[Proprietary Survey] "TikTok's Document Download Share Overtakes Instagram" - SNS Marketing Trends from 1.58 Million Document Download Logs (According to Media Radar)
MediaPicks (operated by i-buzz Co., Ltd.) released a survey report revealing that TikTok's share in marketing material downloads surpassed Instagram in 2025, based on an analysis of 1.58 million download logs, indicating a significant shift in SNS marketing trends.
📋 Article Processing Timeline
- 📰 Published: May 8, 2026 at 19:00
- 🔍 Collected: May 8, 2026 at 10:31
- 🤖 AI Analyzed: May 9, 2026 at 02:49 (16h 17m after Collected)
i-buzz Co., Ltd. (Location: Shibuya-ku, Tokyo; Representative Director and President: Noriyuki Fukushima), which operates the advertising and marketing-related media "MediaPicks," has released a survey article summarizing the trends in interest in Instagram and TikTok-related materials. This analysis is based on 1,583,420 document download logs from January 2016 to March 2026 on the comprehensive advertising and marketing platform "Media Radar."
In SNS marketing, the decision of whether to focus on Instagram or TikTok is an ongoing challenge for many advertising personnel and marketers. Public data indicating changes in platform interest and budget allocation is scarce, and there are many situations where decisions must rely on intuition.
As a result of the analysis, it was revealed that in 2025, the share of related document downloads was 50.2% for TikTok and 49.8% for Instagram, indicating a shift in the center of interest within the SNS marketing domain. Furthermore, while interest in TikTok is preceding among advertising agencies and advertising media, Instagram remains dominant among homemakers, mothers, and working women, demonstrating that optimal media selection varies depending on the target audience.
View Details
Survey Results Summary
## In 2025, TikTok Finally Overtakes Instagram
In 2018, Instagram maintained its dominant position, but the gap has been narrowing year by year. It reached near parity in 2024, and TikTok finally overtook it in 2025. This suggests a quiet but definite shift in the main battleground of SNS marketing.
## Among Professionals in the Advertising Industry, the Shift to TikTok is Already Underway
Particularly noteworthy is the movement among advertising agencies and advertising media industries. It was found that by 2024, TikTok-related document downloads had already surpassed Instagram among professionals. This indicates that those involved in proposals and media selection are anticipating the changes earlier.
## The Era of "How to Use for Whom" Rather Than "Which is Stronger"
Looking at it by target audience, TikTok is strong among students and Gen Z, while Instagram shows a strong tendency among homemakers, mothers, and pregnant women. This means that what is needed now is not an either/or choice, but a differentiated approach based on the target audience.
This analysis provides only an overview, but a detailed comparison by industry, composition ratio by target audience, and the overall trend data are available for download. If you want practical insights that cannot be fully judged from the main text alone, please utilize the report.
### Recommended for:
- Those who are unsure whether to prioritize Instagram or TikTok.
- Advertising companies and marketing personnel who want to review their SNS strategy proposals.
- Those who want to build SNS strategies tailored to specific target audiences.
- Those looking for justification for media selection and proposal documents for the next term.
### Full survey report and illustrated slides available here:
https://media-radar.jp/mediapicks/article/knowledge/instagram-vs-tiktok?a=pt
### Download materials summarizing the survey results here:
https://media-radar.jp/detail34633.html?a=pt
### Survey Overview
- Survey Name: SNS Trend Research 2026 ~ 1.58 Million DL Logs ~
- Survey Target: Instagram and TikTok related document download logs within Media Radar
- Analysis Period: January 2016 - March 2026
- Number of Analysis Items: 1,583,420
- Survey Source: i-buzz Co., Ltd.
*When citing this survey, please credit "MediaPicks (https://media-radar.jp/mediapicks/article/knowledge/instagram-vs-tiktok)" as the source.
