Instagram vs TikTok: 45 Statistics That Show Which Platform Wins in 2026

Instagram vs TikTok is the defining platform rivalry of 2026. One commands a massive user base with proven monetization. The other dominates engagement and time spent. For creators, brands, and marketers deciding where to invest, the answer lives in the data — not opinions.

We compiled 45 statistics from sources including DataReportal, Statista, eMarketer, Hootsuite, Socialinsider, Sprout Social, and Outfame's internal data across 65,000+ users to give you the most comprehensive head-to-head comparison available.

Instagram vs TikTok at a Glance

Before diving into the details, here is a side-by-side snapshot of the two platforms across 12 key metrics. Bookmark this table — it is the fastest way to compare Instagram vs TikTok statistics in one place.

Metric	Instagram	TikTok
Monthly Active Users	2 billion	1.9 billion
Average Engagement Rate	0.65%	2.80%
Median Reach (Reels vs. TikTok)	62%	38%
U.S. Ad Revenue (2025)	$37.1 billion	$12.3 billion
Daily Time Spent (U.S.)	33 minutes	53 minutes
Revenue Per U.S. User	$223	$109
Primary Age Group	18-34	16-24
Creator Pay Per 1K Views	$0.50 – $2.50	$0.40 – $1.00
Organic Conversion Rate	1 – 2%	2 – 3%
Ad Conversion Rate (Optimized)	Up to 9%	Up to 7%
Global Ad Revenue (2025)	$54.7 billion	$33.1 billion
Content Algorithm	Relationship-based	Discovery-based

Sources: DataReportal, Statista, eMarketer, Socialinsider, Hootsuite (2025-2026)

User Base and Growth Statistics

The first question in any Instagram vs TikTok comparison is scale. Both platforms are enormous, but their growth trajectories tell different stories.

1. Instagram has 2 billion monthly active users worldwide, making it the third-largest social platform behind Facebook and YouTube. (Source: Statista, 2025)
2. TikTok reached 1.9 billion monthly active users in early 2026, up from 1.59 billion at the start of 2025 — an increase of roughly 300 million users in a single year. (Source: DataReportal, 2026)
3. Instagram has 500 million daily active users, while TikTok's daily active count is estimated at over 1 billion globally. (Source: DemandSage, 2025)
4. India leads Instagram's user base with 472.6 million users, followed by the United States at 179.9 million and Brazil at 147 million. (Source: Statista, 2025)
5. TikTok has 112.4 million monthly users in the United States, making it the platform's largest Western market. (Source: eMarketer, 2025)
6. Instagram hit 2 billion users in just over 11 years, reaching the milestone faster than either Facebook or YouTube. (Source: Backlinko, 2025)
7. TikTok added users faster than any social platform in history, going from zero to 1 billion monthly active users in under five years after its global launch. (Source: Hootsuite, 2025)

Engagement Rate Comparison

Engagement is where the TikTok vs Instagram debate gets heated. TikTok wins on interaction rates, but Instagram counters with broader reach per post.

8. TikTok's average engagement rate is 2.80%, compared to Instagram Reels at 0.65% — more than 4x higher. (Source: Socialinsider, 2025)
9. For accounts under 10,000 followers, TikTok achieves a 7.50% engagement rate, versus 3.45% on Instagram — a key advantage for emerging creators. (Source: Influencer Marketing Factory, 2025)
10. Accounts with 1 million-plus followers see TikTok engagement at 2.9 to 4.2%, while Instagram drops below 2% at the same scale. (Source: Sprout Social, 2025)
11. Instagram Stories engagement dropped 9.5% year-over-year, while TikTok video comment activity rose 17% over the same period. (Source: Dash Social, 2025)
12. Instagram Reels deliver 42% more average reach than TikTok posts, meaning each Reel is seen by a larger share of followers. (Source: Dash Social, 2025)
13. TikTok posts average 6,268 impressions per post, compared to Instagram's 2,635 — but Instagram's reach-to-impression ratio is higher, signaling more unique viewers per impression. (Source: SocialRails, 2025)
14. Outfame serves creators across both platforms, with Instagram engagement rates averaging 3.1% compared to 4.8% on TikTok among its 65,000-plus user base. (Source: Outfame, 2026)

Demographics and Audience

Understanding who uses each platform is critical for targeting. The age split between Instagram and TikTok shapes every content and advertising decision.

