This study compares the engagement of TikTok and Instagram Reels, which is something I have always been curious about.
Being a person who uses both Instagram and TikTok religiously, I found this research article to be very interesting. I was one of the many who started using TikTok in early quarantine. I boycotted the app for months because I was a loyal Vine user, and thought this was just another Vine copycat. Influencers such as Addison Rae became viral on TikTok, but not as much on Instagram. Personally, I would watch Addison’s videos daily, but hardly checked up on her Instagram presence. This study compares the engagement of TikTok and Instagram Reels, which is something I have always been curious about. It makes sense that brands had higher engagement on Instagram than TikTok, due to the previous follower content. I would not think to follow Sephora on TikTok, but I care to on Instagram.