Every business or personal brand that intends to develop its social networks in 2023 is interested in the best method of promotion, which will bring success faster, and which platform has the best results. The main question remains, which is better TikTok or Reels?
It is worth starting with the fact that Reels were released in 2020 as a reaction to the rapid development of TikTok. Subsequently, we watched how reels developed such functionality that TikTok already had. Many users cross-posted content, leaving the Tiktok watermark. However, that quickly changed when Instagram announced that its algorithm would deprioritize content that contained the TikTok watermark. This statement not only reduced the number of direct cross-posts but also caused brands to reconsider what they should be doing with Reels in general.
Let’s highlight the main criteria by which we will compare these two promotion tools:
- Video length. TikTok allows you to upload videos up to 10 minutes long, while the maximum length of video reels is 90 seconds. That is, you will not be able to publish the same video on two platforms, if it lasts longer than 1 minute and 30 seconds, you will have to cut it.
- Access to music. TikTok motivates to use the sounds of other users to shoot trends. On business accounts on Instagram, there are many blocked sounds for filming Reels. In addition, if you want to save a video on your phone, Tik Tok allows you to save your videos and those of others. While reels only give access to save your videos which are saved without sound.
- Analytics. TikTok analytics track both the overall profile and performance of individual videos. This includes general metrics such as total play time, average watch time, and geolocation. Statistics show that videos that are shared via the “send” button are the best promoted because it suggests that you can attract new users who do not yet have TikTok. Instagram users have to rely on general meta analytics; additionally, the platform has deployed Reels data to get specific information. This covers metrics such as plays, interactions, reach, “likes”, comments and saves.
- Audience age. Statistics show that the largest percentage of the audience on Instagram is 24-35 years old, and in second place is 18-24 years old. At the same time, the trend statistics show that the largest sector of the audience in TikTok is the segment of the audience aged 18-24. So, if your audience is primarily Gen X consumers or above, you can focus more on Reels than TikTok.
Information source: https://www.statista.com/topics/6077/tiktok/#editorsPicks
- Algorithm. If you’re new to TikTok, the algorithm considers many factors, from the videos you like or share, the accounts you follow, the comments you leave. Your language settings, country, device type settings, and account settings. The Reels algorithm is not yet as well-defined as TikTok’s. Instagram curates some public videos to help you discover new, unique content that might entertain and inspire you. However, there is no detailed analysis of the flow.
So our recommendation is simple:
- Create content for both platforms.
- Work your way up.
- Judge for yourself which one becomes better over time.