Battle of the Video-Sharing Platforms: Instagram Reels vs. TikTok (2023)

Short-form videos are quickly becoming necessary tools in businesses’ social media marketing arsenals. Through videos, marketers can increase brand association by 139%!

With major platforms like Instagram Reels and TikTok available for brands to use to connect with large audiences, it’s no surprise there’s an “Instagram Reels vs. TikTok” debate. Both social media platforms give brands the chance to express their personalities through entertaining, attention-grabbing videos.

With that said, what is the difference between Instagram Reels and TikTok? In this article we’re addressing the “Instagram Reels vs. TikTok” debate, the video-creation features both platforms offer users, and which one might be the best choice for your business’s social mediaefforts.

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Battle of the Video-Sharing Platforms: Instagram Reels vs. TikTok (1)

(Video) TikTok vs. Instagram Reels vs. YouTube Shorts: Who Will Win the Short-Video Race? | WSJ

What are Instagram Reels?

Instagram Reels are vertical videos that appear in the Reels tab on Instagram. Like your normal Instagram feed, Reels are formatted for users to simply scroll for endless amounts of uninterrupted video content.

Battle of the Video-Sharing Platforms: Instagram Reels vs. TikTok (2)

Instagram Reels are short, only up to 90 seconds long. They give your business the opportunity to show off your brand’s personality while still promoting your products or services.

Instagram Reels for businesses

In the last few years, Instagram has been making a shift toward video content, so sharing Reels can help you gain favor with Instagram’s algorithm.

With Instagram Reels, businesses can create organic video content that’s not necessarily stylized with graphics and backdrops, but still just as attention-grabbing. Some of the most common types of video content businesses post on their Reels feed include:

  • Product launches
  • Product demos
  • Collaborations with influencers and celebrities
  • “Behind the scenes” videos about the brand

What is TikTok?

TikTok is a video-sharing social media platform that’s taken the Internet by storm in recent years. Over 3 billion people have downloaded the app since it entered the social media scene in 2017, and by the end of this year, the number of active users is expected to grow to 5 billion!

Unlike Reels, which is an additional feature within the Instagram platform, TikTok’s platform is solely dedicated to short-form video content, up to 10 minutes long. This means users and businesses need to get creative with their video content to reach audiences and make an impact.

(Video) YouTube Shorts vs TikTok vs Instagram Reels

Battle of the Video-Sharing Platforms: Instagram Reels vs. TikTok (3)

TikTok for business

Businesses that use TikTok have the opportunity to significantly increase their brand’s visibility and awareness because of its vast user base. If your brand’s target audience is active on the platform, you should consider jumping on the TikTok bandwagon.

TikTok is a place for users to discover new things — a study from TikTok showed that 67% of users were inspired by the platform to shop, even when they weren’t looking to do so in the first place. So, what better place for you to advertise your brand and reach audiences than TikTok?

Some of the most common types of content businesses post on their TikTok pages include:

  • Videos paired with trending music or sounds
  • Influencer collaborations
  • Product demos
  • Humorous, lighthearted videos

How do Reels and TikTok compare?

The difference between Instagram Reels and TikTok comes down to each platform’s overall capabilities and features. Let’s take a look at how the two compare when it comes to specific tools and content characteristics.

Video duration

Since their initial launches, both apps have maximized their video length capabilities as more users have taken to using videos for ads and creative business content.


TikTok originally allowed for videos up to one minute long. Now, as we mentioned earlier, you can post videos up to 10 minutes long! This is great news for companies looking to post longer videos on their pages, and it gives them more flexibility with video creation.

Instagram Reels

Instagram Reels only allow videos up to 90 seconds long, so if you were planning on doing a 10-minute video on there, think again. Don’t fret though because data has shown that shorter videos are ideal for these platforms!

Ad capabilities

Both platforms offer advertising opportunities to maximize your brand’s reach.


TikTok offers paid advertising for companies looking to do a little more than just organic marketing. Businesses on TikTok have the option to choose between several paid ad formats, like:

  • TopView ads: The first videos users see when they open the app
  • In-Feed ads: Appear within a user’s For You feed
  • Branded Hashtag Challenge: Invite users to interact with the brand by using certain hashtags
  • Branded Effects: Customizable stickers, filters, and special effects related to your brand

Instagram Reels

Instagram Reels gives businesses the capability to create shoppable ads in Reels that include product tags. Users can interact with these tags to buy, save, or learn more about the product. It’s a great way to sell directly to customers on Instagram.

