September 3, 2025
TikTok vs Instagram Growth 2025
September 3, 2025
TikTok vs Instagram Growth 2025
Compare TikTok and Instagram growth in 2025 EU markets. Discover key trends, user data, and insights to shape your social media strategy.
TikTok’s Rapid Rise in the EU
TikTok isn’t just holding its ground—it’s expanding at an impressive pace. By June 2025, TikTok had 169.7 million monthly active users across the EU, a 12.8% jump year-on-year. That’s about 1.6 million new users every month—a growth rate few platforms can match.
For marketers, this growth signals one thing: TikTok continues to capture younger audiences and shape cultural trends at scale. Its recommendation engine, short-form video dominance, and built-in e-commerce features (like TikTok Shop) are fueling that momentum.
Instagram’s Steady Lead
Instagram, meanwhile, remains the EU’s largest social platform with 281.8 million monthly active users. The platform added 12.7 million users in nine months, averaging around 1.4 million per month—solid growth, but slower than TikTok.
Instagram’s edge comes from its maturity: it appeals to multiple age groups, integrates with Meta’s wider ecosystem, and offers more diverse content formats (photos, Stories, Reels, and long-form video). For advertisers, its robust ad platform still makes it a go-to choice for scalable campaigns.
Side-by-Side Snapshot
MetricTikTokInstagramMonthly Active Users (EU)169.7M281.8MYear-on-Year Growth+12.8%~+4.7%Average Monthly Growth1.6M1.4M
The takeaway? TikTok is growing faster, but Instagram still commands a much larger audience overall.
Why TikTok Is Winning on Growth
Discovery-first experience: TikTok’s For You Page helps new users instantly find content they care about.
Short-form video dominance: TikTok remains the trendsetter in bite-sized content.
Youth appeal: Gen Z and younger Millennials continue to drive adoption.
Built-in shopping: TikTok Shop adds a direct commerce layer, keeping users engaged and transacting.
Why Instagram Still Holds the Crown
Established presence: Over a decade of user loyalty and cultural embedding.
Meta ecosystem benefits: Smooth connections with Facebook, WhatsApp, and Messenger.
Content diversity: Options beyond short-form video attract a wider range of users.
Advertising strength: Still one of the most sophisticated ad platforms available.
What This Means for Marketers
The smartest brands aren’t picking sides—they’re building strategies for both.
Leverage Instagram for scale, diverse audiences, and advanced advertising tools.
Lean into TikTok for cultural relevance, rapid growth, and e-commerce innovation.
Prioritize short-form video as the unifying format across platforms.
Experiment with TikTok Shop while it’s still in its fast-growth phase.
Final Thoughts
TikTok is winning the growth race, while Instagram continues to dominate in scale. For marketers, this isn’t about choosing one over the other—it’s about balancing reach with relevance.
At Zorilla Marketing, we help brands unlock growth across both platforms, from crafting TikTok-first content strategies to optimizing Instagram ads. The goal? Make sure your brand isn’t just present—but thriving—in the evolving world of social commerce.
👉 Want to explore how your brand can grow on TikTok and Instagram in 2025? Let’s talk.
Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel.
Also read:
TikTok’s Rapid Rise in the EU
TikTok isn’t just holding its ground—it’s expanding at an impressive pace. By June 2025, TikTok had 169.7 million monthly active users across the EU, a 12.8% jump year-on-year. That’s about 1.6 million new users every month—a growth rate few platforms can match.
For marketers, this growth signals one thing: TikTok continues to capture younger audiences and shape cultural trends at scale. Its recommendation engine, short-form video dominance, and built-in e-commerce features (like TikTok Shop) are fueling that momentum.
Instagram’s Steady Lead
Instagram, meanwhile, remains the EU’s largest social platform with 281.8 million monthly active users. The platform added 12.7 million users in nine months, averaging around 1.4 million per month—solid growth, but slower than TikTok.
Instagram’s edge comes from its maturity: it appeals to multiple age groups, integrates with Meta’s wider ecosystem, and offers more diverse content formats (photos, Stories, Reels, and long-form video). For advertisers, its robust ad platform still makes it a go-to choice for scalable campaigns.
Side-by-Side Snapshot
MetricTikTokInstagramMonthly Active Users (EU)169.7M281.8MYear-on-Year Growth+12.8%~+4.7%Average Monthly Growth1.6M1.4M
The takeaway? TikTok is growing faster, but Instagram still commands a much larger audience overall.
Why TikTok Is Winning on Growth
Discovery-first experience: TikTok’s For You Page helps new users instantly find content they care about.
