Detailed comparison between TikTok vs Instagram Reels for video marketing.
Bite-sized video content is more than just an element of quick entertainment – now, they are also a powerful tool to drive brand engagement and bring excellent returns. According to the Social Media Marketing Report by HubSpot, short-form video has the highest ROI among every other social media marketing strategy. The report also adds that 51% of marketers using short-form video plan to increase their investment in 2022.
Statistics also show that a regular person spends 100 minutes per day, on average, watching online videos. In this fast-paced world, video content like reels saves time and delivers entertainment and information. So, if done properly, reels are an infallible method of engaging consumers with your marketing campaign.
If you want your brand to go viral, quality content is the key. Driving video content-based campaigns has become even easier with the rise in Instagram and TikTok’s popularity.
Trying to decide between TikTok vs Instagram Reels? Here is an overview of how these two very popular platforms can benefit your brand’s visibility and bring excellent ROI.
TikTok vs Instagram Reels for video marketing
What are Instagram Reels?
Released in August 2020, reels are shot-form videos of a maximum of 90 seconds. They are entertaining, immersive, and a popular way of expressing creativity through fun, informative content.
Instagram reels are an excellent tool to tell your brand story, educate your audience, and get discovered by people who may resonate with your business. People engage with reels to participate in cultural trends, collaborate with the community and discover new ideas.
Instagram previously allowed a duration of 15 to 60 seconds long, which they increased to 90 seconds. Users can stitch together video clips, add filters, and set the reel to music from the app’s music library.
Here is an example:
Reels promote engagement as they can appear on Instagram’s Explore page. Reels are designed to widen your audience reach and establish your identity to the public.
What is TikTok?
Formerly musical.ly, a popular lip-syncing application, TikTok is a social networking platform focused on sharing vertical video content. The platform allowed users to join trends and share short videos like bite-sized informative content, ASMR vlogs, life hacks, impressions, and comic performances.
TikTok’s popularity exploded as a video-sharing application where a billion monthly users interacted, especially during the pandemic. It became one of the most widely used social media platforms for people to interact and entertain themselves.
With TikTok’s success in vertical short video content, other social networking platforms followed suit. Instagram launched its own version of vertical videos called Instagram Reels. YouTube also released YouTube Shorts soon after.
TikTok vs Instagram Reels
Instagram and TikTok both gained significant traction due to their vertical videos. While the platforms are similar in certain aspects, there are still a lot of clear differences in terms of features, audience, availability, etc. Let’s take a look at some of these distinguishing elements-
TikTok started with 15, 30, and 60-second long videos. But now, it allows video content to be upto ten minutes. On the other hand, the duration of Instagram reels is limited to 90 seconds.
TikTok videos can be downloaded on your phone via the save video option in the app and can be uploaded and shared on other platforms. However, the downloaded video will have a watermark of TikTok and the original creator’s username.
On the contrary, the app doesn’t provide any download feature for reels. Although you can save a reel in your profile, you can’t download the reel to your device. However, Instagram reels can be posted on stories, and the link can be shared.
TikTok offers a wide range of audio materials for its users. On the flip side, Instagram has a smaller selection of featured music and sounds. Instagram business accounts also can’t use copyrighted music. However, Instagram has recently brought updates on Reels, enabling text-to-speech and voice effect features.
While both platforms are quite popular with millennials and Gen Zs, TikTok’s easy content creation and sharing across platforms does give it certain leverage when it comes to audience engagement. In comparison with other social media platforms, budding influencers on TikTok earned around 18% more engagement, according to statistics. While Instagram reels saw an increase in engagement rates in the app by 22%, the platform’s overall engagement rate lags behind, with emerging influencers only gaining 3.86%.
Instagram is accessible across 170 countries. On the other hand, TikTok has faced criticism and scrutiny due to privacy issues and is banned in some regions.
TikTok analytics measures both the overall profile and individual video performance, including big-picture metrics like total playtime, average watch time, and geolocation.
Similarly, Instagram users had to rely on general analytics of the platform at first. But the social media network rolled out Reels-specific data for specific insights, covering metrics such as plays, interactions, reach, likes, comments, and saves.
Both Instagram and TikTok are releasing new advertising features, but the approaches are quite different. While Instagram focuses on traditional, shoppable ads and campaigns via Reels, TikTok emphasizes on creator-based ads.
