In 2025, the debate around Instagram vs TikTok benchmarks has become more intense than ever. Marketers are constantly seeking clear answers: Which platform performs better? Who brings in more engagement? Where do CPA (Cost per Acquisition) numbers look more promising? If you’re a brand in India or an influencer trying to navigate this rapidly changing space, you’re in the right place.

This in-depth guide dives into Instagram vs TikTok benchmarks, analyzing platform-specific metrics, performance insights, influencer marketing dynamics, and UGC trends—all supported by fresh 2025 data.

1. Introduction: The Social Media Battlefield in 2025

The Indian digital ecosystem is growing exponentially. With over 759 million social media users, platforms like Instagram and TikTok have emerged as powerhouses for content consumption, brand engagement, and creator monetization.

In 2025, both these platforms offer unique advantages. Instagram continues to evolve as a visually rich ecosystem with features like Reels, Stories, and Shopping, whileTikTokboasts a robust algorithm and highly engaged Gen Z audiences. But when comparing Instagram vs TikTok benchmarks, what should brands truly consider?

We will explore cost per acquisition on TikTok, Instagram influencer engagement rate, conversion rate on Instagram, and more.

2. Understanding the Core Differences Between Instagram and TikTok

2.1 Audience Demographics and Behavior

• Instagram users in India are primarily aged between 18-34, with a growing base in Tier 2 and Tier 3 cities. It appeals to a diverse age group with a visual-first approach.
• TikTok (reintroduced in India via partnerships and clones) still dominates Gen Z and young millennials. Engagement is driven by short-form entertainment, trends, and challenges.

2.2 Content Format Preferences

• On Instagram, curated visuals, influencer stories, and Reels are preferred.
• On TikTok, raw, humorous, and trend-based content outperforms everything else. UGC videos thrive on spontaneity here.

These factors directly impact TikTok vs Instagram engagement rates.

3. Engagement Rate Comparison (2025 Data)

3.1 Instagram Influencer Engagement Rate

According to 2025 data from Influencer Marketing Hub:

• Micro-influencers on Instagram in India have an average engagement rate of 3.2%.
• Macro-influencers (100K–1M followers) report around 2.1%.

The Instagram influencer engagement rate improves significantly when creators actively interact through Stories, Live sessions, and carousel posts.

3.2 TikTok Engagement Rate

In contrast:

• TikTok creators with fewer than 100K followers are seeing engagement rates of 6.1% on average.
• For macro influencers, it stands at 4.8%, which is still higher than Instagram’s.

This clearly shows that TikTok vs Instagram engagement is skewed towards TikTok when evaluating pure interaction metrics.

4. CPA Benchmarks in 2025: Who Delivers Better ROI?

4.1 Cost Per Acquisition on TikTok

TikTok ads and influencer campaigns show the following CPA trends:

• Average CPA in India: INR 210 – 280
• Best performing categories: Entertainment, Personal Care, Budget Fashion

Why TikTok’s CPA is lower?

• Video-first, emotion-driven content
• Higher watch times
• Seamless transitions from ad to action

4.2 Instagram CPA Benchmarks 2025

Instagram still holds strong, especially with the rise in social shopping and the Meta Ads Network:

• Average CPA in India: INR 260 – 350
• Best performing categories: Skincare, Electronics, Premium Apparel

Instagram CPA benchmarks 2025 highlight the importance of creative UGC and reel optimization.

4.3 Social Media CPA Comparison

In a social media CPA comparison, TikTok edges out Instagram for brands seeking lower acquisition costs.

5. Influencer Marketing Performance Breakdown

5.1 TikTok Influencer Marketing Stats

By mid-2025:

• Over 78% of brands using TikTok reported improved engagement
• 63% of D2C brands claimed a 20% CPA drop compared to Instagram
• Regional influencers on TikTok showed 2.5x higher ROI

5.2 Instagram Marketing Performance Data

Instagram continues to lead in brand safety and premium creator partnerships:

• 91% of luxury brands prefer Instagram for influencer campaigns
• Influencer ads see a 13% higher conversion rate on Instagram shopping (Statista)
• Reels ads get 45% more reach vs static feed posts

Both platforms provide tremendous value, depending on brand goals.

6. Conversion Rate on Instagram vs TikTok

6.1 Conversion Rate on Instagram

Instagram offers stable conversions due to:

• Shopping tab and CTA-rich Reels
• Well-established trust factor with influencers
• Multi-format storytelling (Stories, Reels, Highlights)

Conversion rate on Instagram (2025): 3.7% – 5.4% depending on industry.

6.2 Conversion Rate on TikTok

TikTok delivers impulse-based conversions through viralstorytelling. However, the lack of link accessibility for non-sponsored posts can reduce consistency.

Average TikTok conversion rate (2025): 2.8% – 4.2%.

7. UGC and AI-Driven Influencer Campaign Trends in India

7.1 Rise of AI UGC and Automation

AI influencer marketing tools now help:

• Predict campaign performance
• Auto-select influencers by engagement quality
• Generate hyper-personalized content

Platforms like Hobo.Video, the top influencer marketing company in India, is leading this shift withAI UGCsolutions.

7.2 UGC Videos Dominating Performance

UGC videos are outperforming studio ads:

• 74% higher engagement on Instagram
• 2.3x better CTA clicks on TikTok

Brands are leveraging creators’ raw, relatable content to tell the whole truth about their products.

8. The Influencer Landscape: Who’s Winning in 2025?

8.1 Top Influencers in India and Where They Thrive

• Instagram: Kusha Kapila, Dolly Singh, Diipa Khosla
• TikTok-style platforms: Faisal Shaikh (Mr. Faisu), Nisha Guragain, Riyaz Aly

8.2 How to Become an Influencer on These Platforms

To thrive in 2025:

• Create niche-specific content
• Use UGC formats
• Partner with platforms like Hobo.Video, the best influencer platform for Indian creators

9. Instagram vs TikTok Benchmarks: Final Verdict

When comparing Instagram vs TikTok benchmarks in 2025, it’s evident that:

• TikTok offers better raw engagement and lower CPA
• Instagram ensures stable conversions and brand-safe ecosystems
• Both platforms dominate different verticals based on target demographics and product categories

Use social media platform metrics smartly to decide where to invest your marketing spend.

10. Summary: Key Takeaways

• Instagram vs TikTok benchmarks are closer than ever, with TikTok slightly ahead in CPA and engagement.
• Use TikTok for reach and virality; use Instagram for trust and sales.
• Focus on cost per acquisition on TikTok and conversion rate on Instagram to optimize budgets.
• Partner with a top influencer marketing company likeHobo.Videoto access creators, UGC tools, and AI-driven insights.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

Services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group.

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