TikTok vs Reels – Which one is best for your business?

25 July 2022

The battle between TikTok and Instagram Reels continues but which one is best for your business?

In an ever-evolving and ever-changing digital era, it can sometimes be hard to understand what social media features you should be using to benefit your business.

TikTok and Reels have some notable similarities which can’t be denied. However, there are also fundamental differences that set the two apart.

Both platforms allow their users to post bite-size video clips to an audience but it’s the way your content is constructed, shared and engaged with that will influence your business’s outreach.

Need more info? Here’s a quick breakdown of each platform and what it can offer YOU!


TikTok Icon

TikTok is primarily a short-form video-sharing platform that launched in 2017 but quickly rose in popularity in 2020. It has over one billion active monthly users and the app has been downloaded over three billion times.

With so many other users and content creators competing for the same prize, a.k.a. business growth, how can you maximise your chances of exposure? Keep reading to see how TikTok can benefit your biz.

Video Length

Videos can last anywhere from 15 seconds to three whole minutes! With various video lengths available it’s important to understand the impact of each video length.

For example, short-form video content is great for keeping things sweet and simple. You are forced to share information and engage the audience immediately. Sharing quickfire information about your industry in a fun, light-hearted way allows the audience to learn about your business in a way they enjoy and understand.

Videos over a minute long need to keep the audience engaged and pique their interest. The aim is to keep users on your video for as long as possible to avoid being shunned by the algorithm. The video length may be longer, but the video content should remain brevity, concise and informative.


The video-sharing site is well known for viral lip-syncing and dance routine videos that reinforced the idea that TikTok was an app for pre-teens wanting to have fun with their friends.

Just under half of Tik Tok’s global audience is aged between 18 and 24 years. However, the video creation platform is not to be mistaken for a short-lived craze powered by Generation Z. If you’re looking to reach a younger demographic TikTok is the ideal platform, but its user base is becoming increasingly diverse.

Tik Tok is an open platform and believes for every voice, there is an audience. Tik Tok for Business was designed and launched to ‘give brands and marketers the tools to be creative storytellers and meaningfully engage with the TikTok community’. This accessible strategy allows your brand to be discovered by people outside of friends and followers.


Creativity, authenticity and positivity allow Tik Tok users to stand out and be discovered by other members of the Tik Tok community. Businesses on Tik Tok can show their authentic selves which creates real moments and connections with users.

Tik Tok hosts a strong, expressive community of storytellers who produce viral trends and hashtags, so you don’t need to worry about brainstorming your video content ideas. It is a platform for humour, fun and entertainment so take part in existing trends and hashtag challenges. Make it your own by presenting your unique business in a light-hearted, playful manner.

Instagram Reels

Instagram Reels

Instagram was originally launched as photo sharing application that allowed users to easily share images from mobile devices online.  In the fourth quarter of 2021, Instagram was the most downloaded app worldwide. It is the fourth most popular social media site in the world and has over two billion active users.     

Instagram Reels are short-form videos created by users and shared with the Instagram app. Reels were launched in 2020 as a direct competitor to Tik Tok.

Want to know how you can use the Instagram Reel feature to beat the algorithm and build your brand? Keep reading!

Video Length

In June 2022, a new 90-second Reel length was revealed. Previously Reels were limited to only 60 seconds. It may not seem like a whole lot of extra time, but 30 seconds allows users to experiment with longer-form video. With more time to entertain your audience, businesses can experiment with longer tutorials, demonstrations and vlog-style content.

However, when considering the 90-second limit it should be noted that just because the time is there, does not mean you have to or should use it.  Videos should be kept as short as possible to keep the audience interested, entertained and engrossed in your content.

The algorithm for Instagram Reels relies on engagement, entertainment, education and inspiration. Reels that include all the above will enquire a higher reach and be shown to an increased number of users. Users are looking for funny, entertaining and interesting content, so that is what the Reels algorithm focuses on.


Instagram is a popular way to connect with friends and family but also brands, businesses and celebrities. Reels allow you to be discovered and accessed by a new demographic audience outside of your following.

Over two-thirds of Instagram users are aged 34 years and younger. 31 per cent are aged between 25 and 34 which makes it an attractive platform for brand and business marketing.

Instagram specifically introduced ads to Reels to give a ‘new opportunity for brands to reach potential customers’ and reach a wider audience.

In 2021, Instagram said: “Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone.

“These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.”


Reels are designed to be a fun and easy way to create, collaborate and share short-form videos on the Instagram app. Remembering the key points mentioned earlier that are favoured by the Reel algorithm, look to educate, entertain and inspire your audience through creative and immersive video content.

Consistency when posting and finding your fun business niche will also allow you to stand out from other users and will generate high engagement such as comments, likes, shares, saves and watch time.

Take advantage of all the creative tools, effects and filters Reels offer to add extra entertainment value. Flex your creativity and see what Reels can achieve for your business.

Need a little extra help deciding on the best social media strategy for your brand?

Get in touch!



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