Recently, Amazon approached us and asked about our capabilities of creating User-Generated Content (UGC) for Instagram Reels as well as TikTok. At the time, the platform was mainly built for TikTok UGC, so we had the developers build new features—and we made it work.

Now, any brand can choose between Reels content or TikTok content. This, however, begs the question: TikTok vs. Instagram—Which is better for your campaign?

TikTok: A Hub for Viral Content Creation

TikTok has rapidly gained popularity due to its engaging format and viral nature. It’s especially effective for reaching younger demographics who enjoy fast, creative content. TikTok’s algorithm rewards content that gains traction quickly, which can lead to exponential reach.

Instagram: Polished and Diverse Content Streams

Instagram allows for a more curated experience. With Reels, Stories, and Grid posts, brands can mix content styles while maintaining a polished aesthetic. It's ideal for businesses that want to maintain a premium look but still use UGC effectively.

Comparative Advantage in UGC Quality

TikTok excels at raw, engaging content. It's spontaneous and authentic. Instagram, on the other hand, shines with more refined visuals and a consistent aesthetic. Both platforms support UGC—but they each have their tone.

Engagement and Reach

TikTok typically has better organic reach due to its “For You” page. Instagram, though it has a broader user base, tends to favour content from people users already follow—meaning lower engagement on branded content unless boosted.

Final Thoughts

It all comes down to your brand goals. Choose TikTok for engagement and fast virality. Choose Instagram for polish and varied content formats. Ideally—do both.

Still unsure which to use? Contact SHOUT and we’ll guide your UGC campaign from idea to execution.