Meta’s Instagram Reels were introduced to compete with TikTok. Meta has admitted that Reels are the “fastest-growing content type” on their platforms as of 2022 and is now investing up to $1 billion in Reels. As a result, both platforms offer significant chances for customer marketing.

Reels Vs TikTok: Which Platform will Perform Well for Your Marketing Needs


The battle for supremacy in the short-form video. As witnessed with Meta Reels, YouTube Shorts, and TikTok videos, short-format videos have swept the world by storm.

Instagram Reels and TikTok are the two most popular giants competing against one other. TikTok, an entertainment network, is the third-largest social platform in the world, trailing Meta’s Facebook and Instagram. In addition, TikTok’s exponential growth led to it becoming the most downloaded app in the world, with over 3.5 billion downloads on Google Play and the Apple App Store.

Which Platform Is Better for Brand Marketing: Instagram Reels or TikTok?

Video content is one of the most effective ways to keep people’s attention and keep them from scrolling. Vertical films in bite-sized lengths make it easier for your audience to stay interested from start to finish. With 89% of marketers planning to boost their marketing efforts with short-form video content, video-sharing platforms like Instagram Reels and TikTok are preparing to improve their channels for content producers and companies.

As a result, short-form videos are increasingly becoming essential tools in businesses’ social media marketing arsenals. They’re attractive and eye-catching and let your company convey its individuality while connecting with broad audiences. Even better, videos improve brand association by 139% among social media users!

Platforms such as TikTok and Instagram Reels have established themselves as heavyweights in the short-form video-sharing sector. Still, their success has sparked an “Instagram vs. TikTok” argument, making it difficult for marketers to pick which network to post on.

Comparing Reels and TikTok

Let’s start with some similarities between these adversaries:

First, they’re the leading Short-Form Video Creation Platforms

TikTok and Reels are both set up to allow you to edit videos using the tools provided by each site. You can also add sound effects, a voiceover, or a musical track to the video. The audio component is not an afterthought, as the most popular videos on both platforms mainly result from the deliberate inclusion of songs.

They offer a Fun Way to Discover Videos

These short-form video platforms deliver a stream of videos, similar to how Facebook, Instagram, and other social outlets allow you to scroll down through a feed to uncover fresh material. You scroll through, hoping to find the next gem in the rough.

What Is the Difference Between TikTok Marketing and Instagram Reels?

Length of Video

The duration of the video is one of the most noticeable distinctions between Instagram Reels and TikTok. TikTok users can record up to 60-second videos, whereas Instagram Reels users can only record up to 30 seconds.

Depending on the type of video material you intend to create, the difference between shorter and longer videos may be significant. Since its launch, the Instagram Reels feature has been upgraded multiple times. Instagram’s first upload and recording time limit was 15 seconds, followed by a limit of 60 seconds for both uploads and recordings.

Features of Editing

Generally, TikTok has a few more filters and effects, whereas Instagram’s filter collection for stories is more limited. Although Instagram can enhance its filter options, the alternatives available on each platform are appropriate for their respective forms of content.

TikTok’s many effects enable the platform’s creative and funny material. It also boasts duet, reaction, and stitch tools, which let companies and users communicate more creatively and meaningfully than just a like or comment. In contrast, Reels’ limited filters produce more aesthetically pleasing, cleaner content.

Links to Stores

TikTok offers a Product Links feature that allows video creators to include things they discuss, use, or wish to have in their videos.

Viewers can then purchase by clicking the tab. In addition, TikTok Shopping, which allows you to submit a link that brings viewers to one or more things, is also included in the app.

You can access the product purchasing page by clicking on the link without leaving the TikTok app. Instagram Reels Purchase also allows you to include product shopping links. You may look through the things without leaving the app. You can purchase, save, or learn more about the highlighted product by clicking the View Products button.

Alternatives for Music

TikTok videos are famous for their creative use of music. Songs go viral, careers are born, and new sounds are created regularly on this fast-paced platform. All TikTok videos include audio. You can record a voiceover, use sounds you’ve made, or access the platform’s extensive music and sound library.

The possibilities within the library are virtually limitless. For example, you can choose between copyrighted music and a humorous sound effect created by another TikTok member.

