Instagram Ads vs TikTok Ads: Which Converts More in 2026?
· 4 min
Instagram Ads vs TikTok Ads: The Battle of Visual Networks
In 2026, Instagram and TikTok are the two fastest-growing social networks in Brazil. Both offer robust advertising platforms, but with different audiences, formats, and results. See which one fits better into your strategy.
Numbers in Brazil in 2026
| Métrica | TikTok | |
|---|---|---|
| Usuários ativos | ~135 milhões | ~95 milhões |
| Faixa etária predominante | 18-44 anos | 16-34 anos |
| Tempo médio diário | 33 min | 52 min |
| Tipo de conteúdo | Fotos, Stories, Reels, Carrossel | Vídeos curtos (15s a 10 min) |
Ad Formats
Instagram Ads
- Feed: Image or video in the main feed
- Stories: Full-screen vertical between organic Stories
- Reels Ads: Short videos interspersed in Reels
- Carrossel: Multiple swipeable images/videos
- Shopping Ads: Clickable product tags
- Lead Ads: Form without leaving the app
TikTok Ads
- In-Feed Ads: Videos in the "For You" feed
- TopView: First video when opening the app
- Branded Hashtag Challenge: Sponsored challenge
- Spark Ads: Boosting organic videos from third parties
- Shopping Ads: Integration with product catalog
Cost Comparison
| Métrica | Instagram Ads | TikTok Ads |
|---|---|---|
| CPM médio | R$ 15-35 | R$ 8-20 |
| CPC médio | R$ 0,50-2,50 | R$ 0,20-1,50 |
| Investimento mínimo diário | R$ 6 | R$ 50 |
| CPA médio (e-commerce) | R$ 25-60 | R$ 15-45 |
TikTok generally delivers cheaper CPMs and greater reach per real invested. However, Instagram tends to have a higher conversion rate because the audience is more accustomed to purchasing through the platform.
Targeting
Instagram Ads inherits all the targeting from Meta Ads: detailed interests, purchase behaviors, Custom Audiences (customer lists), Lookalike Audiences, and remarketing via pixel.
TikTok Ads has evolved quite a bit, but is still more limited: interests, behaviors, Custom Audiences, and Lookalike. The big advantage is TikTok's algorithm, which distributes content very efficiently even to broad audiences.
When to Use Each Platform
Instagram Ads is better for:
- E-commerce with product catalog (integrated Shopping)
- Audience over 25 years old with purchasing power
- Established brands with a presence on the platform
- Advanced remarketing strategies
- Lead generation with native forms
TikTok Ads is better for:
- Products appealing to a young audience (16-30 years)
- Launches that need rapid virality
- Brands that can create native/authentic content
- Larger budgets (minimum of R$ 50/day can be a barrier)
- Impulse products with low-medium ticket
The Secret: Post-Ad Service
The major failure of those advertising on both Instagram and TikTok is not having the structure to meet the generated demand. When your ad goes viral and hundreds of people comment "I want" or send DMs, who responds...