TikTok vs Instagram Reels - which is better for your brand?

TikTok videos and Instagram reels: they may look almost identical but are they? In this article, we’re knuckling down to get the answers you need to make your most impactful content in the place that’s going to make a real difference to your business. Are TikTok videos or Instagram reels better for your brand? Let’s find out…

Facts and stats

If you’re looking for a side-by-side comparison of statistics, look no further than this section of the article. It’s a brief overview answering some of the biggest questions that pits TikTok’s performance against Instagram Reels. 

Which gets the most views?

In a study by The Influencer Marketing Factory that collected data from 60 profiles active on both TikTok and Instagram Reels (with audiences ranging from 20,000 to 50 million), the amount of views were pretty much neck-and-neck for both TikTok and Instagram Reels. Instagram Reels narrowly took the lead with 1,204,569 views to TikTok’s 1,193,332.

Which gets the most engagement?

The same study as above showed a completely different story when it came to engagement. TikTok was the clear winner with significantly more likes and comments on TikTok videos compared with Instagram Reels. There were similar results echoed in studies by Social Insider and Sensor Tower.

TikTok states that 92% of users take action after watching a video and the results seem to back up this claim. 

Which gets the most watch time?

According to Digivate, Instagram Reels gets more watch time than TikTok. TikTok’s average watch rate is 13.08% compared with 9.06% on TikTok. This is based on studies by Social Insider and Sensor Tower.

Which is better to advertise on?

Instagram outperforms TikTok in terms of return on investment according to a study by Creatopy, cited by Wordstream. This was backed up by Digivate which claims that TikTok ads are more expensive. TikTok isn’t to be ignored though, as it claims that 37% of users bought something they discovered while on the platform.

Understanding the algorithms

While all social media algorithms are designed to keep users on the platform for as long as possible, they don’t all go about that in the same way. Instagram and TikTok are perfect examples of this. The Instagram and TikTok algorithms act completely differently and thus achieve different results, all while attempting to engage the end user for as long as possible. 

The TikTok algorithm is content-based; notorious for making content go viral, even from unknown creators with small follower counts. This is because the TikTok algorithm prioritises the For You page where it shows content to people who are likely to engage with it, whether they follow the creator or not. This innovative feed matches the end user with content they should like based on previous behaviour and interaction with content on TikTok.

Instagram’s algorithm is network-based. It shows new content to the creator’s existing audience first and it prioritises showing content to people who are following each other. If a piece of content performs well with the creator’s existing audience, the algorithm will then push the content beyond the creator’s current followers.

In short, TikTok is better for discoverability; Instagram is better for nurturing an already-established audience. Businesses need to understand this and tailor their approach accordingly. 

What about crossposting?

Crossposting is when the same content is posted on multiple social media platforms. TikTok and Instagram Reels leverage vertical short-form video so it seems logical to post the same content across both platforms. Whether your content will work well on both platforms depends entirely on the audience you have, the content you create and whether that content works well when shown to your current audience and/or people who are totally new to your brand. 

Crossposting saves businesses time and money, but don’t automatically assume that if a piece of content is successful on one platform, it will be on the other. Instead, test a few pieces of content to see how the algorithms respond. Track key performance indicators such as reach and engagement using Minter.io and let the data influence what you crosspost or whether you crosspost at all.

Which is best for your brand?

There are a number of things to consider when it comes to putting your brand’s unique content on TikTok, Instagram or both. Your audience, content style and budget will all play in a part in choosing the ideal platform to lean more heavily into. 

Here are a few of the biggest things to consider…

Your target audience

Who is your target audience and what app are they using the most? Getting laser focused about who your brand is for will help you make good investments in where to push content the most. Use Minter.io to track key information about your audience on TikTok and Instagram. Find the gender, location and amount of followers for your accounts as well as when your followers are online.

Your content style

Does your brand’s content style suit a polished presence or is it a bit more rough and ready for action? The culture on TikTok is wildly differently to Instagram’s refined sheen. TikTok is known for its authentic, spontaneous, human-led content, whereas Instagram lends itself to being more aesthetically pleasing - there’s a reason the term ‘instagrammable’exists. Where your content fits will depend on how you approach content creation and the way you want your brand presented online.

Organic vs advertising budget

Are you hoping to grow solely through organic reach or are you aiming to swing a big bag of cash behind your content? This will play a big factor in what platform you might put your content on. Over 30% of TikTok users have bought something through the platform. But TikTok also has huge potential for going viral completely organically, especially if you have the time and resources to pay attention to trends and get involved in them. Instagram, however, outshines TikTok in terms of return on investment with ads, so if you’re looking for more bang for your buck, Instagram Reels might be the best place to put your money.

How long you’ve been growing your brand

If you're just starting, the TikTok algorithm tends to work better for new users as it pushes content out to the world further and faster than Instagram Reels. However, if you have a pre-existing audience, you can look after your fanbase really well on the platform and your reels have the potential to go viral too.

Whichever platform works best for your brand, or if you’re going to have a good swing at both, tailor your approach with Minter.io - the social media analytics company for businesses online. You can track data about your content, audience, ads and profile performance and optimise your efforts for the biggest impact on TikTok, Instagram and more. Try it today!