As an influencer, is it better to build your brand on TikTok or Instagram now?

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

What engagement rates can you expect across different niches on TikTok versus Instagram?

TikTok delivers significantly higher engagement rates across all niches, with beauty nano-influencers reaching 12.94% compared to Instagram's 3.8% for similar account sizes.

In the beauty niche specifically, TikTok nano-influencers (1K-10K followers) achieve 12.94% engagement rates, dropping to 3.53% for macro-influencers with 500K+ followers. Instagram beauty micro-influencers (10K-100K) average 3.8% engagement, falling to just 1.2% for macro-level accounts.

Fitness content shows even more dramatic differences, with TikTok nano-influencers hitting 14.61% engagement rates. Instagram fitness creators in the mid-tier range typically see around 2.5% engagement. Lifestyle content follows similar patterns, where TikTok nano-influencers achieve 14.32% engagement while Instagram maintains its 2.5-3.0% range for comparable creator tiers.

The engagement gap stems from TikTok's algorithm prioritizing content discovery over follower relationships. TikTok's "For You" page exposes content to users regardless of following status, while Instagram's feed primarily shows content from accounts users already follow, limiting organic reach potential.

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How does engagement break down by account size on each platform?

Engagement rates demonstrate inverse relationships with follower count on both platforms, but TikTok maintains higher rates across all tiers.

Follower Range	TikTok Engagement Rate	Instagram Engagement Rate
Below 100K	7.50% (highest engagement tier)	3.65% (peak performance range)
100K - 500K	5.10% (strong mid-tier performance)	3.04% (gradual decline begins)
500K - 1M	4.48% (moderate decrease)	2.40% (noticeable drop)
1M - 5M	3.76% (stable macro-influencer range)	2.59% (slight uptick in this range)
5M - 10M	4.22% (unexpected increase)	2.10% (continued decline)
10M+	2.88% (lowest but still competitive)	1.77% (significant drop for mega accounts)
Comments per Post	66 average comments per post	24 average comments per post

What's the reality about fake followers and bot interactions in 2025?

Instagram faces more significant bot activity challenges, with approximately 15% of profiles showing bot-like characteristics such as zero posts or generic usernames.

TikTok implements more aggressive bot removal systems, resulting in fewer reported fake follower issues compared to Instagram. The platform's focus on content performance over follower count naturally reduces the incentive for purchasing fake followers, since engagement quality matters more than follower quantity for algorithmic distribution.

Instagram's bot problem manifests through accounts with suspicious patterns: profiles with no posts, generic usernames following predictable formats, and engagement that doesn't align with content quality. These bot accounts often follow accounts indiscriminately without genuine interest in the content.

TikTok's "For You" page algorithm evaluates content based on completion rates, shares, and authentic engagement signals, making bot interactions less effective for gaming the system. The platform's rapid content consumption model also makes it harder for bots to generate meaningful engagement that influences algorithmic distribution.

How do audiences behave differently on each platform?

TikTok users consume content at higher volumes with longer session times, spending 47-88 minutes daily on the platform—the highest among all social media platforms.

TikTok thrives on entertainment-first content including challenges, dances, memes, and viral trends. The platform's short-form video format (15-60 seconds) encourages rapid content consumption and higher sharing rates. Users engage more with content that feels authentic and spontaneous rather than highly polished productions.

Instagram audiences prefer educational carousels, aesthetic Reels, and interactive Stories featuring polls and quizzes. The platform succeeds with high-value niches like lifestyle aesthetics and direct-shoppable content. Instagram users tend to engage more thoughtfully, taking time to read captions and explore linked content.

The consumption patterns differ significantly: TikTok users scroll rapidly through content, making immediate decisions about engagement within the first few seconds. Instagram users spend more time per post, reading captions, checking comments, and exploring profiles before engaging.

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What are the complete conversion funnel metrics for both platforms?

Instagram demonstrates superior conversion rates despite TikTok's higher engagement, with Instagram achieving 1.5-3.5% conversion rates compared to TikTok's 1.0-1.5%.

Funnel Stage	TikTok Performance	Instagram Performance
Reach	Algorithm-driven with high viral potential, can reach non-followers effectively	Follower-dependent reach with lower organic discovery
Engagement	2.5-7.5% (significantly higher, especially for nano-influencers)	1.77-3.65% (lower but more consistent across account sizes)
Click-Through Rate	Lower than Instagram due to entertainment-focused user mindset	Higher for shoppable posts and direct purchase intent
Conversion Rate	1.0-1.5% (better for brand awareness and affiliate campaigns)	1.5-3.5% (35% higher for direct sales transactions)
Average Cart Value	Higher for impulse purchases and trending products	Higher for lifestyle and beauty products with longer consideration
User Intent	Discovery and entertainment-focused, less purchase-ready	Research and shopping-oriented, higher purchase intent
Retargeting Potential	Limited retargeting options, focus on broad awareness	Strong retargeting capabilities with detailed user data

How do conversion rates compare when selling products or services?

Instagram drives 35% higher conversion rates for direct sales through integrated shopping features and purchase-intent user behavior.

For affiliate marketing, TikTok performs competitively with conversion rates around 1.0-1.5%, particularly effective for products that can be demonstrated quickly in video format. The platform excels with impulse-buy items and trending products that align with viral content themes.

Instagram's shoppable posts and "Buy Now" tags create seamless purchase experiences, resulting in 1.5-3.5% conversion rates for e-commerce. The platform's visual nature works exceptionally well for lifestyle, beauty, and fashion products where aesthetics drive purchase decisions.

