TikTok vs Instagram for Influencer Marketing in Singapore: Which Performs Better? (2025 Guide)

In Singapore’s fast-evolving social media landscape, one debate dominates every marketing meeting:
👉 Should we focus on TikTok or Instagram for influencer marketing?

Both platforms are powerful — but their audience behavior, algorithm, and ROI differ significantly.

This 2025 guide breaks down TikTok vs Instagram for influencer marketing in Singapore — comparing costs, engagement, and performance — so your brand can make the smartest investment.

1️⃣ TikTok vs Instagram: Platform Overview (2025 Edition)

TikTok: Entertainment and Discovery First

TikTok has exploded in Singapore, with over 2.2 million active users (and growing fast). Its algorithm prioritizes content virality over follower count, which means even new creators can achieve massive reach.

• Strength: High discovery potential

• Audience: Gen Z and young Millennials (ages 18–34)

• Content format: Short-form vertical videos (15s–3min)

• Tone: Casual, authentic, trend-driven

TikTok is where audiences discover new products, trends, and creators every day.

Instagram: Credibility and Community

Instagram remains a mainstay in Singapore’s influencer ecosystem, especially for lifestyle, beauty, F&B, and fashion brands.

• Strength: Visual branding & social proof

• Audience: Millennials and working professionals (ages 25–44)

• Content format: Reels, carousels, and Stories

• Tone: Polished, aspirational, curated

Instagram excels at building brand trust and long-term relationships — while TikTok focuses on awareness and discovery.

2️⃣ Engagement & Algorithm: How Each Platform Works

TikTok’s “For You Page” Advantage

TikTok’s algorithm prioritizes watch time, completion rate, and replays — not follower count.
This means:

• Even small creators can go viral.

• Creative, relatable videos perform better than polished ads.

• Trends move fast — campaigns need agility.

💡 Average engagement rate on TikTok (SG): 6–9%.

Instagram’s Trust and Influence

Instagram engagement has declined slightly in 2025, but Reels revived organic performance.

• Static posts: 0.8–2% engagement

• Reels: 2.5–5% engagement

• Stories: Great for daily brand reminders and behind-the-scenes

Instagram still wins in brand perception and professionalism — making it ideal for storytelling and premium positioning.

3️⃣ Influencer Costs: TikTok vs Instagram in Singapore (2025)

TikTok posts can typically go between 20-50% higher than Instagram posts. See here for benchmark rates.

💰 Insight: TikTok videos often cost slightly more due to higher production complexity and performance potential, but CPM (cost per thousand impressions) is typically lower than Instagram’s.

4️⃣ Performance Metrics: What Drives ROI

TikTok: Fast Awareness, Quick Wins

• Great for new product launches and virality

• Ideal for e-commerce and impulse buys

• Best when paired with livestream selling or TikTok Shop

Example metrics:

• Average reach rate: ~30–40% of followers

• CTR: 1–3%

• Conversion lift (when linked to TikTok Shop): 8–15%

Instagram: Long-Term Influence & Brand Loyalty

• Best for storytelling, repeat exposure, and community trust

• Integrates seamlessly with paid ads and retargeting

• Performs well for high-consideration categories (e.g., beauty, fitness, tech)

Example metrics:

• Average reach rate: ~15–25% of followers

• CTR: 0.5–2%

• Conversion lift: 4–8%

5️⃣ Case Studies: Real Campaign Outcomes

TikTok Case Study — Fashion Brand Launch

A local apparel startup partnered with Confetti to launch a TikTok creator campaign with 8 micro-influencers.

• Budget: $5,000

• Total reach: 750,000+

• Engagement rate: 9.1%

• Sales uplift: +27% within 3 weeks

🎯 Why it worked: Trend-based content, quick editing, and Confetti’s data-driven creator selection matched perfectly with TikTok’s algorithm.

Instagram Case Study — Beauty Brand Retention

A skincare brand worked with Confetti on an Instagram Reels + Stories campaign with 12 lifestyle influencers.

• Budget: $6,500

• Total reach: 500,000+

• Engagement rate: 4.2%

• Repeat purchase rate: +18%

🎯 Why it worked: Repeated exposure through Reels and Stories reinforced trust, leading to sustained engagement.

6️⃣ Audience & Content Differences

Content Style

TikTok - Raw, fun, trend-driven

Instagram - Polished, curated, aesthetic

Tone

TikTok - Playful & relatable

Instagram - Professional & aspirational

Audience Intent

TikTok - Discovery & entertainment

Instagram - Research & validation

Best For

TikTok - Product launches, viral moments

Instagram - Long-term brand storytelling

💡 Smart Strategy: Brands in Singapore increasingly use both platforms — TikTok for awareness, Instagram for conversion. Confetti calls this the “Two-Stage Funnel Approach.”

7️⃣ The Two-Stage Funnel Approach (Confetti Framework)

At Confetti, we help brands maximize ROI through a dual-platform strategy:

Stage 1: TikTok for Reach

• Use trend-based, entertaining content to drive discovery.

• Optimize for watch time and engagement.

• Encourage traffic to TikTok Shop or website.

Stage 2: Instagram for Depth

• Retarget TikTok viewers with Instagram Reels & Stories.

• Share UGC and testimonials to build social proof.

• Drive conversions with influencer-linked ads.

💡 Result: Higher reach + stronger brand trust = measurable conversions.

8️⃣ Influencer Selection: Platform-Specific Considerations

TikTok Influencers

• Strong creative instincts; often script and edit themselves.

• Best for experimental campaigns.

• Measure success via engagement and view velocity.

Instagram Influencers

• Skilled in brand alignment and content aesthetics.

• Perfect for curated, long-term campaigns.

• Measure success via consistency and sentiment.

Confetti uses proprietary analytics to match the right creators to the right platform, ensuring every post drives measurable impact.

9️⃣ Budget Allocation: Finding the Right Mix

If you’re planning a 2025 campaign in Singapore, consider this recommended split:

Brand Awareness

• 70% TikTok / 30% Instagram

Product Launch

• 50% TikTok / 50% Instagram

Brand Building

• 30% TikTok / 70% Instagram

Confetti’s campaign strategists tailor this mix based on your target audience, goals, and creative direction.

🔟 Final Verdict: Which Performs Better?

There’s no single winner.

• TikTok dominates in reach, virality, and sales activation.

• Instagram wins in brand storytelling, trust, and retention.

The most successful brands use both — and agencies like Confetti integrate them seamlessly into a single, data-driven strategy.