Video content is among the sure-fire ways to capture people’s attention and stop them from scrolling. Today, vertical videos in bite-sized lengths make it easier for your followers to stay engaged from beginning to end. With marketers set to strengthen their marketing strategy with short-form video content, video-sharing platforms like Instagram Reels and TikTok are set to optimize their channels for content creators and brands. In the race to improve video marketing, which platform works best for you?
Instagram Reels vs. TikTok: on Video Length
Both Instagram Reels and TikTok began supporting video uploads that are 15 seconds long. Today, Instagram Reels supports 60-second videos. Meanwhile, TikTok gradually extended video length support. TikTok first extended video length to a minute, and in July 2021, it rolled out another extension, supporting videos up to three minutes.
Instagram Reels vs. TikTok: on Voice Effects, Video and Face Filters
Due to its origins as a lip-syncing platform, TikTok provides a range of effects and filters for users to spice up their videos. TikTok also picked up on certain video editing trends and challenges, adding these effects to its massive library for a more convenient video editing and publishing experience. Instagram Reels also offers a selection of video filters, but Instagram only added voice filters in 2021.
Instagram Reels vs. TikTok: on Text-to-Speech and Closed Captions
Applications are streamlining their functions to be accessible and accommodate the needs of people with disabilities. Instagram Reels launched text-to-speech together with their voice filters in 2021. TikTok, however, has long supported text-to-speech for easy narration, with a variety of voice effects to choose from. TikTok creators also use closed or auto-generated captions to help the audience follow along with the dialogue.
Instagram Reels’ Audio vs. TikTok’s Sound
TikTok is popular for amassing a huge collection of music and self-made Sounds. Users publish their videos’ sounds on to the music library for other people to use and incorporate in their videos. Audio on Instagram Reels is quite similar, but with a smaller collection of featured music and sounds.
Instagram Reels vs. TikTok Content
While Instagram Reels follows behind TikTok’s video marketing strategy, the content between these two platforms differs. Whereas TikTok is loud, causal, and mostly occupied by Gen Z, Instagram Reels tends to be more mature, calm, and aesthetically pleasing. Instagram users curate their grids for an aesthetically pleasing fit of their photo and video uploads, and it seems this practice carries over to Instagram Reels. Instagram Reels tends to be more refined and professional than most TikTok videos.
Instagram Reels’ Explore Tab vs. TikTok’s For You Page
TikTok is known for serving accurate or near-accurate videos that match your interests. TikTok revealed that its algorithm considers factors such as the videos you first viewed, liked, or engaged within the comments section. The algorithm is complex, yet it does a good job in pulling up videos that particularly interest you or are related to your interests on your For You page. Instagram Reels, on the other hand, has the opportunity to be featured in Instagram’s Explore tab. Instagram users don’t have any assurance when or how their reels can reach the Explore tab. The algorithm isn’t as structured compared to TikTok’s yet, but Instagram notifies you whenever your reel gets featured.
Which Platform Works Best?
If we’re talking about quick growth and trendy content, TikTok wins by a clear margin. However, Instagram Reels’ less saturated marketplace is also an opportunity to expand your presence across the Instagram community. 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. Most businesses and content creators utilize both Instagram Reels and TikTok to leverage their engagement. The two platforms may be identical, but it’s clear that they serve different audiences. In maximizing your audience reach across Instagram Reels and TikTok, you can double the amount of your engagement and improve your discoverability.
