TikTok vs. Instagram Reels

TikTok vs. Instagram Reels: Which Short-Form Video Platform Reigns Supreme?

In today's digital world, video content is a powerful tool to grab people's attention and keep them engaged? Short-form vertical videos are becoming increasingly popular, with 89% of marketers planning to incorporate them into their marketing strategy. Instagram Reels and TikTok are two video-sharing platforms that are optimizing their channels for content creators and brands.

An Overview of Instagram Reels: What You Need to Know

Instagram Reels is a feature launched by Instagram in August 2020, allowing users to share short-form vertical videos ranging from 15 to 60 seconds in length. Users can add filters, stitch together video clips, and use music from the app's library. Reels share many of the same features as TikTok, and the two platforms are often thought of interchangeably when it comes to video content.

Reels have become one of the most popular features on Instagram, along with Stories, carousels, and longer-form videos. While TikTok leans heavily on trends, Reels tend to resemble more "traditional" video content stylized to fit the vertical format. Brands can use Reels to showcase products in action, highlight influencers and collaborators, and create buzz around announcements such as product launches.

Initially, many brands cross-posted content directly from TikTok to Reels. However, Instagram announced that its algorithm would deprioritize content containing the TikTok watermark. As a result, brands have had to reimagine their Reels content to make it more unique and creative. Reels are popular among ecommerce brands, and the videos are a mix of organic and stylized content with text and backdrops.

Reels are an extension of a brand's existing Instagram presence, where it can be discovered beyond the feed via Instagram's native search or the Reels tab on any profile. TikTok's content discovery primarily happens through the "For You" page.

An Overview of TikTok: The Hub of Short-Form Video

TikTok has become a social media powerhouse with over 1 billion monthly active users. The platform is known for its loud looping videos that are shared among friends. Unlike other social networks that prioritize edited content, TikTok is all about unpolished and organic videos. Popular types of content on TikTok include hashtag challenges, skits, memes, product showcases, reviews, recommendations, how-tos, and explainer videos. While TikTok is known for its entertainment value, it's also attracting interest from brands.

Product-centric posts and recommendations are dominant on the platform, making it a great opportunity for marketers and advertisers. In fact, 84% of marketers are increasing their spending on TikTok. Brands can use the same content types as regular users to connect with their customers and showcase their products. For instance, skincare brands like yours have found success on TikTok by sharing skincare tips, product showcases, and explainer videos on beauty product ingredients. These videos often feature fast edits, voice-overs, and in-app music, which seamlessly blend entertainment with education and let the brand voice shine.

Differences between Instagram Reels and TikTok Features

Both Instagram Reels and TikTok offer a platform for publishing vertical short-form videos, but there are some notable differences between the two. While they have similar user functions and editing options, Instagram Reels and TikTok still have some striking differences.

Video Length

Initially, both Instagram Reels and TikTok supported video uploads that were 15 seconds long. However, Instagram Reels now supports 60-second videos, while TikTok gradually extended video length support. TikTok's video length support has been extended to a maximum of 10 minutes, while Instagram Reels is still limited to 60 seconds.

Voice Effects, Video, and Face Filters

TikTok provides a range of effects and filters for users to add to their videos, while Instagram Reels only added voice filters in 2021. TikTok also picked up on video editing trends and challenges, adding these effects to its library for a more convenient video editing and publishing experience.

Text-to-Speech and Closed Captions

TikTok has long supported text-to-speech for easy narration, while Instagram Reels launched text-to-speech with their voice filters in 2021. TikTok creators also use closed or auto-generated captions to help the audience follow along with the dialogue.

Remix and Duet

Instagram Reels provides a similar function to TikTok's Duet feature with its Remix feature, allowing users to publish a video alongside another user's original video upload.

Audio and Sound

TikTok is popular for its vast collection of music and self-made sounds that users can publish onto the music library for others to use and incorporate into their videos. Instagram Reels has a smaller collection of featured music and sounds.

Stitch TikTok's Stitch feature allows users to clip their videos to a part of another user's upload, which is often used for reactions or commentary. Instagram Reels has yet to launch a function that can compete with TikTok's video-stitching option.

In conclusion, while Instagram Reels has attempted to challenge TikTok's dominance in the short-form video platform, TikTok remains the top platform for short-form content.