The difference between Instagram Reels and TikTok’s Video Algorithms: what your small business needs to know entering 2025

To avoid being penalised when posting the same content on both platforms, make sure you tailor each post to the platform. For instance, if you’re reposting a TikTok video to Instagram, remove the TikTok watermark using tools like SnapTik. Both platforms deprioritise content that directs users to competing platforms or has watermarks. Also, use platform-native features, like trending sounds or stickers, and adjust captions to fit the tone and style expected on each platform. Finally, ensure your content aligns with each platform’s guidelines to maximise visibility.

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TikTok thrives on engaging, authentic, and relatable content. The most successful videos grab attention within the first three seconds, feature trending sounds or hashtags, and often deliver value – whether through education, entertainment, or inspiration. For example, a small business might share a quick “how-to” video, a behind-the-scenes look at their product creation process, or even a lighthearted take on a trending challenge. TikTok audiences value creativity and originality, so experiment with different content formats to see what resonates best.

To boost engagement on Instagram Reels, focus on creating visually appealing and valuable content. Use bold, clear captions to reinforce your message and make it accessible to those watching without sound. Incorporate strong calls to action, such as asking viewers to save, comment, or share your Reel. Engaging with your audience by replying to comments or creating content inspired by their suggestions can also increase interaction. Posting consistently and using relevant hashtags will help your Reels appear to the right audience. Additionally, leveraging trending audio and Instagram’s interactive features, like polls or Q&A stickers, can significantly improve engagement.

Yes, consistency is key to staying visible on social media algorithms. While the exact frequency depends on your resources, posting 3 – 5 times per week is a good benchmark. More importantly, focus on quality over quantity. Posting sporadically or in bursts can confuse the algorithm and your audience, leading to lower engagement. Analyse your platform insights to determine when your audience is most active, and schedule posts during these times for maximum reach and engagement. Regular posting also signals to the algorithm that you’re an active creator, which can improve your content’s visibility.

Trending sounds are audio clips widely used by creators and small business owners. These might include music, dialogue, or sound effects. Using trending sounds in your videos can significantly boost visibility because the algorithm often prioritises content with popular audio. For small businesses, trending sounds can help tap into existing conversations or trends, making your content more discoverable to a larger audience. However, always ensure the sound aligns with your brand and enhances your message, rather than using it simply for visibility.

Yes, but it’s essential to adapt your content for each platform. Avoid using watermarked videos, as this can lead to reduced visibility. For example, use tools like SnapTik to download watermark-free TikTok videos for use on Instagram. Tailor captions to suit the tone of each platform – TikTok favours casual and fun language, while Instagram might benefit from a more polished approach. Ensure your audio aligns with platform-specific trends, as sounds popular on TikTok may not be available or relevant on Instagram.

If you’re in the position to do so, absolutely. Ads on Instagram and TikTok can amplify your reach, especially if you’re looking to target specific demographics or promote new products or services. Both platforms offer advanced targeting options based on user interests, behaviours, and demographics. For example, TikTok’s “For You” page algorithm can make ads feel native, leading to better engagement. However, it’s essential as a small business owner, to have a strong organic strategy nailed down first – as this helps your paid content feel more authentic and aligned with your brand. Start with small budgets and test various formats to identify what works best.

The ideal length depends on the platform and your audience. On TikTok, videos between 15 – 30 seconds tend to perform best, as they cater to the platform’s fast-paced nature and short attention spans. Instagram Reels allow for slightly longer videos, with 30 – 60 seconds being a sweet spot. That said, content that delivers value quickly and keeps viewers engaged is more important than hitting a specific length. Use your analytics to see how long your audience stays engaged and adjust accordingly.

TikTok hashtags often revolve around trends and challenges, making them an excellent way to reach broader audiences. Use a mix of trending hashtags and niche tags related to your content. On Instagram, hashtags are used more strategically to categorise content and reach specific communities. A combination of broad and specific hashtags, such as #smallbusiness and #customjewellery, can help target the right audience. Always research and test hashtags to identify what works best for your business.

Small businesses can compete by focusing on authenticity, storytelling, and building genuine connections with their audience. While larger brands might have bigger budgets, small business owners often have the advantage of being more relatable and nimble. Share behind-the-scenes content, engage directly with followers, and leverage user-generated content to foster trust and loyalty. Creating content that resonates emotionally with your audience can also give you a competitive edge over polished but impersonal corporate posts.

Success on Instagram and TikTok can be measured through engagement metrics (likes, shares, comments), reach (the number of unique viewers), and conversions (website clicks, purchases). For a more detailed analysis, track metrics like average watch time for videos and audience retention rates. Use this data to understand what content resonates with your audience and refine your strategy accordingly. Define clear goals – whether it’s growing followers, driving sales, or increasing brand awareness – and align your metrics with these objectives.

TikTok analytics focus heavily on audience demographics, video performance (views, likes, shares), and trending sounds. Instagram analytics, on the other hand, provides a broader overview, including insights into reach, impressions, and profile activity (like website clicks). TikTok’s data is particularly useful for understanding what content is trending, while Instagram’s insights can help track overall brand growth and audience engagement. Both are essential tools for small business owners looking to optimise their content strategies.

Yes, Instagram Reels typically receive higher engagement than static posts or Stories. This is because Instagram prioritises Reels in its algorithm to compete with TikTok. Reels are also more likely to appear in the Explore tab, exposing your content to a wider audience. For small business owners, creating consistent and engaging Reels can significantly boost visibility and interaction.

This depends on your target audience. TikTok is ideal for reaching younger demographics and leveraging viral trends, while Instagram caters to a broader age range and offers more features for showcasing polished content. Analyse where your audience spends their time and test both platforms to determine where you see the best results. Many small businesses find value in maintaining a presence on both platforms but tailoring their content to suit each one.

Common mistakes for small business owners include posting inconsistently, ignoring analytics, and failing to adapt content for each platform. Another pitfall is focusing too much on trends without maintaining your brand’s identity. It’s essential to strike a balance between creating trendy content and staying true to your values. Avoid overwhelming your audience with overly promotional posts – engage them with valuable, relatable, and entertaining content instead.