TikTok Beats Instagram Reels to Become the Go-To Platform for Influencers, Study Reveals

Today, influencers and brands can use different social media channels to connect with their target audience. With the introduction of Reels, a common question on everyone’s minds these days is whether TikTok is the best platform for marketing or does that tag belong to Instagram Reels?

Recently, influencer-marketing agency, Markerly studied posts from 10 brands and 80 influencers on both TikTok and Instagram and discovered that while TikTok is the go-to platform for influencers to connect with their audience, Instagram Reels is the ideal destination for brands.

To corroborate the aforementioned findings, the study showed how a well-known brand like NBA raked in about 427K likes on a post uploaded to Reels in comparison to 63K likes the same post accumulated when posted on TikTok. On the other hand, celebrities and influencers found their engagement rate on TikTok to be almost double that on Reels.

According to the co-founder of Markerly, Justin Kline, TikTok has established itself as a platform where real people post creative and genuine content. Kline also stated that it’s fair to assume that users visit TikTok to check out different challenges, pranks, and not overly-forced branded content.

But you may think that a person visiting any social media platform would prefer to stay away from branded content. However, Instagram users are known for being welcoming to this type of content (to a certain degree).

Additionally, most TikTok users belong in the 10-19-year-olds age bracket i.e. people who grew up witnessing the boom of influencer culture. On the other hand, Instagram’s userbase is dominated by people aged between 25 and 34 years old. Such people were wired in their childhood to expect ads and commercials in between their favorite TV shows.

However, these findings do not mean that a brand must avoid TikTok while influencers should ditch Reels. As per Kline, one should consider posting on both platforms as long as the content and format are suitable for both.

Kline also stressed that audiences want the brands to entertain them with their content instead of running a generic, unrelatable clip. Increasing the engagement potential of a post will help the brand in increasing its visibility with time.

It’s important to note that both TikTok and Reels have somewhat the same user interfaces and algorithms. However, the chances of a post going viral and/or getting shared rapidly on TikTok are better. Therefore, brands need to craft effective strategies and rope in the right influencers to introduce their products/services to TikTok users.

However, Reels’ significance for brands shouldn’t be understated either. One of Reels’ biggest strengths is the fact that it is built on Instagram. It wouldn’t be unfair to assume that a large chunk of the Instagram userbase would prefer interacting with Reels rather than installing a new application (TikTok) on their phones.

To maximize results, brands should tailor their messages and posts to best fit the channel and its audience. And to achieve the same, influencers of that particular platform might prove to be valuable resources.

H/T: Forbes.

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