TikTok vs. Instagram Reels: The Guide to Knowing Which One to Use

It is no doubt that the viral app TikTok has been taking the social media world by storm since its launch in September 2016. It is especially popular among Gen Zers, who throughout the pandemic, could be seen filming these short-form videos in the comfort of their homes. Scrolling through your For You Page (FYP) can be addicting since it caters to the videos you watch and engage with the most.

Instagram launched Reels in 2019 in response to TikTok and the growing trend of short-form videos. Reels even have their own tab along the bottom of your Instagram feed to scroll through, similar to TikTok’s design. With this new feature, Instagram shifted more emphasis to video content in addition to its photo-heavy focus. However, with both of these options being so similar in style, from a marketing standpoint, it is important to consider which one is best to use for your objectives. 

TARGET AUDIENCE

The first information you want to assess is who your target audience is. Statistically, data shows TikTok to be occupied by Gen Z. Videos are loud, casual, and viral. Once a trend starts taking off, users will want to use the sound or effect to post their own take on it. In comparison, Instagram mostly caters to millennials because the content is more mature, calm, and aesthetically pleasing. In addition, content creators on Instagram are considering how a new Reel will appear within their account feed, including the thumbnail, colors, font, and objects shown. With these factors in mind, you will want to make the best decision for which audience you want to reach. You want to post on platforms your audience is already engaging with regularly. 

AFFORDANCES

Next, you want to consider affordances, which are each app’s social and technical structures. For example, the time limits of each option can be important. Reels offer three video lengths: 15, 30, and 60 seconds. TikTok allows for longer video lengths –  with up to 10 minutes as the current limit. You will also want to consider if certain songs or sounds are critical for your content. For example, Instagram Business accounts cannot use copyrighted music, while TikTok users have wider audio options. Both apps provide text-to-speech and voice effects. 

ADVERTISEMENTS

To advertise a specific product or service to your audience, you should consider what each app emphasizes. For example, Instagram has a Shop tab to which you can link your products within a Reel ad. These are more traditional and shoppable. TikTok, on the other hand, caters to creator-based ads and campaigns. Influencers with an already-existent follower base will partner with a company to promote their products and increase brand visibility. If you are an up-and-coming company or small business, perhaps you partner with a content creator to spread awareness of what you have to offer. Instagram Reels would be the better avenue if you are already well-established on social media and want to entice millennials.

ANALYTICS

Analytics is the key to seeing how your content is performing and whether or not you’re reaching your intended audience. TikTok and Instagram Reels provide similar analytic insights, but they differ slightly due to which data they collect. Under Overview within TikTok, you can see your follower growth, video views, profile views, likes, comments, and shares for up to 60 days. Next, the Engagement section helps you understand your video performance metrics, including likes, comments, and shares. Finally, the Content section breaks down the data for each video, including unique aspects such as average watch time, traffic source type, and audience territories.

You can view insights below the Reel you want to analyze if you have a business or creator account on Instagram. It will display the number of likes, comments, saves, and shares. You will also be able to see the number of unique accounts reached and the number of plays. Based on which analytics you want to target, knowing what each option displays for you can help with making the decision.

KEY TAKEAWAYS

Once you carefully consider each of these factors, you can choose the best medium for your marketing objectives. Both social media platforms can be excellent tools for posting short-form videos displaying your company. TikTok can be useful for leveraging trends and increasing brand awareness. Since Instagram is a follower-based channel, Reels effectively reach an established audience within this space. With Instagram, you can have a variety of photo and video content since the platform allows for both. 

If you need help getting started with your social media needs, we would love to help! Contact us today to learn about our social media marketing.