In August 2020, Instagram added a new feature to its many others: Reels, TikTok’s most probable rival. Right after TikTok took over Thailand and other parts of Asia, Instagram came up with Reels in hopes to turn the tables. It doesn’t really matter whether it was an original idea or a marketing technique against the new social media wave also known as TikTok. Either way, it has made influencers and brands reevaluate their influencer marketing strategies. But what are Instagram Reels and what makes them different from TikTok?
Instagram Reels Vs. TikTok
Instagram Reels has the same basic features as TikTok. A platform to create short videos, edit them, and post them for everyone to see, or, to find your favorite videos among thousands that others have posted based on what you like. There are some key differences though.
- First of all, Instagram Reels is only 15 seconds long but TikTok users can create videos up to 60 seconds.
- Compared to TikTok, Reels lacks some of the popular editing options and features.
- In terms of the user interface, TikTok is easier to navigate and the browsing experience is much more convenient.
- TikTok’s search algorithm is better crafted, more on point, and based on your history and location. The “For You” section in the TikTok app suggests new videos based on quality, not quantity. Meaning that even influencers with smaller follower base still have a chance to be seen. This is very valuable for influencer marketing purposes in Thailand. But Instagram Reels lacks a search button and its suggestion algorithm is still unknown.
Instagram Reels loses the battle, But who wins the war?
From the point of view of an influencer marketing platform, TikTok might not be the absolute winner here. There are many other factors that you should take into account before choosing the right platform.
Firstly, Instagram Reels is a feature within a very popular app, whereas TikTok is the main platform itself. Reels benefits from the presence of users who are there for other features of Instagram. So content posted on Instagram, one of the most popular platforms in Asia, has a better chance of reaching more people. Higher reach is among the main factors that you should consider in influencer marketing.
The biggest portion of users on TikTok is Gen Z, with ages between 9 to 24. Whereas Instagram’s main audience is Millennials, 25 to 40 years old. Millennials in Asia have more purchasing power, therefore targeting them through influencer marketing is more effective. On the other hand, Gen Z has more engagement and online presence, but with less financial independence.
Influencer Marketing on Instagram Reels
Instagram influencers have been partnering with brands for years and their business stable yet successful. Influencer marketing is much more vibrant on Instagram than on TikTok, where people visit for entertainment and fun. However, the power of creativity should not be underestimated. The aesthetic content that TikTokers create is very unique and recognizable. Even if the TikTok wave dies down, social media users will still call this type of content “TikToks”.
Studies have shown that brands have a better chance of getting their message across on Reels. This could be due to their already existing follower base on Instagram. Another advantage of Instagram Reels is the fact that it is less adopted by brands. Meaning that your influencer marketing campaigns have more opportunities to be seen since the feature is still untouched. On top of that, influencers on Instagram can use a variety of features including posts, stories, and of course, Reels to make their channel look more colorful. This boosts the engagement and the quality of their profile.
Lessons Learned From The Past
Instagram has a long history of imitating popular features on other social media platforms. A few years ago, right after Snapchat first introduced the “Story” feature, Instagram launched a similar feature with not much difference. This led to an 82% decrease in Snapchat’s growth. Instagram, as the most renowned influencer marketing platform, used its users’ dedication as a weapon to throw its rival out of the picture.
Another point to keep in mind is that Reels is adding new features and catching up with its rival. Unlike other platforms that tried to imitate TikTok and failed, Reels has succeeded in gaining the attention of the crowd. Statistics show that the number of viewers on both platforms are almost the same.
All in all, brands seeking to promote their products in Thailand, especially through influencer marketing should keep an eye on both platforms. TikTok is trendier, boasts higher engagement and more aesthetic content, but Instagram is the veteran, it never fails brands and influencers. Whether you are dealing with one of the options, or still not sure which platform is the right one for you, Influencer House platform is there to walk you through your influencer marketing journey.
About Influencer House
Influencer House is an innovative influencer marketing agency that utilizes the latest technology along with creative storytelling to create a platform that works as a 360-degree solution for your campaign’s success.
Want to find out how Influencer House can help you with your campaign? Visit www.influencerhouse.co.th or send us an email at firstname.lastname@example.org