Instagram rolled out a new feature called Instagram Reels, similar to Tik Tok, which allows users to share short, entertaining video content set to music effects. Reels has become the biggest rival of Tik Tok in recent months. Small businesses that use Tik Tok to market their brand are now contemplating using Instagram Reels as its popularity continues to grow. But is it worth it? Should marketers incorporate Reels at the expense of Tik Tok in their market strategy? Which between the two platforms is the best?
To help answer these questions and shed light on the best option to incorporate in your marketing strategy, we will discuss the two platforms in detail. We will highlight the similarities, differences, and what marketing strategies they can accomplish in 2021.
#1. Video Length
Both platforms allow users to record and share videos. However, the length of the videos varies across the channels. While users on Tik Tok can record up to 60 seconds long videos, Instagram Reels users are limited to 30 seconds videos. The longer videos on Tik Tok mean users can create mini-series that can be shared in parts to increase engagement and views.
This may not be possible with Instagram reels, as users can only manage to create simple messages in the 30 seconds provided. If you’re looking to record longer videos for your marketing content strategy, then Tik Tok can be an ideal choice.
#2. Audio Options
Compared to Instagram Reels, Tik Tok has an extensive sound library. Users on Tik Tok have access to music outside the charts, which means they can quickly use the latest hits to create new sounds. Tik Tok also allows users to use original sound to create Tik Tok videos that other TikTokers can use. Instagram has limited many business profiles from accessing their music feature.
For such accounts to share Reels with sounds, they have to create and edit their audio out of Instagram then upload them. This has made many Instagram business account holders rely on Tik Tok for creating music videos before sharing on Instagram Reels.
While you can also create Reels using music from other people, this is not common as on Tik Tok. Instagram was created to be a platform for artists to share their original work. As such, it has strict copyright restrictions compared to Tik Tok, which was mainly for sharing copyrighted music for entertainment.
3. Video Editing
Generally, Tik Tok has more video editing features and tools to choose from compared to Instagram Reels. While Tik Tok users can pick from various effects, filters, and templates, users on Instagram Reels are limited to only a few select effects available on the Instagram effects library. One standout feature in Tik Tok is the touch-up button that allows users to apply a face softening effect. Reels offers a similar feature, but it is not as powerful.
Instagram compensates for this with filters that provide improved touch-up features. The only disadvantage is that the filters and effects are disjointed, meaning you can only use one at a time. Tik Tok also has voice effects and voiceover tools to record and edit audios. Similarly, Instagram Reels allows for voiceover recording, but users cannot apply special effects to the recordings.
To improve engagement and reach, Tik Tok has also incorporated video tools like Reaction, Duet, and Stitch. These features allow users to reinterpret other users’ videos. Presently, these features are not available on Instagram Reels as users can only share content to Reels from their camera roll.
Tik Tok provides analytics for both your content and audience. The analytics provide insights into your audience’s interests, including the sounds they listen to, in order to help you decide on your next sound. You can also get in-depth insights into all the content you post. On top of that, you can see where the traffic to your videos originates from, which can help you make informed content decisions.
Instagram Reels, on the other hand, has been slow in providing analytics to the user. Currently, Reels only provide analytics such as the total views, likes, and comments.
One thing is for certain however: Quality content over quantity content, every time.
#5. Paid Advertising and E-commerce
Smaller businesses on Tik Tok can run paid advertising campaigns in 2021. These are currently available in different ways, including TopView, In-Feed Ads, Brand Takeovers, Branded Effects, and Hashtag Challenges. Instagram Reels, on its part, does not offer paid ads. However, small businesses can collaborate with influencers and creators to produce content that markets their brand.
#6. Demographics and Content
While these two platforms offer similar content, their demographics vary. Tik Tok attracts younger users
compared to Instagram Reels. If the target audience for your videos is the millennials then Instagram Reels can be a great starting point. On the other hand, video content creators targeting the younger Gen Z and looking to partake in viral trends can achieve more success on Tik Tok.
There you have it! While these two platforms are ideal for sharing video content, they have different approaches to creating content. Incorporating both channels into your market strategy can help you reap more benefits for your business. However, make sure the best practices for each platform for maximum results.
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