TikTok is for the creator middle class, but top earners favor Instagram
Overall, creators rank TikTok first for brand posts, but say Instagram has more earning potential, according to a new survey from CreatorIQ.
A new survey suggests that while TikTok remains the go-to platform for most creators looking to post branded content, top earners are increasingly turning to Instagram as their preferred platform. According to the survey, TikTok is the top choice for brand posts for creators, but Instagram is where they see more potential for earning money.
Julia Kong, a beauty and cinema creator, found that Instagram has become her main source of revenue after TikTok. Travis Percy, a leadership-themed creator, also believes that Instagram has more earning potential as he has grown his following. A survey of about 5,000 creators found that while TikTok was the leading platform for posting branded content (52%), Instagram was favored by those making over $250,000 per year (60%).
Overall, creators valued Instagram as the best platform for building a long-term business (38%) compared to TikTok (35%) and YouTube (23%). Influencer talent and marketing agencies have observed similar trends among their clients, with Gen Z creators initially turning to TikTok for virality and audience growth, but eventually migrating to Instagram for more consistent and reliable monetization.
TikTok's Spark Ads program and TikTok Shop have also helped smaller creators monetize their content, but Instagram remains the preferred platform for long-term business potential.
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