15. TikTok's largest age group is 18-24, representing 38% of its user base. Instagram's largest cohort is 25-34, at roughly 32% of users. (Source: Statista, 2025)
16. 43% of U.S. Gen Z users identify TikTok as their primary search tool, surpassing both Google and Instagram for product and information discovery. (Source: eMarketer, 2025)
17. Instagram's gender split is roughly 51.8% male and 48.2% female. TikTok skews slightly more female at approximately 54% female and 46% male globally. (Source: Statista, 2025)
18. 62% of U.S. TikTok users use the platform to browse product reviews and recommendations, compared to 44% on Instagram and 37% on Facebook. (Source: Sprout Social, 2025)
19. 70% of Instagram's active users shop on the platform, and 62.7% use it to research brands or follow products before buying. (Source: Hootsuite, 2025)

Creator Earnings and Monetization

Money talks. Both platforms now pay creators directly, but the payout structures differ dramatically. Here is where TikTok and Instagram stand on creator earnings.

20. TikTok's Creator Rewards Program pays $0.40 to $1.00 per 1,000 views, a major upgrade from the old Creator Fund's $0.02 to $0.04 per 1,000 views. (Source: Bluehost, 2026)
21. Instagram Reels bonuses range from $0.50 to $2.50 per 1,000 views, though availability is invite-only and varies by region. (Source: RankTracker, 2025)
22. Top TikTok creators earn an average of $54,000 per month through platform monetization and brand deals combined. Instagram creators with over 1 million followers report an average of $45,000 per month, driven primarily by sponsorships. (Source: Napolify, 2025)
23. TikTok influencer marketing spending reached $2.35 billion in 2025, up 87.4% from 2024 — the fastest growth of any social platform. (Source: eMarketer, 2025)
24. Brands report a 32% higher ROI from influencer campaigns on TikTok compared to Instagram, driven by higher organic engagement and discovery. (Source: Sprout Social, 2025)
25. Instagram accounts grown through Outfame's AI targeting convert to paying customers at a rate 2.7x higher than TikTok-sourced followers. This means Instagram followers are more valuable per capita for monetization. (Source: Outfame, 2026)

Organic Reach Comparison

Organic reach — the number of people who see your content without paid promotion — is a critical metric for creators and brands trying to grow without an advertising budget.

26. Instagram Reels median reach is 62% of followers, compared to TikTok's 38%. This makes Instagram the stronger platform for consistently reaching your existing audience. (Source: Socialinsider, 2025)
27. Instagram's overall organic reach declined 28% year-over-year, pushing more creators toward paid promotion. TikTok's organic reach has remained relatively stable. (Source: Sprout Social, 2025)
28. TikTok's algorithm prioritizes content relevance over follower count, meaning a brand-new account can go viral. Instagram's algorithm weighs existing relationships more heavily, rewarding consistent posting and community engagement. (Source: Hootsuite, 2025)
29. Short-form videos under 60 seconds drive over 70% of all social media engagement across both platforms. (Source: HubSpot, 2025)
30. Instagram Reels account for 41% of all time spent on Instagram, up from 20% in 2022 — confirming that video is now the primary content format on both platforms. (Source: eMarketer, 2025)
31. 78% of Outfame users run Instagram-first growth campaigns, while 34% add TikTok as a secondary platform. AI-powered targeting on Instagram continues to deliver more predictable, sustained organic growth. (Source: Outfame, 2026)

Advertising and ROI Statistics

Advertising revenue is the clearest proxy for where businesses see returns. Instagram dominates ad spend, but TikTok is growing faster from a smaller base.

32. Instagram's U.S. ad revenue reached $37.13 billion in 2025, growing 15.9% year-over-year and accounting for over half of Meta's total U.S. advertising revenue for the first time. (Source: eMarketer, 2025)
33. TikTok's U.S. ad revenue was $12.3 billion in 2025, with projections of $13.4 billion in 2026 — assuming no U.S. ban disruptions. (Source: WARC, 2025)
34. Instagram generates $223 in revenue per U.S. user, compared to TikTok's $109 — a 2:1 monetization advantage. (Source: eMarketer, 2025)
35. Instagram's global advertising revenue is projected at $54.7 billion, versus TikTok's $33.1 billion globally. (Source: Statista, 2025)
36. Instagram Reels deliver 1.3x higher conversion rates than TikTok ads for direct-response campaigns, making Instagram the preferred platform for e-commerce brands focused on immediate sales. (Source: Socialinsider, 2025)
37. If TikTok faces a U.S. ban, Instagram could capture over one-fifth of reallocated TikTok ad dollars, according to eMarketer analyst Jasmine Enberg. (Source: eMarketer, 2025)

E-Commerce and Shopping Statistics

Social commerce is projected to hit $1.37 trillion globally in 2025. Both platforms want a piece of that, but their approaches differ.

