Instagram Reels vs. TikTok: Which Platform Is Better for Your Business?
If short-form video isn’t part of your social media strategy yet, it’s time to pay attention. Video content is dominating feeds, and two platforms are leading the charge: Instagram Reels and TikTok. Both offer businesses huge reach, creative tools, and a chance to connect with highly engaged audiences. But which one is right for you?
At Studio22, we work with Australian brands to tailor their business content strategy across the platforms that matter most. In this blog, we break down Instagram Reels vs TikTok, from content styles to ad options, to help you make an informed decision based on your goals, audience, and industry.
A Quick Overview: Who Uses What?
While both platforms centre around vertical, short-form video, their origins and audiences are slightly different.
Instagram Reels
- Launched in 2020 as Instagram’s answer to TikTok.
- Integrated into the Instagram app, alongside Stories, Feed, and Lives.
- The user base tends to skew slightly older (25–44 age range).
- Strong engagement from established brands, influencers, and service-based businesses.
TikTok
- Launched globally in 2018, and quickly became the go-to app for viral video content.
- Known for its powerful algorithm and “For You” page.
- The user base is younger overall (16–34), but older users are growing fast.
- Popular with creators, entertainment brands, e-commerce, and lifestyle niches.
In short, TikTok is still the platform of choice for trend-first, youth-focused content, while Instagram Reels tends to perform better with millennial audiences and established brand identities.
Content Style: What Works Best on Each Platform?
Both Reels and TikTok encourage creative, authentic video, but subtle differences in tone and trends can affect performance.
TikTok Content Style
- Relies heavily on trending audio, hashtags, and challenges.
- Lo-fi, spontaneous content often performs better than polished videos.
- Strong focus on storytelling, humour, behind-the-scenes, and tutorials.
- Virality is algorithm-driven: even accounts with zero followers can go viral.
Instagram Reels Content Style
- Slightly more curated and brand-aligned.
- Works well with beautiful visuals, step-by-step tips, and aesthetic editing.
- Integrates into your existing feed and Stories — great for maintaining brand consistency.
- Strong engagement with educational, product showcase, or “how-to” content.
Our experts usually recommend that businesses start by repurposing the same content on both platforms, but tailor the tone and captions to fit. Over time, audience engagement will tell you which platform to invest in more deeply.
Measuring Success: Key Metrics to Watch
The platforms offer slightly different performance metrics, but both give you a clear view of what’s working and what’s not.
Instagram Reels Metrics
- Views
- Likes, comments, shares, and saves
- Reach and impressions
- Profile visits and follows from Reels
- Reels-specific insights via Meta Business Suite
TikTok Metrics
- Views and average watch time
- Likes, comments, and shares
- Follower growth from a video
- Traffic to linked websites (if set up)
- TikTok Business Suite provides post and audience insights
Keep in mind: on both platforms, watch time and engagement rate are more important than just views. Content that holds attention and encourages interaction will be pushed further by the algorithm.
Advertising: Reach, Cost, and Flexibility
Both Reels and TikTok offer paid options, but with some differences in targeting, budget, and setup.
Instagram Reels Ads
- Can be run through Meta Ads Manager.
- Supports detailed targeting based on demographics, interests, and behaviours.
- Good option if you’re already running Facebook or Instagram campaigns.
- Reels ads appear in-feed and can link to websites or product pages.
- Costs vary, but generally range from $0.50 to $1.00+ per click, depending on the audience.
TikTok Ads
- Run through TikTok Ads Manager.
- Offers interest-based and behaviour targeting, as well as lookalike audiences.
- Includes formats like In-Feed Ads, Top View (first thing users see), and Branded Hashtag Challenges.
- Higher potential for virality, but minimum spend is usually higher.
- Average CPC (cost per click) is around $1, but CPM (cost per thousand impressions) can be cheaper than Meta.
For smaller businesses, Instagram tends to be more familiar and manageable. But for product-based businesses looking to reach a younger, discovery-focused audience, TikTok can offer powerful returns if you’re willing to experiment.
Recommendations by Business Type
Not sure where to focus your efforts? Here’s a general guide based on what we’ve seen work for our clients:
Service-based businesses (e.g., consultants, educators, wellness)
Instagram Reels
Create tip-based videos, behind-the-scenes, and before/after stories that build credibility.
E-commerce and retail
TikTok (and Reels)
Product demos, unboxing videos, user-generated content, and trending audio all perform well.
Hospitality and events
Both platforms
Use Reels for styled content and TikTok for fun, candid moments or location highlights.
Creative industries (e.g., photography, design, fashion)
Instagram Reels
Showcase your portfolio with aesthetic edits, time-lapses, or transformations.
Niche or youth-focused products (e.g., skincare, activewear, gadgets)
TikTok
Lean into trends, storytelling, or quirky brand personality to attract engagement.
Of course, every brand is different, and the best platform for you is the one where your target audience spends time and responds to your content.
Pick the Platform That Works for You
When comparing Instagram Reels vs TikTok, there’s no one-size-fits-all answer. Reels is perfect for building community and maintaining brand consistency, especially if you’re already active on Instagram. TikTok offers a more playful, trend-driven space with the potential for rapid exposure, but demands a more agile, experimental approach.
At Studio22, we help businesses make sense of these platforms and build strategies that align with their audience, goals, and brand tone. Whether you’re starting fresh or refining your short-form video plan, we’re here to guide you through every post, campaign, and scroll.
Not sure where to start? Book a strategy session with our team, and we’ll help you develop a content plan that gets results on the right platform for your business.