Connect with us


Study Reveals How Instagram Reels Ads Perform Better Than TikTok Ads – WeRSM




Ad design platform Creatopy released a case study comparing the performance results of ads run on TikTok vs. Instagram Reels ads.

At the end of September, TikTok announced that it surpassed 1 billion monthly active users. On the other hand, Instagram reached the same milestone in 2018 and has over 500 million daily active users.

This number does not specify how many of those users are active on Instagram Reels, but the fact that the platform introduced Reels ads last summer proves that their popularity continues to grow.

Related | Study Reveals TikTok Success Formulas Based On Data From Over 30k Videos

Ad design platform Creatopy sought to settle doubts about a subject that has sparked much debate. So, do TikTok ads perform better than Instagram Reels, or is it the other way around?

To find out, Creatopy ran a study with two similar video ad campaigns on the two platforms between September 14 and October 5. Both campaigns had the objective set to Reach, a total spend of $1,000 on each, the same video, ad copy, and landing page.

free widgets for website

They also targeted similar audiences in terms of age, location, and interests.

Here are the staggering (and surprising) results: Reach on Instagram Reels was almost double than on TikTok (389,298 vs. 199,477), and impressions were practically triple. It cost them $2.60 to reach 1,000 people on Reels instead of $5.03 on TikTok.

The Instagram Reels ad brought more clicks (36) than the TikTok ad (28), and the CPC was higher on TikTok. Furthermore, there was a significant difference in the CPM, with TikTok being more expensive ($4.38) than Instagram Reels ($1.67).

See also  The Weekly Closeout: Pacsun gets into resale, and is Instagram really not for photos anymore?

Comparative results

Instagram Reels came out as the winner. Something the team at Creatopy did not place their bet on. The difference was most marked in terms of reach and impressions. With the same daily budget and frequency cap, the reach on Instagram Reels was almost double, and the impressions nearly triple that on TikTok.

Instagram Reels performed better in terms of costs as well, costing $2.60 to reach 1,000 people, as opposed to $5.03 on TikTok – and the video ad received more clicks on Instagram Reels.

free widgets for website

Due to the high number of impressions and the low number of clicks, the cost per click turned out to be quite high on both platforms—$35.72 on TikTok and $28.08 on Instagram Reels. But the goal of the campaigns was, after all, Brand Awareness.

There’s a significant difference in the CPM as well, with TikTok being more expensive ($4.38) than Instagram Reels ($1.67).


Creatopy noticed that a previous video on its TikTok page received an exponential boost after it launched its second video as an ad campaign. Their unpromoted first video had only reached a small number of views in the first few days but reached 100k users after they launched their ad campaign on the other piece of content.

Another interesting observation that the study draws attention to is the difference in age distribution between TikTok’s US users and Instagram’s US users. Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence, says that Instagram users are aging slowly but surely, whereas TikTok generally has a younger user base – even compared to Instagram.

See also  Tina Datta slams troll who abused her over topless pics, shows how he called her 'di' after getting ...

As the campaigns targeted the 25-44 age group, researchers at Creatopy believed that they could potentially attribute the Instagram Reels ad’s success to the fact that Instagram provides a larger pool of users to be targeted than TikTok. However, the study could not confirm the validity of the theory, which as a result, remains a hypothesis – though a good one to factor in when strategizing.

free widgets for website


By analyzing all the key metrics, Creatopy concluded that Instagram Reels ads are a much better option, both in terms of reach and cost. “This was our first ad campaign on Instagram Reels and TikTok, so we cannot compare the results with anything else we’ve done. Even so, it was clear to us that we could reach a much larger audience on Instagram with the same budget,” the report states.

“When you’re doing experiments with online advertising, the final results may surprise you… For example, given TikTok’s popularity and continued growth, we were pretty sure that it would blow Instagram Reels out of the water. But exactly the opposite ended up happening.”

There are many factors to consider when comparing two platforms, even when you use the same ad, including the adaptability of the same content to different platforms with different characteristics and user behaviors. “It’s important to draw some conclusions but not to get too stuck on them,” the study concludes.

