Instagram Reels vs TikTok: Which Platform is Better for Your Business?

In the 2024 social landscape, video is king. Gone are the days where a simple square image would fulfil your business's social needs, and video content is much more time-consuming to create. As a result, many businesses are left wondering whether it’s better to focus their time on Instagram Reels vs. TikTok. Both platforms offer valuable opportunities to engage with your audience, but it’s important to understand their strengths and weaknesses in order to develop the right TikTok vs. Instagram marketing strategy for your business. Let’s break down some of those differences and help you decide which platform best suits your business goals.

Instagram Reels: A Business-Focused Eco-System

Instagram has long been a staple in social media marketing, especially for businesses that thrive on visual content. With the introduction of Reels, Instagram responded to TikTok’s growing popularity, offering Meta users a familiar way to create and share short-form videos. But how does Reels for Business compare?

Instagram Reels leverages the platform’s well-established ecosystem, which includes features like Stories and the Shop tab. This integration allows businesses to keep their followers engaged across multiple content formats, all within one app. 

For businesses that already have a presence on Instagram, using Reels is a natural continuation of your content offering. However, if your business is new, Instagram’s follower-based algorithm might present some limitations with the organic reach of your content. 

It’s difficult (but not impossible) to organically grow a following on Instagram these days, with the entire Meta-verse preferring businesses to pay for ads to gain exposure and new customers. In saying that, it’s still important for businesses to have a presence on Instagram, as that’s the first port of call new customers will make when wanting to understand the vibe of your business.

Overall, Instagram Reels is a great choice for businesses looking to deepen their engagement with an existing audience and integrate short, aesthetic videos into a broader social media strategy.

TikTok: The Power of Viral Content

On the other hand, TikTok is widely known for its unmatched virality, which is due to an incredibly intelligent explore-based algorithm that’s unique to each user. This algorithm prioritises discovery over existing followers, meaning your business can have 10 followers on TikTok, and if you’re posting quality content, reach millions of users. The core of a TikTok content strategy is usually to try and tap into this virality while remaining appealing to your target audience.

For businesses aiming to grow their audience quickly, TikTok offers an exciting opportunity. It’s a platform where creativity and authenticity are rewarded, and your content can easily reach thousands or even millions of followers overnight. TikTok’s audience skews younger, making it perfect for those targeting Gen Z and millennials, however this is expanding, with older creators and users jumping on the platform. My mum even downloaded TikTok and used it as a tool to plan her and my dad’s Europe trip last year.

Due to the explore algorithm and emphasis on creativity, TikTok can be a great low-cost tool for new businesses to use to create brand awareness, build a brand personality and earn a loyal customer base.

Overall, TikTok is a useful platform for any brand looking to prioritise viral growth and reach a new audience.

Instagram Reels Vs. TikTok: The Comparison

When comparing these social media platforms for business, it ultimately comes down to your brand’s goals and audience. Reels for Business works best for companies that are established on Instagram and want to leverage a familiar platform. Meanwhile, a strong TikTok content strategy will benefit businesses focused on rapid growth and viral exposure, particularly among Gen Z’s and Millenials.

Both Instagram Reels and TikTok have distinct advantages for businesses, and choosing between the two ultimately depends on your goals, audience and how you wish to use these platforms in your overall marketing strategy. If it’s available to you, utilising Instagram Reels and TikTok together will ensure a wholistic approach to your social media marketing, giving you the best result.

Don’t have the time to invest in creating a social media strategy for your business, or don’t know where to start? Book in a chat with us today and we can help you figure out where to get started.