Lara Daniel for Talking Influence: Instagram Reels vs TikTok

Of course, TikTok’s enormous popularity with users did not go unnoticed by Instagram. Opportunity is a ladder that the competition is always looking to climb, and — perhaps scenting blood in the water — Instagram had TikTok’s crown in its sights when it launched Instagram Reels in August 2020.

Both TikTok and Reels boast an engagement rate that blows Instagram Posts and Twitter out of the water. With TikTok’s users so engaged in the app, this makes it one of the most effective mediums to target them with authentic, original, and compelling content. By contrast, Instagram is keeping the details about Reels usage under wraps at the moment, so it’s hard to draw some concrete parallels.  However, Instagram is really promoting Reels, encouraging potentially reluctant adopters by rewarding them with increased reach.

TikTok is fuelled by a power-house algorithm that Instagram hasn’t managed to replicate just yet. However, Instagram appeals to a wider demographic and offers more varied content formats: Feed Posts, Stories, Reels, IGTV and Shops. This variety has built Instagram into the powerhouse it is today, but it also confuse creators, who aren’t sure of the best way to maximise traction…

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