Instagram Reels and TikTok: Leveraging Your Brand in 2024

Social media continues to be the premier platform for businesses to connect with their audience on a personal level. As trends evolve, staying relevant becomes crucial. This week, our Studio team delves into the latest updates on two major players in the short-form video arena: Instagram Reels and TikTok. We will explore how each platform can benefit your brand and offer strategies for maximising their potential in 2024.

What Are Instagram Reels and TikTok?

Instagram Reels

Instagram Reels allows users to create short-form videos up to 90 seconds long. You can edit and compile videos using various tools, including filters, text, audio, and effects. One distinctive feature is "Remix this Reel," which enables users to duet alongside another video, fostering collaboration and mutual promotion.

Unlike Instagram Stories, Reels remain permanently on your profile and do not disappear after 24 hours. They leverage a sophisticated algorithm similar to TikTok's "For You Page," which highlights trending Reels based on user interests. This makes Reels an ongoing top-of-funnel engagement tool, increasing the visibility and reach of your content.


TikTok is a platform dedicated solely to short-form videos, with a maximum duration of 10 minutes, though most popular content is much shorter. TikTok’s algorithm is known for its precision in delivering content tailored to individual user preferences, which can help videos go viral quickly. Having a business account is perfect for working with a creative agency to take your content to the next level. The platform supports a variety of content styles, including challenges, duets, and hashtag trends, providing numerous ways for brands to engage with their audience creatively.

Benefits of Using Instagram Reels and TikTok

Instagram Reels

  1. Trend Integration: Participating in trending challenges and using popular audio can increase the visibility of your videos. Integrating your message or products into these trends can drive more views and engagement.

  2. Permanent Content: Reels remain on your profile, offering lasting engagement compared to ephemeral content like Stories. This helps build a consistent and ever-growing portfolio of content that potential followers can explore.

  3. Engagement Algorithms: Instagram’s algorithm promotes Reels to users based on their interests, which helps in attracting and retaining a dynamic follower base. The increased engagement directly impacts your brand’s ranking and visibility on the platform.

  4. Community Building: Using Reels to showcase customer and employee experiences can humanise your brand, fostering a deeper connection with your audience. This approach can enhance brand loyalty and trust.


  1. Viral Potential: TikTok’s algorithm is highly effective at promoting content that can quickly go viral, offering brands the opportunity to reach millions of users rapidly.

  2. Creative Flexibility: The platform’s variety of editing tools, effects, and music options allows for highly creative content that can capture attention and drive engagement.

  3. Younger Demographic Reach: TikTok is particularly popular among Gen Z and younger Millennials, making it an essential platform for brands targeting these demographics.

  4. Trendsetting: TikTok is often the birthplace of viral trends that spill over into other social media platforms. Being active on TikTok ensures your brand is at the forefront of the latest digital trends.

Strategies for Maximising Impact on Both Platforms

Content Creation Tips

  1. Balance Professionalism and Authenticity: Strive for a mix of professionally curated videos and more casual, authentic content. This balance helps maintain your brand’s image while engaging viewers in a relatable manner.

  2. Storytelling: Focus on storytelling. Whether it’s customer testimonials, behind-the-scenes looks, or employee highlights, stories resonate more deeply with audiences.

  3. Educational Content: Create videos that offer valuable information or tips related to your industry. Educational content can position your brand as an authority and attract followers interested in your expertise.

  4. User-Generated Content: Encourage your followers to create content featuring your products or services. This not only increases engagement but also provides authentic content that can be shared on your profile.

Engagement Strategies

  1. Use Hashtags Effectively: Incorporate relevant and trending hashtags to increase the discoverability of your videos.

  2. Interact with Followers: Respond to comments, engage with user-generated content, and participate in challenges. Interaction fosters community and increases engagement rates.

  3. Collaborate with Influencers: Partnering with influencers can help expand your reach and tap into their follower base. Choose influencers whose values align with your brand for authentic collaborations.

  4. Analyse Performance: Regularly review analytics to understand what type of content performs best. Use these insights to refine your strategy and create more effective videos.

The Future of Short-Form Video Marketing

As of 2024, both Instagram Reels and TikTok remain powerful tools for brand promotion. Instagram boasts roughly 1.4 billion users, while TikTok has surged to over 1 billion active users globally. The potential reach and engagement on these platforms are immense, and businesses that leverage them effectively can see significant growth in brand visibility and customer loyalty.

Integrating short-form video into your marketing strategy is no longer optional; it’s essential. Whether you choose Instagram Reels, TikTok, or a combination of both, the key is to create engaging, authentic content that resonates with your audience.

If your business is ready to dive into the world of short-form video and boost your brand visibility, our digital agency Melbourne team is here to help. Let’s start a conversation about how we can craft a compelling video strategy tailored to your needs.

Get your obligation free quote today!