Because copyright protection is more important to the Facebook family of brands, Reels takes a different approach. Instead of TikTok’s enormous database, you’ll get a more manageable selection of royalty-free music to use in your videos. If you make a video with Reels and want to add music to it, you must create the audio, edit it, and submit it yourself.

Including Other Videos

TikTok is likely your only option if you want to include videos from other users in your production. Using Stitch, Duet, or another collaborative tool, you can incorporate an existing video into your own. This also applies to users who can include your videos in their works. Many businesses use this reality to engage their audience on a whole new level. Unless you have powerful video editing tools and know-how, reels make it tough to integrate other users’ videos with your own. This is yet another area where Reels finds itself in a tricky position because of competing aspirations.


The interfaces of these platforms are markedly different. TikTok’s design is harsher, with few bells and even fewer whistles. Given the audience interacting with TikTok the most, it’s hardly unexpected that usability and design richness aren’t high considerations. Reels, on the other side, demonstrates its Instagram pedigree with superb design and more user-friendly functionality. Of course, if you’re a digital native, these factors won’t impact your decision much. However, Reels is the apparent winner for digital immigrants who rely on technology’s accessibility.

Cross-Posting and Downloading

Instagram Reels can be shared with the Reels tab, your native Instagram feed, and your Instagram Stories. Instagram Stories is more of a warehouse where you can share your own and other people’s posts, stories, and reels.

You’ll recognize a TikTok video by the trademark TikTok watermark and the original uploader’s username. TikTok videos can be saved to your phone using the in-app Save video option. Despite the watermarks accompanying video downloads, some TikTok content creators block their videos from being reposted and monetized. Instagram Reels can be shared on Instagram Stories, but there is no download capability for Instagram Reels in the app.

You can save a reel within your profile; you cannot download it to your device. However, TikTok makers who also use Instagram Reels habitually repost TikTok material to their Instagram Reels. Instagram demonstrates the value of videos in engaging audiences, establishing partnership and collaboration possibilities, and driving sales by optimizing its features for vertical video content. According to recent data, Instagram Reels get 22% more interaction than video posts published in the native feed.

Reach and Engagement of The Audience

Emerging TikTok influencers received around 18% higher interaction than other social media networks. Instagram Reels statistically increased app engagement rates by 22%. On the other hand, Instagram’s general engagement rate falls behind, with growing Instagram influencers only gaining 3.86%. Individuals may create their presence and gain a following on TikTok because of its simple content creation and sharing across platforms.

Which One Best represents Your Company?

Every organization has various demands and markets to different demographics. As a result, when it comes to marketing, there is no clear winner among Shorts, Reels, and TikTok. TikTok appeals to a younger demographic. According to TikTok data, more than 60% of all TikTok users are 29 or younger. According to Statistics, over 7 in 10 youths in the United States use TikTok. In addition, 90% of TikTok users log in every day. TikTok relies heavily on storytelling and music. As a result, TikTok videos are more casual and less polished. They must be catchy and exciting. Instagram is also extremely popular.

However, most Instagram users are slightly older than those on TikTok. Instagram is predominantly utilized by adults between the ages of 25 and 34. As a result, marketing strategies for Reels will undoubtedly differ. One advantage of Reels is that Instagram is already extremely popular. So, you do not need to register a new account for Reels videos. Instead, you can market to those who already follow you right away. TikTok wins hands down when it comes to rapid growth. However, the less crowded Instagram Reels marketplace provides an opportunity to boost your profile among the Instagram community.

2021 And Later

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Choosing the ideal platform also depends on where your target market is located. To increase engagement, most businesses and content providers use both Instagram Reels and TikTok. Although the two platforms are identical for digital marketing, it is evident that they cater to different audiences. Therefore, you can quadruple your interaction and boost your discoverability by maximizing your audience reach across Instagram Reels and TikTok to increase .

Instagram Reels and TikTok can coexist—all you need is a fresh and unique content on each network to capture your audience. A competent brand or content producer understands.

About the Author: Alishba

Alishba Zaheer is the lead content writer at Tashheer Digital and has a genuine passion for storytelling. With her team of skillful content writers, her expertise lies in the ability to seamlessly adapt writing style to various niches, checking new trends in Tech, especially in Pakistan. She stays ahead of the curve and maintains her dedication to writing excellence. Among other things, she has been instrumental in researching local brands, Pakistani products, and services, providing benchmark articles for Pakistani audiences.