New Report: Instagram for Engagement, TikTok for Reach
The 2026 Creator Marketing Index found 96% of brands use social media for creator content, with Instagram Reels leading engagement at 11%, while TikTok provides wider audience reach.
Overview of Creator Marketing Trends
Glossy+ Research has published its 2026 Creator Marketing Index, analyzing the effectiveness of social media campaigns that feature creators. The study, which collected data from January to September 2026, reveals how brands are adapting their strategies as creator roles expand.
Overall, social media remains the primary channel for creator partnerships, with 96% of surveyed brands and agencies reporting collaborations for social media content. The research, powered by data collected by Dash Social from 1,755 social media posts and 20 branded campaigns, focused on engagement levels across various platforms. Marketers predominantly use Instagram (90%), Facebook (80%), YouTube (72%), and TikTok (63%) for these collaborations.
Platform Performance Variations
The Index shows varying performance across major social media platforms. Instagram appeared more frequently among the top 75 highest-performing posts linked to campaign hashtags. However, TikTok posts within this top group generated higher average engagement.
This suggests Instagram provides a more consistent environment for creator marketing, making it suitable for longer campaigns or brands prioritizing steady performance.
Conversely, TikTok offers greater reach potential and a higher engagement ceiling, positioning it as a potentially better choice for smaller brands or those with limited marketing budgets seeking broader audience exposure.
The study notes that Instagram Reels received significantly more video views than YouTube's Shorts and long-form videos, while TikTok videos showed higher average engagement in later analysis.
Engagement by Content Format on Instagram
Focusing on Instagram, the research measured average engagement rates, defined as engagement divided by follower count. Instagram Reels emerged as the top-performing format, achieving an 11% engagement rate. This shows the effectiveness of short-form video content on the platform.
Still posts followed with a 7% engagement rate, while Carousel posts, which can include videos, recorded a 5% engagement rate. This data helps brands make informed decisions about content formats and campaign investment, particularly when considering the strengths of different visual approaches within their creator partnerships.
Implications for Asia's Beauty Brands
For beauty brands operating in Asia, these findings offer actionable insights into optimizing creator marketing spend. Brands aiming for consistent, predictable engagement across their campaigns, especially those with established market presence, may find Instagram a more reliable platform. Its strong performance in short-form video via Reels suggests a clear content strategy.
Conversely, emerging or budget-conscious Asian beauty brands looking to rapidly expand their audience and achieve viral potential should consider TikTok. While engagement on TikTok can be less consistent, its higher reach potential can introduce products to a wider consumer base in diverse Asian markets, where both platforms have significant user penetration.
Understanding these platform dynamics allows for more strategic allocation of marketing resources in a competitive region.
Three newsletters, one newsroom.
The Beauty Brief delivers Asia's beauty week every Monday. Regulatory Radar tracks the rule changes that move markets. Trend Pulse decodes what consumers want next. All free to start.
