A CreatorIQ survey of about 5,000 creators found TikTok was the most-used platform for branded content overall, while Instagram ranked higher among creators earning more than $250,000 annually. The findings show distinct platform preferences across creator income levels and provide new data on where creators pursue brand opportunities.
Key Takeaways
- TikTok was selected by 52% of surveyed creators as their primary platform for branded content.
- Instagram was selected by 43% of creators overall.
- Among creators earning more than $250,000 annually, 60% favored Instagram for branded content compared with 30% for TikTok.
- Instagram was identified by 38% of respondents as the strongest platform for building a long-term creator business.
- TikTok’s branded-content creator base grew 90% year over year through May, according to the reported CreatorIQ data.
The TikTok vs Instagram creators comparison in the CreatorIQ survey shows TikTok holding the larger overall share among creators using social platforms for branded content. Of the approximately 5,000 creators surveyed, 52% selected TikTok as their primary platform for branded content, compared with 43% who selected Instagram.
The figures measure platform preference across the surveyed creator population rather than the earnings of individual creators. The results therefore distinguish between the platform most commonly used for branded content overall and the platform favored by creators at higher income levels.
TikTok’s 52% share places it ahead of Instagram among the full group surveyed. The result indicates that TikTok was the more frequently selected platform for branded content among participating creators across income levels.
The survey also recorded significant activity among creators using TikTok for branded content. According to the reported CreatorIQ data, TikTok’s branded-content creator base grew 90% year over year through May.
That increase provides a separate measure of creator activity on the platform. It does not change the survey’s finding that Instagram was more strongly favored by creators earning above $250,000 annually.
The distinction is important because the survey measured both broad platform use and preferences among specific income groups. TikTok led the overall branded-content measure, while Instagram recorded the stronger result among the highest-earning group identified in the survey.
Instagram Gains Preference Among Top-Earning Creators
Instagram’s position changes substantially among creators with annual earnings above $250,000. Sixty percent of creators in that income group selected Instagram as their primary platform for branded content, compared with 30% who selected TikTok.
The 30-percentage-point difference separates the two platforms within the highest-earning group. It also differs sharply from the overall survey result, where TikTok led Instagram by 52% to 43%.
The findings therefore show different platform preferences based on creator income. TikTok had the larger share among the overall creator population, while Instagram had twice the share of TikTok among creators earning more than $250,000 annually.
The survey did not establish that platform selection caused creators to earn more money. The reported figures instead describe where creators at different income levels said they conducted branded-content activity.
Instagram also ranked first when respondents assessed platforms for long-term creator business potential. Thirty-eight percent of surveyed creators identified Instagram as the strongest platform for building a creator business over the long term.
TikTok followed with 35%, while YouTube received 23% in that measure. The figures put Instagram three percentage points ahead of TikTok for long-term business potential.
That ranking differs from the overall branded-content result. TikTok led the survey on current branded-content use, while Instagram led the assessment of long-term creator business potential.
The platform’s role in creator-brand relationships has also expanded through dedicated partnership tools, including features designed to help brands and creators identify potential collaborations.Â
Platform Preferences Shift Across Creator Income Levels
The survey’s income breakdown provides the clearest difference between TikTok and Instagram. The overall creator population favored TikTok for branded content, but the highest-earning respondents favored Instagram by a wide margin.
Among creators earning more than $250,000 annually, Instagram received 60% of selections and TikTok received 30%. No broader income-based interpretation is required to establish the central difference: platform preference varied substantially between the full survey group and its highest-earning segment.
The survey also included creators across different follower sizes and content categories. Its approximately 5,000 respondents therefore represented a range of creator businesses rather than a single creator segment.
Creator earnings were not presented as a direct measure of platform-generated income in the reported findings. The data instead connects annual creator income with reported platform preference for branded content.
That distinction matters for interpreting creator earnings data. A platform selected by a larger percentage of high-earning creators cannot automatically be described as the source of those creators’ earnings based on the survey alone.
