TikTok is for the creator middle class, but top earners favor Instagram
A survey by CreatorIQ indicates that while TikTok is the preferred platform for mid-tier creators, high-earning influencers overwhelmingly favor Instagram for brand partnerships. The data suggests that Instagram remains the more lucrative platform for long-term business growth.
Why it matters
This shift in creator preference highlights the evolving monetization strategies within the influencer economy and the differing value propositions of major social platforms.
Kylie Jenner is one of Instagram's most followed personalities. Theo Wargo/FilmMagic TikTok is the platform of the creator middle class, but top earners favor Instagram, a new survey suggests. Overall, creators rank TikTok first for brand posts, but say Instagram has more earning potential. Creators making over $250,000 overwhelmingly say Instagram is the top place for brand posts. TikTok was Julia Kong's biggest source of brand deals when she started her creator career in 2020. Today, Instagram has replaced it as her top revenue driver, though her TikTok following is still vastly larger. "It's what brands would prefer to reference when deciding whether or not to work with you," Kong, who posts about beauty and cinema, said of Instagram. "TikTok is still a great search engine, but I don't think it's as organized or clean-cut as Instagram."
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