### About Media Radar
Media Radar is a search site for the advertising industry, connecting marketing personnel and advertising agencies (hereinafter, members) with media companies and marketing service companies (hereinafter, listed companies). By registering as a member, you can download media kits and marketing materials for comparing and considering advertising placement destinations and marketing services for free. On the other hand, listed companies can acquire member information of those who downloaded the materials they posted on Media Radar, which can be utilized as a means to acquire potential customers.
https://media-radar.jp/
### About i-buzz Co., Ltd.
i-buzz Co., Ltd. is a marketing company established in 2007, operating multiple unique services such as "TRAMY," a word-of-mouth marketing service, and Japan's No.
In SNS marketing, the decision of whether to focus on Instagram or TikTok is an ongoing challenge for many advertising personnel and marketers. Public data indicating changes in platform interest and budget allocation is scarce, and there are many situations where decisions must rely on intuition.
As a result of the analysis, it was revealed that in 2025, the share of related document downloads was 50.2% for TikTok and 49.8% for Instagram, indicating a shift in the center of interest within the SNS marketing domain. Furthermore, while interest in TikTok is preceding among advertising agencies and advertising media, Instagram remains dominant among homemakers, mothers, and working women, demonstrating that optimal media selection varies depending on the target audience.
View Details
Survey Results Summary
## In 2025, TikTok Finally Overtakes Instagram
In 2018, Instagram maintained its dominant position, but the gap has been narrowing year by year. It reached near parity in 2024, and TikTok finally overtook it in 2025. This suggests a quiet but definite shift in the main battleground of SNS marketing.
## Among Professionals in the Advertising Industry, the Shift to TikTok is Already Underway
Particularly noteworthy is the movement among advertising agencies and advertising media industries. It was found that by 2024, TikTok-related document downloads had already surpassed Instagram among professionals. This indicates that those involved in proposals and media selection are anticipating the changes earlier.
## The Era of "How to Use for Whom" Rather Than "Which is Stronger"
Looking at it by target audience, TikTok is strong among students and Gen Z, while Instagram shows a strong tendency among homemakers, mothers, and pregnant women. This means that what is needed now is not an either/or choice, but a differentiated approach based on the target audience.
This analysis provides only an overview, but a detailed comparison by industry, composition ratio by target audience, and the overall trend data are available for download. If you want practical insights that cannot be fully judged from the main text alone, please utilize the report.
### Recommended for:
- Those who are unsure whether to prioritize Instagram or TikTok.
- Advertising companies and marketing personnel who want to review their SNS strategy proposals.
- Those who want to build SNS strategies tailored to specific target audiences.
- Those looking for justification for media selection and proposal documents for the next term.
### Full survey report and illustrated slides available here:
https://media-radar.jp/mediapicks/article/knowledge/instagram-vs-tiktok?a=pt
### Download materials summarizing the survey results here:
https://media-radar.jp/detail34633.html?a=pt
### Survey Overview
- Survey Name: SNS Trend Research 2026 ~ 1.58 Million DL Logs ~
- Survey Target: Instagram and TikTok related document download logs within Media Radar
- Analysis Period: January 2016 - March 2026
- Number of Analysis Items: 1,583,420
- Survey Source: i-buzz Co., Ltd.
*When citing this survey, please credit "MediaPicks (https://media-radar.jp/mediapicks/article/knowledge/instagram-vs-tiktok)" as the source.
### About Media Radar
Media Radar is a search site for the advertising industry, connecting marketing personnel and advertising agencies (hereinafter, members) with media companies and marketing service companies (hereinafter, listed companies). By registering as a member, you can download media kits and marketing materials for comparing and considering advertising placement destinations and marketing services for free. On the other hand, listed companies can acquire member information of those who downloaded the materials they posted on Media Radar, which can be utilized as a means to acquire potential customers.
https://media-radar.jp/
### About i-buzz Co., Ltd.
i-buzz Co., Ltd. is a marketing company established in 2007, operating multiple unique services such as "TRAMY," a word-of-mouth marketing service, and Japan's No.