A woman attempts to record a reel through her mobile phone.

Instagram Reels vs. TikTok – Where Should You Be Spending Your Time?

Social Media Marketing
July 10, 2024•2 min read

It’s the social media showdown of the decade: Instagram Reels vs. TikTok. One is the scrappy upstart that turned teenagers into millionaires overnight; the other is the old guard trying to prove it’s still got moves. So, where should your brand be flexing its creative muscles? Let’s break it down. 

The Case for TikTok – Virality on Steroids 

TikTok isn’t just another social platform; it’s a cultural phenomenon. With over 1 billion monthly active users, the app has rewritten the rules of content discovery. Its algorithm is a beast—serving up videos based purely on engagement rather than follower count, meaning even the smallest brands have a shot at going viral. 

🚀 Pros of TikTok for Businesses: 

  • Discovery potential is unmatched – You don’t need a huge following to rack up views. 

  • Trends move fast – Jump on the right one, and you could ride the engagement wave. 

  • Younger audience – If Gen Z is your target, this is where they live. 

❌ Cons: 

  • Lower shelf life – TikToks trend hard and fast, but they also fizzle out quickly. 

  • More creative effort – Low-effort content rarely works here; TikTok users expect personality, storytelling, and originality. 

The Case for Instagram Reels – The Safe Bet? 

Instagram, the old favourite, saw what TikTok was doing and decided to ‘borrow’ the concept. Reels is Meta’s attempt at staying relevant, and let’s be honest—it’s working. Reels receive 22% more engagement than regular Instagram videos, making them a solid choice for brands looking to maximise reach. 

📈 Pros of Instagram Reels for Businesses: 

  • Integrated into Instagram’s ecosystem – Your Reels can live alongside your static posts, Stories, and carousels. 

  • More polished audience – Instagram users tend to favour aesthetic, well-edited content. 

  • Easier brand integration – Shopping features, ad integrations, and direct linking make selling seamless. 

❌ Cons: 

  • Harder to go viral – Reels tend to favour established accounts, so growing from zero can be slow. 

  • Algorithm isn’t as forgiving – Instagram is still follower-driven, so breaking into new audiences takes work. 

So, Where Should You Be Posting? 

If you’re after explosive brand awareness and have the creative juice to keep up with trends, TikTok is your playground. But if you want a steadier, more structured approach with built-in shopping features, Reels is your best bet. 

💡 The Winning Strategy? Use both. TikTok for discovery, Reels for community-building. Post your best-performing TikToks on Reels for maximum exposure—it’s called content repurposing, and it’s marketing magic. 

Don’t Guess, Get It Right 

Your time is valuable, and so is your social media strategy. Not sure where to focus? Let’s figure it out together. Book a FREE social strategy call, and we’ll take a look at what’s working—and what’s wasting your time. 

📞 Book your free consultation now and let’s make your brand the star of the algorithm. 

Instagram ReelsTikTok marketingsocial media strategyshort-form videodigital marketingaudience engagementvideo content
Tony Gutierrez is a dynamic entrepreneur and Master NLP Practitioner with nearly 30 years of experience in sales, marketing, and business development. Trained directly by Dr. Richard Bandler, Tony brings expert-level communication skills and a deep understanding of human behaviour to his work. Over the years, he has launched and scaled a wide range of successful ventures across the UK and Europe—including a London-based marketing agency, a real estate firm in Spain, and a chain of Scandinavian furniture stores. Today, he is the co-founder of Ultimate Marketing, UltimateCRM, and Ultimate Lifestyles, where he focuses on driving innovation in digital marketing for a number of global clients, delivering a powerful managed CRM and lead generation solution, along with tailored strategies that deliver real, measurable growth. Known as the Picasso of creativity, and admired for his strategic thinking, results-driven mindset, and ability to uncover opportunities others overlook, Tony continues to lead with vision—delivering long-term value for his businesses and clients worldwide.

Tony Gutierrez

Tony Gutierrez is a dynamic entrepreneur and Master NLP Practitioner with nearly 30 years of experience in sales, marketing, and business development. Trained directly by Dr. Richard Bandler, Tony brings expert-level communication skills and a deep understanding of human behaviour to his work. Over the years, he has launched and scaled a wide range of successful ventures across the UK and Europe—including a London-based marketing agency, a real estate firm in Spain, and a chain of Scandinavian furniture stores. Today, he is the co-founder of Ultimate Marketing, UltimateCRM, and Ultimate Lifestyles, where he focuses on driving innovation in digital marketing for a number of global clients, delivering a powerful managed CRM and lead generation solution, along with tailored strategies that deliver real, measurable growth. Known as the Picasso of creativity, and admired for his strategic thinking, results-driven mindset, and ability to uncover opportunities others overlook, Tony continues to lead with vision—delivering long-term value for his businesses and clients worldwide.

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