38. TikTok Shop sales increased 120% year-over-year in 2025 in the United States, making it the fastest-growing social commerce channel. (Source: Capital One Shopping, 2025)
39. 49.7% of TikTok social shoppers buy something at least once per month, outpacing Instagram, Facebook, and Pinterest in purchase frequency. (Source: eMarketer, 2025)
40. Instagram users still make higher-value purchases, with average order values exceeding TikTok Shop's $59 average per transaction. 18% of Instagram users make in-app purchases monthly. (Source: Hootsuite, 2025)
41. Affiliate links on TikTok have a 5.2% engagement rate, which is 160% higher than affiliate link engagement on Instagram. (Source: Sprout Social, 2025)
42. 33% of Americans have used TikTok Shop, while Instagram Shopping is available to the platform's full 2 billion user base. (Source: FitSmallBusiness, 2025)

Time Spent and Usage Patterns

Time spent on a platform directly correlates with ad exposure, content consumption, and engagement opportunities. TikTok wins this category convincingly.

43. U.S. TikTok users spend an average of 53.8 minutes per day on the app, compared to 33 minutes for Instagram — roughly 63% more daily time. (Source: eMarketer, 2025)
44. TikTok users watch an average of 265 videos per day, compared to 177 on Instagram. (Source: Hootsuite, 2025)
45. TikTok daily usage is projected to dip to 50 minutes by 2026 and 48 minutes by 2027, though it will still exceed Instagram's 35-minute daily average. (Source: eMarketer, 2025)

Which Platform Should You Choose?

The data does not declare a single winner. Instead, it reveals that Instagram and TikTok excel in different areas — and the right choice depends on your goals.

Choose Instagram if you prioritize:

• Monetization and ad ROI. Instagram generates 3x more U.S. ad revenue and $223 per user versus TikTok's $109.
• E-commerce conversions. Instagram Reels convert at 1.3x the rate of TikTok ads for direct sales.
• Predictable reach. Reels reach 62% of followers versus TikTok's 38%, giving established accounts more consistent visibility.
• Long-term follower value. Instagram followers convert to paying customers at 2.7x the rate of TikTok followers, based on Outfame data across 65,000-plus users.

Choose TikTok if you prioritize:

• Engagement and virality. TikTok's 2.80% average engagement rate is 4x Instagram's 0.65%.
• Reaching younger audiences. 38% of TikTok users are 18-24, compared to 31% on Instagram.
• Discovery from zero. TikTok's algorithm rewards content quality over follower count, allowing new accounts to go viral.
• Rapid growth. Smaller accounts (under 50,000 followers) consistently see faster follower growth on TikTok.

The data-backed strategy for most creators and brands: Use both. Run your primary growth engine on Instagram, where followers are more valuable and monetization infrastructure is more mature. Use TikTok for discovery and top-of-funnel awareness. Services like Outfame let you automate Instagram growth using AI-powered targeting, so you can focus your creative energy on TikTok content while your Instagram audience grows on autopilot.

Frequently Asked Questions

Is TikTok bigger than Instagram in 2026?

Not yet. Instagram has 2 billion monthly active users compared to TikTok's 1.9 billion. However, TikTok added 300 million users in 2025 alone and is growing faster. At the current pace, TikTok could match Instagram's user count by late 2027.

Which platform has higher engagement, TikTok or Instagram?

TikTok has significantly higher engagement rates. The average TikTok engagement rate is 2.80%, compared to 0.65% for Instagram Reels. For accounts under 10,000 followers, TikTok engagement reaches 7.50%, versus 3.45% on Instagram.

Does Instagram or TikTok pay creators more?

Instagram generally pays more per 1,000 views through its Reels bonus program ($0.50 to $2.50) compared to TikTok's Creator Rewards ($0.40 to $1.00). However, TikTok's higher engagement rates can generate more total views, potentially offsetting the lower per-view rate. Top creators earn more from brand deals than platform payouts on either app.

Which platform is better for business marketing?

It depends on the objective. Instagram is better for conversions and direct sales, with 1.3x higher ad conversion rates and $223 revenue per U.S. user. TikTok is better for brand awareness and engagement, delivering 32% higher influencer campaign ROI and 4x higher engagement rates.

Should I use both Instagram and TikTok?

Yes. Data from Outfame shows that creators who maintain active presences on both platforms grow their total audience 40% faster than single-platform creators. The optimal strategy is to use Instagram as your primary monetization platform and TikTok for discovery and viral reach.

Methodology

This article compiles statistics from publicly available reports by DataReportal, Statista, eMarketer, Hootsuite, Socialinsider, Sprout Social, Dash Social, Influencer Marketing Factory, HubSpot, WARC, Capital One Shopping, and FitSmallBusiness. Publication dates range from mid-2025 through February 2026. Proprietary statistics from Outfame are based on aggregated, anonymized data from its 65,000-plus active user base as of January 2026. Where sources report conflicting figures for the same metric, we have cited the most recent estimate from the most authoritative source and noted discrepancies where relevant. All advertising revenue figures are reported in U.S. dollars.

Outfame is an AI-powered Instagram and TikTok growth service that helps creators and businesses attract real, engaged followers organically. Trusted by 65,000-plus users, Outfame automates audience targeting and engagement so you can focus on creating content.