(Video) YouTube vs TikTok || Short Video sharing platform analysis by Rahul n Neel 2022

Video editing options

TikTok and Instagram Reels give you plenty of effects to choose from to spruce up your videos. From filters to stickers, both platforms give you the tools to make your videos unique.

Both platforms offer similar video editing tools that let users upload pre-recorded content, film new content, and collaborate with other users.


With the Duet and Stitch features on TikTok, you can create videos that allow you to interact with other users. You can post your video side-by-side with a video from another TikTok creator with Duet or combine a video from another creator with the one you’re creating through TikTok’s Stitch tool.

Instagram Reels

Similarly, Instagram Reels’ Collab tool gives you the chance to create content that can be posted on not just your own account, but a collaborator of your choice. Simply create a post, tag another account as a “collaborator,” and when the other account accepts the request, your post will appear on their account as well.

Music and sounds

TikTok and Instagram Reels give users access to sound and music libraries that house everything from trending memes to the hottest songs. TikTok does have a larger selection to choose from than Instagram Reels, and unfortunately, business accounts on Instagram don’t currently have access to copyrighted music.

On the plus side, both platforms have text-to-speech and voice effect features that increase accessibility for users.

Video analytics

Finally, as marketers, we know analytics tools are a must for business accounts on social media. You’ve got to have some way to evaluate your posts’ success, right?

Have no fear, because whether you choose Instagram Reels or TikTok, you’ll have access to built-in analytics tools, so you can ensure your videos are reaching the right audiences and raking in those likes, comments, and shares.


TikTok analytics give you video insights like total views, likes, shares, and more. They also show you the percentage of viewers who watched your video to the end and where users found your video.

Instagram Reels

Instagram Reels analytics show users the number of likes, comments, saves, and shares your videos get, as well as the unique accounts you reached and the number of plays your videos get.

Which do you choose?

So, we’ve laid out the basics of the “Instagram Reels vs. TikTok” debate. Now would be the part where we tell you, definitively, which platform is better and which one you should be dedicating your time and money to.

Unfortunately, we can’t make that decision. Instagram Reels and TikTok offer similar variations of features and tools, and both have pros and cons that appeal to different businesses:

(Video) TikTok vs Instagram Reels: The showdown for the best short-form video platform

  • Businesses who are looking to have more flexibility with their video lengths may prefer to use TikTok over Instagram Reels.
  • Those who collaborate with other companies often might want to use Instagram Reels for the Collab option.

Depending on where your target audience spends their time on the Internet, your decision in choosing one or the other could be pretty clear. Or your social media marketing goals might require the benefits offered by one of the platforms.

Our social media experts can help you choose the right platforms

If you’re unsure of which social media platforms your business should be active on, one of our 450+ digital marketing experts can help you. With the help of WebFX’s dedicated strategists, we can help you create a social media strategy that drives revenue.

Whether you’re looking to step onto the TikTok advertising scene or revamp your Instagram marketing strategy with some eye-catching Reels, WebFX has got you covered. Contact us online today or give us a ring at 888-601-5359 to speak to one of our strategists!

Table of Contents

  • What are Instagram Reels?
  • What is TikTok?
  • How do Reels and TikTok compare?
  • Which do you choose?
  • Our social media experts can help you choose the right platforms

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(Video) TikTok vs Reels vs Shorts - Which Is Better for Short-form Video?


Is it better to post on Instagram Reels or TikTok? ›

Both apps have their own advantages, so it's up to you to decide which one is best for you. If you're looking for a video content app with a large user base and lots of content, go with TikTok. But if you want something more community-based and feature-packed, then Reels might be the right choice.

What gets more views Reels or videos on Instagram? ›

More Engagement – Instagram reels get 67% more engagement than standard Instagram videos. Posting more reels increases your chance of getting more likes and comments, compared to posting pictures only.

What are the key competitive advantages of TikTok over Reels? ›

Editing features

Editing tools are integral parts of video-sharing platforms, allowing users to share their videos with unique filters. The advantages of TikTok outweigh that of Reels because TikTok offers numerous filters, voice effects, and templates.

Why do I get more views on IG than TikTok? ›

Since Instagram is an old and powerful platform, it is known and used by a lot of influencers. TikTok is only used by a tiny percentage of these influencers, meaning the competition on Instagram is higher than TikTok. So which one makes sense to you?

