Instagram vs TikTok in Spain: Which Converts Better?
When it comes to influencer marketing in Spain, two platforms dominate: Instagram and TikTok. Both attract millions of daily users, but their impact on conversions is not the same. This guide compares engagement, conversion rates, and creator economics to help brands decide where to invest their budget in 2025.
Audience Reach in Spain
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Over 27 million users in Spain, with strong presence among Millennials and older Gen Z.
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Best for lifestyle, fashion, beauty, and retail campaigns.
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Strong influencer ecosystem with high trust and aspirational aesthetics.
TikTok
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More than 18 million active users, heavily Gen Z and young Millennials.
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Strong adoption for entertainment, viral trends, and UGC-style content.
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Growing role in direct sales via TikTok Shop.
Engagement & Conversion Metrics
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Engagement Rate (ER): 2–5% for micro-influencers, 1–2% for macro-influencers.
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Click-Through Rate (CTR): ~0.5–1% on Stories with links.
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Stronger for brand storytelling and polished campaigns.
TikTok
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Engagement Rate (ER): 6–10% for micro-creators, 3–5% for larger accounts.
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CTR on TikTok Shop & bio links: ~1–3%.
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Short-form content drives impulse purchases and discovery.
Cost Comparison
| Platform | Average Cost per Reel/TikTok Video (10K–100K followers) | Engagement Rate | CPM (Spain) |
|---|---|---|---|
| Instagram Reels | €300–€1,200 | 4–6% | €12–€30 |
| TikTok Video | €250–€1,000 | 6–10% | €8–€20 |
Insight: TikTok tends to deliver a lower Cost per Engagement (CPE) and better ROI for discovery, while Instagram performs better for branding and aspirational campaigns.
When to Use Instagram
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Launching fashion, luxury, or beauty products.
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Campaigns where visual polish and brand identity matter most.
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Long-term ambassadorships with creators who have trust and authority.
When to Use TikTok
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Targeting Gen Z and impulse buyers.
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Driving fast sales through TikTok Shop or discount codes.
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Campaigns that benefit from trends, humor, or challenges.
Best Practice: Combine Both
The most successful Spanish campaigns in 2025 integrate Instagram + TikTok:
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Use TikTok for awareness and discovery.
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Retarget on Instagram with polished content and CTAs.
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Repurpose TikTok UGC into Instagram ads for lower costs.
Case Example
A Spanish sportswear brand tested both platforms with the same budget (€10,000):
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Instagram: 6 mid-tier influencers → Reach: 450,000 / Engagement: 18,000 / Conversions: 350
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TikTok: 10 micro-influencers → Reach: 600,000 / Engagement: 54,000 / Conversions: 720
Result: TikTok doubled conversions at lower cost, while Instagram delivered higher-quality brand content for long-term use.
Conclusion
In Spain, TikTok outperforms Instagram in conversions and engagement cost, while Instagram remains the platform for branding, polish, and lifestyle positioning. The best strategy is a hybrid approach: TikTok for discovery, Instagram for authority.
FAQ
Q: Is Instagram dying in Spain compared to TikTok?
A: No. Instagram remains strong, especially for Millennials and premium/luxury brands. TikTok dominates Gen Z but both are complementary.
Q: Which platform is cheaper for Spanish influencer campaigns?
A: TikTok usually offers a lower CPM and CPE, but Instagram provides more polished content suitable for ads and websites.
Q: Should I choose one platform only?
A: Ideally no. Use TikTok for reach and engagement, and Instagram for trust, branding, and long-term storytelling.