Instagram Reels copied TikTok’s format. But influencers are already seeing clear differences between the two, especially in making money from brands.

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We go to Instagram to shop and TikTok to laugh. 

At least, that was the general consensus among influencers Business Insider spoke with on the relative merits of the two apps, as Instagram seeks to go head-to-head with TikTok with its short-form video feature Reels, which launched on August 5.

Since Reels’ launch, it has amassed a variety of reviews ranging from amazing to a terrible TikTok knock-off. And though on the surface Reels feels very similar to TikTok, and clearly copies it, Instagram’s new feature is already showing signs of being different in fundamental ways.

TikTok has become central to pop culture, particularly in areas like music and comedy. But it has yet to have the same impact in areas like fashion, beauty, and luxury lifestyle that have become key ways many creators make money on Instagram.

The experience of one fashion and lifestyle influencer, Chriselle Lim, shows the differences between the two platforms.

Lim has around 1 million followers on Instagram and 2 million on TikTok. But she employs two very different styles.

On her TikTok, she’s built a persona called “Rich TikTok Mom,” coined by her audience. It’s her humorous take on luxury fashion and lifestyle. Her audience actively engages with it, even sending her questions about finances and saving up for big purchases.

But on Instagram, that same “inside joke” culture does not translate, and the app is more of a portfolio of her polished work and looks. For instance, when she reposted a “Rich Mom” video onto Reels, the joke fell flat, with some commenters expressing concern that she actually identified as this persona.

Though jokes don’t translate, her Reels have generally accumulated more views than their TikTok counterparts, she said. For example, take one post highlighting three bags she could match with an outfit. On TikTok, this reached about 287,000 views and used the trending song “Backyard Boy.” On Reels, the same video (slightly re-edited for length) has over 631,000 views and used the viral Cardi B song “WAP.” 

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On Instagram, Lim also tags the brands she features in the content, which she does less frequently on TikTok. And while people might not get her TikTok jokes on Instagram, she sees much more revenue potential in Reels.

Lim has worked with fashion brands regularly since starting her own blog and influencer career in 2011. She said she thinks Reels will perform well for brands, especially those in fashion, as it’s a “great way to show collections in very short-form content, which they didn’t have before.”

While some fashion and beauty brands have experimented with TikTok — with several brands like Louis Vuitton recently partnering on livestreaming fashion shows — they are often household name brands like Gucci, American Eagle, or E.l.f. Cosmetics, as opposed to the wide array of indie designers, startups, and small businesses on Instagram.

Many brands are still wary about how TikTok will drive sales. They have no such reservations with Instagram, which is well-established in the space.

“Instagram is a safe space for …read more

Source:: Business Insider

      

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