Why are Instagram Reels better? ›

Reels are full-screen vertical videos up to 90 seconds long. They now feature a suite of editing tools and audio tracks as well as trending voice and sound snippets. Reels allow you to add captions, stickers, and backgrounds; upload multiple video clips; use a range of filters; and loads more.

Should I post the same content on TikTok and Instagram Reels? ›

Should I post the same content on TikTok and Instagram reels? You can post similar content on both TikTok and Instagram Reels. However, it's best to not post the exact same content on both platforms. You can repurpose content to make it more suitable for the platform you plan to post to.

Are reels better than posts 2023? ›

It depends on what kind of content you want to create. If you want to create engaging, creative content that will capture your audience's attention, then go for Instagram Reels. If you just want to give your followers a quick update on what's going on with your brand or day-to-day life, then go for Instagram Stories.

Why my views are not increasing on Instagram reels? ›

You don't post enough Reels

Don't expect to post one Reels and reach hundreds of thousands of people. Quite the opposite, the more you post, the higher your reach and engagement grow over time. For starters, you can try posting one Reels every week, gradually increasing the number.

Which reels get the most views? ›

Learn from Khaby (289 million views)

Taking cues from this, his 2021 reel 'Learn from Khaby' holds the record for being the most-viewed Instagram reel to date. It features Lame checking an iron multiple times to ensure he has plugged it off and it is cold. The reel has over 12 million likes.

Why Instagram Reels huge success? ›

Reels have great reach partly because they can be placed on your Feed, on your Stories, on the Reels tab, and the Explore page. You can get more reach for your content through these avenues, especially in the Explore page where 50% of Instagram users go to discover new content.

Are Reels more effective? ›

The Role of Creators in Better Reach for Instagram Reels and Posts. To answer whether reach is the same between Reels vs Posts, the consensus is no. According to Instagram themselves, they aren't ranked the same. Regardless, both formats can earn you more reach.

Why are Reels so powerful? ›

Instagram Reels are important to increase visibility, save costs, and repurpose content. You can increase Reels views by engaging with your audience, using hashtags, and cross-promoting on other pages.

Is it easier to grow on Instagram or TikTok? ›

Instagram is better for polished content, while TikTok is better for raw, authentic content. If you want to reach a younger audience, consider TikTok. If you're looking to partner with influencers, both platforms can be effective but Instagram may give you more polished options.

Is it easier to make money off TikTok or Instagram? ›

And it shows that despite the buzz around TikTok, Instagram remains more lucrative, at least for the average deal. Over the last six months of 2022, 400 U.S. creators with a variety of follower counts (split evenly between TikTok and Instagram creators) answered a 30-question survey about how they're paid.

Why is everyone getting less views on TikTok? ›

If you are getting zero or low views on your TikTok videos, it can come down to several reasons: New accounts do not get views immediately. Research popular trends and create a consistent posting schedule to get your initial views.

What is unique about Instagram Reels? ›

Instagram Reels are short-form Instagram videos that can be up to 90 seconds long. Users can record, edit, and clip videos and photos together, set them to music, and post to their feed.

Do Reels boost engagement? ›

Reels are an effective way to reach an audience outside of your current followers. 50% of Instagram users find reels through the explore page. You can have videos featured on the explore page to reach a whole new audience. According to recent statistics, reels get 22% more engagement than traditional videos.

Can Instagram Reels go viral like TikTok? ›

Currently, thousands of Reels are published daily so, to go viral, content must be really compelling. In order to stand out, add a personal touch that makes your Reels unique and original. The first few seconds of the video are key to capturing the audience's attention so make them stand out from the beginning.

Do Reels do better with hashtags? ›

It's important to use hashtags on your reels to make them easier to find. Add hashtags that are relevant to your video, and include a mix of trending hashtags and niche hashtags that match your reel's content. If you're not sure what hashtags to include, keep reading!

Does posting consistently on TikTok matter? ›

Do TikTok posting times matter? In short, yes. TikTok posting times are essential to triggering the algorithm and getting your videos more views. TikTok's algorithm decides whether to push a video depending on how much watch time, views, and engagement a video gets.

Is reel becoming more popular than TikTok? ›

According to data, while TikTok is the most successful platform in attracting people to engage with the videos posted, Instagram Reels record the highest average watch rate. Compared to TikTok, which overall registers a watch rate of 9.06% on average, Instagram Reels score an average watch rate of 13.08%.

