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Short-form video content can help increase your brand awareness and reach potential customers all over the world. But with video being at the forefront of both heavyweights—TikTok and Instagram—the stakes are higher than ever for businesses looking to stand out.
TikTok, the go-to platform for Gen Z’s burst of creativity, promises viral moments that can catapult brands into the spotlight. Meanwhile, Instagram Reels, backed by Meta’s empire, offers a polished space for businesses targeting everyone from millennials to their tech-savvy parents.
But when it comes to choosing a social media app for your marketing efforts, the real question isn’t which one has more filters—it’s which one will help your business meet its goals. Whether you want to boost sales, build brand awareness, or are editing short form video content in Clipchamp to go viral, let’s explore the key differences between these platforms to help you make the right choice in 2024.
The differences between TikTok and Instagram Reels
Think of TikTok and Instagram Reels like two top athletes—each packs a punch, but their approaches are very different. As businesses aim to connect with new audiences on social media in 2024, knowing these differences is the secret to making your marketing strategy a winner.
Video formats
TikTok is the original champion of vertical short-form videos. With clips ranging from 15 seconds to 3 minutes, it’s designed for quick, spontaneous, and often unpolished content. Think of it as the unfiltered champion of creativity from dancing to challenges and memes, TikTok videos are fresh and authentic. It’s the perfect place for brands to jump into trending topics without worrying too much about looking polished and perfect.
Instagram Reels, meanwhile, take a more refined approach. While similar in length (up to 90 seconds), Reels fit within Instagram’s larger ecosystem, alongside Stories. This means businesses can create more polished content while still riding the wave of viral trends. Reels offer more structure and have a longer shelf-life, which is ideal for brands looking to maintain their aesthetic across different content formats.
Which is better? TikTok’s spontaneous nature gives you room to experiment if you're aiming for high-energy, trend-driven campaigns. But if your brand relies on polish and consistency, Instagram Reels offers the tools to keep your content on-brand.
Audience
TikTok is the playground for Gen Z with 47.4% of TikTok users under 30. Additionally, TikTok has over 1 billion monthly active users globally in 2024, continuing its rapid growth since 2020. If your target audience is picking out their next festival outfit or sharing their latest makeup haul, TikTok is where you’ll find them.
Instagram casts a broader net. There are over 2 billion Instagram users, spanning Gen Z to millennials, with a growing number of users in older audience demographics. It allows you to engage with Gen Z trendsetters as well as their older siblings and even their tech savvy parents.
Which is better? If your business targets a younger, trend-driven crowd, TikTok is the clear choice. For brands looking to engage a broader, multi-generational audience, Instagram’s reach is unbeatable.
Engagement
TikTok is a viral powerhouse and new TikTok trends emerge every month. The algorithm is designed to surface new content, often prioritizing videos from smaller creators, which means even a brand-new account can achieve overnight fame. The platform’s 'For You' page is a constantly refreshing stream of tailored content, meaning businesses have a fresh shot at going viral every day. TikTok users spend a record average of 56 minutes per day on the app, while Instagram clocks in at second place with only 29 minutes.
Instagram's way of engaging users is a bit different. Reels are shown to a broader audience, but they benefit more from existing followers and a higher level of content curation and themes. Plus, Instagram provides several ways to connect—besides Reels, brands can interact with followers through Instagram Stories, DMs, and live videos. This makes it a great platform for deeper, long-lasting engagement.
Which is better? TikTok offers opportunities for rapid reach if you’re after viral fame and explosive engagement. But if your goal is to build long-term relationships with your audience, Instagram’s rich engagement tools offer more depth.
Virality
TikTok’s culture thrives on trends—trending music, trending AI voiceovers, challenges, and memes spread like wildfire, offering businesses the chance to jump on trends and potentially see their content explode in popularity. Its super smart algorithm lets your content reach huge audiences, even if you don’t have a ton of followers.
Instagram Reels, while capable of generating significant reach, plays a more curated game. Content needs to be more polished and on-brand to get visibility, and it’s often through strategic boosts like ad placements or influencer collaborations.
Which is better? If you’re looking to make your brand a household name in 24 hours, TikTok is your best bet. Instagram’s virality tends to be more gradual, but it’s still valuable for brands aiming to build a strong, sustainable presence.
TikTok vs Instagram for business
Both TikTok and Instagram offer great business features, but they serve different marketing goals. TikTok leans heavily on influencer marketing, user-generated content (UGC) and TikTok review videos. Brands can collaborate with influencers to launch campaigns that feel organic and authentic, capitalizing on TikTok’s community-driven nature. The platform also allows for a variety of ad formats, from in-feed ads to branded hashtag challenges, giving businesses plenty of ways to boost awareness and engagement.
