500K | $2,000–$10,000 (premium rates due to proven viral capability and audience trust) | $1,000–$10,000 (competitive with TikTok but requires bundled content packages) |
| 500K–1M | $10,000–$20,000+ (top-tier rates reflecting massive reach potential) | $5,000–$15,000+ (strong performance but lower than TikTok equivalents) |
| 1M+ | $20,000–$500,000+ (celebrity-level partnerships with major campaign budgets) | $10,000–$25,000+ (established but lower ceiling compared to TikTok mega-creators) |
| Rate Factors | Viral potential, video-first content, younger demographics, global reach | Polished aesthetics, multi-format content, established brand relationships |
| Premium Niches | Beauty tutorials, fashion hauls, tech reviews, fitness challenges | Luxury lifestyle, travel, home design, professional photography |
The rate disparity stems from TikTok's superior viral mechanics and younger, more engaged audience that drives immediate action. Instagram rates can spike for highly polished content or bundled packages including posts, stories, and reels, but rarely match TikTok's baseline rates for equivalent reach.
What are the average engagement rates per post on both platforms, and how do they vary by niche?
TikTok maintains significantly higher engagement rates across all follower brackets, with smaller creators seeing the most dramatic advantage over Instagram counterparts.
Platform-wide engagement rates show TikTok averaging 4.07%-4.86% compared to Instagram's declining 0.5%-1.16%. This disparity becomes more pronounced when examining follower-specific brackets, where TikTok creators under 100K followers achieve 7.5% engagement versus Instagram's 3.65% for the same tier.
| Niche Category | TikTok Engagement Rates | Instagram Engagement Rates |
|---|---|---|
| Education | 9.5% (highest performing niche, driven by tutorial and how-to content) | 2.43% (Higher Education specific, limited by algorithm reach) |
| Food/Drink | 6-18% (nano-influencers: 18.36%, benefits from recipe and cooking trends) | Data not available, typically follows platform average |
| Fitness | 14.61% (nano-influencers excel with workout challenges and transformations) | Estimated 2-3% based on sports category performance |
| Beauty | 3.5-4% (lower due to saturation but high conversion potential) | 1.26% (declining due to increased competition and algorithm changes) |
| Fashion | 2.5-15% (nano-influencers: 14.98%, outfit videos perform exceptionally) | Below 1.26% average, struggles with organic reach |
| Sports | Estimated 6-8% based on fitness correlation | 1.57% (one of the better performing Instagram niches) |
| Travel | Estimated 5-7% for trending destinations | 1.22% (impacted by reduced travel content demand post-pandemic) |
The engagement advantage directly translates to brand value, as TikTok's algorithm favors fresh content and authentic interactions over follower count, making smaller creators more valuable per follower than their Instagram counterparts.
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How does the conversion rate differ when selling digital or physical products via TikTok vs Instagram, broken down by industry?
TikTok dominates impulse-driven purchases with 45.5% of U.S. users shopping directly on the app, while Instagram excels in considered purchases with 35% higher conversion rates for e-commerce brands in lifestyle categories.
TikTok's live shopping feature delivers conversion rates of 9-30% during live streams compared to 2-3% for static product pages, making it particularly powerful for real-time product demonstrations. The platform's algorithm favors immediate engagement, driving 55% of users to make impulse purchases after seeing products in their feed.
Instagram's strength lies in its sophisticated shopping infrastructure and trusted creator relationships, with Reels specifically showing superior performance for e-commerce brands in luxury goods, home products, and lifestyle categories. The platform's visual-first approach and established checkout systems make it ideal for higher-value, considered purchases where customers research before buying.
Digital products see remarkable success on TikTok, particularly in educational content, software tools, and creative resources where creators can demonstrate value immediately. Physical products benefit from TikTok Shop integration, with 37% of U.S. users making purchases through the app in 2023, representing rapid growth in social commerce adoption.
Industry-specific performance varies significantly, with beauty and fashion seeing exceptional results on TikTok due to visual demonstration capabilities, while Instagram maintains advantages in luxury goods, professional services, and high-ticket items requiring trust-building through polished content presentation.
What's the average revenue per follower for each platform across brand partnerships, affiliate links, product sales, and subscriptions?
