Instagram has recently launched Reels,a new way to create and discover short, entertaining videos on Instagram. This might look familiar to you if you've used TikTok before with their similarities. According to Instagram: "Reels invites you to create fun videos to share with your friends or anyone on Instagram. Record and edit 15-second multi-clip videos with audio, effects and new creative tools. You can share reels with your followers in Feed and if you have a public account you can make them available to the wider Instagram community through a new space in Explore. Reels in Explore offers anyone the chance to become a creator on Instagram and reach new audiences on a global stage." Learn more about creating, sharing, and watching Reels here.
What are the implications this new Instagram feature to marketers?
With Reels now being available in the most popular social media platform for Millennials and Gen Z, brands will likely see high engagement rates with Reels due to Instagram's existing reach.
However, this doesn't mean that TikTok should be forgotten as this app has also been getting high engagement rates over the past few years. Though Reels might be similar to TikTok, Instagram itself is used for social purposes which is to connect with friends while TikTok on the other hand is used for entertainment purposes.
It will all depend on the creator community if they would remain on TikTok or switch over to Reels. But since TikTok excels in having a creator-first platform with easier discoverability, we have seen a lot of engaged community of creators that have thrived on the platform. TikTok's algorithm is also very different from Instagram's and has changed the way people consume and find content.
So if you're still thinking about which platform is a better investment for your brand's story, we want you to focus on the bigger picture behind these two platforms. The key is to have short-form, relatable, and authentic videos in your content bucket to have a better reach with the younger audience. And the best way to create relevant content, is by engaging with content creators who have already created an engaged community in these platforms.