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Instagram vs. TikTok For Brand Deals: Which is Better?

The digital age has brought a seismic shift in the marketing landscape, with social media emerging as a powerful platform for brands to connect with their audience. Among the social media giants, Instagram and TikTok have carved a unique space in the realm of influencer marketing, bringing us to the question: ‘Instagram vs. TikTok for Brand Deals: Which is better?’ While each platform offers its unique strengths, we delve into why Instagram holds the edge when it comes to brand deals.

Instagram vs. TikTok For Brand Deals: Comparison Table

User BaseOver a billion monthly active usersSmaller compared to Instagram
Platform EstablishmentLong-established for influencer marketing and brand dealsLess established for brand deals
Demographic DiversityDiverse, broader age rangePrimarily younger audience
Analytics ToolsRobust, detailed analytics availableDeveloping, less comprehensive
Content LongevityLonger lifespan, remains visible indefinitelyShorter lifespan, fast-paced nature
Consistency in Views & ResultsMore consistent in views and resultsLess consistency, varies greatly
Viewer Loyalty and RelationshipStronger loyalty and relationshipsContent is more random, less loyalty
Engagement and ConversionsHigher engagement and conversionsHigh views but weaker in conversions
Algorithm ConsistencyMore consistent, especially for users with larger followingsHuge variations in views per post
Strategic PreferencePreferred by brands and creators for long-term deals and renewalsLess preferable for long-term strategies
Instagram vs. TikTok For Brand Deals: Comparison Table

Advantages of Instagram for Brand Deals

Larger User Base

With over a billion monthly active users, Instagram has established itself as a social media platform with a significantly larger user base compared to TikTok. This extensive reach not only allows individuals to connect and share content but also provides brands with a powerful opportunity to increase their visibility and engage with a wider audience. 

By leveraging Instagram’s vast user base, brands can tap into a diverse range of demographics, creating targeted marketing campaigns that resonate with their desired audience. With its robust features and extensive reach, Instagram offers an ideal platform for brands to establish a strong online presence, build brand loyalty, and drive meaningful engagement with their target market.

Established Platform for Brand Deals

Instagram has long been a favorite for influencer marketing and brand deals due to its established nature. Brands can leverage Instagram’s tried-and-tested advertising tools and strategies to maximize their return on investment.

More Diverse Demographics

Instagram’s audience spans diverse demographics, making it an ideal platform for brands targeting a wider age range. While TikTok is popular particularly among Gen Z, Instagram caters to a broader demographic, offering brands a larger and more diverse pool of potential customers. It’s important to note that users in the age range of 13-17 often don’t have jobs yet, resulting in poor conversions on ads put in front of them.

Superior Analytics Tools

Instagram provides robust analytics tools, allowing brands to track their marketing efforts’ effectiveness. These detailed insights enable brands to fine-tune their strategies based on their audience’s engagement and preferences.

Better Content Longevity

On Instagram, content tends to have a longer lifespan compared to TikTok. The way the tiktok algorithm works, doesn’t allow videos to be viral for too long. It’s all about what’s next!

instagram vs tiktok for brand deals
TikTok and Instagram age demographics as of 2024

Disadvantages of TikTok for Brand Deals

Lower Age Demographic

TikTok primarily attracts a younger audience, limiting its reach to a narrower demographic. Therefore, brands targeting an older demographic may struggle to connect with their audience on TikTok.

Short Content Lifespan

The fast-paced nature of TikTok means content often has a shorter lifespan. Users quickly swipe through videos, resulting in less sustained engagement over time.

Less Established for Brand Deals

While TikTok has seen rapid growth, it’s relatively new to the game of brand deals. The platform is still developing its marketing tools and strategies, meaning it may not yet offer the same level of reliability as Instagram.

Developing Analytics

While TikTok has made strides in improving its analytics, it’s not as comprehensive as Instagram. This can make it more challenging for brands to track and analyze their campaigns’ performance.

In-Depth Analysis: Why Instagram Wins

Consistency in Views and Results

Instagram generally offers more consistency in both views and results compared to TikTok, thanks to the nature of the platforms and audience engagement.

Loyalty and Relationship

Instagram fosters stronger loyalty between the viewer and the creator due to its algorithm that prioritizes content from people users follow. This creates a sense of familiarity and connection, where users “know, like, and trust” the creators they follow. In contrast, TikTok’s algorithm presents content in a more random manner, making it less likely for users to establish the same level of loyalty and connection with creators.

Engagement and Conversions

While TikTok can generate high views, it is often Instagram that boasts stronger conversions. Compared to TikTok, users on Instagram are more inclined to take additional actions such as clicking links or checking profiles. As a result, this translates to better down-funnel results and a higher likelihood of achieving desired outcomes.

Platform Algorithms and Consistency

Instagram offers greater consistency, particularly for users with a substantial follower count. On TikTok, however, users with a large following may experience significant fluctuations in views per post. This discrepancy in algorithm behavior plays a crucial role in why Instagram is often preferred for successful brand collaborations.

Strategic Preference for Brands and Creators

Both brands and creators might find more value in focusing on Instagram. Brands, with its vast user base and robust advertising options, are more likely to be directed towards Instagram for deals and collaborations. On the other hand, creators can benefit more from building an audience on Instagram, as it provides opportunities for long-term partnerships, brand sponsorships, and the possibility of renewals. By establishing a strong presence on this platform, creators can showcase their talent, engage with their audience, and foster a loyal community that supports their work. Ultimately, Instagram offers a dynamic ecosystem for both brands and creators to thrive and achieve their goals in the digital landscape.

instagram vs tiktok for brand deals


While both Instagram and TikTok offer unique benefits, Instagram holds the edge when it comes to brand deals. Its diverse demographics, established platform, superior analytics, and content longevity make it a more reliable and effective platform for brands. However, the choice between Instagram and TikTok for brand deals should ultimately depend on your target audience and goals. As always, understanding your audience and tailoring your strategies to them is the key to successful marketing.

Bonus: Are you a brand wanting to learn how to get in touch with influencers to sponsor them? Take a look at this we wrote called How to Contact Influencers To Sponsor: A Comprehensive Guide for Businesses.

And if you’re the influencer looking how to contact brands for sponsorships, check out this guide: How to Get Brand Deals: A Guide for YouTube, TikTok, and Instagram Creators.

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