TikTok vs Instagram Reels

TikTok's algorithm is better than Instagram's at showing you content you didn't know you wanted. The reason is that TikTok prioritizes the video over the creator while Instagram prioritizes the creator over the video. On TikTok, a first-time poster with zero followers can get a million views if the content is good. On Instagram Reels, the algorithm still favors accounts with existing audiences. Structural difference means TikTok surfaces more unexpected work. The same video posted on both platforms performs differently because the audiences have different expectations. TikTok rewards surprise. Instagram rewards consistency.