Today, where do you make more from live streaming: TikTok or Instagram?
This article has been written by our TikTok expert who will tell you what are the most efficient strategies in your niche
We will tell you what works for your niche on social media
TikTok consistently outperforms Instagram in live streaming revenue, generating 5-10x more per viewer through gifts and integrated commerce features.
The gap becomes more pronounced at higher follower counts, with TikTok mega-influencers earning $10,000-$20,000 per stream compared to Instagram's $5,000 maximum. TikTok's algorithm-driven discovery means 70% of live viewers are new audiences, while Instagram relies heavily on existing followers for 80% of live viewership.
And if you need help with your social media, our team can take a look and help you grow more efficiently.
Summary
TikTok dominates live streaming monetization with superior gift systems, algorithm-driven discovery, and integrated shopping features that convert 30-35% of viewers into buyers. Instagram excels in community retention and higher-value brand partnerships but lags significantly in direct monetization tools.
| Metric | TikTok Performance | Instagram Performance |
|---|---|---|
| Revenue per 1,000 viewers | $50-$500 from gifts + sales | $10-$100 from badges only |
| Engagement rate | 2.50-4.86% with 6x boost during live | 0.50-1.16% with 10x boost during live |
| Conversion rate (fashion/beauty) | 30-40% through integrated shopping | 15-25% via external links |
| Audience discovery | 70% new viewers per stream | 80% existing followers |
| Average session duration | 25.4 minutes with 57% retention | 30+ minutes with 57% retention |
| Bot traffic impact | 20-50% view inflation (97% bot traffic) | 25-40% engagement inflation |
| Growth potential 2026 | 67% increase in live-shopping users | Steady growth via AI tools |
What's the average revenue per live stream on TikTok versus Instagram across different account sizes?
TikTok generates significantly higher per-stream revenue across all account tiers, with micro-influencers earning $300-$2,500 compared to Instagram's $100-$750 for the same follower range.
| Account Size | TikTok Revenue | Instagram Revenue |
|---|---|---|
| Nano (1K-10K) | $50-$300 from gifts and micro-sponsorships | $10-$100 from badges and small deals |
| Micro (10K-100K) | $300-$2,500 with 40-60% from gifts | $100-$750 with ~$50 per 1,000 viewers |
| Macro (100K-1M) | $2,500-$10,000 from gifts and brand deals | $750-$10,000 heavily from partnerships |
| Mega (1M+) | $10,000-$20,000 with $5K-$20K weekly from gifts | Up to $5,000 via badges and sponsorships |
What are the typical engagement rates per live stream for TikTok and Instagram in 2025?
TikTok maintains a 2.50-4.86% baseline engagement rate that multiplies 6x during live sessions, while Instagram's 0.50-1.16% rate sees a 10x boost during live streams.
TikTok's engagement advantage stems from its algorithm pushing live content to the "For You" page, where 70% of viewers discover streams organically. Instagram's engagement, while lower in raw numbers, demonstrates higher intent since 80% of live viewers are existing followers who actively seek out the content.
Shares represent another critical metric where TikTok leads with 30-35% of viewers sharing live content versus Instagram's 25%. TikTok's challenge features and Q&A formats naturally encourage viral sharing, while Instagram's sharing occurs more within close-knit niche communities like fitness and beauty.
How does audience behavior differ between TikTok and Instagram during live sessions?
TikTok audiences exhibit discovery-focused behavior with high impulsivity, while Instagram viewers demonstrate follower-centric engagement with deeper emotional connections.
On TikTok, 55% of Gen Z users engage with live content weekly, and 36% make purchases during streams due to the platform's seamless shopping integration. The discovery nature means viewers often stumble upon live content through the algorithm, creating spontaneous engagement patterns.
Instagram live sessions attract viewers seeking longer-form content like tutorials and behind-the-scenes footage. The platform's 57% retention rate for viewers watching 75% or more of streams indicates stronger commitment, though this comes from a smaller, more targeted audience pool.
Content preferences also diverge significantly. TikTok viewers gravitate toward interactive formats like product demonstrations and Q&As that leverage the platform's participatory culture. Instagram audiences prefer storytelling formats and educational content that builds on existing relationships with creators.
What's the average conversion rate when promoting products via live stream on each platform by niche?
TikTok's integrated TikTok Shop drives conversion rates 2-3x higher than Instagram across all major niches, particularly excelling in fashion and beauty sectors.
| Niche | TikTok Rate | Instagram Rate | Key Factors |
|---|---|---|---|
| Fashion | 30-35% | 15-20% | TikTok Shop seamless checkout vs Instagram external links |
| Beauty | 35-40% | 20-25% | Visual demonstrations work better on TikTok's format |
| Fitness | 25-30% | 10-15% | TikTok's younger demographic more impulse-driven |
| Education | 10-15% | 5-10% | Both platforms struggle with educational conversions |
| Food/Recipes | 20-25% | 8-12% | TikTok's quick-cooking trend drives ingredient sales |
| Home/Lifestyle | 18-22% | 12-16% | TikTok's "aesthetic" culture boosts home decor sales |
| Technology | 15-20% | 10-14% | TikTok reviews appear more authentic to younger buyers |
Which platform brings in more revenue from in-stream gifts, donations, or tips?
