Study Reveals Instagram Reels Better For Brands, TikTok Better For Influencers

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There are so many different ways for influencers and brands to use social media to connect with audiences. Some might say too many. Instagram alone offers a dizzying mix of platform extensions, from static posts to IG Stories to to IGTV to Guides and more. And since August, 2020, the company has added Reels to the mix in an attempt to compete with the meteoric rise of TikTok.

Bite-sized videos with useful how-tos, relatable memes and viral dances are clearly here to stay, so should you throw your weight behind the tried and true Instagram and invest time and resources into Reels, or should you stay hip and focus on the new kid on the block? Well, that depends on who you are.

Markerly, an influencer marketing agency, recently analyzed posts from 80 influencers and 10 brands on both TikTok and Instagram and found Reels is currently the best place for brands, whereas TikTok remains Queen of influencer and celebrity culture. According to the study, celebrities and influencers received almost double the likes and engagement on TikTok as compared to Reels. Meanwhile, brands such as the NBA demonstrated that the same post on TikTok received over 63K likes versus 425K on Reels.

“When looking at brands, Reels received higher engagements and we speculate that’s due to the presences they’ve established and cultivated for significantly longer than on TikTok,” said Justin Kline, co-founder of Markerly. “TikTok made its name on authentic, fun and creative content led by real people, so it’s no surprise that individual users still win out against brands on the app — TikTokers come to see dance challenges, songs and pranks, not overtly branded content.”

A Good Influence: How Influencers Are Pivoting To Social Good Campaigns

One could argue that users don’t go to any social media platform to see overtly branded content, but we’re much more accepting of it on Instagram. Aside from the audience sizes on each platform, the demographics of users count for something here. Most TikTok users are Gen Z, with the largest age bracket being 10 to 19-year-olds. This is a generation that’s grown up with influencer culture, so it makes sense that it would engage more with individuals rather than big brands. The largest age demographic of Instagram users, on the other hand, is 25 to 34 — Millennials who still remember the days of having to watch impersonal commercials in between episodes of Friends and Will and Grace.

It’s also far easier and more authentic for an individual influencer to jump on the viral dance and challenge trend than it is for a brand. For example, a Christmas-themed Justin Bieber post shared across both platforms garnered 8.9M likes on TikTok, while on Reels it received 4.8M.

So should influencers keep to TikTok and brands to Reels?

Absolutely not. Kline said almost all posts are worth cross-posting.

“If you want your message to really resonate and the content and format itself is suitable for another platform, you need to get it in front of a potential customer as many times as possible, and cross-posting is an easy way to do that if it’s done effectively,” said Kline.

Even though the design and format of Reels, which was basically just cloned from TikTok, is better for influencers, it provides anyone with the tools to make really creative, eye-catching content. And as Kline pointed out, now more than ever, audiences expect far more from brands than the standard ads and spon-con. We want them to entertain us and engage in the broader discourse.

“Not only will this improve your brand visibility over time and open up opportunities to receive honest feedback on your products and strategies, but a well-timed and witty customer response, meme or reaction can go viral, boosting your brand to the top of everyone’s minds,” said Kline.

Brands need to think strategically about how to use influencers

TikTok and Reels have similar algorithms and user interfaces, but TikTok’s community allows for more rapid and viral sharing. It’s still the ideal venue for making an effective impact with branded content and influencer campaigns, said Kline. So a brand that wants to build its presence on TikTok would do well to find celebrities and influencers to work with on the platform for promotion.

That said, Reels is still very important for brands because it has the advantage of being built on Instagram, which means a stronger presence from brand pages and a captive audience that’s perhaps more inclined to engage with Reels rather than download a new app.

“Whenever possible, brands should customize messaging and posts to best fit the platform, medium and audience found there,” said Kline. “Influencers who are experts on each platform are great resources to help with these efforts.”

Follow me on Twitter. Check out my website.

I write about social media, innovation, technology, cities and culture.

 

Source: Study Reveals Instagram Reels Better For Brands, TikTok Better For Influencers

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The First TikToker To Reach 100 Million Followers Is Just 16 Years Old

Charli d’Amelio at age 16 became the person with the most followers on TikTok by reaching the record of 100 million fans on the short video social network. Her videos, which started out as dances, have been expanded to make her a major Generation Z influencer and billing millions with her relationships with various brands.

The Connecticut-born dancer began uploading videos to TikTok in 2019 and thanks to the popularity of her videos, she has launched makeup lines and even has a drink at Dunkin Donuts called “The Charli.”

However, recently Charli d’Amelio faced controversy because a video on her YouTube account shows her with her entire family with another great influencer James Charles having dinner from a guest chef. Charli made fun of some of the dishes and social networks condemned this attitude and caused him to lose a million followers.

After waking up to the news, Charli filmed an Instagram Live, saying: ‘I don’t even know how to react, mostly because this doesn’t feel real. How do people even react to this? I just genuinely don’t know what to do.’

‘I’m in my bathroom by myself watching edits on Twitter because they’re making me cry. I just genuinely do not know what to do. I’m so confused,’ she continued. ‘Life doesn’t feel real. It’s just so weird to think a little over a year ago, I was in Connecticut doing regular school, doing nothing, and now I’m living in LA.’ 