TikTok vs Instagram Reels – How to choose the right platform
Engaging the audience through video content is the future of brand marketing. Both Instagram and TikTok offer varied advantages. But identifying the perks and the alignment with your brand is key to successful social media marketing.
Here are some points you should keep in mind before settling on your marketing strategy.
1. Define your target audience
Knowing your target market is not only integral for advertising your brand but also for curating the right content. For an effective video marketing strategy, thorough audience research is your first step.
The two platforms may be identical, but it’s clear that they serve different audiences. Determining which platform works best also depends on where your target market is. Most millennials are well-acquainted with navigating Instagram, while Gen Z spends most of their time scrolling on TikTok.
Once you have defined your core audience, you can choose the right platform for your social video marketing strategy and bring you the maximum ROI through video marketing.
2. See what channels they are active on
Growing your brand visibility depends on how well you identify and optimize areas your target audience interacts with the most. After identifying your target audience, you need to find out which channels appeal to them the most. Those are the ones your marketing campaign should focus on. It will help you become visible on channels where your core market will see you and interact with you.
3. Content they consume
Thorough research on what type of content drives your viewers the most should be a priority of your marketing team. To understand that, monitoring what they talk about online, which influencers they follow, and their gender, age, and demographic is important. Doing this manually is next to impossible– and that’s why you need to invest in a proper social listening tool.
An efficient social listening software will track and collect data on trends, popular conversations, likes as well as dislikes of your target market, giving you a proper set of insight on which platform accommodates that the best. Such tools also provide sentiment analysis to gauge the intent of your audience behind their social media engagement and conversations so that you can target those while running your brand marketing campaign.
4. Do a competitor analysis
Want to know what platform will work the best for your brand? Track where your competitors are the most active. A thorough competitor analysis will help you pinpoint the topics that work for similar brands and how well they performed in terms of engagement and ROI. This will help you optimize the right opportunities and avoid wasting time on stuff that most likely won’t work.
5. Define your video marketing goal
Identifying your target audience and tracking your competitors are not enough for a stellar video marketing strategy on social media. Clearly defining your social media marketing goals is an integral part of choosing the right platform.
As discussed before, Instagram and TikTok have different approaches to sponsored videos and ad campaign and is popular among different sets of population. How you want to portray your brand marketing campaign and what you want to achieve through it will decide which platform fits you the best. The point is to choose a platform according to what they offer and what video dimensions can be displayed.
6. Create a strategy
Once you collect all the relevant data, it’s time to create a solid video marketing strategy for your social media campaign on Instagram or TikTok. For that, you can start by auditing all the collected data and see which platform has worked better for similar brands. If you see your approach is not accommodating your audience properly, don’t shy away from choosing a few different approaches and align your marketing strategy according to your chosen medium. You can also track and see what type of videos worked best for your brand, how long it took to produce, etc.
While collecting data and measuring the success rate of different ad campaigns are important steps, creating a strategy with a dash of uniqueness will help you stand out. If you.
7. Measure impact and test for different purposes
Releasing good content is not enough, and constant improvements are necessary. Thus, measuring impact every time you release a new reel or video, track their performance on each platform. Try to use them for different marketing purposes and see which ones drive the best engagement rates and ROI. In the debate of Instagram reels vs TikTok, this will give you a fair insight into which platform fits your brand image.
8. Create and repurpose
Creating a piece of informative and properly toned short video or reel takes a lot of thought, time, and energy. So make sure you choose a platform that gives you enough creative space to repurpose your content on different platforms as well.
Your part in the Reels vs TikTok debate depends on what you’re aiming for when it comes to your brand marketing. If you want a quick, effective, versatile platform that can result in your content reaching huge audiences, TikTok can be your best pal. If you already have a fair number of followers, the curated campaigns of Instagram reels might come in handy.
Merits don’t lack in both platforms. Our suggestion is – exploring both and tapping into the different features and quirks can be worthwhile for marketing strategy. Using both platforms will allow you to measure elements that have maximum impact on your campaign performance, and then you can double down on that as a channel.
Does identifying the right marketing channel seem tricky to you? Radarr can help you with that and so much more. With cutting-edge sentiment API. accurate reports and insights, precise monitoring of trends and topics, you can redefine your marketing strategy. With real-time visualization and content tracking, Radarr will take your marketing campaigns to the peak of success.
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