TikTok's 49% engagement surge just killed Instagram-first creator pitches—here's what brand buyers are doing instead

TikTok engagement hit 3.70% in 2025—Instagram flatlined at 0.48%

If you're still pitching creator collaborations based on Instagram metrics, you're already behind. New data from Socialinsider—analysing 70 million posts across TikTok, Instagram, Facebook, and X—shows TikTok's engagement rate surged to 3.70% in 2025, a 49% year-over-year jump from 2.50% in 2024. Instagram, meanwhile, barely budged at 0.48%, down from 0.50% the year before. Facebook and X? Essentially dead in the water at 0.15% and 0.12%, respectively.

This isn't a minor shift. It's a structural change in where audiences actually pay attention. And if your sales team is still targeting creators based on last year's benchmarks, your outreach is misaligned with where the ROI actually lives.

Why TikTok's engagement surge matters for your creator pipeline

Let's be blunt: a 49% increase in engagement rate isn't a blip. It's a signal that the platform's algorithm and user behaviour have fundamentally changed. TikTok now shortens the distance between users and the content they actually care about, as Morgane Wasilewski, Social Media Manager at Channable, put it. That means creators on TikTok aren't just getting more likes—they're getting more meaningful interactions.

Shares per post on TikTok grew 45% YoY in 2025. Compare that to Instagram's 12% growth in shares. When a piece of content gets shared, it's not passive consumption—it's active endorsement. For brands, that translates directly into word-of-mouth reach that no paid ad can replicate.

Video views tell a similar story. TikTok video views grew 3% YoY, while Instagram video views jumped 29%. But here's the catch: Instagram's engagement rate stayed flat despite that view growth. More views, same engagement. That suggests Instagram's algorithm is pushing content to less-interested audiences, or users are scrolling without interacting. Either way, it's a warning sign for anyone betting on Instagram as a primary creator collaboration channel.

What the comments decline actually means

Average comments per post fell 24% on TikTok and 16% on Instagram in 2025. That sounds bad, but context matters. On TikTok, the massive increase in shares (45%) and high engagement rate (3.70%) suggest users are interacting in ways that don't require typing—saving, sharing, rewatching. Comments are becoming a less relevant metric. On Instagram, the comment decline alongside flat engagement and modest share growth points to a platform where users are increasingly passive.

For your sales outreach, this means you should stop asking creators about their comment counts. Start asking about share rates and save rates. Those are the metrics that correlate with actual audience action.

How to realign your creator outreach strategy for 2026

Most agencies and consultancies still approach creator partnerships the same way they did in 2023: find an Instagram influencer, negotiate a flat fee, post a sponsored story, and hope for the best. That playbook is now actively costing you money.

Here's what the data says you should do instead:

Prioritise TikTok-first creators in your pipeline

If a creator has strong engagement on TikTok but mediocre Instagram numbers, that's not a red flag—it's a green light. The platform's 3.70% engagement rate means their audience is actually watching and acting. When you're prospecting, filter for creators whose TikTok engagement rate exceeds 3% and whose share rate is growing quarter over quarter. Those are the ones who can move product.

As we covered in our analysis of TikTok's engagement surge, the creators winning right now are the ones who treat TikTok as their primary channel, not an afterthought. Your outreach should reflect that priority.

Adjust your pitch metrics

Stop leading with follower count. It's a vanity metric that correlates poorly with revenue. Instead, lead with engagement rate, share rate, and video view growth. When you approach a creator, say something like: 'We saw your TikTok engagement rate is 4.2% with a 50% share growth over the last quarter. That's exactly the kind of audience activation our clients need.'

That pitch works because it's data-driven and specific. It shows you've done your homework. And it aligns with the metrics that actually predict campaign performance.

Build your pipeline around platform-specific benchmarks

Brands post an average of 5 times per week on both Instagram and TikTok, according to Socialinsider. But the outcomes are wildly different. On TikTok, those 5 posts generate 3.70% engagement. On Instagram, they generate 0.48%. That's nearly 8x more engagement per post on TikTok.

