A 2024 influencer marketing report revealed that Instagram continues to generate higher earnings and stronger branding opportunities than TikTok for many creators and companies. While TikTok remains powerful for authenticity and younger audiences, Instagram still dominates premium brand collaborations, polished campaigns, and influencer profitability in the U.S. market.
Instagram continues to dominate premium brand collaborations and influencer earnings
A new report released in 2024 comparing Instagram and TikTok influencer pay over the previous two years showed that Instagram remains the more lucrative platform for content creators and brand partnerships.
During the final six months of 2022, 400 U.S.-based creators — divided evenly between both platforms — were surveyed regarding how they receive compensation for sponsored content and brand collaborations.
The creators involved in the research had varied follower counts, and some even submitted their own brand partnership contracts, allowing researchers to analyze real payment data.
One of the report’s most notable findings showed that mega influencers — accounts with more than 1 million followers — earned an average of US$15,000 per deal on Instagram, compared to approximately US$10,000 per collaboration on TikTok.
Why Brands Still Prefer Instagram
Another key takeaway from the survey revealed that influencers with similar follower numbers could earn up to 200% more from a standard Instagram brand collaboration compared to TikTok.
The data also explored the relationship between creators who post across both platforms.
Researchers found that:
- Instagram creators typically charge 236% more to publish content on TikTok.
- TikTok creators, on the other hand, only charge around 40% more to post content on Instagram.
This suggests that, despite TikTok’s explosive popularity and cultural relevance, Instagram continues to be viewed as the premium platform for branding and advertising campaigns.
If major companies are consistently investing more money into Instagram sponsorships, it likely indicates that brands are seeing a stronger return on investment (ROI) from Instagram campaigns.
TikTok Still Has Major Advantages
Although Instagram may dominate in profitability, TikTok remains an extremely important platform for brands and creators.
TikTok is Ideal for:
- Raw and authentic content
- Viral trends and challenges
- Reaching Gen Z and younger audiences
- Lower-cost influencer campaigns
- Fast audience growth and organic reach
For businesses testing influencer marketing for the first time, TikTok can offer a more affordable entry point.
Brands with limited budgets may find it easier to experiment with sponsored content and creator partnerships on TikTok before scaling campaigns to Instagram.
TikTok may be cheaper for brands, but Instagram often delivers a stronger return on investment
Instagram Works Better for Premium Branding
Instagram continues to perform strongly for companies seeking a more polished and visually curated identity.
Instagram is Better For:
- Luxury and lifestyle brands
- Fashion, beauty, travel, and wellness industries
- High-quality visual storytelling
- Professional influencer partnerships
- Long-term brand positioning
If a company’s image relies heavily on aesthetics and premium presentation, Instagram may still be the strongest option.
The Future of TikTok in the United States
Another important factor businesses should consider is the uncertain regulatory future of TikTok in the United States.
Over recent years, TikTok has faced ongoing political and legal scrutiny in the U.S., creating uncertainty for brands investing heavily in the platform.
Because of this, many marketers continue to diversify their strategies instead of relying exclusively on TikTok.
Key Takeaways for Brands and Creators
Here are the biggest lessons from the report:
- TikTok offers a cheaper entry point for influencer marketing.
- Instagram generally delivers a higher ROI for established brands.
- TikTok performs best with authentic and less-produced content.
- Instagram remains stronger for premium branding and polished campaigns.
- The best platform ultimately depends on your target audience, goals, and budget.
For many companies, the smartest strategy may not be choosing one platform over the other — but instead combining both strategically.
* We would like to reminder that we from kisuccess and Soul Brasil have been reading, watching, and checking as much as we can to be familiar with new trends in business and technology to understand and implement in our business, but also to share part of this knowledge with our readers, and offer a variety of affordable digital services to help you improve your business.
FAQ — Frequently Asked Questions
1. Is Instagram better than TikTok for brands?
Instagram is generally considered better for polished branding, premium campaigns, and higher ROI, while TikTok excels at authenticity, viral reach, and younger audiences.
2. Which platform pays influencers more?
According to the report, Instagram influencers — especially mega influencers — typically earn more per sponsored post than TikTok creators.
3. Is TikTok still worth using for marketing?
Yes. TikTok remains highly effective for viral content, Gen Z engagement, and affordable influencer campaigns, despite ongoing uncertainty in the U.S. market.
4. Which platform is better for small businesses?
Small businesses may benefit from TikTok’s lower advertising costs and stronger organic reach, especially when testing influencer marketing for the first time.
5. Should brands use both Instagram and TikTok?
In many cases, yes. Using both platforms allows brands to combine Instagram’s premium branding power with TikTok’s authenticity and viral potential.