Similarly to how I shared my research on stories, I’m testing out a few new features here at GoodTomiCha.com. Exclusive blogging content that only you can get access to when you sign up for my emails! I can get into the why I wanted to do this, but it’s currently 1 AM and I’d rather go to sleep.
Let’s dive in.
When TikTok first jumped on the scene, people assumed it was just for Gen Z or former high school dance captains. We were sorely mistaken. I’ve had friends surpass their following on IG in a fraction of the time. I’ve had videos gain thousands of views with only 500 followers. What makes the app so special?
The best part about TikTok is their algorithm- hands down. There’s so much ease in growing your account because you’re automatically introduced to the new content when you open your app. Consistency, niching down your audience, and engaging with similar accounts are the best ways to grow (sound familiar?). While the content may take a bit longer to edit than slapping a preset on a still image, the pay off having your brand on multiple platforms can’t be beat.
Now, let’s talk about IG Reels. Like every other app that shows promise, Facebook has decided to clone their product and create one of their own. Reels is like Tiktok but without the vibes. Like Keri Hilson to Beyonce. Great comparison in theory but just doesn’t make sense in practice. Personally, I don’t even have the music feature yet, a key flaw. Instead, I have to use outside apps to create the content I want. No Bueno.
I’ve seen other people have success with Reels, don’t get me wrong! But the ability to have those viral moments aren’t as organic as their competitors. Most of your Reels content is primarily shown to your audience, a shocking feature from the app that makes you really work for that. And it seems like most trends are developed on TikTok and then recycled to Instagram. Similarly to how we look at memes on Twitter/Reddit and they’re then filtered to private meme accounts on Instagram 48 hours later and Facebook a month down the line.
Before I share further, please note that this was far from a scientific study. I didn’t test this multiple times nor did I have too many controls, but I think the end result was pretty close to my guess.
I was curious to see if Instagram would reward me with great engagement regardless of the type of video content I posted. Instead of selecting “share to feed” for my Instagram reels, I uploaded it as a separate video. The great thing about this meant I could finally see the insights on how my content was performing (views vs. reach, saves, shares, etc.). Hopefully, this is a feature they’ll be thinking of adding in the future. Initially, the performance was about the same in terms of engagement and views. However, the reels algorithm allows your content to be seen more often in the explore tab. In comparison, your feed video would have the normal home feed shelf life AND have to hit the hashtag jackpot to be seen by people not following you.
The biggest benefit of using reels in your content strategy is that Instagram partnerships are still thriving. TikTok is so new that no one knows how to price it well. I have friends that consistently go “viral” (videos with 500K-1M views) with under 50K followers. Yes, you’re creating a 15-second video for a brand. But if it takes you 5 hours to film because of crazy transitions- is that really fair? How do you quantify such random insights? Time will tell.
If you’ve been thinking about taking the leap into video, the time is now. Well, it was actually 5 years ago, but it’s still now too! Now, more than ever, it’s important to dedicate 2 social media platforms to your business as a content creator. It doesn’t have to be TikTok if quirky edits aren’t your thing- try Youtube! Your account can be hacked, shut down, or people can just get tired of any platform you’re on. If this is really a business for you, it’s your responsibility to look into different ways to make it grow.
If you’re on TikTok or want to start getting more serious on there- add me (@goodtomicha)! We can keep each other accountable as we grow. If this was helpful or if you’d like more posts like this, be sure to comment below or reply to my newsletter! I’d love to hear your thoughts. :)
