TikTok Ads vs. Instagram Reels Ads: Which Is Winning in 2022?
Recognizing how to reach the right audiences with the right video content is critical for brands in 2022.
As a result of Apple’s iOS 15 privacy updates, marketers are finding new ways to target their audiences without the help of third-party cookies.
With a new, cookieless future looming, brands are turning to influencers to produce video content that can reach their target audiences.
Naturally, that also includes ads on TikTok and Instagram Reels.
…but which video platform is the best for your ads? Are paid ads on TikTok more likely to drive conversions than ads on Reels?
Let’s take a look at TikTok and Instagram’s short-form video formats.
TikTok Ads
TikTok is famous for its algorithm-driven For You Page’s ability to figure out exactly what you’re into very quickly.
Many Instagram users would even agree that TikTok's algorithm is better for overall reach and engagement than Instagram's algorithm.
Hootsuite ran an experiment comparing TikTok and Reels, ultimately deciding that TikTok did a better job of delivering content to a broader audience. What about TikTok ads?
@elfyeah Introducing our new delicious Cookies and Dreams collection 👏 What product is catching your eye? 👀 @moodsandviews #cookiesanddreams ♬ original sound - elfyeah
Pros
TikTok videos are usually more casual, less polished, and more conducive to user-generated content.
Creators are able to interact by stitching and duetting other users' videos.
TikTok users overall enjoy short videos that focus on creativity and personality, rather than resolution.
This means less production overhead and, more importantly, a perfect space for personal, authentic content where users don’t automatically feel skeptical about being sold to.
Unique content is key on TikTok.
Creators also have the benefit of TikTok's extensive audio library of trending sounds to inspire the content they create—something Instagram Reels has tried to replicate.
TikTok’s algorithm is nothing short of magic, as evidenced by the number of creators and media attempting to understand the bells and whistles of its algorithm.
It’s famous for reaching extremely specific niches and how addicting the app can be for everyday users and TikTok creators alike.
Cons
TikTok’s algorithm places less emphasis on copy and hashtags and may feel like throwing content at a wall and seeing what sticks, especially if you're used to Instagram Reels.
TikTok’s inner workings are less predictable, and their ad insights are less robust. This may be an issue for data-driven marketing teams.
You may have to experiment with factors like video length and sound options to find your perfect fit.
The Verdict
TikTok’s ad platform, like its user experience, may feel like the wild west in terms of back-end management. It may also, however, be the better option for more daring brands who aren’t afraid to experiment.
Instagram Reels Ads
Only people with Instagram business accounts are able to run Reels ads.
Some would say Instagram Reels is a response to the rising popularity of TikTok (and shorter video content), and they may be right.
It is important, though, to recognize that Instagram’s pivot is supported by a mature ad platform and a user base locked into its other features like Stories, sharing to Facebook, and WhatsApp integration.
Instagram Reels isn't a standalone video app like TikTok.
So, what’s the difference between TikTok content and Instagram Reels content?
Pros
Reels live in a broader Instagram world of beautiful photographs, carefully-crafted profile grids, and a more polished expectation for picture and video content than on TikTok.
This “cleaner” content environment may be easier for your brand to fit into, especially if that already fits the vibe of your Instagram account.
The platform offers robust insights, a more predictable algorithm, an emphasis on hashtags, and other features marketers have grown familiar with. You might even already use their ad platform for Meta’s other platforms.
Cons
What Instagram has done is tried and true, but Reels may be one example of playing catch-up when it comes to video content innovation.
Reels’ video content quality may make some brands feel right at home, but it comes with a higher expectation for refined, quality content production and even shorter video length.
Reels also doesn't have all of the same video editing options that TikTok does, which may make it hard to replicated the trends that work for TikTok audiences.
The Verdict
All of the above is to be expected from a mature Meta property. Instagram has spent years building out its ad platforms and has developed a user base that expects polished and familiar content.
Most marketers are already comfortable with Instagram’s systems.
Which is better?
We dug into Creatopy’s recent case study in which they ran the same ad across both platforms’ ad networks with the same spend, 15-second duration, and content.
In their findings, Instagram Reels came out on top with nearly double the reach and triple the impressions over TikTok. Reels also came out ahead in terms of cost.
Is the answer that easy? Not quite.
These experiments help understand general ad performance, but they didn’t test organic short form video content with influencers or UGC, nor were they advertising an e-commerce brand’s products.
You’re probably wondering, “What are the advantages of influencer marketing?”
Answer:
Influencer marketing generates 11x the ROI of traditional forms of advertising, and 51% of marketers say influencer content outperforms brand-created content.
One important note about the study is just how high the conversion costs were—$35.72 on TikTok and $28.08 on Instagram Reels.
This emphasizes the importance of finding the right influencer to produce the right content, targeting the right audiences. Demand for this ad space is high.
Done right, influencer marketing can help your brand navigate this competitive ad landscape.
Comparing TikTok and Instagram Reels
Though both platforms are similar, TikTok and Instagram Reels offer different content experiences for users and, as a result, require different approaches from marketers.
Yet, both can still be extremely useful for both your organic and paid video content.
Why brands should be on TikTok
TikTok offers a unique opportunity for brands to reach a young, engaged users with creative video content.
The platform is known for its tongue-in-cheek humor, DIY aesthetic, and the sometimes unapologetic weirdness of its users videos—all of which can be leveraged by smart marketers.
Because TikTok is still new, there is also a lot of room for brands to "fail safely" by experimenting with content formats and hopping on trends.
TikTok is also a great platform for user-generated content and may offer better organic reach than Instagram Reels content.
Because the app is built around short form video content, it's easy for users to create and share content. And, because of the viral nature of the app, this content has the potential to reach a large audience quickly.
Why brands should use Instagram Reels
Reels are the perfect way to show off your brand's personality and products on a platform where your brand may already have a strong following.
Instagram is slowly but surely transforming itself into a video-first app. Recently, it has even been mentioned that the Instagram algorithm is now prioritizing video posts on Instagram Reels over static images in the regular feed.
Use Influencers for your Instagram Reels and TikTok Strategy
The benefits of influencer marketing are clear on both TikTok and Reels: influencers are equipped to tell your brand’s story in ways traditional digital advertising won’t cut it.
By partnering with influencers, your brand is tapping into the audiences that these online creators have built around their expertise and passions.
Wondering how to find influencers on Instagram Reels, or how to find TikTok influencers?
Finding the right influencer for your brand is just one of the ways HelloConvo can help boost your brand’s visibility.
We provide e-commerce brands with best-in-class influencer marketing strategy and influencer campaign management, all designed to help brands grow faster.
Book your free strategy session with HelloConvo now to learn how to kickstart your influencer marketing strategy in 2022!
Sources: we referenced krēber’s blog, TikTok vs Reels: The Battle of Short-Form Video Advertising, in our Pros & Cons rundown.
