If you’re attempting to build an audience in 2025, you’re probably torn between TikTok and Instagram Reels. They’re both short-form video-first platforms with enormous reach, but they function in different ways. So, which do you prioritize? It actually does boil down to your content style, what you’re trying to achieve, and how hard you’re willing to work on each app.
Let’s contrast the key differences and see which one might be able to offer you more growth this year.
Table of Contents
Reaching the Right People: Reels vs. TikTok
TikTok is still the go-to app for the younger generations, which are Gen Z. Don’t be fooled, however—it’s also picking up popularity with the older generations. What really separates TikTok is how easy it is to get your content in front of people who don’t already follow you. The “For You Page” is designed to push content based on interest, not popularity. That also means that new accounts can find themselves going viral overnight.
Instagram Reels, on the other hand, works a little differently. Although it does expose you to new people through the Explore page and Reels tab, it still prioritizes content from creators that users already follow. If you already have some kind of audience on Instagram, Reels can be an amazing way to further engage with them. But if you’re building from the ground up, it may take a little longer to gain traction.
The Algorithm: How Each App Determines What Goes Viral
TikTok’s algorithm is notoriously intelligent. It catches on to what viewers enjoy, how long they watch, what they replay, and what they share. It’s particularly adept at pushing niche content. No matter if you’re into vintage watches, houseplants, or DIY science experiments, there’s a community ready to find you.
Instagram’s algorithm is more integrated into your overall profile. It’s paying attention to your behavior across the app—likes, saves, comments, and even DMs. To win with Reels, you’ll want to stay consistent and use trending audio formats. Instagram may not catapult you to viral fame overnight like TikTok, but it’s a solid platform for creating steady, long-term growth.
Getting Paid in 2025: Reels vs. TikTok Money Game
TikTok has unveiled a slew of new methods for creators to make money in 2025. There’s a revamped Creator Fund, an expanding e-commerce sector via TikTok Shop, and even a “Series” feature where creators can offer long-form video series for sale. It’s all meant to allow creators to earn money directly through the app, which is ideal if you want more than brand partnerships.
Instagram also provides more conventional monetization avenues, particularly for businesses and influencers. You can make money via the Reels bonus program (where supported), collaborate with brands through the use of the Creator Marketplace, or even utilize tools such as subscriptions or affiliate tools. As a member of the Meta family, Instagram also has a robust ads platform backing it, so it is convenient to reach out to potential partners and customers.
Who’s Winning the Creativity Battle?
TikTok remains the undisputed champion of inherent creativity. It boasts an enormous collection of effects, filters, templates, and editing capabilities that allow you to easily participate in trends or remix others’ content. You don’t have to be a professional editor to create something enjoyable and compelling within minutes.
Instagram has amped up its Reels game, although it’s still playing catch-up. You can trim clips, add music, and include a few effects, but the app is better suited for clean, visually-appealing content. It’s excellent for aesthetic storytelling but not nearly as much fun as TikTok when it comes to trends.
Going Viral vs. Getting Loyal
TikTok is one big party that nobody gets left behind. You don’t need thousands of followers to get comments, likes, or shares. The app is very interactive, whether through trends, challenges, or reaction videos. The vibe is raw, real, and very communal, so new creators can quickly gain followers with viral content.
For those looking to boost their visibility even faster, some creators opt for social growth platforms, which offer engagement services such as followers or video views. However, these should be approached thoughtfully, as organic engagement tends to build more lasting communities.
Instagram is very much about personal connections. Most of your engagement is going to come from people who are already your followers, and it happens more in DMs or Stories. And while that makes it a great platform to build trust, loyalty, and long-term followers, it’s less explosive when we’re dealing with exposure for brand-new accounts.
If You’re Gonna Spend, Spend Smart—Here’s Where
If you’re looking to put money behind advertisements, Instagram is still the way to go. With access to all of Meta’s toolkit, you can utilize granular targeting, excellent analytics, and easy integration with features like product tags and in-app checkout. If you’re selling anything or pushing a service, Instagram is the preferable platform for generating actual conversions.
TikTok’s advertising platform is developing very fast and performs amazingly well for brands wishing to go viral or reach younger audiences. However, when it comes down to measuring ROI and scaling paid campaigns, it is simply not as developed yet as Instagram’s platform.
So, Which One Should You Use in 2025?
Here’s the reality: both apps are worth utilizing. TikTok is ideal for rapid, viral expansion and creating a following from nothing. Instagram Reels is ideal if you have an existing following or wish to establish a more refined, professional brand image. Instagram can be more sustainable in the long run if you’re conducting business or attempting to make money from brand partnerships and compensated advertisements.
But the best approach? Don’t choose—repurpose your content. Post your videos on both websites, tweak them slightly to fit each website’s tone, and see what works best with your audience. That way, you’re not putting all your eggs in one basket, and you’re doubling your opportunity for growth.
