A interesting new report in 2024 comparing Instagram and TikTok influencer pay over the past two years shows that Instagram remains more lucrative for content creators.Over the last six months of 2022, 400 United States creators split evenly between the platforms were surveyed about how they’re compensated.
The follower counts were varied, and some creators uploaded their own brand deal contracts allowing the surveyors to pull data. Some things of note from the report is that, on average, mega influencers or accounts with more than 1 million followers on Instagram, make about US$15,000 per deal, whereas on TikTok they make closer to $10,000 per deal.
In addition, influencers with similar follow counts earn up to 200% more on a typical Instagram brand collaboration. An interesting bit of data that came from this survey looks at the cross-pollination between the two platforms for creators.
What was found is that Instagram creators typically charge 236% more to post content on TikTok, whereas, in the reverse situation, TikTok creators only charge 40% more to post on Instagram. So what can we use this data for?
Well, despite all the hype surrounding TikTok over the last few years, it appears that Instagram is still the king of branding. If big brands pay more for sponsored ads on Instagram, we have to assume they are seeing a bigger return there and that advertising on IG is on average more profitable.
With that said, here are some key takeaways you can use or have in mind:
- If you want to dip your toes into using influencers and sponsored social media posts… you can get in and dip your toes for cheaper on TikTok
- However, even though Instagram would be more expensive it will likely give you a better return on your ad spending.
- As always this will come down to testing what works best for your budget and target audience.
- Don’t forget, the future of TikTok is still up in the air for those in the U.S. Take that into consideration when deciding.
Instagram is better for polished content, while TikTok is better for raw, authentic content. If you want to reach a younger audience, consider TikTok. If you’re looking to partner with influencers, both platforms can be effective but Instagram may give you more polished options. If your brand has a particularly polished aesthetic, Instagram may be the best choice for you. If you want sponsored content that is more raw and potentially authentic, consider TikTok. TikTok is also particularly good for creating brand challenges.
* 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.