TikTok vs Instagram Users: Which One is Better? (Statistics)

TikTok vs Instagram

It’s no secret that social media isn’t going anywhere, and as time goes on, it becomes a bigger part of our lives every day.

There has been a massive increase in the number of social media users around the world, especially since the beginning of the coronavirus pandemic.

More than 1.3 million people signed up to social media every day in 2020, and it was predicted that this figure reached more than 4.2 billion in 2021.

With a number of different social media sites and outlets to choose from, picking which one is best for your brand can be challenging.

With everything from Instagram to TikTok, it completely depends on which influencer you are looking to partner with, and what your business goals are.

We’re going to look at the different aspects of influencer marketing when it comes to TikTok vs Instagram, and as a result, we are going to decide which platform is doing better in general.

Social Media Use on Apps

TikTok has experienced some serious growth over the last few years, but Instagram continues to be the most popular app.

TikTok has more than 680 million active users every month around the world, compared to Instagram, who has 1 billion active users every month.

Both apps have extremely high engagement rates when it comes to likes and views and every day, TikTok receives 1 billion video views. As far as likes go, Instagram receives 4.2 billion likes per day.

Despite the fact that TikTok is gaining in popularity, Instagram is still the most popular app when it comes to interaction and user base.

Concentrating your brand on TikTok influencers is smart and strategic, but Instagram still deserves your attention as well.

TikTok vs Instagram User Demographics

Tiktok Canada

TikTok is well known as a really popular app among Generation Z.

There are a lot of brands that are focusing on TikTok to connect with the younger generation and with more users signing up to TikTok every day, this demand grows continuously.

41% of TikTok users fall between the ages of 16 and 24, and 50% of people who use TikTok are under the age of 34.

44% of TikTok users are female while 56% are males. Chinese users spend 80% of their time on TikTok and 43% of new TikTok users are from India.

Currently, there are more than 26 million active users in America.

When it comes to Instagram, there are more females than males and 30% of Instagram users are between the ages of 18 and 24. 35% of Instagram users are between the ages of 25 and 34. 56.3% of Instagram users are female, while 43.7% are male.

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There are more than 120 million people in America who use Instagram. If as a brand you’re looking to tap into the Asian market, then TikTok is going to be the preferred option.

Instagram influencers are great if you are a brand that is seeking to reach a more diverse audience when it comes to location, gender, and age.

User Behavior and Social Engagement

Brands work with influencers for a number of different reasons, including things like engagement and user behavior. Brands are looking for influencers that can offer them high-quality interaction.

TikTok and Instagram are used in slightly different ways. TikTok is known for its raw, short, innovative videos, and TikTok users prefer content that is original and funny.

On TikTok, hashtag challenges are common, and they have helped a lot of influencer campaigns achieve popularity overnight.

When it comes to Instagram, a lot of influencers put months of work into posts. Influencer campaigns aren’t always going to go viral; it all depends on the popularity of the influencer.

Instagram is a lot more about imagery and style than it is about everyday content.

Marketing also differs between the two platforms. Traditional influencer ads, like supported Instagram posts, aren’t liked very much by TikTok users.

Users on TikTok expect influencers to come up with more original content with less promotional branding, which means that any marketing needs to be subtle.

To partner with a TikTok influencer, a brand needs to change their marketing and advertising strategies.

You could concentrate more on product images on Instagram, while it would be better to focus on product use on TikTok.

Becoming popular on TikTok can be easier than becoming popular on Instagram if you ask your influencers on TikTok to concentrate on challenges.

Social Platform Targeting Choices

When you use a paid advertisement placement on Instagram, this allows for more precise targeting, whereas TikTok currently only lets brands target geographical regions.

However, TikTok has a much bigger appeal when it comes to younger users, which makes it a great platform to begin building up a relationship with a specific demographic.

Shared Content

The kind of content posted to both TikTok and Instagram seems to be the biggest difference.

TikTok has extensive editing tools, as well as a music library, which lets you share narrative-driven stories with your audience, which is ideal for brands that are looking to hire influencers to spread a message that is innovative about their brand.

When you do this right the right way, it is essential for increasing brand recognition, and has proven to be a serious success for a lot of companies out there.

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Because Instagram allows brands to target more specific markets, brands that are looking to increase conversions need to use Instagram primarily right now.

When Users are on Instagram the Most


Instagram’s audience is slightly older than TikTok’s, and more diverse than TikTok’s, which means that older users have more buying power.

If you want to be able to increase direct clicks, then shoppable posts on Instagram are going to help you do this by encouraging people to purchase items straight through the app.

This means that Instagram is a great space for specific industries, like travel, health, cosmetics, beauty, and apparel.

Because brands have been using Instagram for influencer marketing for a long time, the site has garnered a reputation among users as an ad environment.

When Users are on TikTok the Most

We recommend that you use TikTok if you’re wanting to raise brand awareness for your company among the younger generation.

If you’re also wanting to try out a pretty new marketing platform, TikTok is a great choice, because it currently has fewer brands than other social channels out there.

Remember, when it comes to using TikTok for your influencer marketing, it is all about producing engaging video content.

You also need to make sure that you are able to create real, lighthearted, and inclusive content.

Final Thoughts

When looking at comparing Instagram vs TikTok users, at the end of the day, we know that both of them are here to stay, and both of them offer opportunities when it comes to your brand’s marketing strategies that you wouldn’t be able to find anywhere else.

At the end of the day, it all comes down to what you’re hoping to achieve out of collaborating with an influencer, and marketing your product online, so if you are looking to market your product to a younger demographic, you might want to check out TikTok, but if you’re wanting to go for more traditional social media marketing, you might want to check out Instagram.

Good luck!


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Avatar of Jonathon Spire
My diverse background started with my computer science degree, and later progressed to building laptops and accessories.And now, for the last 8 years, I have been a social media marketing specialist and business growth consultant.In my spare time I dabble in crypto and various types of automation.
Jonathon Spire

Jonathon Spire

Tech Blogger at Jonathon Spire

My diverse background started with my computer science degree, and later progressed to building laptops and accessories. And now, for the last 7 years, I have been a social media marketing specialist and business growth consultant.

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Jonathon Spire

I blog about a range of tech topics.

For the last 7 years I have been a social media marketing specialist and business growth consultant, so I write about those the most.

Full transparency: I do review a lot of services and I try to do it as objectively as possible; I give honest feedback and only promote services I believe truly work (for which I may or may not receive a commission) – if you are a service owner and you think I have made a mistake then please let me know in the comments section.

– Jon