If you’re looking to go live on social media to build your brand, sell more, or connect with your audience in real time, choosing the right platform matters more than ever.

TikTok and Instagram are both major players when it comes to live video. But while they offer similar features on the surface, they work in very different ways. One gives you fast access to new audiences. The other focuses on deepening relationships with people who already follow you.

In this blog, we’ll break down the key differences between TikTok Live and IG Live, from how they deliver reach and engagement, to monetisation, analytics, and the types of content that thrive on each. Whether you’re a creator, small business owner, or part of a marketing team, this guide will help you choose the platform that best supports your growth goals.

1) Audience Reach And Discovery

When it comes to getting seen by new people, TikTok broadcasting has a clear edge over IG broadcasting. That’s because TikTok’s algorithm is designed to show your content, including live streams, to users beyond your existing follower list.

TikTok Live: Reach Beyond Your Followers

TikTok Livestream benefits from placement in the Live tab, which users can access straight from their homepage. This means people who’ve never followed you can still stumble across your stream based on their interests. TikTok also promotes Lives on the For You page, giving creators a real shot at visibility without a big following.

If you broadcast at the right time and deliver content that catches attention early, you can grow your audience while you’re live, not just after.

Instagram Live: Built Around Existing Followers

Instagram Live, on the other hand, is more limited in terms of reach. Lives appear at the front of your followers’ Stories bar, but there’s no dedicated discovery space for new users to browse through broadcasting content. Unless someone already follows you, or you promote your Live ahead of time, they probably won’t see it.

Verdict: TikTok Wins For Discovery

For businesses and creators looking to grow fast and get in front of fresh eyes, TikTok Livestream is the stronger choice. Instagram Live still works well for engaging loyal followers, but it doesn’t offer the same exposure for new growth.

For businesses that want live streams to feel like a proper event, TikTok Live offers richer engagement tools and more ways to involve your audience, which keeps people watching longer and builds a stronger following.

2) Engagement Features Compared

A great live stream is about more than just broadcasting, it’s about keeping viewers watching, interacting, and coming back. In the comparison of TikTok Live vs IG Live, both platforms offer tools to boost engagement, but they go about it in different ways.

TikTok Live: Designed For Interaction

TikTok puts a big focus on audience involvement. During a session, viewers can:

• Leave real time comments

• Send virtual gifts (which convert into real earnings)

• Take part in Q&A boxes

• Join dual hosted streams with another creator

• Tap emojis and share the stream with friends

These features make TikTok broadcasts feel active and two way, not just like a one sided broadcast. There’s also a “Top Viewers” section that shows loyal participants, which helps build community and encourages repeat engagement.

TikTok also recently added Live Subscriptions, giving creators and businesses a way to offer exclusive content and perks.

Instagram Live: Streamlined But Limited

Instagram Live includes real time comments, likes, and the ability to invite a guest, but it offers fewer interactive tools overall. There are no in stream gifting features, and the Q&A experience is simpler than TikTok’s. You can use badges to earn a little revenue, but uptake is low in the UK so far.

That said, Instagram’s comment filter tools are stronger, which is helpful for businesses managing brand image.

Verdict: TikTok Takes The Lead

For businesses that want live streams to feel like a proper event, TikTok Live offers richer engagement tools and more ways to involve your audience, which keeps people watching longer and builds a stronger following.

3) Monetisation And Revenue Tools

Live streaming isn’t just about visibility, it’s also a growing revenue stream. Whether you’re a brand, a solo creator, or a small business, knowing how each platform helps you turn views into income is key.

TikTok Live: Built In Monetisation

TikTok has a more developed ecosystem when it comes to earning money while live. Some of the most valuable tools include:

• Virtual Gifts: Viewers can send paid gifts during your stream using TikTok Coins. You can later convert these into real earnings.

• Creator Fund (indirectly tied to live content): While not directly linked to broadcasts, increased engagement can lead to better Creator Fund payouts across your account.

• Live Shopping (for product led brands): Businesses can now sell products directly in a live stream, with clickable links and real time promotions.

• Live Subscriptions: Viewers pay for access to exclusive broadcast content, perfect for behind the scenes, training, or member only updates.

For UK based creators and small businesses, these features open up multiple income streams without needing third party tools.

Instagram Live: Some Potential, But Less Direct

Instagram offers badges, where viewers can support a creator by buying small one off contributions during a stream. However, this feature is still rolling out and isn’t widely used across UK audiences.

You can add affiliate links or direct users to external shops through your profile or comments, but there’s no integrated Live shopping tool like TikTok has.

