If you have been paying any attention to social media over the last couple of years, you will have noticed that short-form video has taken over. Reels on Instagram, videos on TikTok, Shorts on YouTube; every major platform has pivoted hard towards this format, and for good reason. Short videos consistently outperform static posts for reach, engagement, and new audience growth.
But for a small business with limited time and resources, trying to be everywhere at once is not realistic. So when it comes to Instagram Reels versus TikTok, which one actually deserves your attention?
The case for Instagram Reels
Instagram has been around since 2010 and has a well-established, broad user base in the UK. For many small businesses, especially those targeting consumers aged 25 to 45, their audience is already there. Reels tap into that existing following while also giving you a chance to reach new people through the Explore page and the Reels tab.
The other advantage of Instagram is the full ecosystem it sits within. You can share Reels to your Stories, link from your bio, run ads, and sell directly through Instagram Shopping if it is relevant to your business. It is an integrated platform that rewards consistency across multiple formats.
For service businesses, consultants, local retailers, and anyone whose customers are likely to already be on Instagram, Reels is a strong choice.
The case for TikTok
TikTok’s growth has been extraordinary. It now has over 20 million users in the UK, and while it skews younger, the platform’s age range has broadened considerably. If your target audience includes anyone under 35, there is a very good chance they are spending time on TikTok.
What TikTok does particularly well is discoverability. Unlike Instagram, where your reach is heavily influenced by your existing follower count, TikTok’s algorithm is genuinely designed to surface good content to new audiences. A video from an account with 50 followers can get 50,000 views if it resonates. For small businesses trying to grow from scratch, that kind of organic reach is hard to replicate anywhere else.
TikTok also rewards authenticity over polish. You do not need a professional setup or expensive equipment; a well-lit phone video with decent audio and a clear hook will do the job.
So which one should you choose?
The honest answer is that it depends on your business and your audience. Here are a few questions worth asking:
- Who are your customers, and how old are they? If they are mostly over 40, Instagram is the safer bet. If you are trying to reach a younger crowd, TikTok gives you more opportunity.
- Are you already on Instagram? If so, adding Reels to your existing presence is low-friction and high-reward.
- Do you want fast organic growth? TikTok’s algorithm makes it easier to grow an audience quickly without paying for ads.
- What kind of content suits your business? Tutorial-style or behind-the-scenes content tends to work well on both, but TikTok leans into trends more heavily.
If you can only choose one, Instagram Reels is the safer all-round option for most small businesses. If you have the bandwidth for both and your audience skews younger, doing both is worth it.
What about getting the videos made?
One of the most common reasons small businesses avoid short-form video is simply not having the time or confidence to produce it. That is understandable. Creating, filming, and editing videos consistently is a real commitment.
Our Standard and Pro plans at 99social include Reels and TikTok video creation every month, handled entirely by our team. You get professional short-form video content without having to pick up a camera yourself.
Ready to hand it over? Find out more about our affordable social media management and get started today.
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