The results do establish a measurable association between income level and platform preference. Instagram’s 60% selection rate among creators earning more than $250,000 contrasts with its 43% share across the overall surveyed group.
TikTok shows the opposite pattern. Its 52% overall selection rate falls to 30% among creators in the highest income category.
The difference produces a more specific picture than a simple ranking of TikTok and Instagram. The leading platform depends on the creator group being examined and the specific business activity being measured.
The income question also connects with the broader range of revenue models available to creators, including arrangements that move beyond traditional sponsorship payments.Â
TikTok and Instagram Serve Different Creator Priorities
The survey results separate branded-content use from long-term business potential. TikTok ranked first for branded content among the full group of surveyed creators, while Instagram ranked first for long-term creator business potential.
The two platforms therefore recorded different leading positions across the survey’s measures. TikTok’s overall branded-content share was 52%, compared with Instagram’s 43%.
For long-term business potential, Instagram received 38%, TikTok received 35%, and YouTube received 23%.
The survey’s figures also show that Instagram’s advantage was considerably larger among high-earning creators than among the full group. The platform received 60% of selections from creators earning more than $250,000 annually.
TikTok received 30% from that same income group.
The data does not identify a single reason for the difference. It provides platform preference measurements rather than a causal analysis of creator earnings.
The findings nevertheless give creators and brands distinct figures for evaluating platform use. TikTok led the broader branded-content measure, while Instagram held stronger preference among the highest-earning creators and ranked first for long-term creator business potential.
TikTok’s reported 90% year-over-year growth in its branded-content creator base through May adds another measure of activity. That figure concerns the size of the branded-content creator base rather than the percentage of creators selecting TikTok as their primary platform.
The separate measurements should therefore be considered individually when assessing creator platform activity.
Creator Business Potential Extends Beyond Branded Posts
Creator business activity in the survey was not limited to the platform selected for individual branded posts. CreatorIQ also asked respondents to identify the platform they considered strongest for building a business over the long term.
Instagram received the highest share at 38%. TikTok followed at 35%, and YouTube received 23%.
The results place Instagram ahead of TikTok by three percentage points on the long-term business measure. That margin is considerably narrower than Instagram’s 60% to 30% advantage among creators earning more than $250,000 annually for branded content.
The difference between the measures shows that platform preference depends on the business activity being evaluated. TikTok’s overall lead in branded-content use does not translate into the top position on the long-term business question.
The survey also provides separate information on TikTok’s creator activity. Its branded-content creator base grew 90% year over year through May, according to the reported CreatorIQ data.
That increase occurred alongside TikTok’s 52% overall selection rate for branded content. The figures describe both the size of the branded-content creator base and the platform preference reported by surveyed creators.
For Instagram, the strongest reported result came from the highest-earning creator group and the long-term business assessment. Sixty percent of creators earning more than $250,000 annually selected Instagram for branded content, while 38% of respondents named it the strongest platform for building a long-term creator business.
Creator-business research has also documented revenue models extending beyond advertising and sponsorships, including direct audience relationships and other forms of creator-controlled income.Â
Frequently Asked Questions
Is TikTok or Instagram better for creators?
The CreatorIQ survey does not identify one platform as universally better. TikTok was selected by 52% of surveyed creators for branded content, while Instagram was selected by 43%. Among creators earning more than $250,000 annually, Instagram led TikTok by 60% to 30%.
Which platform do top-earning creators prefer?
Among creators earning more than $250,000 annually, 60% selected Instagram as their primary platform for branded content, compared with 30% for TikTok.
What percentage of creators use TikTok for branded content?
Fifty-two percent of approximately 5,000 surveyed creators selected TikTok as their primary platform for branded content.
How many creators favor Instagram for business growth?
Thirty-eight percent of surveyed creators identified Instagram as the strongest platform for building a creator business over the long term.
Which social platform is most popular for creator brand deals?
TikTok was the most-selected platform for branded content among the overall surveyed creator population, receiving 52% compared with 43% for Instagram.
