Today, do you get a better ROI 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

How many hours does the average user spend on TikTok vs Instagram each day in 2025?

TikTok users spend 55-69 minutes daily on the platform, nearly doubling Instagram's 34 minutes per day.

This significant time difference reflects TikTok's algorithm efficiency and addictive content format. The For You Page keeps users engaged longer through personalized, bite-sized content that encourages continuous scrolling. TikTok's daily usage has grown 2-5% year-over-year, while Instagram's usage remains flat or slightly declining.

The gap is most pronounced among Gen Z users, who spend up to 95 minutes daily on TikTok compared to 30 minutes on Instagram. This extended engagement window creates more opportunities for brand exposure and message repetition, directly impacting ROI through increased brand recall and purchase consideration.

Instagram's usage pattern is more intentional and goal-oriented, with users checking specific accounts, responding to DMs, or shopping. While shorter, these sessions often have higher commercial intent, making Instagram's audience more purchase-ready despite spending less time on the platform.

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What's the average engagement rate per post on TikTok vs Instagram by niche and account size?

TikTok consistently outperforms Instagram across all follower ranges, with smaller accounts seeing the most dramatic differences.

Accounts under 100k followers achieve 7.5% engagement on TikTok versus 3.65% on Instagram. This gap narrows as follower counts increase, but TikTok maintains its advantage even for mega-influencers with 10M+ followers (2.9% vs 1.77%).

Follower Range	TikTok ER	Instagram ER	Performance Gap
Under 100K	7.5%	3.65%	+105% TikTok advantage
100K-500K	5.1%	3.04%	+68% TikTok advantage
500K-1M	4.5%	2.40%	+88% TikTok advantage
1M-5M	3.8%	2.59%	+47% TikTok advantage
5M-10M	4.2%	2.10%	+100% TikTok advantage
10M+	2.9%	1.77%	+64% TikTok advantage
Average All Sizes	4.67%	2.59%	+80% TikTok advantage

Fashion and fitness niches perform exceptionally well on TikTok, with trend-driven content like #fitcheck and workout routines generating engagement rates up to 12%. Instagram maintains strength in lifestyle and luxury fashion, where visual aesthetics drive purchasing decisions.

Micro-influencers in coaching and SaaS see higher engagement on TikTok due to the platform's preference for authentic, educational content over polished brand messaging.

How many views, likes, and comments does the average creator get per post in 2025?

TikTok delivers significantly higher view counts, with creators in the 100k-500k range averaging 2.2 million views per post compared to Instagram Reels' 16,153 views.

The algorithmic reach difference is stark - TikTok's For You Page can expose content to users who don't follow the creator, while Instagram's algorithm primarily serves content to existing followers and their networks. This creates TikTok's viral potential where a single post can reach millions regardless of follower count.

Average likes per post favor TikTok with 3,092 compared to Instagram's 395, while comments show similar patterns at 66 versus 24 respectively. These metrics indicate not just higher reach but deeper engagement, as TikTok users are more likely to interact with content through likes, shares, and comments.

Instagram's engagement tends to be more meaningful for business purposes, with users more likely to click through to profiles, visit websites, or make purchases. The quality versus quantity debate becomes crucial when evaluating ROI - TikTok provides volume while Instagram delivers intent.

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What are the conversion rates for different revenue streams on each platform?

TikTok leads in direct product sales conversion at 3.4-3.5% compared to Instagram's 1.1-2%, reflecting the platform's impulse-driven purchasing behavior.

Affiliate marketing shows TikTok's strongest performance, with micro-influencers achieving up to 30% conversion rates for niche products. This success stems from TikTok's authentic, recommendation-based content style that feels less promotional than traditional advertising.

Revenue Stream	TikTok Rate	Instagram Rate	Advantage
Direct Product Sales	3.4-3.5%	1.1-2%	TikTok +75%
Affiliate Links	Up to 30% (micro)	1-2%	TikTok +1400%
Digital Products	2-4%	2-3%	Comparable
Brand Collaborations	2-5%	1-3%	TikTok +67%
Service-Based Sales	1.5-3%	2-4%	Instagram +25%
Course Sales	2-3%	3-5%	Instagram +50%
Subscription Services	1-2%	2-3%	Instagram +50%

Instagram excels in higher-value transactions, particularly for services, courses, and subscriptions where trust and credibility matter more than impulse. The platform's DM functionality and longer-form content support relationship building necessary for complex sales.

Digital products perform similarly on both platforms, but the sales process differs significantly. TikTok drives quick decisions through viral trends and social proof, while Instagram nurtures prospects through Stories, carousels, and direct messaging.

Which platform offers better return on ad spend and what are the costs?