Featured image: Rafael Henrique | LightRocket | Getty Images

You might also like

free widgets for website
More from Instagram

Instagram Announces Shops For Affiliate Creators

Creators who are part of Instagram’s native affiliate test in the US now have the ability to add a digital …

Instagram Adds Desktop Posting, Collabs, New Music Features, And More

Instagram now lets users post from desktop, co-author posts, publish fundraisers, add music-focused effects to videos, and more.

Instagram Introduces Reels Ads Placements Through Its Marketing API

Instagram is bringing Reels Ads placements to its Marketing API, available on all current Marketing API versions – without an …

Instagram Now Lets You Schedule Your Live Streams

Brands and creators can now schedule and promote their Instagram Live broadcasts up to 90 days in advance.

#BuyBlack Friday Returns To Facebook And Instagram

Ahead of the holiday shopping season, Facebook has announced daily Live Shopping experiences and the return of #BuyBlack Friday.

Instagram Tests In-App Outage Alerts And New Account Status Section

The app announced two new features that will inform users about outages and issues with their account status directly within …

Instagram Merges IGTV And Feed Videos Into One Format: Instagram Video

Instagram announced it’s merging IGTV and feed videos into a singular format – Instagram Video – with its very own tab.

Instagram Pauses ‘Instagram Kids’ And Responds To Critics

Head of Instagram, Adam Mosseri, announced that it has paused the development of “Instagram Kids” to allow more research.

New Instagram ‘Favorites’ Could Help You Bring Order To Your Feed

Instagram is reportedly working on a new feature to help you surface your favorite content within the feed.

See also  TikTok accused by amputee model of deciding who is 'vulnerable to bullying'

Read More

Continue Reading
Advertisement free widgets for website
Click to comment

Leave a Reply

Your email address will not be published.


LinkedIn Makes its 20 Most Popular LinkedIn Learning Courses Freely Available Throughout August





Looking to up your skills for a job change or career advancement in the second half of the year?

This will help – today, LinkedIn has published its listing of the 20 most popular LinkedIn Learning courses over the first half of 2022. In addition to this, LinkedIn’s also making each of these courses free to access till the end of the month – so now may well be the best time to jump in and brush up on the latest, rising skills in your industry.

As per LinkedIn:

As the Great Reshuffle slows and the job market cools, professionals are getting more serious about skill building. The pandemic accelerated change across industries, and as a result, skills to do a job today have changed even compared to a few years ago. Professionals are responding by learning new skills to future-proof their careers and meet the moment.” 

LinkedIn says that over seven million people have undertaken these 20 courses this year, covering everything from improved communication, project management, coding, strategic thinking and more.

free widgets for website

Here are the top 20 LinkedIn Learning courses right now, which you can access via the relevant links:

  1. Goal Setting: Objectives and Key Results (OKRs) with Jessie Withers
  2. Excel Essential Training (Office 365/Microsoft 365) with Dennis Taylor
  3. Interpersonal Communication with Dorie Clark
  4. Cultivating a Growth Mindset with Gemma Leigh Roberts
  5. Project Management Foundations with Bonnie Biafore
  6. Using Questions to Foster Critical Thinking and Curiosity with Joshua Miller
  7. Essentials of Team Collaboration with Dana Brownlee
  8. Unconscious Bias with Stacey Gordon
  9. Learning Python with Joe Marini
  10. Communicating with Confidence with Jeff Ansell
  11.  Speaking Confidently and Effectively with Pete Mockaitis
  12. Learning the OWASP Top 10 with Caroline Wong
  13. Power BI Essential Training with Gini von Courter
  14. Strategic Thinking with Dorie Clark
  15. SQL Essential Training with Bill Weinman
  16. Developing Your Emotional Intelligence with Gemma Leigh Roberts
  17. Communication Foundations with Brenda Bailey-Hughes and Tatiana Kolovou
  18. Agile Foundations with Doug Rose
  19. Digital Marketing Foundations with Brad Batesole
  20. Critical Thinking with Mike Figliuolo
See also  Fleet Week New York is back and virtual for 2nd straight year

If you’ve been thinking about upskilling, now may be the time – or maybe it’s just worth taking some of the programming courses, for example, so that you have a better understanding of how to communicate between departments on projects.

