Influencer marketing continues to dominate the digital landscape in Southeast Asia, where social media adoption rates are among the highest in the world. Brands are increasingly investing in influencer partnerships to drive awareness, engagement, and conversions. But the big question remains: which platform delivers a better ROI—TikTok or Instagram?
In this article, we’ll break down the strengths and weaknesses of both platforms, examine regional trends in Southeast Asia, and help brands make informed decisions about where to allocate their influencer marketing budgets.
▌TikTok: Virality and Mass Reach
Strengths:
Massive popularity in Southeast Asia: TikTok is one of the fastest-growing apps across markets like Indonesia, Vietnam, Thailand, and Singapore.
High engagement rates: Short-form, entertaining videos tend to generate strong interaction.
Algorithm-driven discovery: Content can go viral even without a large following, giving micro-influencers an edge.
Younger audience appeal: Particularly strong with Gen Z and young millennials.
Challenges:
ROI is sometimes harder to track beyond awareness.
Content lifecycle is short-lived; videos trend for days, not weeks.
Brands need high volume of content to stay relevant.
Best for: Awareness-driven campaigns, lifestyle products, fashion, food & beverage, and entertainment.
▌Instagram: Authority and Conversion
Strengths:
Established platform in Southeast Asia: Popular in Singapore, Malaysia, and the Philippines, especially among urban professionals.
Diverse content formats: Stories, Reels, carousels, and IG Shopping.
Higher trust and authority: Influencers are seen as tastemakers and experts.
Better for conversions: Shoppable posts and affiliate tools drive direct ROI.
Challenges:
Organic reach is declining; requires ad spend to amplify.
Highly competitive space—difficult for small influencers to break through.
Skews towards older millennials and Gen Z professionals rather than teens.
Best for: Conversion-driven campaigns, premium lifestyle, tech, beauty, and luxury brands.
▌TikTok vs Instagram in Southeast Asia: A Comparison
| Factor | TikTok | |
|---|---|---|
| Audience | Gen Z, young millennials, mass-market | Older millennials, professionals, lifestyle seekers |
| Content Style | Short, viral, trend-driven | Polished, curated, brand-focused |
| Reach | Wide, fast, unpredictable virality | Stable, community-driven |
| Engagement Rate | Higher on average | Moderate but consistent |
| Conversion Potential | Lower, more awareness-driven | Higher, with shoppable features |
| Best For | Mass reach, F&B, fashion, entertainment | Beauty, tech, luxury, lifestyle products |