Is TikTok More Popular Than Instagram?

TikTok, the short-form video app that took the world by storm, has achieved something remarkable—it captured the attention of younger generations and rapidly grew to challenge the likes of Instagram, which has been dominant since its inception in 2010. As we explore the data and trends, it becomes clear that TikTok's rapid rise in popularity is no coincidence, and in some areas, it may indeed be outpacing Instagram.

1. User Growth: A Close Race, but TikTok is Speeding Ahead

In terms of sheer numbers, Instagram still boasts a higher total user base. With over 2.3 billion monthly active users (MAUs), Instagram continues to be a powerhouse in the social media space. However, TikTok is catching up fast. As of 2024, TikTok has surpassed 1.6 billion MAUs, growing at a faster rate than Instagram.
What’s more interesting is TikTok’s engagement rate. While Instagram's user growth has somewhat plateaued, especially in developed markets like North America and Europe, TikTok's year-on-year growth continues to impress. This is particularly true among Gen Z and millennials, who are increasingly shifting their focus to TikTok’s short, dynamic content.

Key point: TikTok's rapid growth, especially in emerging markets like India and Southeast Asia, suggests it could close the gap with Instagram sooner than expected.

2. Engagement: TikTok’s Winning Formula

It’s not just about the number of users; it's about how engaged those users are. Instagram may have more users, but TikTok has higher engagement. According to various studies, TikTok users spend an average of 95 minutes per day on the platform, compared to Instagram's 29 minutes. This striking difference indicates that TikTok has found a formula that keeps users hooked for longer periods.

One reason for this is TikTok’s For You Page (FYP), which uses a highly effective algorithm to deliver personalized content. This algorithm-driven feed keeps users scrolling through endless streams of videos tailored to their preferences. Instagram, although it has adopted a similar feature in its "Reels," has not been able to replicate TikTok’s level of engagement.

Key point: TikTok users are more engaged, spending significantly more time on the app, which translates to higher visibility for creators and more opportunities for viral content.

3. Creators and Monetization: Who Wins?

When it comes to creators, both platforms offer unique opportunities. Instagram has long been the go-to platform for influencers, with its established system for partnerships and brand deals. However, TikTok is disrupting that space with its Creator Fund and in-app purchasing options.

Instagram's monetization tools are robust, but TikTok has taken a more creator-first approach, offering direct ways for users to make money through the platform. Features like TikTok LIVE gifting and the TikTok Shop provide more immediate financial rewards, while Instagram relies more on brand sponsorships.

According to a recent survey, TikTok creators are making more on average from direct platform features, while Instagram creators earn more through external partnerships. However, TikTok’s rising popularity could tip the scales soon.

Key point: TikTok’s monetization options are evolving quickly and are starting to rival Instagram’s established systems, especially among micro-influencers.

4. Popularity Among Younger Users: TikTok is the Favorite

If you ask teenagers which app they prefer, TikTok will almost always come out on top. In the US, 62% of teens prefer TikTok over Instagram, citing its entertaining content and ease of use as the primary reasons. Instagram, on the other hand, has been described as “too polished” or “too commercial” by the younger demographic.

This preference shift is not just a trend in the US. Globally, TikTok’s young user base is growing, especially in countries like India, Brazil, and Indonesia. TikTok’s viral challenges, creative editing tools, and music integration resonate deeply with Gen Z, making it the go-to app for content creation and consumption.

Key point: TikTok's appeal to younger users is undeniable, and this demographic shift may have lasting implications for both platforms.

5. Market Trends: Instagram's Pivot to Reels

Recognizing the threat posed by TikTok, Instagram launched Reels in 2020. This was a direct response to TikTok’s popularity, and while Reels has gained traction, it hasn’t quite managed to steal the spotlight from TikTok’s unique offering.

However, Instagram’s strength lies in its multi-functionality. Unlike TikTok, Instagram is a more comprehensive platform with photo sharing, Stories, Reels, and shopping features all integrated into one app. This versatility makes Instagram a one-stop-shop for many users, but TikTok’s singular focus on short-form video content has allowed it to excel in that niche.

Key point: Instagram's diverse features keep it competitive, but TikTok’s specialization in short-form video keeps it as the top contender in that space.

6. The Future: Can TikTok Overtake Instagram?

The question remains: will TikTok surpass Instagram in overall popularity? While Instagram still leads in total user numbers, TikTok is quickly catching up in other important metrics such as engagement, time spent, and popularity among younger users.
TikTok's meteoric rise and the fact that it shows no signs of slowing down suggest that it has the potential to become the most popular platform. Instagram’s efforts to stay relevant with features like Reels show that it’s aware of the competition, but the battle is far from over.

If TikTok continues its current trajectory, it may very well become the top social media platform in the next few years, particularly as its user base and monetization options continue to expand.

Key point: The race between TikTok and Instagram is not over, but TikTok’s continued innovation and growth indicate that it could soon become the leader.