Has Instagram deprioritised reels? ›

Will Instagram Reels Be Deprioritized for Photos and Carousel Posts? According to Adam Mosseri: No. Last month, he addressed this question via his Instagram Stories: “We're not deprioritizing Reels.

Is Instagram moving away from reels? ›

Instagram Head recently announced that the platform was largely focused on Reels in 2022, but the focus is going to be a balance between photos and videos going forward. Since its inception, Instagram had been a social platform where users would find photographic memories of intimate moments.

How to get 100K views on Reels free? ›

6 Tips For Getting 100K Views On Reels
  1. Entertain Your Audience. Create some entertaining reel content that grabs attention and makes them laugh. ...
  2. Use Instagram Filters & Camera Effects. ...
  3. High-Resolution Video. ...
  4. Third-party Apps. ...
  5. Try Something New. ...
  6. Time To Post On Instagram. ...
  7. Final Words.
May 20, 2022

How to get 1 million views on Reels? ›

Getting 1 million views on Instagram Reels is not rocket science; you just have to follow some common steps.
On This Page:
  1. Focus On Creating Original Content.
  2. Original Audio – Unknown Instagram Algorithm.
  3. Comment & Shares – Virality.
  4. Time of Posting Reels.
  5. High-Quality Reels:
Dec 1, 2022

What happens when you get 1,000 views on Reels? ›

Instagram pays out Play Bonuses based on the views you get on your Reels. Eligible creators with a business or creator account can earn money on Reels that generated at least 1,000 views within a 30-day period.

Who uses Instagram reels the most? ›

The most viewed reel is by Khaby Lame with 286 million views. Khaby Lame has 78.6 million Instagram followers. Users can now upload reels of up to 90 seconds. Instagram is the hub for Influencer marketing.

Who has 1 billion views on Instagram reel? ›

FC Barcelona becomes first sports club to reach over a billion views on Instagram Reels. FC Barcelona is the first sports club or competition in the world to get over 1 billion views on Instagram Reels, the short, vertical form videos that the platform launched in August 2020.

What is the best time to post a reel on Instagram? ›

between 9 AM and 12 PM

What makes Reels more popular? ›

One of the best ways to make Reels go viral is to have music that others want to use. Having viewers click on the music in your Reels indicates to Instagram that they want to use that music as well and is viewed as engagement by Instagram. Because of that, we usually try to avoid using original sounds on our Reels.

How many Reels should I post in a day to get viral? ›

As Reels become increasingly important, marketers are asking themselves “How many Reels should I post in a day?” The industry standard is to post 4 to 7 Reels per week to increase your follower count as much as possible.

How do reels get so many views? ›

Post Reels Consistently

So if you post regularly, then you might get the exposure from Instagram that you needed. Posting more reels is also very important to Get More Views On Instagram Reels and more likes on reels. When you post more and more content, you have better chances to show up on the reels feed.

Do reels perform better than photos? ›

In the past few weeks, Reels on brand social accounts have been performing worse, generating 20% fewer views in some cases, while photo performance has generally improved, sources said. The move has execs fighting to keep hold of precious video production budgets and shifting to focus on posting more images.

How many followers do you need to make a living on TikTok? ›

Can you make money on TikTok? The short answer is: Yes. To make money on TikTok directly you must be 18 years of age or older, have more than 10,000 followers, and have at least 100,000 views over the last 30 days. You can then apply to the TikTok Creator Fund in the app.

Why is it so hard to grow followers on Instagram? ›

Gaining organic followers on Instagram isn't easy anymore. There are a lot of accounts that still follow you and unfollow you later and a lot of bots that comment just to gain attention. With all the competition around, you need to make sure that you're consistent, you stand out and are authentic.

What is the fastest growing Instagram account? ›

Fastest-growing Instagram creators worldwide 2022, by follower growth. Between January and June 2022, the fastest-growing content creator on Instagram was influencer Jorge Gomez, with 573 percent growth during the examined months. Rodrigo Mussi had a 191 percent growth rate through the examined period.

Should I focus on TikTok or Instagram? ›

Social Media Algorithm: If your main content goals are to reach more people, show off your brand personality, and go viral, TikTok is for you. On the other hand, if you want to generate leads, increase conversions and redirect prospects to your website, Instagram is a better option.

