The same content on Reels received over 1M views but, with Jenner’s significantly larger Instagram following, this amounted to an impression rate of just 0.5%.
For instance, Justin Bieber posted the same dance challenge on both platforms. On Reels he garnered roughly 4.8M likes, translating to a 3% engagement rate. On TikTok he received 9.5M likes for a 49% engagement rate. Kylie Jenner generated an 89% impression rate with 23.5M views on TikTok in one post. The same content on Reels received over 1M views but, with Jenner’s significantly larger Instagram following, this amounted to an impression rate of just 0.5%.