While TikTok has long been the go-to platform for short-form video content, recent data from Emplifi’s 2024 Social Media Benchmarks report shows its engagement rate is on the decline. According to the analysis, TikTok’s engagement rate has dropped by 26% since early 2022. In contrast, Instagram Reels appear to be gaining traction, with brands posting nearly three times more Reels content compared to Q1 2022. For more detailed insights, refer to the full report here.
The Shift in Social Media Engagement: How Reels Are Catching Up to TikTok
The latest engagement data highlights a major shift across social media platforms—especially between Instagram Reels and TikTok. Each platform caters to different audiences and content styles, which explains the growing divergence in engagement trends.
- TikTok attracts Gen Z users who engage heavily with trending vertical videos, duet formats, and organic memes.
- Instagram Reels appeal to audiences who prefer visually polished content with storytelling elements.
By understanding these differences, brands can refine their short-form video strategies to align content types with user behavior. Marketers who adapt to these shifts will have a competitive edge as audience preferences continue to evolve.
Why Declining TikTok Engagement Signals a Need for Strategy Adjustments
A 26% drop in TikTok’s engagement rate since 2022 indicates that competition for visibility on the platform is intensifying. While TikTok remains a key player in short-form content, discoverability has become more challenging due to the platform’s saturated “For You” feed.
In contrast, Instagram’s algorithm increasingly rewards Reels by prioritizing them within both the Instagram feed and the Explore page. This gives brands greater organic reach when they produce high-quality, engaging clips.
For marketers, this means:
- Continue using TikTok but diversify beyond it.
- Allocate more time and creative resources to Instagram Reels.
- Focus on quality storytelling, visual polish, and interactive engagement.
This balanced strategy allows brands to maintain TikTok’s reach while capitalizing on Instagram’s growing algorithmic boost for Reels.
“Brands that adapt to evolving engagement patterns and invest in fresh, platform-specific storytelling will outperform those who stick to a single-channel approach.”
— Michael Stelzner, Founder of Social Media Examiner
How Instagram’s Expanding Creative Tools Empower Brands and Creators
Instagram has continued to invest heavily in expanding its creative ecosystem. Its suite of in-app editing tools, audio libraries, and transitions helps creators produce polished, professional-quality videos without third-party software.
Instagram also integrates Reels ads and shopping tools that enhance brand visibility and direct conversions. These features make it easier for businesses to:
- Use music and audio trends to enhance storytelling.
- Employ remix and transition tools to stay on trend.
- Combine Reels ads with shoppable posts for measurable ROI.
TikTok offers similar tools—such as duets, reactions, and native editing features—but still leans more toward organic engagement and viral trends. Both platforms offer monetization opportunities, though Instagram’s e-commerce integration gives marketers more direct control over pricing and promotional campaigns.
Why Volume Nine Recommends Investing More in Instagram Reels
At Volume Nine, we encourage clients to diversify their short-form video strategy and experiment with Instagram Reels to expand brand reach. While maintaining a TikTok presence remains valuable, the growing performance of Reels suggests it deserves a larger share of your marketing efforts.
To maximize results:
- Create content tailored specifically to Instagram’s storytelling and visual style.
- Test various Reels formats to see what resonates with your audience.
- Track key metrics like watch time, engagement rate, and follower growth.
Whether your audience leans toward Gen Z’s quick-view habits or millennials’ appreciation for refined visuals, testing multiple approaches helps identify what drives the most meaningful engagement.
Staying Ahead of Trends: Why Adaptability Defines Social Media Success
The social media landscape evolves quickly, and staying adaptable is essential. With platforms like YouTube Shorts and Snapchat competing for attention, TikTok and Instagram continue to innovate their algorithms and features to keep users engaged.
Brands that monitor metrics closely and stay responsive to trends—such as new filters, audio trends, or video lengths—are best positioned to stand out. By continually testing and adapting, you’ll maintain visibility and deepen audience connection across all major video platforms.
Ready to Strengthen Your Instagram Reels Strategy?
Interested in kickstarting your Instagram Reels strategy? Reach out to Volume Nine today to see how our team can help your brand capitalize on this emerging trend and craft a winning video content approach that thrives across multiple social media platforms.
Common Questions
1. What are the main differences between Instagram Reels and TikTok?
The biggest differences come down to video length, audience, and algorithm behavior. TikTok’s algorithm pushes content quickly to the For You page, while Instagram’s algorithm favors Reels that encourage engagement within the Explore tab and Instagram feed. TikTok allows longer videos and leans into viral memes and lip-syncing, whereas Instagram promotes a more curated, brand-friendly look.
2. Which platform is better for reaching Gen Z?
Gen Z dominates TikTok’s user base, drawn by fast-paced short videos, trending sounds, and a culture of authenticity. However, Instagram Reels is catching up, attracting both Gen Z and millennials who prefer professional visuals and polished video editing tools.
3. How do engagement rates compare between TikTok and Instagram Reels?
Recent key metrics show that TikTok’s engagement rate has dropped, while Instagram Reels is steadily increasing in performance. Brands are seeing stronger interactions on Reels, especially when they experiment with storytelling and timely trending content.
4. Are Instagram Reels better for businesses than TikTok?
It depends on your target audience and type of content. TikTok is great for spontaneous, viral clips, while Instagram provides better options for business accounts, Instagram Reels ads, and e-commerce integration. Reels may also offer better monetization and discoverability within the Instagram feed.
5. What’s the ideal video length for Reels or TikTok videos?
Both platforms favor short-form video content, but the sweet spot varies. Reels perform best at 15–30 seconds, while TikTok offers flexibility up to 10 minutes. Still, vertical videos under one minute tend to get higher watch time across both platforms.
6. Can Reels and TikTok videos be repurposed on YouTube Shorts?
Yes. Many content creators repurpose videos across YouTube Shorts, Instagram Reels, and TikTok. Just be mindful of audio libraries, music library rights, and in-app branding. Removing watermarks helps maintain quality and boosts discoverability on each platform.
7. What editing tools help improve Reels content?
Both apps include built-in editing tools, transitions, and effects. Reels offer smoother integration with audio libraries and templates, while TikTok provides creative tools for duet, remix, and reaction formats—perfect for interactive content creation.
8. How can marketers measure success on short-form platforms?
Use key metrics like watch time, video views, and engagement rate to gauge performance. Track follower growth and experiment with hashtags that align with your content strategy. Over time, analyzing these numbers helps refine your marketing strategy for better results.