Service-based businesses find Instagram more effective for conversion due to the platform's professional presentation capabilities and longer-form content options through carousels and IGTV. TikTok works better for service awareness and initial discovery rather than final conversion.

Subscription services see mixed results: TikTok generates higher initial interest and sign-ups for free trials, while Instagram converts better for paid subscriptions due to its detailed content presentation capabilities and user research behavior patterns.

Where do people actually spend more money and time?

TikTok dominates time consumption with 47-88 minutes of daily usage per user, while Instagram users demonstrate higher purchase behavior and cart values.

TikTok's extended session times result from its addictive "For You" page algorithm that continuously serves engaging content. Users often lose track of time while scrolling, creating extensive exposure opportunities for brands. However, this entertainment mindset doesn't always translate to immediate purchase behavior.

Instagram users exhibit more intentional browsing patterns, spending time researching products, reading reviews in comments, and exploring brand profiles before purchasing. While session times are shorter, the quality of engagement is higher for commercial intent.

Click-through rates favor Instagram for direct sales links, while TikTok generates more brand awareness and discovery clicks. Instagram's shopping integration creates friction-free purchasing experiences that TikTok currently lacks, leading to higher cart values and completion rates.

Which niches and goals make each platform clearly better?

TikTok excels for Gen Z audiences, viral campaigns, entertainment content, and brand awareness goals, while Instagram dominates with Millennials, visual storytelling, direct sales, and established e-commerce brands.

Choose TikTok for fitness content, challenges, educational content that can be demonstrated quickly, and any niche targeting users under 25. The platform's algorithm gives new creators unprecedented discovery opportunities, making it ideal for building initial audience from zero followers.

Instagram works better for luxury brands, detailed tutorials, lifestyle aesthetics, and any business requiring trust-building through polished content presentation. Professional services, B2B content, and high-consideration purchases perform significantly better on Instagram due to its research-friendly format.

Entertainment niches including comedy, dance, music, and viral challenges clearly favor TikTok's format and audience expectations. Educational content works on both platforms but requires different approaches: quick tips and demonstrations for TikTok, detailed tutorials and carousels for Instagram.

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

How did growth and monetization trends shift in 2025, and what's expected for 2026?

TikTok's ad revenue reached $32.4 billion in 2025, representing 11% of total social media advertising spend, while Instagram shifted focus toward Reels and keyword optimization over traditional hashtag strategies.

TikTok usage patterns show potential to reach 44 hours monthly per user in the US, but platform ban discussions could shift users toward Instagram Reels. The uncertainty around TikTok's availability has led many creators to develop cross-platform strategies rather than relying solely on TikTok growth.

Instagram responded to TikTok's success by prioritizing Reels in its algorithm and introducing keyword-based discovery to reduce reliance on hashtags. This shift makes Instagram more accessible to new creators who previously struggled with hashtag research and community building.

Hybrid campaigns using both platforms show 20% higher ROI compared to single-platform strategies. Brands increasingly view TikTok and Instagram as complementary rather than competing platforms, using TikTok for awareness and Instagram for conversion.

For 2026, expect TikTok to enhance shopping features to compete with Instagram's e-commerce capabilities, while Instagram will continue improving short-form video tools to match TikTok's engagement rates.

Which platform offers better discoverability for new creators?

TikTok's algorithm provides superior discoverability for new creators through its meritocratic "For You" page that prioritizes content quality over follower count.

New TikTok creators can achieve viral reach within their first few posts if content resonates with audiences, regardless of having zero followers. The algorithm tests content with small audiences first, then expands reach based on engagement metrics like completion rate, shares, and comments.

Instagram's traditional algorithm heavily favored established accounts with large followings, but recent updates in 2025 include more discovery-friendly features. The platform now incorporates keyword optimization and gives newer accounts increased visibility in Reels feeds, though not to TikTok's extent.

TikTok's discoverability advantage makes it ideal for creators starting from scratch or pivoting to new niches. Instagram works better for creators who already have some following or can leverage cross-promotion from other platforms to build initial momentum.

The "For You" page exposes TikTok content to users who've never heard of the creator, while Instagram's Explore page tends to show content from accounts similar to those users already follow, creating less opportunity for completely new discovery.

How should you choose between TikTok and Instagram based on your specific situation?

Your platform choice should align with your audience demographics, content creation capabilities, monetization timeline, and available resources for consistent posting.

Choose TikTok if you target Gen Z audiences, can create authentic and entertaining content quickly, want rapid audience growth, and focus on brand awareness over immediate sales. TikTok requires staying current with trends and maintaining high posting frequency to sustain algorithmic favor.

Select Instagram if you target Millennials or older demographics, can produce high-quality visual content, need direct sales capabilities, and have products or services that benefit from detailed presentation. Instagram rewards consistency and quality over quantity in content creation.

Consider your content creation resources: TikTok demands trend awareness and quick content turnaround, while Instagram requires more polished production values and strategic planning. TikTok content can be created with basic smartphone recording, while Instagram often benefits from better lighting, editing, and graphic design.

For optimal results, most successful creators use both platforms strategically: TikTok for discovery and viral growth, Instagram for nurturing relationships and driving conversions. Adapt content formats to each platform rather than cross-posting identical content.

When in doubt about what to post, we've got your back.

Conclusion

Sources

1. The Influencer Marketing Factory
2. JCK Online
3. Sprout Social TikTok Stats
4. Stack Influence
5. Enhencer
6. Sprout Social Instagram Stats
7. WARC Platform Insights
8. Value Your Network
9. Sked Social
10. Sprout Social Demographics

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.