TikTok dominates the virtual gifting economy, generating $0.05-$0.10 per viewer compared to Instagram's $0.01-$0.03 per viewer from badges.
TikTok's gift system allows creators to earn $50-$500 per 1,000 viewers, with top creators making $5,000-$20,000 weekly from gifts alone. The platform's diverse gift options, from roses worth $0.01 to luxury cars worth $500, create multiple price points for audience engagement.
Instagram's badge system, while generating over $50 million in total revenue by 2025, operates at a much smaller scale. Badges typically generate around $50 per 1,000 viewers, making the Instagram gifting economy approximately 10x smaller than TikTok's per-viewer basis.
The cultural difference plays a significant role. TikTok's Asian-influenced gifting culture normalizes virtual tipping, while Instagram's Western-centric audience remains more hesitant about virtual gifts, preferring direct product purchases or traditional donations.
If you're struggling to identify what content works in your niche, we can help you figure it out.
How much fake traffic affects TikTok vs Instagram live streams and metrics?
TikTok faces a severe bot problem with up to 97% of traffic potentially artificial, inflating live stream views by 20-50%, while Instagram maintains better control with 25-40% estimated bot traffic.
TikTok's bot epidemic creates significant challenges for creators and advertisers. Fake views can make a stream appear more popular than it actually is, leading to inflated engagement metrics that don't translate to real revenue. The platform's algorithm, while sophisticated, struggles to differentiate between genuine viral content and bot-boosted streams.
Instagram's stricter moderation systems result in lower bot percentages, though the impact on revenue remains notable. Bot traffic primarily affects likes and comments rather than view counts, making Instagram's metrics more reliable for brands evaluating partnership opportunities.
For creators, bot traffic represents a double-edged sword. While it can boost initial visibility, it undermines long-term credibility and reduces actual conversion rates since bots don't purchase products or engage meaningfully with content.
What are the full funnel metrics from reach to conversion on each platform?
TikTok excels in reach and conversion while Instagram dominates in audience retention and relationship building throughout the marketing funnel.
| Funnel Stage | TikTok Performance | Instagram Performance | Winner |
|---|---|---|---|
| Reach | 100M+ daily active users, algorithm-driven discovery | 100M daily users, follower-based reach | Tie |
| Awareness | 70% viewers discover via "For You" page | 80% viewers are existing followers | TikTok |
| Engagement | 2.50-4.86% rate, 6x boost during live | 0.50-1.16% rate, 10x boost during live | TikTok |
| Consideration | 25.4 min average session, 57% retention | 30+ min sessions, 57% retention | |
| Conversion | 30-35% in fashion/beauty via TikTok Shop | 15-20% via external links | TikTok |
| Retention | Algorithm reshuffles audiences constantly | Strong follower loyalty and repeat engagement | |
| Advocacy | 30-35% share rate drives viral growth | 25% share rate within niche communities | TikTok |
How has monetization performance changed from 2024 to 2025 on both platforms?
TikTok doubled creator payouts and expanded shopping commissions while Instagram introduced new revenue streams but maintained limited ad revenue sharing.
TikTok's Creator Rewards Program increased payouts from $0.20-$0.50 to $0.40-$1.00 per 1,000 views in 2025. TikTok Shop commissions now average 5-20% per sale, significantly boosting live-shopping revenue potential for creators across all niches.
Instagram launched the "Referrals" program paying $100 per 1,000 website visits and expanded badge functionality, but these changes remain incremental compared to TikTok's aggressive monetization push. Instagram's focus on AI tools and creator incentives suggests a longer-term strategy rather than immediate revenue boosts.
The policy changes reflect each platform's strategic direction. TikTok prioritizes creator economics to compete with established platforms, while Instagram leverages its existing user loyalty to test sustainable monetization models without alienating creators or users.
Not sure why your posts aren't converting? Let us take a look for you.
Which platform shows more growth potential for 2026, especially for new creators?
TikTok offers superior growth potential with projected 67% growth in live-shopping users by 2026, making it the clear choice for creators starting from scratch.
TikTok's algorithm-driven discovery means new creators can achieve viral reach without existing follower bases. The platform's emphasis on content quality over creator size democratizes opportunities, with many creators gaining millions of followers within months of starting.
