Using Instagram Reels and TikTok Strategically
It was only a matter of time before a competitor came for TikTok. In early August, Instagram launched their competitor feature, Instagram Reels, and with the future of TikTok unclear, digital marketers and creators alike are asking how to use the two apps strategically.
Like TikTok, Instagram Reels allows users to upload 15-second videos set to music with easy-to-navigate editing tools that make it a breeze to film content without ever leaving the app. Both apps also feature a scrolling feed of videos (on TikTok, the For You Page; on Instagram Reels, the Discover Tab) that make it easy to discover content from new creators, not just the ones you are already following.
While Instagram Reels lacks some of the features that TikTok possesses (videos can’t be longer than 30 seconds at the time of writing this, and the analytics of Reels are practically nonexistent at the moment) it is clear to see why so many people are referring to TikTok and Reels as twins.
However, there is a major difference between TikTok and Instagram Reels that alters how users interact with each app and the video content that is shared: user demographics.
Gen-Z vs. Millennials: Who Do You Want To Reach?
TikTok has grown in popularity with Millennial and older generations in recent months, but the majority of their user base is Gen-Z, with almost half of users between the ages of 18 and 24. Instagram’s usership, however, skews toward Millennial audiences, with 33% of users falling between the ages of 25 to 34.
Depending on your target demographics, you may want to prioritize one app over the other. Entertainment, affordable fashion & beauty, and fast food brands have found great success marketing to teen and young adult audiences on TikTok, whereas brands with an older target audience will find that more millennials still prefer Instagram as their main social media platform. Determining who you want to reach on social media and which platforms they use the most will help you plan how much to invest in TikTok vs. Instagram Reels content.
Think Of TikTok As An Experimental Playground
Another way to utilize TikTok is to think of it as a great place to experiment with new types of content. Because the app is newer and the way their discovery algorithm displays videos to both people who follow you and people that TikTok thinks will like your content, each and every video theoretically has the potential to go viral. The better your content performs initially, the more times it will appear on people’s For You Pages.
Since a video could be shown to thousands regardless of your follower number, TikTok is a great place to try trends, experiment with new content, and test out what users respond to best. It is normal for some videos to perform better than others, so there is less pressure for every single piece of content to perform.
Use Analytics To Support What You Post On Instagram Reels
An easy way to get the most bang for your buck with content creation is to share videos across both TikTok and Instagram Reels. However, you should think strategically about what videos to share from TikTok to Reels and vice versa. Use the analytics you have on your Instagram account (need a refresher on interpreting analytics? Here’s an explainer) and think about the types of content that your audience responds to best on Instagram. From there, you can curate the videos you re-share to Reels.
For example, a nail polish brand may get thousands of views on TikTok for their take on a popular dance trend, but that trend may not make sense to Instagram’s audience. Despite performing well on TikTok, that video may not be best to reshare on Reels. However, nail art videos may have previously performed well on Instagram, so it’s likely that nail art Reels will also resonate with your audience.
Reels should be seen as another extension of your brand’s Instagram persona. In the same way that Instagram Stories allowed brands to share more “relatable” content that tied back to the brand’s tone and voice on their feed, Reels should be used as another way to create content that ties in to your brand’s social media identity.
No matter which platform you lean into more with your social media strategy, Lytehouse can help you perfect your content and match you with influencers to create engaging Reels and TikToks on your behalf.