When deciding whether TikTok or Instagram Reels is more beneficial for your business, there are various factors you need to consider. Your existing follower base, target audience demographics, and the type of content you want to produce are a few examples that will help determine which of the two platforms is best suited for your business.
A study done by Markerly looked at the difference in the ways the two apps perform. By comparing 80 influencers and 10 brands across both TikTok and Instagram Reels, they found that for influencers and celebrities, the engagement rates on TikTok surpassed those on Instagram Reels. However, for the brand pages, Instagram outperformed TikTok, most likely due to the preexisting follower base on the app.
Both TikTok and Instagram Reels provide benefits and drawbacks, and it is up to the user or brand to determine which of the two (if not both) they will use. By taking advantage of these two platforms, users can capitalize on the unique benefits that TikTok and Reels have to offer.