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    Keep it “Reel”: Instagram Reels for business – how to make the most out of the new format

    Keep it “Reel”: Instagram Reels for business – how to make the most out of the new format

    Today, there are many different ways to use social media to connect with your audience. Some might even say too many. Instagram alone offers a mix of...

    Today, there are many different ways to use social media to connect with your audience. Some might even say too many. Instagram alone offers a mix of platform extensions, from posts and stories to TV, guides, carousels, and more. On August 5, 2020, one more feature was added — Instagram Reels.

    Similar to TikTok, people can view, post, like, comment, save Reels (short 30-seconds videos) and share them with their followers.

    Many companies started to use this new tool, modeled as a digital film strip, to enhance their brand voices and engagement.

    So, can you keep your business “Reel” with this new social media marketing tactic?

    TikTok VS Instargram Reels

    Bite-sized videos with helpful how-tos, relatable memes, and viral dance moves are here to stay, so should you throw your time and marketing budget behind the tried and true Instagram and its Reels, or should you stay focused on the new “kid on the block“? Well, that depends on your business. 

    Markerly, an influencer marketing agency, has analyzed posts from 80 influencers and 10 brands on both Instagram and TikTok, and found that Reels is currently the best place for brands. In contrast, TikTok remains the Queen of influencers and celebrities. According to the study, they received almost double the number of likes and engagement on TikTok, in comparison to Instagram Reels.

    Meanwhile, brands like the NBA demonstrated that the same post on TikTok received over 63K likes versus 425K on Reels.

    When looking at brands, due to the presence they’ve established and cultivated on Instagram, Reels tend to receive higher engagement rates than TikTok videos. But that’s not always the case. At the end of 2020, Burger King and Sony teamed up to give away 1,000 PS5 consoles to their fans. The campaign included several video ads. This Instagram Reel received 47,7K views and a little over 5,5K likes.

    Compared to 313K views and 48,1K Likes that the same video got on TikTok, the results didn’t seem great, but they were. BurgerKing spent zero budget on redesigning their ads for Instagram Reels and managed to reach 25% more people.

    TikTok made its name on fun and creative content, so it’s no surprise that disruptive companies still win on the app. 

    Demographics of users

    Most TikTok users are Gen Z, people between 10 to 19-year old. Before the pandemic, Gen Z’s direct and indirect spending power reached up to $143 billion. That made brands stand up and take note. On the other hand, millennials, spending over $200 billion in the U.S. alone, still prefer Instagram.

    If you’ve already built a strong presence on Instagram — Reels is the ideal venue for making an impact with your branded content and captivating your loyal audience, which doesn’t have TikTok.

    To get started — resize your ready-made VistaCreate video projects or design fresh Instagram Reels using our templates. See how this new marketing tool works for your business.

    Think strategically if you want to grow

    Today, more than ever, audiences expect far more from brands than the standard ads and spon-con. People want to be entertained and engaged in the broader discourse.

    TikTok and Instagram Reels have similar algorithms and user interfaces, and both are great in generating rapid and viral sharing. Which platform is better for your business? This isn’t the right question. If you want your message to really resonate and reach your potential customers as many times as possible — almost all posts are worth cross-posting.

    Not only will this improve your brand visibility, but it will also create more opportunities to receive witty customer reactions, or develop a meme that goes viral.

    Oleksandr Shtukar

    Advertising industry veteran and an award-winning copywriter. He’s a rare sort of author who thinks before they begin to write.

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