What performs better – Instagram Reels Ads or TikTok Ads.
Which gives you the best bang for your buck in terms of revenue versus expenses?
To find it out, Csilla Borsos from Creatopy decided to pour $2,000 in an experiment, to see which performed better between the two platforms.
Some background of the test:
– Targeting: Same targeting for both platforms. Location: United States. Age: 25-44 years old.
– Budget: $1,000 per platform spread over a timeframe of 20 days.
– Objective: Reach for both platforms.
Reels vs. TikTok Ads: The hypothesis
Since the reach on TikTok is crazy, the PPC team expected TikTok Ads to smash Reels Ads.
But it wasn’t so. Here are the results:
- TikTok: 228k
- Instagram: 604k
- TikTok: $4.38
- Instagram: $1.67
- TikTok: $35
- Instagram: $28
Instagram Reels Ads is the clear winner.
And it’s probably due to the different demographics
TikTok is known for hosting younger age groups. This audience may mature and get older as time goes on (like Facebook), but it’s still unknown.
Accordingly, the demographic targeting (25-44) could have inflated the results because Instagram Reels Ads had a larger pool of users in this group.
This could have also impacted the strength of the offer, which probably appeals to an older age group.
Last but not least, the ad looks too much like an ad, not like organic TikTok content.
So, this might be another reason why it didn’t perform so well on TikTok.
Teens now use TikTok more than Instagram
Apparently, infinitely scrolling videos are really addictive.
Forrester, a research company you may have heard of, has conducted a social media survey among US Gen Z youth aged 12 to 17 to find out what social media platforms teens use the most.
TikTok saw a 13% year-over-year increase in weekly usage (from 50% to 63%) among this age group.
Instagram weekly usage has actually decreased by 4% year on year, from 61% in 2020 to 57% in 2021.
Snapchat usage, on the other hand, remained unchanged at 54%.
TikTok isn’t the most popular app among teens
According to Forrester’s survey, YouTube continues to reign supreme among teens aged 12 to 17, with 72 percent using the platform at least once weekly.
If you’ve been wondering why so many kids want to become YouTubers (or Vtubers), here’s your answer.
Why teens prefer TikTok to Instagram
Three reasons, according to the survey, TikTok is more fun/funny, has more short-form variety, and it promotes positive self-expression (think: dancing).
Instagram is trying to improve in #1 and #2, but we are not sure if they will ever catch up with TikTok in positive self-expression.
Why you should care
When it comes to younger demographics, the “next best social media app” is always changing.
These are the most recent figures, with YouTube topping the list, followed by TikTok and Instagram.
As for Facebook…what was that again?
Well, you know what we’re about to say…
Test it on your own, and don’t make assumptions until you have enough data available in your hands.
Like a lot of things, there are a lot of variables in marketing so always test to be sure you really have a good grasp over what the best decision is.