With the Population’s attention span dwindling, the battle of the century is, by no surprise, that short-form videos have dominated the social media world.   

TikTok’s fast and steady growth inspired other platforms such as Meta’s Facebook and Instagram to take on similar media formats, resulting in Reels.  

TikTok and Reels both allow you to record, edit, and share vertical videos in under 90 seconds on their respective platforms. With similarities in nature, the two are more different than you think. Before integrating one of the platforms into your social media marketing plan, here’s what you need to know regarding TikTok vs Instagram 2022. 

Similarities Between TikTok and Reels  

• Format. Again, TikTok and Reels are both geared toward short-form, vertical videos. 

• Editing Features. Both platforms include similar editing tools such as speeding up or down, filters, and visual effects.  
• Sounds and Music. Both come with an extensive library of music and sound effects.  
• Ads. With short format videos bringing in the most engagement across all platforms, paid ads are being utilized in all of the spaces. 

Differences between TikTok and Reels 

• Video length. TikTok started with 15, 30 and 60-second uploads but now allows for videos up to 10 minutes long. Instagram Reels also offers three video lengths of 15, 30 and 60-seconds. The algorithm prefers shorter length videos, even with these expanded options- The data says that the shorter and catchier, the better.  
• Algorithms. TikTok’s algorithm tends to get fresh eyes on content better, while the Reels algorithm succeeds more in pushing Reels to existing followers. Instagram Reels has augmented reality abilities to diversify your content. 
• Audience. While both platforms are popular among younger audiences, social media demographics show how popular TikTok is with Gen Z teenagers. An important thing to note is that TikTok is banned in many regions due to censorship laws and constantly faces privacy concerns. Whereas if you’re already on Instagram, you and 50 other countries have innate access.   
• Engagement. Unlike TikTok, Facebook & Instagram offer different tools such as polls and questions in order to prompt an engagement from your audience. TikTok’s way of promoting engagement is “duetting”, where accounts can interact side-by-side and create totally new pieces of content together. 
• Resources. Instagram and Facebook Reels are one part of the multifaceted social networks. Instagram offers features such as stories, e-commerce, a discover page, and geotags. While Facebook includes pages, groups, watch parties, and a marketplace, to name a few. TikTok is much simpler, shifting the focus to what’s hot in the moment, with a ‘for you page’, direct messages, and a following page.  

So, which platform will give you the maximum exposure for your business? You do the math: In 2021, TikTok had a total of 78.7 million users in the United States, Instagram came in at 123 million users, and Facebook beat them all with a whopping 190 million. TikTok’s trends may not be as fruitful as focusing resources on your already established Instagram or Facebook page.  

If you are hoping to reach a Gen Z audience, TikTok will be a great option. Instagram and Facebook’s platforms both provide a ‘one-stop-shop’ to unprecedented connectivity, exposure, and influence, with Reels as a singular tool to achieve this community engagement.  

Both statements can be true and complement each other. That is why it is important to be clear on your social strategy and business goals before deciding what platform to invest in.  

At our award-winning public relations agency, our talented social media managers and communications experts can help determine what platform is best for you and your brand. Contact us today to learn more.  

Bri Grall

Account Coordinator