Why TikTok’s loss might be Instagram’s gain as Reels grows in content and audience

Instagram Reels might be the current closest social media experience to TikTok, but can it seize upon its competitor’s stumble in the U.S. to overtake a major rival?

Reels is similar in user experience and content to TikTok, which puts the Meta app in a strong position as the ByteDance-owned app remains in flux. But Instagram will have to lure more Gen Z users as it combats an aging user base and convince advertisers to continue investing in Reels despite some seeing costs increase. Instagram is already the largest part of Meta’s ad business, and if it can seize this opportunity to upsell advertisers — will users still flock there instead of TikTok?

Both TikTok and Instagram draw younger audiences compared to Facebook, with 62% of 18- to 29-year-olds in the U.S. saying they use TikTok, while 78% of the same age group use Instagram, per Pew Research Center. Americans ages 30 to 49 use LinkedIn, WhatsApp and Facebook at higher rates. A brand’s consideration comes down to where its audience is, said Mark Lodwick, director of marketing at Intuit Mailchimp. Lodwick has found “TikTok [being] great for reaching millennials and Gen Z.”

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