Instagram Reels vs TikTok: which platform drives more engagement for brands?

Written By Milca Tan

TikTok and Instagram Reels dominate the short-form video space. But which platform delivers better results for brands? If you’re investing in short-form video production for social media, knowing where to focus your efforts is key.

TikTok strengths

  • An algorithm designed for discovery means content can go viral even without followers.

  • Younger demographic (Gen Z and millennials).

  • Highly creative, trend-driven culture.

Instagram Reels strengths

  • Integrates seamlessly into the Instagram ecosystem (Stories, feed, ads).

  • Slightly older audience, broader demographics.

  • Strong e-commerce and brand-building potential.

Engagement statistics

  • According to Hootsuite, TikTok users spend an average of 52 minutes per day on the app.

  • Instagram Reels often outperform static posts in terms of engagement, but lag behind TikTok in organic reach.

Which platform should brands choose?

  • B2C lifestyle brands → TikTok for trend-based content.

  • B2B and established brands → Instagram Reels for professional polish.

  • Best strategy: Repurpose content for both platforms.

Our team creates short-form video production for social media that works seamlessly across TikTok and Instagram Reels.

Conclusion

The winner? Both. The key is tailoring content to each platform’s audience and culture. Want to maximize engagement on TikTok and Instagram Reels? Contact Lift Video Production today.

Milca Tan
Previous

The perfect length for social media videos: what the data says
Next

7 mistakes to avoid in product demo video production