Or you could take an Agile course. If, you know, you don’t trust your own management ability.

The courses are available for free till August 31st via the above links.

Continue Reading


Instagram Is Rolling Out Reels Replies, And Will Be Testing A New Feature Which Informs …





Instagram has added a few more social features to the platform, with Reels Replies being rolled out. Along with the Replies, anew feature is being tested that shows when two users are active together in the same chat.

Reels has been performing much better than perhaps even Instagram ever anticipated. The TikTok-inspired new video format (which officially claims to have absolutely no relation to the former) had some trouble really finding its footing initially. However, Reels has grown massively and while it may not be a source of the most direct competition to TikTok, it is indeed a worthy alternative.

Reels has grown to the point that it has a massive creator program attached to it, and the video format has even been migrated to Facebook with the goal of generating further user interest there. Naturally, with such a successful virtual goldmine on its hands, Instagram has been hard at work developing new features and interface updates for Reels, integrating it more and more seamlessly into the rest of the social media platform. Features such as Reels Replies are a major part of such attempts at integration.

Reels Visual Replies are essentially just what they sound like: A Reel that is being used to reply to someone. It’s a feature that’s been seen frequently across TikTok as well. Reel Replies essentially take a user’s comments, and reply to them in video format. The comment will then show up within the Reel itself as a text-box, taking up some amount of space, and showing both the user who issued said comment along with the text. The text-box is apparently adjustable, with users having the ability to move it around and change its size depending on where it obstructs one’s Reel the least.

See also  Social media influencers are not real celebrities - The Daily Cougar

Overall, it’s a fun addition to the Reels format, even if the credit should be going to TikTok first. At any rate, it’s an example of Instagram really utilizing Reels’ social media capabilities, outside of just serving it up as a form of entertainment.

free widgets for website

Speaking of social media capabilities, a new feature might help alleviate one of the most common frustrations encountered across all such platforms. Isn’t it annoying when you see that a friend’s online, but isn’t replying to your chat? Sure, they’ve probably just put their phone down to run a quick errand, but there’s no way for you to know, right? Well, there sort of is now! Instagram is beta testing a new feature via which if both users are active within a chat, the platform will display that accordingly. It’s a work-around, sure, and one that’s currently being tested for usefulness, but it’s still a very nice, and even fresh, addition to the social media game.

Now, the active status will only appear when you are both active at the same time.#Instagram #instgramnewfeature@MattNavarra @instagram @alex193a

— Yash Joshi  (@MeYashjoshi) December 10, 2021

Read next: Instagram Plans On Allowing Users To Return To Its Old Chronologically Sorted News Feed

Continue Reading


5 apps for scheduling Instagram posts on iPhone and Android





Alright, we get it. You’re an Instagram Nostradamus.

You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).

You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.

While all of the iPhone apps below are free to download, they all have some in-app purchases.

1. Planoly


We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.

Planoly is available for iOS on the Apple App Store and the Google Play store for Android.

free widgets for website

2. Buffer

BufferCredit: buffer / app store

Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.

See also  TikTok accused by amputee model of deciding who is 'vulnerable to bullying'

Buffer is available for iOS on the Apple App Store and the Google Play store for Android.

3. Preview

PreviewCredit: preview / app store

Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.

Preview is available for iOS on the Apple App Store and the Google Play store for Android.

4. Content Office

Content OfficeCredit: content office / app store

An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.

free widgets for website

Content Office is available for iOS on the Apple App Store.

5. Plann

PlannCredit: plann / apple store

You’ll never guess what “Plann” lets you do…

Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.

Plann is available for iOS on the Apple App Store and the Google Play store for Android.

free widgets for website
Continue Reading