Understanding which content formats perform best on Instagram and TikTok is key to building stronger influencer campaigns. Recent data reveals that account size, video orientation, and even timing can impact visibility and engagement. Whether you’re a brand or a creator, these insights can help you shape content that gets seen and shared.
Story Reach is Rising for Smaller Brands
Brands with under 10,000 followers are seeing more reach on Instagram Stories. A study by Aura Agency found a 35% increase in Story reach rate for these smaller accounts. Mid-sized brands with 50,000 to 200,000 followers are holding steady with a reach rate around 1.6%.
Reels Perform Best for Small Accounts
Smaller Instagram pages are also winning when it comes to Reels. Socialinsider reports that accounts with 1,000 to 5,000 followers have the highest Reels view rate at 20%. Those with 5,000 to 10,000 followers follow at 10.2%. Even bigger accounts with over 100,000 followers get solid results, averaging a 4% view rate.
Vertical Videos Get More Impressions on TikTok
The format matters. TikTok videos shot vertically earn 40.1% more impressions than horizontal or square ones. If you’re creating for TikTok, keeping it full-screen and vertical makes a clear difference.
Most Instagram Users Are on Other Platforms Too
Instagram doesn’t exist in a vacuum. Only 0.2% of users are exclusive to the platform, according to Kepios. Most also use Facebook (80.3%), YouTube (76.9%), and TikTok (54.3%). For brands, this means cross-platform strategies aren’t optional—they’re necessary.
TikTok Ad Costs are Rising Fast
Running ads on TikTok is getting more expensive—ad rates are growing at 12.28% each year, nearly double the pace of Meta. Wednesdays are the most expensive day to advertise, with a $3.43 CPM, while December tops the monthly chart at $4.15 on average.
Final Thoughts
Performance on Instagram and TikTok isn’t just about follower count—it’s about using the right formats, staying consistent, and thinking cross-platform. From vertical video to strategic posting times, small details add up.
Need help turning these insights into real results? Visit cable.so to plan and scale influencer campaigns that work.
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