TikTok vs Reels: Which is better for my business?

Have you noticed that you’ve been losing engagement?

The algorithm on sharing platforms like Instagram and TikTok are constantly changing. You might be asking yourself how to keep up. Set aside the trending sounds for a moment, and let’s take a closer look at the users on both platforms.

Casual, raw, unfiltered.

Are you a small business looking for your next big break? TikTok is probably the platform for you. Users on TikTok are risk takers and early adopters of the latest and greatest. TikTok users are more likely to engage with your video, head to your website, and become a customer. Business to consumer commerce thrives on platforms like TikTok. The app rewards users for being themselves, but the app is also a game of odds. Your favorite creator might be posting videos up to ten times a day to increase the likelihood that just one video goes viral. The competition is high, but it could be worth the reward for your small business.

The final cut.

Reels has completely transformed Instagram over the last few years in an effort to keep up with sharing platforms like TikTok. In order to retain users, Instagram is now rewarding users who share Reels over those who continue to post still images and carousels. To respond to the change, TikTok decided to reward users for sharing carousels. The back and forth can feel discouraging, but users on Reels significantly differ from those on TikTok. Audiences on Reels prefer content that is more highly produced and edited from content on TikTok. However, this is not to say that many users don’t share the same content to both platforms.

What do I do now? Which is worth my time?

Looking for your small business to go viral? TikTok is probably for you. Looking to grow your audience and maximize engagement with your product or service? Try both out and see what kind of response you get. You might find you prefer how users respond on one app versus the other. My recommendation is to put yourself out there regardless of the type of content you make. Potential customers and your niche audience will connect with whatever you make as long as you are being yourself and sharing on a consistent basis. Nobody likes to be ghosted.