Our data indicated that engagement rates on TikTok were significantly higher than Reels for individual users, particularly influencers and celebrities.
Our team at Markerly couldn’t help but wonder which app performs better, by how much, and in what capacities. We gathered user and post metrics (followers, likes, comments, shares, and views) from 80 influencers and 10 brands across both Reels and TikTok. We also looked closely at instances of cross-posting the same content on both platforms, to draw a true comparison wherever possible. Our data indicated that engagement rates on TikTok were significantly higher than Reels for individual users, particularly influencers and celebrities. However, when analyzing brand pages, Reels received higher engagements and impressions, which we believe is due to the presences they have established on Instagram.