Digital social media platforms are still a favorite place for marketers, brands, and other related parties to get closer to their target audience. TikTok and Instagram are the most popular social media for them to use.
Communication placement on those two platforms is not without reason. Millennials and Gen Z currently tend to be active on TikTok and Instagram, so this is considered a potential by brands to be active on these two social media.
The activeness of millennials and Gen Z on those two platforms is also due to the features that facilitate their creativity in creating content. As we all know, TikTok allow users to be creative in making videos. Instagram does not want to be outdone either – the Reels feature is instagram’s mainstay right now.
Actually, if you look in more detail, there is already an interesting insight that can be taken for the brand. Video – based content is an inseparable part of millennials and Gen Z.
However, it is clear that a deeper question arises: brands choose TikTok or Instagram Reels?
Answering that question, StratX conducted desk research, where we found a variety of interesting insights to share – even to further discussion.
Tech: TikTok VS Instagram Reels
Technically, TikTok and Instagram Reels both have their advantages and disadvantages. Starting from the freedom of users to modify their video content using various features of the two platforms, to the calculation of the algorithm.
Talking about algorithms, TikTok and Instagram Reels have interesting things. As we all know, TikTok has a For You Page or better known as FYP – where this page shows trending content at a time.
Instagram Reels seems to still use user’s interest, where what users like is likely to appear on the ‘timeline’ page of the video reels content. Launching from the site personadigitals.com – what brands can tell is that the interaction or engagement rates on TikTok are actually higher that Instagram Reels. But, brand pages on Instagram Reels outperformed TikTok.
Apart from the technical side, one of the things that the brand considers before conducting a campaign or other similar things is knowing the behavior of its target audience.
Like what video content they can like, comment, save, and even share again. If the goal of a brand is awareness, virality is what brands need. However, the next question is how to create content that has the potential to go viral?
Both platforms – TikTok and Instagram Reels have the potential to make brand content go viral. Keep in mind that in addition to algorithms that will help brand content go viral – the content itself mush have a unique selling point that differs and better that other content.
Insight For Brands
From the brief explanation above – there are several things that brands need to underline regarding TikTok and Instagram Reels.
Video-based content will be a lasting trend. It is predicted that many brands or related parties will prioritize how to communicate through video content.
Regarding the advantages and disadvantages of TikTok and Instagram Reels, brands need to know that virality can also be affected by massive media placements. Brands can consider other platforms that support their communication or campaign.
The habits of TikTok and Instagram Reels users can be different. This is homework for brands to find out more deeply.
So, What Brands Can Do?
There are many things a brand can do before deciding which platform to use for a campaign or other communication strategy.
However, the fundamental first step is research. Brands need to do in-depth research related to their personans to the habits of TikTok or Instagram Reels users.
From this research, brand will discover various kinds of interesting and useful insights for brand communication strategies. After that, the brand can assemble all of its findings to form the basis for the next strategy.
Then, what about the things like virality that have been mentioned above? Brands need to know that to make their communications go viral, they also need a formula. StratX has a STRAND formula that can be adapted to the strategy.
In addition, brands can also consider massive media placements to support their communication on TikTok or on Instagram Reels. StratX as part of KG Media, can adjust and recommend this with the brand regarding the purpose of the virality.
Apart from the various steps that the brand can take, one more thing that the brand can remember is the spirit in the communication that must be maintained. Instead of having a viral goal and gaining high awareness – winning the target audience’s heart is the main thing for the brand.