How much does TikTok pay for 1 million followers? ›

How much money does 1 million TikTok followers make? TikTok creators with 1 million followers or more can expect to make an average of $1,500 per post for branded content. One creator, Jenn Leach, reported earning $88 for 1.6 million views, which works out to 6 cents per 1,000 views.

Why is it harder to get views on TikTok now? ›

The main reason behind not getting views is content. However, there are several other reasons for not getting views. If you are new to TikTok, you may not get views as easily as your videos. Not using trending hashtags and posting at the wrong time can also lead to no views.

Is 1 million views on TikTok viral? ›

If your video reaches one million views, it is considered medium viral (which will certainly earn you a healthy flow of new followers while boosting your status on the platform). And, if you get five million views within a three to seven-day period—you will officially become a viral TikTok sensation.

How long should a TikTok video be to go viral? ›

Tip 2: Consider the 3-second rule. The average length of a TikTok video is 21 to 34 seconds – which is perfect for attracting young audiences; the vast majority of whom prefer watching very short (one minute or less) mobile videos several times a day.

Is it okay to post Tiktoks on Instagram Reels? ›

You cannot repost TikTok videos or any other videos that have watermarks to your Instagram posts, stories, or Reels. Instagram wants high quality, unique content posted on their platform… not spammy reposts.

What is more profitable TikTok or Instagram? ›

Instagram, Twitter, or Facebook users would reupload or repost TikTok content, which would still draw people back to TikTok. By statistics, Instagram has the most users and pays content creators the most.

Should I always post Reels on Instagram? ›

Frequency of posting

If you're looking to get better engagement on Instagram, one of the key questions which plague your mind might be, “How often should I post reels?” While there's no magic number of reels or posts per day or week guaranteeing success, posting regularly is important to keep your audience engaged.

Why Instagram Reels is better than TikTok? ›

Video length

Instagram Reels are short, sharp bursts of video content. They can run for a maximum of 60 seconds, having first launched with a 15-second limit… which sounds familiar! TikTok used to only allow 15-second clips. It soon expanded to 60-second videos, then three minutes.

Why do my Reels never go viral? ›

If your reel doesn't fall into the educational, inspirational, or relatable category, it most likely isn't going to go viral. Every single reel that you put up should either teach your audience something within your niche, serve as an inspiration for your audience, or be relatable.

What should I avoid in Instagram reels? ›

10 Mistakes You are Making In Your Reels
  • You are not keeping the text within the dimensions – as you can see in this example, Instagram provides you with perimeters to keep the text in; all you need to do is STAY WITHIN THE BOX.
  • Overwhelming amount of text – do NOT clutter your reels with too much text.

Do hashtags matter on Instagram reels? ›

It's important to use hashtags on your reels to make them easier to find. Add hashtags that are relevant to your video, and include a mix of trending hashtags and niche hashtags that match your reel's content. If you're not sure what hashtags to include, keep reading!

Does Instagram block reels with TikTok watermark? ›

How to Remove a TikTok Watermark for IG Reels. If you haven't already heard, Instagram is now supposedly limiting the reach of Reels when a TikTok watermark is detected in the video. From the perspective of Instagram as a business, this makes total sense.

How much does TikTok pay per 1,000 views? ›

As for the TikTok Creator Fund, you can earn between 2 and 4 cents for every 1,000 views. This means you might expect $20 to $40 after reaching a million views. Learn more about the TikTok Creator Fund here.

How much does TikTok pay for 1,000 followers? ›

How much money does 1,000 followers on TikTok make? Macro influencers earn an average of $197 per post for branded content, According to Statista. At 1,000 followers, you can also convert virtual gifts earned during TikTok lives into Diamonds, which payout at a rate of around 5 cents per Diamond.

How many views do you need to get paid for reels? ›

Since launching Reels, Meta tested numerous ways for creators to monetize their projects, including the Reels Play bonus program, which pays a “bonus” to anyone whose Reels get at least 1,000 views over a 30-day period. The Reels Play bonus program pays creators up to $35,000 per month, but it's an invite-only feature.

Why do my reels get so many views? ›

Instagram Reels is getting more views because of the emphasis on video content. In every platform video content dominates and drives people attention and engagement. That's the ultimate purpose for Instagram to create a separate tab for Reels on Instagram inorder to make people stay on their platform.


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