Instagram's growth strategy centers on AI tools and enhanced creator support, but the platform's follower-dependent reach makes it challenging for new creators to break through. Established creators benefit from Instagram's higher brand partnership rates, but newcomers face significant barriers to initial growth.
The live-shopping boom particularly favors TikTok, where integrated commerce features eliminate friction between discovery and purchase. Instagram's reliance on external links creates conversion barriers that particularly hurt new creators who lack brand recognition to drive traffic off-platform.
Economic factors also favor TikTok for new creators. The platform's gifting system provides immediate monetization opportunities regardless of follower count, while Instagram's badge system requires substantial audiences to generate meaningful revenue.
Where do users spend more time during live streams and what's the average retention?
Instagram edges out TikTok in session duration with 30+ minute streams versus TikTok's 25.4 minutes, though both platforms maintain identical 57% retention rates for viewers watching 75% or more of content.
TikTok's shorter sessions reflect its fast-paced culture where creators deliver concentrated value quickly. The platform's algorithm trains users to expect rapid content consumption, making 25-minute live sessions feel substantial within TikTok's ecosystem.
Instagram's longer sessions enable deeper storytelling and educational content. Creators use extended timeframes for tutorials, Q&A sessions, and behind-the-scenes content that builds stronger parasocial relationships with audiences.
Retention quality matters more than raw duration. Both platforms achieve 57% retention for viewers staying through most of the stream, indicating similar levels of content satisfaction once viewers commit to watching.
How do follower count and account maturity affect revenue potential?
Account maturity creates a revenue crossover point where Instagram becomes more profitable for established creators, while TikTok offers better monetization for newer accounts regardless of follower count.
For creators with 100,000+ followers, Instagram's brand partnership rates often exceed TikTok's by 2-3x, with established accounts commanding $2,000-$25,000 per sponsored post compared to TikTok's typical $500-$5,000 range. However, TikTok's gifting system scales independently of follower count, allowing smaller creators to earn meaningful revenue immediately.
Account age plays a crucial role on Instagram, where established accounts benefit from higher trust scores, better brand partnership opportunities, and grandfathered algorithm benefits. TikTok's algorithm refreshes constantly, making account history less relevant than current content performance.
The maturity factor extends to audience quality. Instagram's older, higher-income demographics convert better for premium products and services, while TikTok's younger audience drives volume sales and impulse purchases.
If you feel like your content isn't getting enough engagement, we can help improve that.
Based on specific goals, how should creators choose between TikTok and Instagram for live streaming?
Platform selection should align with primary objectives, with TikTok dominating sales and growth goals while Instagram excels in community building and premium brand partnerships.
| Primary Goal | Recommended Platform | Reasoning and Strategy |
|---|---|---|
| Product Sales | TikTok | Integrated TikTok Shop drives 30-35% conversion rates in fashion/beauty. Live shopping features eliminate purchase friction and capitalize on impulse buying behavior. |
| Community Building | 80% viewer-brand connection rate excels in tutorials and Q&As. Longer session durations allow deeper relationship building with consistent audiences. | |
| Follower Growth | TikTok | Algorithm discovery brings 70% new viewers per stream. Content quality matters more than existing follower base, enabling rapid organic growth. |
| Brand Partnerships | Higher sponsorship rates ($2K-$25K for 1M+ followers) and better advertiser trust. Established creator economy attracts premium brand collaborations. | |
| Immediate Revenue | TikTok | Gifting system provides instant monetization regardless of follower count. $0.05-$0.10 per viewer from gifts beats Instagram's $0.01-$0.03 from badges. |
| Educational Content | Longer attention spans and existing follower relationships support in-depth educational formats. Better suited for complex topics requiring extended explanation. | |
| Viral Reach | TikTok | 30-35% share rate and algorithm amplification create viral potential. Discovery-based platform rewards engaging content with massive reach regardless of creator size. |
Conclusion
TikTok clearly wins the live streaming revenue battle through superior monetization tools, higher conversion rates, and algorithm-driven audience discovery that benefits creators of all sizes.
Instagram remains valuable for established creators seeking premium brand partnerships and community building, but TikTok's integrated commerce features and gifting economy create more accessible and scalable revenue opportunities for the majority of creators.
Sources
- GoAt Agency - Instagram Live vs TikTok Live
- Cropink - Instagram Live Statistics
- Delivered Social - TikTok Live vs IG Live Business Growth
- Shopify - Influencer Pricing Guide
- Sprout Social - TikTok Statistics
- WP Tonic - How TikTok Influencers Make Money
- Epidemic Sound - Which Platform Pays Most
- Stack Influence - TikTok Shops 2025
- Click Patrol - TikTok Bots Explained
- Creator Hero - TikTok Pay 2025
Read more articles
-Average Monthly Payout on TikTok
-B2B Leads from 1000 Views on TikTok
-How Long to Start Earning on TikTok
