Reels is the new Instagram feature that came about in response to the growing popularity of TikTok. There are many comparisons between the two platforms and debates about which will be the best for business.

In this article, we look at the differences and affinities between Reels and TikTok and the potential of Reels for your company. This way, you can choose which platform you want to dedicate your time to or how you could redirect the same content to both platforms.

What is Reels?

First of all, Reels is not an application, but a complement to Instagram like IGTV. This is the first big difference compared to TikTok, which is an independent application.

Instagram Reels allows users to create video content up to 15 seconds long, adding music, text, and more, all without leaving Instagram. As with TikTok, Instagram users can record and edit their videos and then share them in the feed, stories or just the Reels tab. In contrast, TikTok allows the creation of videos up to 60 seconds.

Why did Instagram launch Reels?

The answer in the first instance is obvious: Reels is a direct response to the growing popularity of TikTok. However, TikTok has a reputation for being an application targeted at teenagers and young people, so many brands and influencers were not using the social network. With the arrival of Reels, a window of opportunity opens for major brands and creators of adult content.

Should my brand invest in Reels?

Reels offers a new way to show your brand's personality or your company's DNA. Like other Instagram resources, for example, Stories and IGTV, Reels is yet another opportunity for brands to build an organic community and tell the stories of their products and services in an engaging format.

In short, Reels is not an innovative format compared to other existing applications, but it can be an asset for brands that can introduce it in their strategies. Only the future will dictate whether Reels will dethrone TikTok and bring added value to brands.