Ever since Instagram introduced Reels, the internet has been comparing them to TikTok—and quite brutally. And now that Reels ads are a thing, their rivalry is more palpable than ever. So which ads perform better: TikTok or Reels? Ad design platform Creatopy ran an experiment to let them battle it out. You might be surprised by the results!
After a lot of internal debate, Creatopy’s PPC team and Social Media Manager hypothesized that TikTok would take home the grand prize due to its high engagement and explosive growth
Both Instagram and TikTok are among the most popular social media platforms and each has one billion monthly active users, but it took TikTok five years to reach this number versus 7.7 years for Instagram.
“Considering TikTok’s success, evolution, and virality, I guessed that the ad would perform better on this platform. And I must mention I’m a big fan of Instagram among all social media platforms,” explained Andreea Mehedin, Creatopy’s Social Media Manager.
In order to get accurate results from which they could draw clear conclusions, Creatopy kept the variables the same:
|Location||United States||United States|
|Custom frequency cap||1 impression/2 days||1 impression/2 days|
|Ad copy||Wondering what Creatopy is? 💭😉 #meetus #addesign #addesigntool #collaboration #designautomation #creativeteams #creatopy #createatscale #brandkit||Wondering what Creatopy is? 💭😉 #meetus #addesign #addesigntool #collaboration #designautomation #creativeteams #creatopy #createatscale #brandkit|
|CTA||Learn more||Learn more|
Note: At the beginning of the experiment, Creatopy’s TikTok account had only about a handful of followers, having been created a few days prior, while its Instagram account already had 5.5k followers (how to get more Instagram followers here). This did not seem to visibly affect the results, but it’s important to note.
Instagram for the win!
|Cost/1,000 people reached||$5.03||$2.60|
Instagram Reels ad outperformed the TikTok ad in all areas:
You can find the top five states for both platforms in the table below:
|New York||12,038||New York||36,902|
Taking all of these into consideration, we can confidently declare Instagram Reels as the winner of this race. This came as a surprise for anyone that was betting on TikTok’s win. It’s clear that even though TikTok has shown impressive and consistent growth, Instagram still has a few tricks up its sleeve. Speaking of which, here are 19 creative Instagram Reels ideas to try out.
It’s important to draw some conclusions but not to get too stuck on them. Here are some caveats to consider:
If there’s anything we can take away from this experiment, it’s to never underestimate any platform until you try them out for yourself. Whether you’re planning on marketing on TikTok, Instagram Reels, or any other social media platform, always remember to test, test, and test (this is one of our paid media strategy musts!). Have fun and good luck!
Ana Maria Darstaru is Content Marketing Manager by day, avid foodie by night. Passionate about editing content, advertising, human psychology, carbs, and crime-related TV shows.
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