Instagram, on the other hand, offers more traditional business tools. From Shoppable posts to advanced ad targeting through Meta’s ad manager, Instagram is built to drive conversions with video ads. Brands can take advantage of analytics, retargeting, and even direct in-app shopping, making it a more structured environment for businesses focused on sales.
So, which is better? For brands aiming to build awareness through community and trends, the influencer collaborations and UGC-friendly setup in TikTok is a good choice. But if your goal is to drive sales and track performance, Instagram’s Shoppable features, and detailed analytics are the way to go.
Tips for businesses to use TikTok in 2024
TikTok’s ability to go viral and its young, trend-savvy audience make it a goldmine for brands. But going viral isn’t just about posting random videos and hoping for the best. Here’s how you can seriously boost your TikTok strategy in 2024.
Embrace trends, but make them your own
Trends are TikTok’s bread and butter. Whether it’s a viral sound, a hashtag challenge, or the latest dance craze, hopping on these trends can boost your visibility. But here’s the trick: don’t just follow trends blindly—give them a twist that feels authentic to your brand. Imagine a trending dance routine… but featuring your product in a quirky, unexpected way. Authenticity always wins on TikTok, so if a trend doesn’t align with your brand’s vibe, skip it and wait for one that does. Get inspired by the Duolingo TikTok account.
Collaborate with influencers and creators
TikTok’s creators aren’t just influencers—they’re cultural trendsetters. By partnering with influencers with strong followings, your brand can tap into built-in trust and community. But remember to choose wisely. Look for creators whose values align with your brand, so the collaboration feels natural and not forced. It’s like borrowing a microphone from someone who already has the attention of your dream audience. When done right, this partnership can introduce your brand to whole new demographics overnight. Get inspired by Microsoft Excel and Miss Excel's collaborations.
Keep it short and snackable
TikTok isn’t the place for long-winded explanations. In fact, the shorter and punchier your video, the better. The platform’s algorithm loves videos that hold viewers’ attention all the way through—so keep them hooked from the start. Whether it’s a behind-the-scenes look, a quick product demo, or a fun challenge, focus on delivering value fast. And if you’re not sure how to trim your videos for impact, the Clipchamp video editor can help you make every second count. Explore our easy TikTok tutorials.
Tips for businesses to use Instagram in 2024
Instagram is the sweet spot for businesses that want to mix creativity with results. With a range of tools to build awareness, drive sales, and foster lasting connections, learn key tips to maximize your Instagram strategy in 2024.
Use Reels and Stories to humanize your brand
Want to show off the personality behind your brand? Instagram Stories and Reels are the perfect platforms to share behind-the-scenes content that your audience will love. A glimpse into product creation, a day-in-the-life of your team, or a sneak peek at upcoming launches is the kind of content that helps make your brand more relatable and authentic. Take a look at how JSHealth creates reels a connection with users without promoting products. Tip: using the Clipchamp mobile app makes it easy to create and edit quick, engaging behind-the-scenes content that brings your brand to life.
Take advantage of Instagram’s interactive features
Instagram isn’t just a passive experience—it’s an engagement hub. Instagram users enjoy polls, quizzes, and live Q&A sessions—the perfect tool totool's to create two-way conversations with your audience. Whether you’re gathering feedback on a new product or hosting a live tutorial, these tools can help you build stronger connections and even crowdsource ideas for future content. Want to boost engagement? Running polls or hosting a live event can give you real-time insight into what your audience loves—and give them more reasons to keep coming back. Microsoft 365's Instagram account does this well.
Leverage Instagram’s shopping features
Instagram is where trends turn into purchases—like sending everyone home with a shopping bag after the party. With Instagram’s shopping features, your content becomes a one-stop shop where users can browse and buy without ever leaving the app. Use Shoppable posts, product tags, and Reels to showcase your products in action, and include clear calls to action. To make sure your Reels stand out, Instagram video editing tools can help you create stunning product showcases that turn viewers into customers with a few taps. Lifestyle businesses like Poppy Lissiman is a great example.
Now that you know the key secrets about Instagram and TikTok, it's time to choose the one that aligns with your business goals. Or why limit yourself? Combining TikTok’s viral energy with Instagram’s multi-generational reach covers all the bases—awareness, engagement, and sales.
Ready to take your video marketing strategy to the next level? Explore promo video ideas and start creating videos with Clipchamp for free or using the Clipchamp Windows app.
