As food marketers we get asked all the time, should we use TikTok or IG Reels for our clients. Launched in 2016, TikTok has gained popularity over the past four years and has emerged as the leading social media app with over one billion users every month.

TikTok allows users to create 15-second, 30-second and now up to 10 minute videos. TikTok’s users are 60% female, 40% male. 60% are between the ages of 16-24. 26% are between the ages 25-44.

On the other hand, Instagram Reels allow users to create and share similar short videos. Instagram’s largest user age group is adults ages 25-34 (33.1%) followed closely by the 18-24-year old age group. The two are similar in that they allow users to record videos, both set to music, but they also have their differences. Read below to find out which one is best for your brand.
Let’s look at the differences…

Video Length

With TikTok, you have the option to record 15-second, 30-second, and now up to 10-minute videos PLUS a 3-minute interval option, while Instagram Reels only lets you create 15-second, 30-second, or 60-second recordings. The time difference is short, but for food brands wanting to showcase its products it means a lot. For example, some food brands might want to be able to show the ease-of-use of their products when preparing recipes, the extra time, so maybe you might prefer TikTok over IG Reels.

Video Editing

TikTok and IG Reels may seem similar. TikTok has several filter capabilities where users can choose from different templates and effects. On the other hand, video editing effects are limited for Instagram. Users can only choose from the effects library before filming a video. This is something food brands should take into consideration based upon the personalities of your brand.
Even though IG Reels has limited options, the available features are more polished and professional. Therefore, if your video content is more professional than funny, IG Reels might be the place for you.

Music Options

Another difference between the two platforms is the music options. On TikTok users can access music libraries, making it a go-to for content where sound matters. But if you create a video through IG Reels and want to add music to it, you have to create audio, edit, and post it yourself.

Which One Suits Your Brand Best?

Both IG Reels and TikTok make good platforms for food brands. Nevertheless, TikTok takes the lead with its exceptional features. However, food brands need to consider their audience and where they spend their time. So, if your food products have a broader audience, you should look at IG Reels for your marketing.