Verdict: TikTok Is Ahead

If monetising your broadcast content is a key goal, TikTok Live is the stronger platform right now. It offers more ways to earn directly in the app, making it ideal for small brands, content creators, and product led businesses looking for growth without outside platforms.

TikTok has a more developed ecosystem when it comes to earning money while live. Viewers can send virtual gifts during a stream, which convert into real income using TikTok Coins. If you’re new to this, we’ve put together a simple step-by-step guide to getting more TikTok Live gifts, perfect for beginners and small business owners alike.

4) Analytics And Post Live Performance

When the stream ends, the data begins. Tracking performance is essential if you want to improve future broadcasts, learn what works, and understand your audience better. In the debate of TikTok Live vs IG Live, both platforms offer post live insights, but they vary in depth and usability.

TikTok Live: Strong, Accessible Insights

TikTok offers a solid analytics dashboard specifically for broadcast content. After each stream, you can view:

• Total viewers

• Peak concurrent viewers

• Total time streamed

• New followers gained during the live

• Engagement breakdown (likes, comments, shares, gifts)

• Average watch duration

These stats help you spot which parts of your stream held attention, when people dropped off, and what kind of content drives growth. TikTok’s focus on watch time and engagement means these insights are directly tied to how your future broadcasts may be recommended.

You can access this data via the Creator Tools section in app, quick and easy, no fuss.

Instagram Live: Basic But Helpful

Instagram also provides post broadcast stats, including:

• Number of viewers

• Duration

• Comments and likes

• Replay performance (if saved to Stories)

However, the analytics are not as detailed, and they can disappear quickly if the Live isn’t saved. Instagram doesn’t show follower growth or average watch time from a Live, which limits how much you can learn from each session.

Verdict: TikTok Live Wins For Post Live Data

In the TikTok Live vs IG Live comparison, TikTok gives you more useful data to make informed decisions. Whether you’re tracking audience retention, new followers, or engagement levels, TikTok’s tools are more robust, and better suited for refining your broadcast strategy over time.

5) User Behaviour And Expectations

Beyond features and analytics, success with broadcast streaming often comes down to understanding what your audience expects, and how they behave on each platform. In the comparison of TikTok Live vs IG Live, each platform attracts a different crowd, with different viewing habits.

TikTok Live: Fast, Casual, Discovery Driven

TikTok users tend to drop into broadcast casually, often while scrolling the For You page. This means:

• Short attention spans: You have just a few seconds to hook them

• Casual tone works best: Viewers expect relaxed, unscripted content

• Younger audience: UK users on TikTok skew towards Gen Z and young millennials

• Live browsing is common: Many join Lives without following the creator first

TikTok is ideal for product demos, Q&As, spontaneous behind the scenes chats, or tutorials, as long as they’re snappy and engaging from the start.

Instagram Live: Loyal Followers, Higher Expectations

Instagram Live is more personal. Most viewers already follow you, and:

• Expect more polished or planned content

• Are more likely to stay for longer sessions

• Tend to interact less unless prompted directly

• Engage with broadcasts around launches, interviews, or brand announcements

This makes IG Live perfect for brand storytelling, expert led discussions, or scheduled sessions with a purpose.

Verdict: Match Content To The Platform

In the TikTok vs IG Live debate, it’s not about which audience is better, it’s about which is right for you.
If you want quick reach and casual interaction, TikTok wins. If you’re nurturing a loyal community with deeper messages, IG Live may be more effective.

Frequently Asked Questions About TikTok Live Vs IG Live

Q1: Which platform is better for reaching new followers, TikTok Live or IG Live?
A: TikTok Live is better for discovery. It promotes streams to users who don’t follow you through the Live tab and For You page. IG Live mostly reaches existing followers unless heavily promoted in advance.

Q2: Can I make money directly from live streams on either platform?
A: Yes, but TikTok Live offers more options. Viewers can send virtual gifts, and brands can use Live Shopping or subscriptions. Instagram Live uses badges, but monetisation features are more limited, especially in the UK.

Q3: What content performs best on each platform?
A: On TikTok Live, short, spontaneous, and high energy content tends to do well, think quick tips, tutorials, or Q&As. Instagram Live suits longer, more structured streams like product launches, interviews, and storytelling.

Q4: Is TikTok Live or IG Live better for small UK businesses?
A: TikTok Live is ideal for small businesses looking to grow fast and reach new people without spending on ads. IG Live is better if you already have a strong Instagram following and want to engage deeper with loyal customers.

Q5: Can I save and reuse my live content from both platforms?
A: Yes. TikTok allows you to download your Live after it ends. Instagram gives you the option to post a replay to your Stories or save it to your profile, useful for those who missed it live.