Posted On 26 Apr 2023
Venetia Hillary

Make no mistake, video is rapidly becoming one of the most vital marketing tools for Australian small businesses looking to boost their brand, attract new customers, and build customer loyalty. And many are turning to TikTok and Instagram Reels. Why?

recent study shows that:

  • TikTok has over 7.38 million users over the age of 18 in Australia,
  • Instagram has over 12.8 million monthly users,
  • Over 24% of Australians aged between 16 and 64 admit they discover new brands and products on social media platforms, and
  • TikTok and Instagram Reels have easy and robust in-app editing features.

So if you haven’t leveraged these platforms yet, you could be giving your competition an easy time to catch up, beat you, or even widen the gap. Fortunately, it’s not too late and you’re in luck today.

Here’s what you need to know to get started:

Instagram Reels vs TikToks: The Basics for Business Owners

In the last year, TikTok was the most downloaded app in the world, surpassing established platforms such as Instagram and Twitter. This remarkable growth in popularity forced Instagram to increase creator visibility via their competing Reels platform.

Reels are brief, entertaining videos enabling businesses to showcase their creative capabilities, participate in cultural developments, and collaborate with their communities. TikToks, on the other hand, are short videos that are mainly developed and designed for entertainment.

Although both platforms are video-based, they have notable differences that every business owner should know.

Video Duration

Both TikTok and Instagram Reel require short videos. However, video durations vary.

While TikTok limits the duration to 3 minutes (recently upped to 10 minutes as well for certain users!), Reels set the bar at 60 seconds. As a result, industry experts recommend using Reels for featuring simple tutorials and passing along concise messages.


As mentioned earlier, TikTok was created as an entertainment platform that can connect creators or brands with viewers. On the other hand, Instagram was designed as a space for creators or businesses to showcase their original content and advance their brands and influence.

Audience Age

Studies show that TikTok appeals more to slightly younger people, mainly generation Z while older age groups prefer Instagram.

According to Statista, the majority of TikTok users (over 52%) in Australia are aged 18-34, while Instagram’s majority of users (over 30%) fall between the ages of 24 and 34.  But that trend could be changing as TikTok’s appeal among older age groups continues to rise.

So if you want to market to a wider target audience, it may be wise to also build a strong TikTok presence.

Video Editing Capabilities

TikTok and Instagram Reels offer nearly similar editing features for now. However, TikTok offers multiple filter capabilities, where brands can choose from various filters, effects and templates.

Video editing features on Instagram on the other hand are limited. Brands can only pick from the effects library before filming. This shouldn’t deter you from using the platform, since many users say the available capabilities on Reels are more polished and professional.

What’s Best For Your Business?

As you can see, both Instagram Reels and TikTok are great platforms for marketing your small business in Australia. Seasoned marketers recommend businesses take advantage of both platforms in their video marketing strategies.

To help you make the most of both words, here are the best practices to observe:

Best Practices For Reels

  • Don’t be afraid to tell your brand story
  • Avoid posting content with borders
  • Don’t cover the larger part of your images with texts
  • Never use low-resolution videos

Best Practices for TikToks

  • Be as creative as possible
  • Post frequently with authentic content
  • Maximise impression with the right timing
  • Regularly monitor your videos

Ready To Get Started?

TikTok and Reels can help get your products and services in front of more potential customers. Businesses including Melbourne-based bakery Goldelucks are already enjoying tremendous success thanks to these social media platforms.

You, too, can use the platforms to take your business to greater heights. For more insights on how to grow your business, contact us to speak with one of our friendly business marketing experts.


Want More Like This?

Undeniable Facts: You Should Consider YouTube Marketing

Instagram Reels: The Marketing Tool That Boosts Your Brand

All You Need To Know About Short-form Videos

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