TikTok creators generate higher revenue per follower in most monetization categories, with brand partnerships yielding $0.03-$0.20 per follower annually compared to Instagram's $0.01-$0.10 range.
| Revenue Stream | TikTok Performance | Instagram Performance |
|---|---|---|
| Brand Partnerships | $0.03-$0.20/follower/year (varies by engagement and niche specialization) | $0.01-$0.10/follower/year (lower engagement impacts value despite broader reach) |
| Affiliate Links | 5-20% commission per sale (higher rates due to impulse buying behavior) | 5-15% commission per sale (steady performance but lower conversion frequency) |
| Product Sales | Exceptional in beauty, fashion, digital products (impulse-driven purchases dominate) | Strong in luxury, fitness, travel, home goods (considered purchase advantage) |
| Subscriptions | Top creators: $8,700/month (500K+ followers through live gifts and exclusive content) | Less common but growing in 2025, focus on premium content and community access |
| Live Monetization | Superior performance through live shopping, gifts, and real-time engagement | Limited live shopping features, relies more on Stories and IGTV |
| E-commerce Integration | TikTok Shop driving significant revenue growth, particularly in trending products | Established shopping features with in-app checkout and product tagging |
| Creator Fund/Programs | Multiple monetization programs including Creator Rewards and live gifts | Reels Play bonus and creator fund programs, though less lucrative per view |
Brand deals remain the highest revenue driver on both platforms, but TikTok creators with strong engagement in commerce-friendly niches can generate substantially higher per-follower revenue through TikTok Shop integration and live selling features. The platform's younger, more impulsive audience translates to faster conversion cycles and repeat engagement.
How does audience behavior differ on TikTok and Instagram in terms of what type of content they engage with and purchase from most?
TikTok users prioritize authentic, discovery-driven content with 69 minutes daily usage across 8+ sessions, while Instagram users spend 34 minutes daily engaging with polished, aspirational content in fewer but longer sessions.
TikTok's audience exhibits highly impulsive behavior, with the For You Page algorithm driving serendipitous discovery that leads to immediate purchases. Users respond most to authentic UGC, viral challenges, duets, and live streams where creators demonstrate products in real-time. The platform's short-form video format encourages rapid content consumption and instant decision-making.
Instagram users engage more deliberately with established creators and brands, favoring polished visuals, carousels, lifestyle content, and Stories that build long-term relationships. The platform excels at showcasing aspirational content that influences considered purchases, particularly in luxury goods, travel, and lifestyle categories where visual aesthetics drive desire.
Content preferences reveal distinct behavioral patterns: TikTok users seek entertainment-first content that happens to feature products, while Instagram users expect product-focused content presented through lifestyle and aspirational lenses. This difference impacts purchase decisions, with TikTok driving impulse buys and Instagram facilitating research-based purchases.
Demographic differences further influence behavior, with TikTok's younger user base (16-34, Gen Z dominant) responding to trend-driven content and peer recommendations, while Instagram's broader age range (18-44, strong Millennial base) values creator authority and brand credibility over viral trends.
What percentage of accounts on TikTok and Instagram are estimated to have fake followers or bot-driven engagement?
TikTok faces a higher risk of fake followers with estimates ranging from 10-20% of accounts, potentially reaching 950 million fake accounts by end of 2025, while Instagram maintains a 5-15% average with celebrities showing 25-29% fake followers.
The rapid global expansion of TikTok has created opportunities for bot networks to establish fake accounts at scale, with the platform's algorithm-driven discovery making it easier for artificial engagement to appear organic. However, TikTok's engagement-based algorithm means that fake followers have less impact on content distribution compared to Instagram's follower-based visibility metrics.
Instagram's fake follower problem is more established but better understood, with one in four influencers having purchased fake followers at some point. The platform's longer history has allowed bot detection systems to mature, though celebrity accounts and high-profile influencers still show concerning levels of artificial engagement.
Both platforms are increasing enforcement efforts, with TikTok implementing machine learning systems to detect coordinated inauthentic behavior and Instagram conducting regular purges of fake accounts. However, the sophistication of bot networks continues to evolve, making fake engagement detection an ongoing challenge for brands evaluating creator partnerships.
For brands, the fake follower risk translates to potential campaign inefficiencies and reduced ROI, making engagement rate analysis and audience quality assessment critical components of creator vetting processes across both platforms.
What are the average CPM and CPC rates on each platform for branded content?
TikTok offers lower CPM rates at $3.20-$10 with CPC ranging from $0.17-$1.00, while Instagram maintains higher CPM of $2.50-$10.81 (averaging $8.16) but also higher CPC of $0.40-$1.73 (averaging $0.69).
TikTok's lower CPM reflects the platform's scale and efficiency in reaching younger demographics, making it particularly cost-effective for awareness campaigns targeting Gen Z and younger Millennials. The platform's algorithm optimization for engagement over follower count often delivers superior reach per dollar spent, especially for content with viral potential.
Instagram's higher CPM rates correlate with its more targeted advertising capabilities and established e-commerce infrastructure. Instagram Reels show a specialized CPM of $4.29, lower than feed ads but generating higher engagement rates, making them valuable for brands seeking video content performance without TikTok-level investment.
The CPC difference highlights platform strengths: TikTok's lower CPC makes it ideal for driving traffic and generating leads, while Instagram's higher but more targeted CPC delivers better quality clicks from users with higher purchase intent, particularly valuable for e-commerce brands with premium products.