Charli later announced that in honor of her milestone, TikTok will be donating $100,000 to the American Dance Movement, an organization that works to improve and increase access to dance education in the U.S.  ‘I’ve been dancing my entire life, and I’m so thankful to be able to give back [to] the community that made me the person that I am,’ she said of the donation. 

The influencer went on to celebrate the news on Twitter, where she invited her fans to join her on Zoom calls to thank them. ‘IS THIS REAL LIFE RIGHT NOW,’ she tweeted. ‘100 MILLION PEOPLE SUPPORTING ME!! I TRULY CANNOT BELIEVE THAT THIS IS REAL.’ 

Of course, Charli also marked the milestone by posting a number of TikTok videos on Sunday, once again thanking her followers for their support.  ‘Thank you guys so so so much, I cannot believe that there is 100 million supporters following me right now,’ she said in one clip. ‘That is insane, oh my goodness.’

‘I feel like this is a dream, kind of waiting to wake up,’ she admitted. Charli, who is a competitive dancer from Norwalk, Connecticut, posted her first TikTok in June 2019. She had a number of videos go viral thanks to her dances featuring choreography, montages, and lip-syncs.   

Within a year and a half, she has reached her history-making goal of 100 million TikTok followers, an incredible fete on any platform. Kylie Jenner, Justin Bieber, Beyonce, and Kim Kardashian are a few of the A-list stars who have over 100 million followers on Instagram. 

Charli, who is one of TikTok’s highest-earning stars, made $4 million from June 2019 to June 2020, according to Forbes. While she was on track to reach 100 million followers, she was likely surprised it happened after such a disastrous week.  

Just last Thursday, the TikTok star broke down on an Instagram Live over the backlash she was facing over her family’s video featuring their personal chef.’Seeing how people reacted to this, like, I don’t even know if I want to do this anymore,’ she sobbed. ‘Like this is messed up stuff that people are saying. Like people telling me to hang myself.’ 

‘People just blatantly disrespecting the fact that I’m still a human being is not OK at all,’ she continued ‘Like you can hate on me for whatever I’ve done, but the fact that all of this is happening because [of] a misunderstanding. ‘Like I just feel like that’s not OK, and if this is the community that I’m in and the community that I put myself in, I don’t know if I want to do that anymore.’

A tearful Charli then urged her followers to be kind to others on social media. ‘I know that this is gonna be a huge joke to whoever sees it, but like, at the end of the day, just, like, be nice,’ she said……

Read more at : DailyMail

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TikTok Reportedly Considering Instagram Billionaire Kevin Systrom For Vacant CEO Role

As TikTok and Oracle ORCL -0.7% work out an acquisition deal, the social media company is also thinking about who will be its next CEO after its last chief, Kevin Mayer, departed after only a few months.

One of the people in the running for the job is Instagram billionaire Kevin Systrom, who left Facebook in 2018, according to a New York Times NYT -1% story. The discussions between Systrom and Tiktok are only in the early stages, the Times reports. TikTok could not be reached to comment for this story. A spokesperson for Systrom declined to comment.

TikTok’s divestiture from its Chinese-owned parent company ByteDance very much remains a work in progress. Bloomberg reported this afternoon that the U.S. Treasury department has tentatively approved a deal that would leave TikTok’s U.S. operations largely in the hands of American stakeholders, including Oracle. ByteDance still needs to get approval from President Trump by Sunday, the day when a Trump-issued executive order goes into effect that would effectively ban TikTok in the U.S.

Mayer was seen as a strong choice when his hiring was announced in May. He had spent years at Disney DIS -1.2% overseeing its M&A deals and working on the launch of its streaming service, Disney+. But Mayer unexpectedly departed last month, saying he had not expected to be caught up in tensions between the U.S. government and China. Vanessa Pappas, TikTok’s general manager, has been serving as TikTok’s interim chief.

In Systrom, TikTok would get someone who has already created one social media giant—and someone immensely familiar with one of TikTok’s main rivals: Mark Zuckerberg. Systrom sold Instagram to Zuckerberg and Facebook in 2012 for almost $1 billion and then built it up to over a half-billion users before leaving.

Zuckerberg and Facebook clearly see TikTok as a threat already. Instagram has rolled out a number of new features that copy TikTok, including a short-form-video editing tool and changed its main feed to make it more like TikTok. In Washington, Zuckerberg reportedly stressed to politicians that TikTok was a threat to American users; Trump and other Republicans have expressed worry that TikTok may mishandle user data to satisfy the Chinese government.

Add Systrom to the mix, and the battle between TikTok and Facebook becomes one of the most intriguing rivalries in the corporate world.Follow me on Twitter. Send me a secure tip.

Abram Brown

 Abram Brown

Abram Brown is a senior editor at Forbes, where he covers social media and internet culture. In the past, he directed Forbes.com’s features coverage and edited across Forbes magazine. As a writer, he has reported from three continents—from the mines of Nigeria to the mansions of Greenwich. He has worked on over a dozen Forbes lists; profiled the 63rd, 153rd, and 478th richest person in the world; and once spent a delightful evening discussing murder mysteries over 25-year-old scotch with (top-earning author) James Patterson. Both men drink Macallan, and both believe the butler really did do it. 

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