Our data showed that TikTok is the best venue to drive high engagements on influencer content while Reels offers the same potential for brand accounts.
To meet your audiences where they are and get in front of more users along the way, cross-posting is essential and the results of our study support this point. With TikTok and Reels, where the format is similar and followings may overlap, cross-posting can be tremendously valuable. Each platform holds unique value, depending on the user. Our data showed that TikTok is the best venue to drive high engagements on influencer content while Reels offers the same potential for brand accounts. However, it’s worth mentioning that Instagram recently announced that its algorithm will not promote Reels that have TikTok’s watermark. Marketers and brands maintaining a presence on both platforms through cross-posting might need to alter their campaign approaches to share similar, but not identical content across these channels.