TikTok delivers superior ROAS at 1.74 compared to Instagram's 1.61, primarily due to lower advertising costs and higher engagement rates.

Cost per thousand impressions (CPM) ranges from $2.97-$6.16 on TikTok versus $4.29-$12 on Instagram, making TikTok significantly more affordable for reach campaigns. Cost per click (CPC) follows the same pattern at $0.31 for TikTok and $0.69-$1.21 for Instagram.

Instagram compensates with higher conversion rates on ads at 9% compared to TikTok's 7%, making it more efficient for direct sales campaigns despite higher costs. The platform's advanced targeting options and retargeting capabilities justify the premium for established brands with clear customer profiles.

TikTok's advertising advantage lies in discovery and awareness phases, where low costs allow for broad testing and viral potential. Instagram dominates in consideration and conversion phases, where precise targeting and shopping features drive actual purchases.

For budget-conscious campaigns focused on reach and engagement, TikTok provides better value. For conversion-focused campaigns with specific audience targets, Instagram's higher costs often deliver better overall ROI despite lower ROAS figures.

What are the key demographic and behavioral differences between audiences?

TikTok skews heavily toward users under 30 (60% of the audience), while Instagram maintains a broader age distribution with strong representation across 18-44 demographics.

Behavioral patterns reveal fundamental differences in platform usage. TikTok users exhibit discovery-focused behavior, actively seeking entertainment and new trends through the For You Page algorithm. This creates opportunities for unknown brands to achieve viral reach without existing follower bases.

Instagram users demonstrate more intentional behavior, following specific accounts, engaging with Stories, and using the platform for lifestyle inspiration and shopping research. This makes Instagram users more valuable for conversion-focused campaigns and long-term brand building.

TikTok's audience shows higher tolerance for promotional content when integrated naturally with trends or challenges. Instagram users prefer polished, aesthetic content and are more likely to unfollow accounts that over-promote products or services.

Shopping behavior differs significantly - TikTok drives impulse purchases through social proof and trend participation, while Instagram facilitates considered purchases through product research, reviews, and comparison shopping features.

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What content types perform best on each platform for ROI?

Short-form video under 90 seconds dominates both platforms but requires different approaches for optimal ROI.

TikTok rewards authentic, trend-driven video content with minimal production value. Raw, behind-the-scenes content often outperforms polished brand videos. The platform's algorithm favors content that drives completion rates and multiple views, making storytelling and hooks crucial for ROI.

Instagram Reels perform best when combining TikTok-style authenticity with Instagram's aesthetic standards. Polished but relatable content generates the highest engagement and conversion rates. Carousels remain strong for educational content and product showcases, particularly in fashion and lifestyle niches.

Instagram Stories excel for nurturing existing audiences and driving direct actions through CTAs, polls, and swipe-ups. They're essential for maintaining audience warmth between main feed posts and driving traffic to landing pages or products.

Live content on TikTok is growing rapidly for direct sales, with creators hosting live shopping sessions achieving higher conversion rates than pre-recorded content. Instagram Live serves better for Q&A sessions, product launches, and community building rather than direct sales.

What's the follower-to-sale ratio across different industries?

TikTok consistently requires fewer followers to generate sales across all industries, with the advantage most pronounced in visual and trend-driven sectors.

Industry	TikTok Ratio	Instagram Ratio	TikTok Advantage
Fitness	1:80-1:120	1:150-1:200	40-67% fewer followers needed
Fashion	1:50-1:100	1:80-1:150	33-50% fewer followers needed
Coaching	1:100-1:200	1:150-1:300	25-50% fewer followers needed
SaaS	1:200+	1:300+	33% fewer followers needed
Beauty/Cosmetics	1:60-1:90	1:100-1:140	36-56% fewer followers needed
Food/Beverage	1:70-1:110	1:120-1:180	43-64% fewer followers needed
Home/Lifestyle	1:90-1:130	1:140-1:200	36-54% fewer followers needed

Fashion and fitness show the strongest performance on TikTok due to visual appeal and trend participation. Users actively seek outfit inspiration and workout routines, making them more likely to purchase recommended products immediately.

Instagram maintains advantages in luxury and high-consideration purchases where trust and brand perception matter more than viral trends. The platform's visual emphasis and influencer credibility support higher-value transactions despite requiring larger followings.

SaaS and coaching industries perform better on Instagram for complex services requiring trust-building and detailed explanations. However, TikTok is emerging for SaaS companies using educational content and problem-solving videos to drive trials and demos.

How significant is fake traffic and bot engagement on each platform?

Instagram faces more severe fake engagement issues, with approximately 4.75% of accounts being bots and up to 45% of influencers using artificial engagement tactics.

