It’s safe to say that 2021 will be remembered as the year that short, innovative, and viral videos took over our screens on social media platforms. Since the first lock-down, when users desperately required fun material, there has been a steady increase in this pattern. Instagram, with its Reels style, and TikTok are now going head to head in the battle royale of social media video platforms. Which one do you want to pick?
The popularity of TikTok has prompted social media behemoth Facebook to quickly incorporate the app’s Reels feature into its own Instagram channel.
This calls for changes in how influence marketing is traditionally practised. Using a series of videos to promote your business can be really exciting. But here’s the rub: as a brand, should you use TikTok or Instagram Reels for your next round of influencer marketing? Find explanations below.
The popularity of TikTok has inspired a fierce response from Instagram
It’s clear from the numbers that TikTok will be the most popular app in 2020 (1) worldwide. Increases in downloads and pageviews during enforced downtime are indicative of this success. TikTok videos are like little bubbles of escapism and fun, and they’ve even caught on with a slightly more mature audience than the platform’s typical devotees.
The growth of the Chinese network shows no signs of slowing down, and early projections for 2021 are encouraging. With an estimated 383 million first downloads (1) in the first half of 2021, TikTok is the most downloaded programme (excluding games). This milestone was attained in July 2021.
Instagram’s answer with Reels has also been successful in the face of these astounding numbers. With over 1.3 billion monthly active users by July 2021(2), the app has had little trouble making its Instagram Reels a hit. Each Reel from Sephora France averages over 453,000 views(3). Another case in point is the French fashion influencer Junesixtyfive, whose video of her switching outfits has over 2.7 million views(3).
To what extent do TikTok and Instagram Reels diverge from one another?
The specialised app TikTok
The first major distinction is that TikTok is a standalone app, giving you instant access to the videos the moment you use it. Instagram Reels are one of many formats (including Stories) accessible through Facebook’s Explorer page or a separate tab for Instagram.
TikTok now has more advanced functions.
The audio quality of TikTok is unparalleled. It allows its users to make their own sounds and, why not, join the current musical trend!
TikTok’s rise to popularity among young people can be attributed in part to its powerful video editing features. The potential for alteration is practically limitless. Instagram also has an effects library, but one with fewer options.
TikTok pioneered the 60-second video market for a long time. This affords flexibility and allows for adequate delivery of the brand’s message. Instagram now allows Reels to be up to 60 seconds in length.
One of the main reasons why Instagram has become the most popular medium for firms to use influencer marketing is because of its success in the e-commerce sector. The good news is that Reels can now use the platform’s shopping features.
The data-gathering arms race between the two services
Instagram’s updated statistics features for business accounts indicate forward momentum. The number of accounts contacted, the number of saves, and shares are now readily available to brands and content providers. This catches up to its rival TikTok, which has provided in-depth analytics for its customers for some time.
Instagram’s data, when combined with in-app purchases, helps producers sell to and engage with their ideal customers.
A goal unique to each social media platform
Finally, it’s vital to remember that the audiences on TikTok and Instagram are different when formulating your influence approach.
The TikTok user is a young woman, somewhere between the ages of 13 and 24. The average age of an Instagram user is 25 years old.
The TikTok community appears to be quite dynamic. They not only hang out there for longer than they do on Instagram (30 minutes(5) a day vs. 1 hour(4)), but they also actively engage with the stuff that is pushed at them by liking, commenting, and sharing.
TikTok’s engagement rate is skyrocketing, whereas Instagram’s is flatlining or even declining. When comparing Instagram’s 732 million(6) monthly active users to Tik Tok’s 1.386 billion(5), it’s clear to see that the competition there is much greater.
Then, if you want to raise visibility for your brand, TikTok can help you do that. The number of people who see your material will undoubtedly increase. Keep in mind that the vast majority of its users are looking for amusement, so you’ll need to get inventive if you want to be noticed. One great use for the brand challenge is to build excitement for a new product launch. The greater the number of people taking part, the more obvious the difficulty becomes. When a brand is explicitly linked to the challenge (through a branded hashtag), awareness of the brand increases. It’s also the best format there is for attracting the attention of today’s young adults.
TikTok allows you to quickly become well-known among a relatively young audience if you know how to build a buzz, while Instagram offers a range of formats and an attractive purchasing feature.
Whether you choose with Instagram Reel or TikTok, your decision should fit into a larger influence plan. You can choose to employ both strategies simultaneously in an effort to boost your profile. Make sure to modify your material for each social media platform.