TikTok vs Instagram Reels: Which is Better?

16th May 2022, 1:01am in Business by Laura Hurtado Isalt

There's no doubt you've heard the buzz around TikTok.

In 2020, the platform exploded and quickly became the most downloaded app in the world. It continued its domination in 2021, where it not only held its number one spot but also dethroned Google to become the most popular domain.

Instagram responded to the popularity of TikTok by creating Reels. When placed side by side, they look similar. But there are some differences, particularly behind the scenes.

So, where should you invest your time and money? TikTok, Instagram Reels or both? Here's what you need to know to make the right decision for your business.

The Similarities Between TikTok and Instagram Reels

Despite the subtle differences, there are plenty of similarities between TikTok and Instagram Reels. The three most common are:

Both are short-form video creation platforms where you can accompany your footage with sound effects, voiceovers, or a music track
Each of them has an ecommerce component to allow people to purchase your products
They both use the traditional social media feed format so users can find new content

Audiences

Deciding whether to publish your video content on TikTok or Instagram Reels ultimately comes down to the audience that you're trying to reach. Both platforms have very different demographics.

Digital 2022 Australia reported that 7.38 million Australians over the age of 18 use TikTok. Of these individuals, 55% are female, and 44% are male. They also found that TikTok users spend the most time on the app compared to any other platform.

As for Instagram, it has 12.8 million monthly users, which has grown by 1.8 million year on year. As the platform has been around longer, there is an older demographic. More than half of the users fall between 25 and 44, whereas TikTok users are much younger.

Audience Engagement

There are some character limits to be aware of on TikTok and Instagram Reels.

TikTok keeps restricts you to 300 characters. Your description needs to be short, sharp, and to the point. Comments are also limited to 150 characters. So if you engage with your audience via your posts, then you may need to shorten your responses.

Instagram allows you to use up to 2200 characters in addition to 30 hashtags. The same applies to comments. If you enjoy having back and forth meaningful conversations with your customers, then Reels might be a better option for your business.

Analytics

It's crucial for you to review the results of your videos, so you know what's working and what's not. Both TikTok and Instagram Reels allow you to analyse the data to make decisions.

Despite Instagram being no stranger to analytics, it is not as detailed as TikTok. You can still see total likes, comments, saves, and shares. You're also able to look at the accounts reached and how many times your video has been played.

TikTok provides this data too. You'll also get follower growth, profile views, average watch time, traffic sources, and audience demographics. However, the dashboard also includes what is trending with your followers so you can come up with new content ideas.

Advertising

Both TikTok and Instagram Reels allow you to post sponsored content. But this is where the length of the video can be a difference-maker. TikTok will enable you to post clips up to three minutes long, whereas Instagram Reels is limited to 60 seconds.

However, Instagram's experience in marketing and advertising currently outperforms TikTok. Using the Facebook advertising platform allows you to narrow down your demographic to a specific cohort, so you get the best bang for your buck.

TikTok allows you to narrow down your target demographic, but you also need to choose the type of advertisement you're uploading. You can be the first ad someone sees when they open the app or show up while they're scrolling through their feed. You can also pay to be a part of the branded hashtag challenge. The extra complexity might be too much for some, but it has big potential if you invest time and energy into it.

The Verdict

TikTok and Instagram Reels offer enormous potential for businesses. However, the question as to where you should put your effort depends on where your customers spend most of their time.

TikTok continues to grow rapidly year on year. It's also a platform where users spend more hours compared to other social media channels. Instagram is an established player and utilises its strengths to provide brands and users with a unique experience.

The key to success is to find out which social media platform your target demographic hangs out on and start producing engaging content that will send them directly to your online store.