TikTok and Instagram are the two dominant platforms for short-form video. TikTok pioneered the short video format and has seen meteoric growth, with over 1 billion monthly active users as of September 2021.
Instagram responded by launching Reels in August 2020. Since then, Reels has grown quickly, with engagement rates surpassing TikTok for some top creators. Yet TikTok still reigns supreme in terms of time spent, with users spending 197.8 million hours per day on TikTok versus just 17.6 million on Reels.
So should you be posting the same videos on both platforms? Or tailoring your strategy for each? This article will do a deep dive into the key differences between TikTok and Instagram, and provide tips for cross-posting.
TikTok vs Instagram Algorithm
The TikTok and Instagram algorithms work differently when determining what content to show users. According to The TikTok Algorithm Explained + Tips to Go Viral, the TikTok algorithm primarily considers user interactions like likes, shares, comments, watches, and duration of watch when ranking content. It aims to show users videos that will keep them most engaged on the app. In contrast, the Instagram algorithm relies more heavily on interest and relationships, prioritizing content from accounts you frequently interact with and topics you commonly search and engage with, according to Here’s Exactly How the Algorithms Work for Instagram and TikTok.
Additionally, the TikTok algorithm favors new accounts and content more than Instagram does. TikTok’s algorithm gives new videos and creators a boost to help discover new trends and talent. Instagram’s algorithm tends to recommend content from accounts that already have established followings and engagement. However, both algorithms do reward creating original, high-quality content that genuinely resonates with your target audience.
Ideal Video Length
When it comes to ideal video length, TikTok and Instagram Reels have some key differences. On TikTok, videos tend to be very short – usually between 7-15 seconds long. TikTok videos longer than 60 seconds may be truncated when users first view them. According to one source, the optimal TikTok length in 2021 was 11-17 seconds (https://buffer.com/resources/best-tiktok-video-length/).
Instagram Reels can be longer, with ideal lengths between 15-30 seconds. Instagram will allow Reels up to 60 seconds long. One advantage Reels has over TikTok is flexibility – if your video is longer, viewers won’t miss part of it. They can simply keep scrolling to see the whole video (https://piktochart.com/blog/ideal-video-length/).
So in summary, keep TikTok videos on the shorter side, ideally 7-15 seconds. Instagram Reels can be 15-30 seconds long or up to 60 seconds maximum.
Video Style
TikTok and Instagram allow for a variety of video styles, but certain formats tend to perform best on each platform.
On TikTok, some of the most popular video styles include:
- Funny/comedic videos
- Dance challenges and trends
- “Point of view” style videos
- Videos using viral sounds/music
- Green screen and visual effects videos
According to the sources 6 Best Types of Videos to Make on TikTok and Top 20 TikTok Video Ideas to Gain More Followers, these fast-paced, entertaining video formats are most likely to go viral on TikTok and gain new followers.
On Instagram Reels, some top-performing styles include:
- Travel videos showcasing experiences
- How-to tutorial videos
- Product reviews and recommendations
- Behind-the-scenes lifestyle snippets
- Q&A or conversational style videos
Overall, Instagram tends to favor more polished, high-quality, in-depth videos that align with a user’s niche. Shorter funny or meme content doesn’t gain as much traction.
Caption Style
The best practice for captions on TikTok is to keep them concise at 150 characters or less. TikTok captions are best used for adding context, emojis, hashtags, and tagging other users. Lengthy captions can be distracting on the fast-paced TikTok platform.
On Instagram, longer captions are more common. Instagram has a 2,200 character limit, allowing for more detailed and engaging captions. Instagram users tend to read captions more thoroughly. Best practices are to tell a story, add humor, ask questions, include emojis, tags, and hashtags, and encourage engagement.
According to SocialBu, “TikTok allows you to add captions that are no more than 150 characters. In the caption, you can add: Emojis; Hashtags; Or tag someone. Instagram’s captions have a limit of 2,200 characters. So you can get more descriptive.”
