Transitions from social networks to casinos (Instagram, TikTok)
Introduction
Social media in 2025 has been a key source of attracting new players to online casinos in Australia. Instagram and TikTok stand out, which provide a significant share of transitions thanks to visual and short content aimed at a young audience. Statistics confirm that it is these platforms that form new engagement patterns and increase registration conversion.
Total share of traffic from social networks
Social media accounted for 27 per cent of all online casino transitions in Australia in 2025.
Of these:
TikTok as an engagement driver
TikTok attracts mainly an audience of 18-30 years old.
Video reviews of slots, winning challenges and short "storytelling" videos generate a high CTR (average 4.8%).
Involved TikTok users are more likely to register, but make smaller deposits at the start (average first deposit is about 38 AUD).
At the same time, the TikTok audience has a higher retention rate in the first month (+ 12% compared to other channels).
Instagram and its impact
Instagram has consistently held positions among players 25-40 years old.
The main format is stories and advertising integrations with bloggers.
The average CTR of transitions from Instagram is lower than that of TikTok (3.1%), but users make the largest starting deposits - an average of 62 AUD.
Retention is lower than TikTok, but LTV (Lifetime Value) is higher due to higher bet amounts.
Instagram vs TikTok benchmarking
Market impact
About 70% of new players under 25 come through TikTok.
Instagram remains the main channel for attracting solvent players aged 30-40 years.
Casinos actively working with social networks record a 22% increase in total audience for 2025.
Promotion through TikTok requires less investment in advertising, but it is massive, while Instagram provides better traffic.
Conclusion
In 2025, transitions from social networks became one of the key sources of players for online casinos in Australia. TikTok provides a massive influx of young audiences with high retention but smaller deposits. Instagram brings players with a higher average check, making it a strategically important channel for long-term monetization.
Social media in 2025 has been a key source of attracting new players to online casinos in Australia. Instagram and TikTok stand out, which provide a significant share of transitions thanks to visual and short content aimed at a young audience. Statistics confirm that it is these platforms that form new engagement patterns and increase registration conversion.
Total share of traffic from social networks
Social media accounted for 27 per cent of all online casino transitions in Australia in 2025.
Of these:
- TikTok - 15% (leader in growth dynamics).
- Instagram — 9%.
- Other social networks (Facebook, X/Twitter, YouTube) - 3%.
TikTok as an engagement driver
TikTok attracts mainly an audience of 18-30 years old.
Video reviews of slots, winning challenges and short "storytelling" videos generate a high CTR (average 4.8%).
Involved TikTok users are more likely to register, but make smaller deposits at the start (average first deposit is about 38 AUD).
At the same time, the TikTok audience has a higher retention rate in the first month (+ 12% compared to other channels).
Instagram and its impact
Instagram has consistently held positions among players 25-40 years old.
The main format is stories and advertising integrations with bloggers.
The average CTR of transitions from Instagram is lower than that of TikTok (3.1%), but users make the largest starting deposits - an average of 62 AUD.
Retention is lower than TikTok, but LTV (Lifetime Value) is higher due to higher bet amounts.
Instagram vs TikTok benchmarking
| Indicator | TikTok | |
|---|---|---|
| Traffic share | 15% | 9% |
| Average CTR | 4.8% | 3.1% |
| First deposit | ~ 38 AUD | ~ 62 AUD |
| Hold (30 days) | 12% higher | lower |
| LTV | medium | high |
Market impact
About 70% of new players under 25 come through TikTok.
Instagram remains the main channel for attracting solvent players aged 30-40 years.
Casinos actively working with social networks record a 22% increase in total audience for 2025.
Promotion through TikTok requires less investment in advertising, but it is massive, while Instagram provides better traffic.
Conclusion
In 2025, transitions from social networks became one of the key sources of players for online casinos in Australia. TikTok provides a massive influx of young audiences with high retention but smaller deposits. Instagram brings players with a higher average check, making it a strategically important channel for long-term monetization.
