Top Performing Instagram versus TikTok Video Content

We can’t deny that Instagram and TikTok are the two main platforms that every brand needs to be on. I mean, it’s where short-form video content was born (mostly on TikTok, but Instagram followed shortly after)! At the start of short-form video marketing, the type of content that was posted on both platforms was very similar. You used to be able to repurpose videos and get away with it, but now, that’s not the case. The type of content that performs well on Instagram and TikTok has drastically changed and differentiating your Instagram and TikTok content is now a requirement. For all of you who are finding it hard to keep up, and are stuck in the “old ways”, here’s the type of content that performs well on Instagram versus TikTok.

Top-Performing Instagram Content

Instagram has recently begun heavily favouring aesthetic content. We thought we, as a society, were straying away from these unrealistic ideals, but it seems not, since the algorithm adapts based on what creators post and what users engage with. The aesthetic-forward approach is very apparent now when looking at top-performing Instagram content. Below, you will find types of video content that perform best on Instagram.

Instagram is still very much dependent on trending sounds (the sound included in this video filled our entire Reels page). This video is less than 5 seconds, includes a trending sound, mesmerising background and of course, an inspiring message.

Another format of video that performs well is vlog-style Reels. These differ to TikTok vlogs, which you will see below. The perfect example is this video, which includes high-quality, short and beautiful clips, of course paired with a trending sound.

The two examples of what works on IG Reels might’ve intimidated you, but good news, simple videos like this work too! This example is filmed with the front camera (meaning it’s not super high-quality) but the key here was pairing it with a trending audio and adding a quote/ message that is inspiring to others. Can you tell Instagram users love inspiring content?

Top-Performing TikTok Content

Top-performing TikTok does not at all resemble the “aesthetic-forward” approach that Instagram’s algorithm takes on. Since the start of TikTok, the app has been a pioneer in authenticity. Your average “girl-next-door” creators began overtaking celebrities in popularity. Micro-influencers/ creators gained more trust than macro-influencers and celebrities. Organic and authentic brand collaborations between creators and brands were born, and so much more. You get the gist. TikTok is kind of like Weird Barbie, while Instagram is like Barbie Barbie. Barbie’s perfect. But Weird Barbie, she’s REAL. We love both, but we relate to Weird Barbie so much more. Below, you will find types of video content that perform best on TikTok.

TikTok Carousels are number 1 on the list, since they are shown to bring 2.9x more engagement than videos! And NO, not your classic graphic carousels. We mean actual images, paired with text, like in this example video. These can be tips, vlogs with text and more. Fun Fact: people started adding text to their IG carousels (image-based), and they are not shown to have higher engagement!

A little different to our Instagram vlog. On TikTok, these are longer and usually better performing when paired with a voice-over, like this example. These also differ to Instagram’s, cause they are SO much more real, sharing personal clips from the creators lives that make you feel so much more connected to them.

Best for last, our OG talking style videos. Even better when they are paired with the green-screen effect, OR while “getting ready”, like in this example, which add to your “hook” and grab viewers attention, which get them to listen up for more!

Time to Implement!

If you haven’t already, it’s time to start differentiating your content on Instagram and TikTok! Actually, it was time, like yesterday. If this feels too overwhelming, try to scale back on the amount of posts you are pushing out on each platform and focus on posting less, but within the recommended guidelines for both Instagram and TikTok - then build from there!

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