Is TikTok still the champ, or does Instagram have a shot now with all its recent changes? Let’s break it down. No boring stats — just the good stuff.
TikTok: The Viral Engine
If you’ve spent even five minutes on TikTok, you’ve probably seen at least one video that made you go, “How did that blow up?” That’s the magic of TikTok. You don’t need to be a celebrity or have a massive following to go viral. The For You Page (FYP) is like a never-ending assembly line of content, showing you videos based on what you like, not who you follow.
Let’s talk numbers: TikTok boasts over one billion monthly active users, and it’s not just a scrolling game. People are actually engaged. According to a 2021 study by TikTok, 92% of users do something after watching a video — whether it’s liking, sharing or commenting. And that engagement translates into some insane viral moments. Take Nathan Apodaca (aka Doggface), who skyrocketed into fame after a video of him skateboarding while drinking Ocean Spray went viral. That video? Over 90 million views. And Ocean Spray? You can bet the house that they had a ton of sales from the exposure.
Then there’s Bella Poarch, who took the simplest lip-sync video and turned it into a career with over 77 million followers. TikTok has that kind of power — it’s the platform where literally anyone can blow up overnight.
Instagram: The Polished Platform
Instagram isn’t just sitting back watching TikTok steal all the thunder. And here’s the kicker: Instagram is now showing Reels to non-followers, meaning that the video you spent hours perfecting might finally gain some traction.
But Instagram is still, well, Instagram. It’s the place where people curate their lives, where brands flex their aesthetics, and where influencers build their polished personas. For businesses, it’s a go-to for showcasing professionalism. You’ve got Stories, Highlights, Collab posts, Shopping — everything you need to create a full-on brand experience. That’s why Instagram still matters.
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TikTok’s Secret Sauce: Community
One thing that sets TikTok apart is its community. People on TikTok aren’t just passive viewers; they’re participants. They hop on trends, take part in challenges and actually talk to each other in the comments. The vibe is more like a supportive community than a competitive space. You’ll see creators hyping each other up, collaborating on content and sharing growth hacks.
On Instagram, the community aspect doesn’t quite hit the same. It’s great for keeping up with friends and family, and yes, Stories and IG Live offer ways to engage, but it often feels a bit more… curated. Instagram’s focus on polished content can sometimes stifle the raw, spontaneous interactions that are so common on TikTok.
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Let’s Take a Look at the Numbers
User Base and Engagement Rate:
1. TikTok Engagement Rate: According to one report, TikTok’s engagement rate reaches 2.65%, higher than many other platforms.
2. Instagram Engagement Rate Per Post: According to one report, the median engagement rate on Instagram is .43%, lower than TikTok, but higher than Facebook or Twitter.
Content Discovery and Virality:
1. Time Spent on TikTok: In 2023, Emarketer found users spend an average of 53.8 minutes a day on the platform, increasing the chance of content being discovered.
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2. Time Spent on Instagram: The same report found users spend an average of 33.1 minutes per day on Instagram, reducing the exposure time for content.
Growth Potential:
1. TikTok’s Video View Milestones: According to an Upfluence survey, micro-influencers (10,000–1,000,000 followers) get the most engagement on TikTok.
2. Instagram’s Growth Struggles: Creators and brands with fewer followers can find it harder to break out due to Instagram’s previous follower-based content discovery.
So… Where Should You Post?
If you’re a creator or brand trying to figure out where to put your energy, it really comes down to what you want to achieve. If you’re all about building a professional-looking brand and connecting with people who are already following you, Instagram is still a powerhouse. It’s versatile, and it’s where people go to see the polished version of your life or business.
But if you’re looking to grow fast, reach new audiences and have a shot at viral fame, TikTok is where it’s at. The algorithm is your best friend, and the community is there to support you every step of the way.
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The Final Takeaway
While TikTok might be leading the charge in virality and audience growth, Instagram isn’t out of the game yet. With its recent changes, we might see more small creators and brands breaking through and going viral on Instagram too. But for now, TikTok’s got that secret sauce for viral success and community engagement.
At the end of the day, both platforms have their strengths. The best move is to experiment with content and consistently post on both platforms. The landscape is constantly shifting and there’s no guarantee which platform will come out on top when it’s all said and done.