When you're building your outreach list, segment creators by platform. Don't treat a creator with 100,000 Instagram followers the same as one with 50,000 TikTok followers. The TikTok creator is likely delivering more engaged impressions per post. Price your collaborations accordingly.

Why your sales team needs to update its creator economy playbook

If you're in sales at an agency or consultancy that works with creators, you've probably noticed something: the conversation has shifted. Brands are asking harder questions about ROI. They want proof that creator partnerships actually move the needle. And they're increasingly sceptical of Instagram-first strategies.

This is where your sales outreach becomes critical. If you're still pitching creator collaborations based on last year's benchmarks, you're going to lose deals to competitors who have already updated their approach.

Consider this: 23% of brand budgets now flow to creator partnerships. That's a massive pool of money. But it's not being spent evenly. Brands are shifting spend toward platforms that deliver measurable engagement. TikTok is the clear winner. Instagram is holding on by a thread. Facebook and X are afterthoughts.

Your sales pitch needs to reflect that reality. When you're talking to a brand, don't just talk about reach. Talk about engagement rate, share growth, and platform-specific benchmarks. Show them that you understand where their money will actually work.

The Q1 2026 data confirms the trend

Socialinsider's Q1 2026 data shows TikTok's engagement rate holding steady at 3.40%, flat compared to Q4 2025. Instagram's Q1 2026 engagement rate dropped to 0.45%, down from 0.52% in Q1 2025. The trend is clear: TikTok is maintaining its lead while Instagram continues to decline.

If you're planning your creator strategy for the rest of 2026, this data should be your north star. Double down on TikTok. Reassess your Instagram commitments. And stop wasting time on platforms where engagement is below 0.20%.

How to automate creator discovery and outreach at scale

Manually tracking engagement rates, share growth, and platform benchmarks across thousands of creators is not sustainable. That's where MiraReach comes in.

Our platform uses AI to automate prospect discovery, email outreach, inbox scoring, and meeting prep. You can set filters for TikTok engagement rate above 3%, share growth above 30%, and video view trends—and MiraReach will surface the creators who match those criteria. No more manual spreadsheet work. No more guessing which creators are actually worth pursuing.

Once you've identified your targets, MiraReach handles the outreach sequence: personalised emails, follow-ups, and meeting scheduling. The inbox scoring feature tells you which prospects are most likely to respond, so your sales team focuses on the highest-value conversations.

For agencies and consultancies managing multiple creator campaigns, this is a game-changer. You can build a pipeline of TikTok-first creators in hours instead of weeks. And you can scale your outreach without scaling your headcount.

Ready to align your creator outreach with 2026 engagement data?

The data is clear: TikTok is where the engagement is, and Instagram is stagnating. If your sales team is still using outdated benchmarks, you're leaving money on the table. MiraReach helps you find the right creators, automate your outreach, and close more deals—all based on real-time platform data.

See MiraReach plans and start building a creator pipeline that actually works.

Frequently Asked Questions

What is TikTok's engagement rate in 2025?

TikTok's engagement rate reached 3.70% in 2025, a 49% increase from 2.50% in 2024. This is based on Socialinsider's analysis of 70 million social media posts.

How does Instagram's engagement rate compare to TikTok?

Instagram's engagement rate was 0.48% in 2025, nearly flat from 0.50% in 2024. TikTok's engagement rate is nearly 8 times higher than Instagram's.

Why did TikTok's shares per post increase so much in 2025?

TikTok shares per post grew 45% YoY in 2025, driven by the platform's algorithm that prioritises shareable, high-engagement content. Users are more likely to share content that resonates personally, amplifying organic reach for creators and brands.

Should I stop using Instagram for creator collaborations?

Not entirely, but you should reassess your allocation. Instagram still has value for brand awareness and video views (which grew 29% YoY), but its engagement rate is declining. Prioritise TikTok for campaigns where engagement and shares are critical to ROI.