Instagram Reels outperform TikTok when it comes to reach and impressions.
That’s according to a test by Creatopy which ran the same 15-second ad on both apps to see which one would perform better across a range of variables including creative and audience engagement.
The two ads ran between September and October both featuring a 15-second product presentation video using the same ad copy.
The daily budget for both was $50 each and total ad spend was around $1000 on each platform.
Targeting was the same: US users aged 25 to 44 years.
The results show that Instagram Reels had a significantly higher reach at almost 400k. That’s almost double to TikTok’s 200k.
Instagram also performed strongly for impressions at 600k compared to 230k for TikTok.
It cost just $2.60 on Instagram to reach 1,000 people compared to $5.03 on TikTok.
A total of 36 viewers clicked on the Instagram ad compared to 28 clicks on TikTok.
CPM on TikTok was $4.38 compared to $1.67 on Instagram.
Because of the higher number of impressions and low number of clicks, cost per click was high on both – $35.72 on TikTok and $28.08 on Instagram.