This fake engagement inflation makes Instagram metrics less reliable for ROI calculation. Brands must verify influencer authenticity through engagement quality analysis, follower demographic reviews, and third-party verification tools. The prevalence of purchased followers and likes can make moderate Instagram influencers appear more valuable than they actually are.

TikTok's bot problem focuses more on ad traffic, with some campaigns seeing 75-97% bot clicks in extreme cases. However, organic content engagement appears more authentic due to the platform's newer status and more sophisticated algorithm detection systems.

Both platforms are investing heavily in bot detection and fake account removal, but the problem persists significantly enough to impact ROI calculations. Successful campaigns require careful influencer vetting and engagement quality analysis rather than relying solely on follower counts and engagement rates.

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How does the conversion funnel perform from reach to engagement to conversion?

TikTok excels at the top of the funnel with viral reach and high engagement but struggles with conversion completion due to user behavior patterns.

TikTok's funnel strength lies in awareness generation through the For You Page algorithm, which can expose content to millions of users regardless of existing follower base. Engagement rates remain high throughout the discovery process, with users actively liking, sharing, and commenting on new content.

The conversion drop-off occurs when users need to leave the platform to complete purchases. TikTok users are in entertainment mode rather than shopping mode, making external link clicks and purchase completions less likely. The platform's integration of shopping features is improving this conversion rate, but external traffic still sees significant drop-off.

Instagram's funnel performs better at consideration and conversion stages due to shopping-oriented user behavior. The Explore page, Reels, and Stories work together to nurture prospects through multiple touchpoints before conversion. Users expect and accept promotional content more readily, particularly when integrated with lifestyle and aesthetic content.

Instagram's shoppable posts, in-app checkout, and retargeting capabilities create smoother conversion paths. The platform's DM functionality also enables direct sales conversations and customer service, supporting higher conversion rates despite lower initial reach.

Where does each platform dominate in terms of specific strengths?

TikTok dominates viral reach and organic discovery, while Instagram leads in monetization infrastructure and audience nurturing.

TikTok's clear victories include organic reach potential, where unknown creators can achieve millions of views without paid promotion. The platform's algorithm prioritizes content quality over follower count, creating opportunities for rapid audience growth. Viral trends and challenges provide built-in marketing frameworks that brands can leverage for exponential reach.

Engagement authenticity also favors TikTok, where users interact more naturally with content and creators. The platform's format encourages genuine responses, comments, and content creation, building stronger creator-audience relationships that translate to trust and purchase influence.

Instagram dominates in conversion infrastructure through shoppable posts, product tags, and in-app purchasing options. The platform's integration with Facebook's advertising ecosystem provides sophisticated targeting and retargeting capabilities that TikTok cannot match.

Brand trust and credibility favor Instagram, where polished content and established influencer relationships create environments conducive to higher-value purchases. The platform's longevity and user familiarity with promotional content reduce friction in the sales process.

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How should someone choose between platforms based on specific goals?

Choose TikTok for brand awareness, viral reach, and targeting Gen Z audiences with trend-driven or impulse-purchase products.

TikTok excels for new brands needing rapid awareness building without large advertising budgets. The platform's organic reach potential allows unknown companies to achieve significant visibility through creative content and trend participation. Businesses selling visual, trendy, or low-consideration products benefit most from TikTok's impulse-driven purchasing behavior.

Choose Instagram for lead generation, sales conversion, and building relationships with broader demographics. The platform's strength lies in nurturing prospects through multiple touchpoints and converting them through sophisticated shopping features and advertising options.

Established brands with higher-value products or services should prioritize Instagram for its trust-building capabilities and conversion infrastructure. The platform supports complex sales processes requiring multiple interactions and consideration periods.

For 2026, expect AI-driven targeting to become more sophisticated on both platforms, with better attribution tracking and cross-platform integration. Short-form video will remain dominant, but platforms will reward retention and authentic engagement over viral reach alone.

The optimal strategy involves using both platforms strategically - TikTok for top-of-funnel awareness and engagement, Instagram for nurturing and converting those audiences into customers. This hybrid approach maximizes both reach and conversion potential while leveraging each platform's unique strengths.

Conclusion

Sources

1. Exploding Topics - Time Spent on TikTok
2. ElectroIQ - Average Time Spent on Social Media
3. The Influencer Marketing Factory - TikTok Instagram Engagement Rate
4. Shopify - Social Media Conversion Rate
5. Enhencer - Instagram Reels vs TikTok Ads ROI
6. Sprout Social - Social Media Demographics
7. Rival IQ - Social Media Industry Benchmark Report
8. WOD Guru - How to Make Money as a Fitness Influencer
9. Vaizle - Instagram Statistics
10. BTL Studio - Instagram Reels vs TikTok ROI

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.