Cost efficiency varies significantly by campaign objective, with TikTok excelling at top-of-funnel awareness and engagement metrics, while Instagram delivers superior performance for bottom-of-funnel conversions and repeat customer acquisition in established brand categories.
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How has the value of brand deals evolved from 2023 to 2025 for both TikTok and Instagram, and what trends are emerging for 2026?
The influencer marketing market reached $23.6 billion in 2025, with TikTok surpassing Instagram as the most popular platform for brand partnerships, driving significant rate increases for mid-tier creators while mega-influencer rates have stabilized due to ROI focus.
Between 2023 and 2025, micro and mid-tier creators experienced substantial rate increases as brands recognized their superior engagement rates and authenticity. TikTok creators in the 50K-500K range saw average rate increases of 40-60%, while Instagram creators in equivalent brackets experienced more modest 20-30% growth due to declining organic reach and increased competition.
Mega-influencer rates have softened across both platforms as brands prioritize ROI over reach, with many shifting budgets toward multiple micro-influencer partnerships rather than single large-scale collaborations. This trend reflects growing sophistication in brand measurement capabilities and recognition that authentic engagement often outperforms raw follower counts.
2026 trends indicate continued growth in micro-influencer partnerships, with brands increasingly seeking long-term ambassadorships over one-off posts. Live and social commerce integration will drive premium rates for creators who can demonstrate direct conversion capabilities, particularly on TikTok where live shopping features continue expanding.
Hybrid campaigns across platforms are becoming standard, with brands expecting creators to adapt content for multiple platforms while maintaining platform-specific optimization. This evolution demands higher creator skills but also commands premium rates for those who can effectively cross-pollinate audiences between TikTok and Instagram.
What is the typical structure of the conversion funnel for each platform and how efficient is each stage comparatively?
TikTok excels at top-of-funnel awareness and engagement through FYP-driven viral potential, while Instagram delivers superior bottom-of-funnel conversion and retention through established shopping infrastructure and loyal follower relationships.
| Funnel Stage | TikTok Performance | Instagram Performance |
|---|---|---|
| Reach | FYP algorithm delivers massive organic reach potential, viral mechanics can amplify content 100x overnight | Follower-based reach with Explore and hashtag discovery, more predictable but limited organic growth |
| Engagement | Superior rates (7.5% for <100K accounts), driven by likes, shares, comments, duets, and viral participation | Lower but more loyal engagement (3.65% for <100K), focused on meaningful interactions and saves |
| Click-Through | Strong for viral/trendy content and TikTok Shop integration, impulse-driven behavior dominates | Higher quality clicks through shoppable posts, Reels, and Stories with established purchase intent |
| Purchase | Excellent for impulse purchases, live shopping, and influencer recommendations with immediate gratification | Superior for considered purchases, higher AOV, and repeat customer acquisition through trust-building |
| Retention | Moderate retention, relies on consistent viral content creation and community engagement | Strong retention through lifestyle integration, consistent brand presence, and relationship building |
| Advocacy | User-generated content and duets create organic brand advocacy and viral amplification | Influencer testimonials and lifestyle integration drive aspirational brand advocacy |
| Overall Efficiency | Most efficient for awareness, engagement, and impulse conversions with younger demographics | Most efficient for consideration, conversion, and retention with established brand relationships |
The conversion funnel efficiency reveals platform-specific strengths: TikTok's algorithm-driven discovery creates efficient top-funnel performance with minimal ad spend, while Instagram's established shopping features and creator relationships deliver superior bottom-funnel results for brands seeking long-term customer value.
Which niches see the highest ROI on TikTok vs Instagram in terms of brand deals?
Beauty achieves the highest ROI on TikTok through tutorial content and product demonstrations, while luxury lifestyle and travel dominate Instagram's brand partnership landscape with superior conversion rates for high-value products.
- TikTok ROI Leaders: Beauty tutorials and product reviews generate exceptional engagement and direct sales through viral makeup trends and authentic product testing content that drives immediate purchase decisions.
- Fashion Performance: TikTok excels with trendy, accessible fashion through outfit videos, hauls, and styling tips that appeal to younger demographics seeking affordable, trend-driven pieces.
- Fitness Excellence: Workout challenges, transformation content, and routine demonstrations perform exceptionally well, with 14.61% engagement rates for nano-influencers driving supplement and equipment sales.
- Tech Innovation: Unboxings, product demos, and tech reviews benefit from TikTok's video-first format, allowing creators to showcase functionality and features in engaging, bite-sized content.
- Education Dominance: How-to content, tutorials, and educational material achieve 9.5% engagement rates, with digital products and course sales seeing remarkable conversion through value demonstration.
