The ever-popular short-form video format brought to us by TikTok has superseded videos shared on social media apps. Its closest rival is Instagram Reels.
This leaves content creators wondering whether they should be creating Reels, TikTok videos, or both.
Here’s a look at the benefits of each platform and deliberation on which you should be using and why.
The Benefits of Using Instagram Reels
Instagram Reels is an element of Instagram, creating a space for short-form video content with musical overlays to be shared.
It has a number of key benefits, which we will go through below…
Organic Reach
Reels videos are shared to your existing Instagram followers, plus wider audiences. Reels have been noted as the quickest way to grow your Instagram following as the app is focusing on sharing this content in the app.
Users sharing video content can therefore count on more consistency and understanding in how the algorithm works. It also means your audience will likely be more engaged, since your follower base knows what kind of content to expect from you—they likely know you on a more personal level than what audiences on TikTok do.
Multi-Faceted App
Instagram’s wide selection of features and content works in its favor in some cases. For example, content creators on the app can select whether a photo, a longer video on IGTV, or a short video via Reels works best for a particular subject.
This also allows for more diversity from accounts, as you can successfully segment and share your content across categories without being penalized for it.
For example, it is easy to share lifestyle content—highlighting food, fashion, and travel. On TikTok, this would come across as confusing and would impact the way your account is categorized and shared.
Aesthetics
Instagram has always been a visual app, starting out with photography and steadily moving towards the inclusion of video content. As such, it is very much based on aesthetics. Users who share Reels are therefore sharing an extension of their own aesthetic by showcasing their tastes and interests.
Reels offers Instagram users an alternative way to share content that is akin to TikTok.
While this function is not its primary feature or future, it offers content creators a way to grow by sharing these popular short-form videos. You can also choose whether or not to include it in your grid, with a photo or segment as your cover image, further maintaining your page’s look and feel.
The Benefits of Using TikTok
TikTok is a hugely popular app that is all about short-form video content.
There are multiple reasons to share your content on the app, from its viral nature to varied content.
Going Viral
TikTok explains that its algorithm pushes out content to the For You page based on interactions on the app, specific account settings, and information relating to the video.
This is not, however, clear-cut. Users have found videos can go viral a week after being posted.
Videos that do go viral though, tend to explode. There are various ways to jump in on trends and challenges, whether it’s through a dance, a song, or a sound. Essentially, anyone can go viral.
Youthful Edge
The audience on TikTok is primarily youthful Gen Zs. This has influenced the content seen and shared, and built a unique culture within social media spaces. These communities are drawn to the app for entertainment through humor, advice, tutorials, inspiration, and fun dances.
In-App Features
TikTok is a creative platform. Since video is the only form of content you can share on the app, it has a number of unique features.
For example, the extensive sound library means you can easily collaborate with others or include a number of songs and remixes to your videos. It also has special effects that often go viral.
The Content
TikTok allows for videos up to 60 seconds. Since a minute is sometimes not long enough to express an idea or concept, it makes it easier and more commonplace for creators to create mini-series.
These are follow-ups for ‘part 2’ that increase engagement among audiences.
TikTok is the dynamo app that inspired Instagram Reels and has grown to include a community of billions of people. Its culture continues to develop and grow with no signs of slowing down. If you’ve found your community here, success is inevitable.
Reels vs TikTok: Should You Use Both?
Instagrammers and TikTokkers can create and share video content for both Reels and TikTok. Many creators are testing the waters with both, afraid to put all their eggs in one basket.
It provides them with a way to become involved in different online communities, since audiences for Reels and TikTok have distinct social media cultures.
You can share the same videos to each platform, however it is recommended that you upload them individually to each, instead of reshaping a published video or one with a watermark.
Since the audiences on each platform are different, you may need to edit the video in different ways. This is a great way to make use of the editing features of each, which can boost your video’s performance.
The future of these two apps are unknown, though comparisons and speculations have been made. While one cannot compare the impact that TikTok has had to other apps, its closest video predecessor was Vine.
Some think that Instagram will prevail in a similar fashion to its success with ephemeral Story content, which was modeled on the then ever-popular Snapchat feature.
You could theoretically become an influencer using both apps. That being said, most famous creators tend to choose one app and stick with it. You can link your Instagram and YouTube account to your account on TikTok to encourage people to follow you on those platforms as well. One has to keep in mind, though, that where cross-pollination of audiences occurs, people will not want to be watching the same content.
Find your passion, shoot it, share it, and see which platform works best for you. Once you have, you can focus your energy there and grow with tried and tested strategies for your videos. For maximum reach, you can continually create videos for both platforms.
Using Instagram Reels and TikTok
There is potential for success on each platform, though there are notable differences between Reels and TikToks which influence video performance.
Factor in the benefits listed when choosing whether your content is better suited to Instagram or TikTok, or both.