Instagram has been in the spotlight as the go-to photo sharing app since 2010 reaching 2 billion active users on a monthly basis in December 2021. But then the pandemic hit, and a new and shiny platform started popping up on smartphones the world over and yes I’m talking about TikTok, or for the really OG users of this app, Musical.ly.

By now, most of us have heard about TikTok and despite a whopping 1 billion monthly active users worldwide, I’m sure not all of us have hit the download button yet. This blog will explore what’s behind the growing “rivalry” between TikTok and Instagram.

Step into the ring with us … what’s new and different about TikTok and how does it compare to Instagram?

In the right corner: TikTok

LENGTH - One big difference is the length of videos. The content lasts between 15 seconds, 1 minute and 3 minutes. However, the longer videos are used less, unless users are telling a story.

The appeal is that these short-form videos are easier to digest compared to longer form videos on YouTube or wordy posts on Instagram.

VISUAL - Videos don’t need to be perfectly presented or very professional. The rise of User Generated Content shared in this way has even seen more brands take the app seriously. TikTok saw a 61% increase in mentions year-over-year during the beginning of 2021, and was the first non-Facebook app to reach 3 million global downloads.

AGE - The leading social platform for teens and young adults (on average 13 to mid-20’s) from a range of backgrounds sharing anything from book recommendations, reviews of the latest TV Box Set sensation, makeup tutorials, dupes for very expensive devices, gadgets reviews of all shapes and sizes.

GOING VIRAL - Because of TikTok’s home made feel, it’s much easier for creators to create content without much fuss on editing, audio and music selections. The app also values original audio and music whether recorded in the app or externally and thrives on hashtag challenges. TikTok features far outnumber those on Instagram and it’s algorithms are geared towards encouraging fresh content that can go viral in minutes.

THE TRICK: Even though TikTok started out as a space for Gen Z & Millennials. During the pandemic, Generation X and Baby Boomers joined in on the viral video platform. It is now the most visited website, outranking Google! Family entertainment has evolved and now takes place on TikTok. You will find content creators that you identify with and most likely be inspired to create your own content.

In the left corner: Instagram Reels

LENGTH - Video length can last between 15, 30 and 60 seconds. Longer videos used to be the preferred setting, but shorter Instagram Reels are gaining in popularity.

VISUAL - Instagram Reels still appears to be finding their identity with a complete mixed bag of video content. Those who love the platform’s original appeal as an app for beautiful, inspiring professional imagery are sharing the same space with those who are accustomed to TikTok’s on the hoof, more raw videos.

AGE - 25-34 year olds form 76.2% of Instagram users, compared to TikTok’s 18-24 years who form 70% of the app’s users. Expect to see a variety of videos that are entertaining, hacks and tips, reviews, inspirational scenery. Content is often led more by businesses, brands and influencers and then followed by wider user generated content.

GOING VIRAL - It can feel much harder to go “viral” on Instagram Reels. Though Instagram is starting to introduce features that made TikTok the viral success it is today. For example, the introduction of the Remix feature, the rise of audio voice-overs, trending challenges. The difference is that you have very little chance of achieving overnight success because Reels content have a bit longer life-span as the algorithm tries to figure out which videos its’ user is more likely to watch to the end. To a younger audience, this could appear to be outdated.

THE TRICK - Reels is the fastest way to build brand awareness on the app and boost discoverability outside of existing followers. It offers brands an opportunity to showcase a different side to the business and the music and audio library continues to grow and inspires users to get involved.

What about brands and influencers?

When it comes to seeing brand content, personally, I think many are tired of the typical sponsored post and respond better to more humorous, engaging tones. This tone is hard to achieve with a brand or business account alone. It’s why brands on TikTok are marketing through user generated content and partnering with influencers who offer authenticity and personality. Utilising influencers for this type of content can improve a brand’s visibility on TikTok, while also opening up more opportunities for honest and necessary feedback and conversations between creators and like-minded users.

By contrast, Instagram is the second best platform, after Facebook, for the social shopping experience. 90% of Instagram users follow at least one business and for many years, it has carved out a reputation at the top of the food chain for influencer marketing and more recently brand partnership opportunities. An exciting space for brands and small businesses to offer customers the full shopping experience from browsing, to purchasing to building social proof through customer reviews based on their experience directly with family and friends.

Final round goes to?

There are so many similarities between these two platforms, but TikTok is leading the way as the fastest growing social media platform and is miles ahead on trending topics. From hashtag challenges to life hacks. It's entertainment gold, and I'm pleased that Reels content is moving in the same direction. Big brands, celebrities, influencers are all using short form video formats. If you're a smaller business, posting to Reels or TikTok could really help you reach new audiences.⁠⁠

So do you need to be on TikTok as a business in 2022?

Ask yourself the following questions:

Your target audience - which age group and demographic are looking to reach?⁠⁠

Video editing - how confident are you in making videos and how easy are the features to use on each platform?⁠⁠
Music - What is your tone of voice? Have a look at the audio and music libraries on each platform, which platform better suits your brand look and feel?
Discoverability - how easy would it be for people to find / discover your content? Tik Tok is shareable outside of the platform. Reels on the other hand is usable in different formats, but only limited to Insta.⁠⁠
Analytics⁠ - Reels is still in its infancy so at the moment, analytics is limited to views, likes and comments. TikTok pro offers much more analytical data on audience which can help you plan future content.⁠⁠

Ultimately the decision rests with you and the needs of your business. Who will win the battle and dominate in 2022? Well … the head of Instagram, Adam Mosseri believes that compared to TikTok, Instagram has a way to go in developing creative tools that will make content '“pop”.