User Demographics
While Instagram has a more diverse age range, TikTok skews much younger in terms of its core user base. According to one report, over 50% of TikTok’s users worldwide are between the ages of 10 and 29, with the majority being teens and young adults aged 16-24 [1]. In comparison, the largest percentage of Instagram’s users globally are between the ages of 25 and 34, followed by the 18-24 age range [2].
When looking specifically at Gen Z (those born from the late 1990s to early 2010s), this group overwhelmingly favors TikTok, with over 60% using it regularly compared to around 40% on Instagram [3]. TikTok’s fun, quirky content and short-form videos appeal greatly to teenagers and young adults.
In terms of gender breakdown, both TikTok and Instagram have a relatively even split between male and female users. However, some reports indicate Instagram may have slightly more women on the platform, with a ratio of 38% male to 62% female [3].
Content Topics
TikTok and Instagram Reels have some overlap in popular content topics, but also some differences based on the demographics and algorithms of each platform. According to both influencermarketinghub.com and socialchamp.io, some of the most popular content topics on TikTok include dance videos, comedy/funny videos, cute animals, food recipes, song lip syncs, challenges, and trending hashtag topics. On Instagram Reels, popular topics tend to include comedy, DIY/how-to videos, travel, fashion/beauty, fitness, recipes, motivational content, and trending topics.
However, as noted by gwi.com, while there is overlap, the most engaging content differs by platform. For example, on TikTok, transition videos, point-of-view videos, and storytime videos tend to perform very well, while these don’t do quite as well on Instagram Reels. Comedy, DIY, and motivational content resonate better on Instagram. So while trends and topics may overlap, creators need to tailor content style and format for each platform.
Cross-Posting Considerations
Cross-posting the same video content on both TikTok and Instagram Reels has some advantages and disadvantages to consider. On the pro side, reusing content saves time since you only have to create one video for both platforms. It also allows you to maximize your content across different audiences. However, there are some cons to keep in mind. Since the algorithms on TikTok and Instagram differ, a video optimized for one platform may not perform as well when repurposed for the other. The ideal video length, editing style, and captions can vary between the platforms. You also run the risk of followers getting bored seeing duplicate content. According to Buffer, “A downside to cross-posting we’ve already mentioned is that you may be sharing posts that won’t perform well on certain platforms if they haven’t been optimized for each audience.”
Overall, cross-posting the same videos can be a time-saving strategy but works best when you tailor and optimize the content for each platform. Completely duplicating videos without any adjustments increases the chance of poor performance.
Optimization Tips
While you can post the same video content to both TikTok and Instagram Reels, it’s best to optimize each video for the platform it will be posted on. According to blog.hootsuite.com, tailoring your video for each platform can help it rank better in search and reach more users.
For TikTok, focus on using relevant hashtags and sounds that are popular on the platform. TikTok’s algorithm favors videos that engage users, so reactions, comments, shares and watch time impact how widely your video reaches. You can use SEO tools like displaypurposes.com to find top performing keywords.
For Instagram Reels, optimize your captions with relevant keywords. Add location tags and try using trending audio or effects. Use relevant hashtags while avoiding spammy tag stuffing. Check Instagram analytics to see which hashtags drive engagement on your profile. Captions can be longer on Instagram compared to the 100 character limit on TikTok.
Cross-posting the same videos to both platforms is fine, but taking the extra time to customize your content for each platform will help maximize engagement and views.
Conclusion
When it comes to cross-posting videos between TikTok and Instagram Reels, the best approach depends on your goals and target audience. While both platforms reward high-quality, entertaining content, their algorithms and user demographics differ.
If your priority is reaching a wider audience and gaining more exposure, cross-posting similar videos can be beneficial. Tailoring videos to each platform by adjusting length, captions, and hashtags can help videos perform well in both places.
However, if your goal is to build distinct communities and strengthen your connection with each audience, crafting platform-specific content may be preferable. You don’t want followers on one platform to feel like an afterthought.
Aim to strike a balance – recycle your best performing content while also creating unique videos tailored to each platform. Analyze metrics to see what resonates most with each audience. With smart optimization and audience understanding, you can maximize the value of your content across both TikTok and Instagram.