- Instagram ROI Leaders: Luxury brands achieve superior ROI through aspirational lifestyle content that builds long-term brand desire and justifies premium pricing through visual storytelling.
- Lifestyle Authority: Home design, wellness, and lifestyle categories benefit from Instagram's visual-first approach and ability to showcase products within aspirational contexts.
- Travel Excellence: Destination marketing and travel gear promotion leverage Instagram's visual storytelling capabilities and planning-oriented user behavior for higher-value bookings.
- Professional Services: Coaching, consulting, and B2B services find success through thought leadership content and professional networking capabilities that establish credibility and trust.
- High-Ticket Items: Luxury goods, professional equipment, and investment products benefit from Instagram's established user base with higher disposable income and considered purchase behavior.
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Where do users spend more time daily on average, and how does that influence brand visibility and engagement potential?
TikTok users spend 69 minutes daily across 8+ sessions compared to Instagram's 34 minutes in fewer but longer sessions, creating fundamentally different brand exposure opportunities and engagement patterns.
TikTok's higher daily usage reflects the platform's addictive short-form content format and algorithm-driven discovery that encourages continuous scrolling and frequent app returns throughout the day. This behavior pattern creates multiple brand touchpoints and increases the likelihood of viral content discovery, making it ideal for awareness campaigns and impulse-driven purchasing decisions.
Instagram's concentrated usage sessions indicate more intentional engagement with specific creators and brands, leading to deeper content consumption and stronger relationship building. Users typically engage with Instagram during dedicated browsing periods, creating opportunities for detailed product exploration and considered purchase decisions through comprehensive visual content.
The session frequency difference impacts brand strategy significantly: TikTok's multiple daily sessions favor consistent content posting and trend participation to maintain visibility, while Instagram's longer sessions reward high-quality, engaging content that can hold attention and drive meaningful interactions within fewer touchpoints.
Brand visibility benefits vary by platform strength: TikTok's high-frequency usage creates superior reach and viral potential for trending content, while Instagram's focused sessions deliver better brand recall and purchase consideration through immersive visual experiences and detailed product showcases that align with user browsing behavior.
What criteria should a creator use to decide between focusing on TikTok or Instagram for securing brand partnerships in 2025?
Creators should evaluate audience demographics, content production capabilities, engagement patterns, and long-term brand goals when choosing between TikTok and Instagram for optimal brand partnership opportunities.
Audience demographics serve as the primary decision factor: creators targeting Gen Z and younger Millennials should prioritize TikTok for its 16-34 age dominance and higher engagement rates, while those serving broader audiences aged 18-44 or luxury market segments will find Instagram's established user base more valuable for brand partnerships requiring purchase authority and higher disposable income.
Content production strengths determine platform success: creators excelling at authentic, spontaneous video content with viral potential should focus on TikTok, while those producing polished, multi-format content with strong visual aesthetics will achieve better brand partnership rates on Instagram through its established creator economy and sophisticated content tools.
Engagement rate analysis reveals platform advantages: creators with under 500K followers typically achieve higher engagement on TikTok (7.5% vs 3.65% for accounts under 100K), making it more attractive for brand partnerships, while established creators with loyal followings may maintain better Instagram performance through relationship-driven engagement patterns.
Monetization goals influence platform choice: creators seeking quick revenue growth through viral content and impulse-driven sales should prioritize TikTok's superior CPM rates and direct shopping integration, while those building long-term brand relationships and recurring partnerships will benefit from Instagram's established creator economy and higher client retention rates.
Niche compatibility determines success probability: beauty, fashion, fitness, and tech creators will find success on both platforms but should consider TikTok for trend-driven content and Instagram for authority-building, while luxury lifestyle, travel, and professional service creators will achieve superior brand partnership rates through Instagram's visual storytelling capabilities and affluent user base.
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Conclusion
TikTok emerges as the clear winner for brand partnership rates and engagement-driven monetization in 2025, offering creators 2-4x higher earning potential across most follower brackets while providing superior viral reach and audience engagement that brands increasingly value over traditional metrics.
However, Instagram maintains crucial advantages in luxury markets, considered purchases, and long-term brand relationships that creators in specific niches should not overlook when building sustainable monetization strategies that prioritize quality partnerships over volume.
Sources
- WP-Tonic - How TikTok Influencers Make Money in 2025
- Taggbox - How Much Do Influencers Make
- Shopify - Influencer Pricing Guide
- EmbedSocial - Instagram Influencer Earnings
- The Influencer Marketing Factory - TikTok vs Instagram Engagement Rates
- Brandwatch - TikTok Engagement Rate Benchmarks
- Sprout Social - TikTok Statistics
- MyDesigns - TikTok Trends for Digital Products
- Stack Influence - TikTok Shops 2025 Analysis
- Hostinger - Digital Marketing Statistics
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