Short-form video dominance: TikTok remains the trendsetter in bite-sized content.
Youth appeal: Gen Z and younger Millennials continue to drive adoption.
Built-in shopping: TikTok Shop adds a direct commerce layer, keeping users engaged and transacting.
Why Instagram Still Holds the Crown
Established presence: Over a decade of user loyalty and cultural embedding.
Meta ecosystem benefits: Smooth connections with Facebook, WhatsApp, and Messenger.
Content diversity: Options beyond short-form video attract a wider range of users.
Advertising strength: Still one of the most sophisticated ad platforms available.
What This Means for Marketers
The smartest brands aren’t picking sides—they’re building strategies for both.
Leverage Instagram for scale, diverse audiences, and advanced advertising tools.
Lean into TikTok for cultural relevance, rapid growth, and e-commerce innovation.
Prioritize short-form video as the unifying format across platforms.
Experiment with TikTok Shop while it’s still in its fast-growth phase.
Final Thoughts
TikTok is winning the growth race, while Instagram continues to dominate in scale. For marketers, this isn’t about choosing one over the other—it’s about balancing reach with relevance.
At Zorilla Marketing, we help brands unlock growth across both platforms, from crafting TikTok-first content strategies to optimizing Instagram ads. The goal? Make sure your brand isn’t just present—but thriving—in the evolving world of social commerce.
👉 Want to explore how your brand can grow on TikTok and Instagram in 2025? Let’s talk.
Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel.
Also read:
Compare TikTok and Instagram growth in 2025 EU markets. Discover key trends, user data, and insights to shape your social media strategy.
TikTok’s Rapid Rise in the EU
TikTok isn’t just holding its ground—it’s expanding at an impressive pace. By June 2025, TikTok had 169.7 million monthly active users across the EU, a 12.8% jump year-on-year. That’s about 1.6 million new users every month—a growth rate few platforms can match.
For marketers, this growth signals one thing: TikTok continues to capture younger audiences and shape cultural trends at scale. Its recommendation engine, short-form video dominance, and built-in e-commerce features (like TikTok Shop) are fueling that momentum.
Instagram’s Steady Lead
Instagram, meanwhile, remains the EU’s largest social platform with 281.8 million monthly active users. The platform added 12.7 million users in nine months, averaging around 1.4 million per month—solid growth, but slower than TikTok.
Instagram’s edge comes from its maturity: it appeals to multiple age groups, integrates with Meta’s wider ecosystem, and offers more diverse content formats (photos, Stories, Reels, and long-form video). For advertisers, its robust ad platform still makes it a go-to choice for scalable campaigns.
Side-by-Side Snapshot
MetricTikTokInstagramMonthly Active Users (EU)169.7M281.8MYear-on-Year Growth+12.8%~+4.7%Average Monthly Growth1.6M1.4M
The takeaway? TikTok is growing faster, but Instagram still commands a much larger audience overall.
Why TikTok Is Winning on Growth
Discovery-first experience: TikTok’s For You Page helps new users instantly find content they care about.
Short-form video dominance: TikTok remains the trendsetter in bite-sized content.
Youth appeal: Gen Z and younger Millennials continue to drive adoption.
Built-in shopping: TikTok Shop adds a direct commerce layer, keeping users engaged and transacting.
Why Instagram Still Holds the Crown
Established presence: Over a decade of user loyalty and cultural embedding.
Meta ecosystem benefits: Smooth connections with Facebook, WhatsApp, and Messenger.
Content diversity: Options beyond short-form video attract a wider range of users.
Advertising strength: Still one of the most sophisticated ad platforms available.
What This Means for Marketers
The smartest brands aren’t picking sides—they’re building strategies for both.
Leverage Instagram for scale, diverse audiences, and advanced advertising tools.
Lean into TikTok for cultural relevance, rapid growth, and e-commerce innovation.
Prioritize short-form video as the unifying format across platforms.
Experiment with TikTok Shop while it’s still in its fast-growth phase.
Final Thoughts
TikTok is winning the growth race, while Instagram continues to dominate in scale. For marketers, this isn’t about choosing one over the other—it’s about balancing reach with relevance.
At Zorilla Marketing, we help brands unlock growth across both platforms, from crafting TikTok-first content strategies to optimizing Instagram ads. The goal? Make sure your brand isn’t just present—but thriving—in the evolving world of social commerce.
👉 Want to explore how your brand can grow on TikTok and Instagram in 2025? Let’s talk.
Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel.
Also read:
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses
Other Blogs
Other Blogs
Check our other project Blogs with useful insight and information for your businesses