TikTok vs Instagram Reels: Which short-form video platform is better for your business?

In today’s fast-paced and digitally-led world, organisations face more competition than ever to stand out from the crowd. With everchanging algorithms, shorter attention spans and over-crowded markets, knowing which format to post and when is the only way businesses can survive online.

Online audiences now demand content that is both easy to consume and immersive. This has led to the decline of static content, such as images and graphics, and instead a pivot to video, particularly – short-form video. By using short snippets of combined sound and motion, businesses are able to grab the attention of the viewer quicker than static content, and keeps them engaged for longer whilst forming deeper connections with the consumer. As a result, short-form video has the highest return on investment over all types of content as of 2025. (HubSpot, 2025)

Short-form competitivity

Over the past decade, short-form video platform TikTok has taken the world by storm. It is widely considered the fastest-growing social media platform in the world, with more than 30 million people logging on per month in the UK alone (TikTok Newsroom, 2025). TikTok’s popularity has meant that posting static content is no longer enough to keep businesses relevant in the eye of the consumer, and when used correctly, video can stand as one of the most powerful tools in digital marketing. 

In an attempt to respond to the rapid rise of TikTok, photo sharing giant, Instagram, launched Reels in 2020. Reels acts as a subsection of the platform, that allows users to create, upload and discover videos up to 3 minutes long. Although TikTok still dominates the short-form market, Instagram stands as the stronger platform overall, with nearly half a billion more monthly users. Engagement rates highlight the benefit of Reels to the platform, with a rate of 1.48% for video, in comparison to 0.70% for photo formats (Electroiq, 2025).

Both boast great benefits to businesses looking to grow, yet if not used correctly can cause more harm than good. This poses the question – which platform is better for your business?  

TikTok

The average age of TikTok users in the UK is between 18 – 24 (LimeLight Digital, 2026), with over 83% of users being under 35. Because of this, we’ve found that content geared towards Gen Z is more likely to get higher views and engagement on the platform. If tapped into correctly, Gen Z can provide a loyal audience-base with high purchasing power (Thomson Reuters, 2025).

TikTok also poses an attractive opportunity for virality and rapid growth for smaller and newer organisations. Its ‘interest graph’ algorithm prioritises content discovery, pushing videos to new audiences via its For You page, regardless of follower count. This way, the platform acts as a more level-playing field for businesses, and gives those that are newer to the market the chance to step into the limelight. 

The virality of videos on TikTok goes hand-in-hand with the raw, authentic and ‘unfiltered’ type of content that the platform has become known for. We have observed that shiny, ultra-edited content no longer reigns supreme; Gen Z prefers content that they can relate to – the more chaotic, open and honest the better. So much so that even the biggest corporations in the world, such as H&M, Google and Duolingo have opted for this tactic, posting light-hearted and meme-adjacent content that has the potential to reach the masses quickly. 

However, the speed that TikTok offers can also pose risk for businesses if content is not well considered. Videos often go viral for the wrong reasons, and could face the brunt of cancel-culture. Gen Z are known for their strong stance on justice and transparency, meaning if organisations fail to meet their standards it could have detrimental impacts.

Instagram Reels 

With Instagram being 6 years TikTok’s senior, the platform has amassed a dependable and well-established follower base across the globe. This directly benefits businesses as uploading Reels gives them the opportunity to post to their already existing followers, meaning there’s no time being spent waiting for your audience to transfer over to a new platform. Reels also offer businesses the opportunity to leverage their already established audience and community. Unlike TikTok’s discovery-first algorithm, Reels work to reach your existing followers, which helps to build community and strengthen trust. 

This loyalty coincides with the longevity and longer lifespan that Instagram Reels offer a business. In contrast to TikTok’s viral and potentially ‘disposable’ culture, Instagram Reels can continue to generate views for months after posting as they embed into the Explore page and feeds of current and potential consumers. Reels also offer organisations the opportunity to boost their Search Engine Optimisation (SEO); by offering no strict word limit businesses can connect video content with detailed descriptions, enhancing their searchability and supporting their brand awareness. 

In contrast to TikTok’s heavily Gen Z audience, Instagram offers a slightly older audience focus. The average user for Instagram in the UK is aged between 18 – 34 (Connect, 2025), which highlights the popularity of the network for Millennials. We have found that this demographic works in the favour of target markets with a higher disposable income, better suiting organisations that have more of a professional ethos, and / or a polished brand image, such as one of our clients Path Financial. 

Unlike most Financial Advisers and Wealth Managers, Path Financial is at the forefront of impact investing, and is dedicated to helping their clients secure a financial future while contributing to a sustainable world. Reels is therefore an essential tool to demonstrate their leading insights, whilst also showcasing the friendly faces behind the organisation, in an otherwise seemingly intimidating sector.

Click here to view an example of one of the Reels that we have created for Path Financial. This video features a member of their team, Jonathan Cooper DipPFS, explaining the rules surrounding Inheritance Tax (IHT), using understandable yet professional language, paired with simple graphics to reflect the expertise of the organisation. 

Conversely, the more refined look that Instagram Reels demands can come at a disadvantage to some organisations, limiting the creativity of those wishing to be more expressive. Innovation is also impacted by the limited amount of video editing tools available, meaning some users may prefer to create and edit videos outside of the app before uploading them to the platform. This in-turn creates a slower, less spontaneous approach, and can limit authenticity. 

Summary

TikTok offers newer businesses the opportunity to showcase how genuine they are. If your business is ready to post authentic content that can withstand being under the intuitive and all-seeing eyes of Gen Z, then TikTok is where your video content will thrive. 

Instagram Reels offers already established organisations the opportunity to complete their brand narrative. If your organisation moves at a slower pace and prefers longevity over virality, then your video content will perform better on Instagram Reels over TikTok.

Looking for social media support to stand out from the crowd? Email us at [email protected] or fill in our contact form here.