13 MIN READ

The importance of video marketing is nothing new. Marketers have emphasized the need to diversify content creation for at least the better part of a decade. However, the latest updates in social media have made video content no longer a nice-to-have, but a need-to-have just to be seen. 

Now that Instagram and TikTok share more than a passing resemblance (with YouTube Shorts getting in on the action), it’s time to take a deep breath, get out the ring light, and start making some content. But where do you start?

Lucky for you, this is a question I get asked frequently, so I’ve put together a guide on everything you need to know to become a bonafide content creator. It’s not going to be an easy journey, but you’ll hopefully have some fun along the way.

Instagram Reels

For much of 2022, Instagram put more and more focus on Reels as a must-have for success on the platform, despite user (and celebrity) feedback that people want Instagram to stay a photo-sharing app. But the powers-to-be at Meta/Instagram finally started to listen and rolled back some of the emphasis on Reels. Does this mean you can start forgoing Reels now? Of course not! Reels are still an excellent way to reach new audiences quickly and increase overall brand awareness, especially in comparison to in-feed photo posts. Even better, it doesn’t take a large following for your Reel to gain traction. Even if you only have a few hundred followers, you can reasonably expect to see your Reels gain views in the thousands.

Basics

• Videos can only last up to 90 seconds. Any videos uploaded that are longer than 90 seconds can still be uploaded, but they won’t receive the same categorization or algorithm boost as a Reel. 

• Caption length rules apply the same as any in-feed Instagram post. They can be up to 2,200 characters and up to 30 hashtags. However, new guidelines from Instagram suggest 3-5 hashtags per post with a focus on categorization rather than boosting reach.

• Reels can either be featured in your main Instagram feed or simply in your Reels tab. No matter where you decide to upload your Reel, make sure you choose a cover photo that aligns with your brand aesthetic and gives the viewer a taste of what they can expect from your content.

• As Reels often regularly rely on audio, make sure to have the volume on your Reel set correctly. The sound can be controlled for both the audio in the original video plus any sound you overlay in the app. It’s never fun to scroll through Instagram only to have a Reel feel like it’s going to blow your eardrums out. 

TikTok

When you think of TikTok, Gen Z almost immediately comes to mind. Their views on fashion, lifestyle, and more are shared across TikTok only to be quickly picked up by mainstream media. However, 80% of TikTok users are between the ages of 16-34, with 26% between the ages of 25-44. While TikTok does primarily cater to a younger demographic, more and more millennials are finding a home for themselves on the app. With this in mind, now is the time to start thinking about your TikTok presence.

Basics

• Unlike Instagram Reels, TikTok videos can now be up to 10 minutes long. While this capability is available, videos under 3 minutes are preferable with shorter 15-60 second videos often performing better as they quickly capture the attention of the viewer. 

• TikTok captions used to be limited to 150 characters, but recent updates now allow you to include up to 2,200. Overall your best bet is to remain concise with your captions given the quick-moving nature of the platform. 

• Hashtags for posts can include both ones related to your niche and ones that are trending. Some accounts find great success in incorporating trending, often sponsored, hashtags into their content, while others don’t see much of a boost. So be sure to experiment with your hashtag usage to see what is resonating most with your viewers.  

• TikTok is the only remaining frontier where going viral (to varying degrees) is a real, likely possibility. Unlike other platforms, TikTok’s bread and butter is their For You Page, which is similar to Instagram’s Explore tab. What makes the FYP different is that it’s the screen you open the app to, meaning that, unlike Instagram, TikTok emphasizes interacting with strangers’ posts rather than only the people you follow. TikTok is also known for having an extremely impressive algorithm that excels at showing users exactly the content they want to see. The algorithm pulls videos related to a user’s profile and posts they’ve interacted with. 

Getting Started

Now that you’re familiar with the differences between the two channels, it’s time to delve into the nuances. The good news is that many of the same principles translate across both platforms, but there are unique expectations for each platform to keep in mind. 

Dos

• Hop on trends - Originality is important, but much like the power of a meme, sometimes the existing clout an internet trend has can go a long way in boosting your presence on the app. See a TikTok challenge you love? Try it out and see if there’s a fun way to incorporate it into your brand. Love Instagram videos that transition with a snap? Make your own and showcase something that’s unique to you. Having an original perspective on an existing trend will help make your video explode. 

• Audio and sounds - When it comes to video, what we hear is equally as important as what we see. Another added component that makes Reels and TikTok unique is the usage of different audios. On both channels, you can introduce music to your videos that not only adds a soundtrack to your video but also adds a clickable button at the bottom for users to connect with others using the same sounds. Additionally, you can use the recordings others have created as audio in your own videos with a unique spin. By introducing these sounds to your videos, you’ll add both interest and discoverability as people are served content related to interest in that sound. 

• Include captions - Both Instagram and TikTok have launched captioning on their video content that serves a dual purpose. On one hand, users frequently listen to their videos without the sound on (think when you’re in the waiting room at the dentist and need anything to distract you from your upcoming cleaning) but still need to know the context of the video. If a video includes captions, more users will be able to enjoy the video in the moment. Similarly, the inclusion of captions also makes your content accessible to people with disabilities who might not otherwise be able to appreciate your content. However, it’s worth noting that some words in the caption can cause the app to think your content is problematic—think terms related to trigger warnings. As you get more familiar with the community, you’ll be able to pick up on the language distinctions.

Don’ts

• Overlook the aesthetic - Overall, successful Instagram Reels do adhere to the curated look that the platform is known for. Expect to spend more time editing videos and adding in additional typographical elements. On the other hand, TikTok celebrates raw imagery. Many users have found success simply talking to the camera in a face-to-face format with only auto-captions and the willingness to speak from the heart.

• Repost content across platforms - While it might seem like an easy solution to simply create a video on TikTok, download it, and upload it to Instagram Reels, you run a good chance of it not performing well. Algorithms are cracking down on videos that have a watermark from competing platforms. Additionally, you’re missing out on an opportunity to utilize the specific tools (e.g., sounds, captions, gifs) that make each platform unique and notable for both users and the algorithm. 

• Post occasionally - Both TikTok and Instagram are channels that like to be consistently fed. This means posting to TikTok on a daily basis and multiple Reels a week. That kind of regular posting can be intimidating and should be seen as an eventual goal to aim for with your social media program. At the bare minimum, try to get out three videos on each channel a week.

Content Types

With info on how the platforms work and what you should (and should not) be doing on each, it’s time to spread your wings and start creating content. But of course, we’re not going to leave you hanging. Below are some tried-and-true ideas to get you started in creating your own Instagram Reels and TikToks that are great for beginners. 

• Show Your Daily Routine - We’re all secretly voyeurs who just want to know how other people live. Catch your followers’ attention by taking a few videos of your day and stringing them together in one Reel or TikTok with a voiceover/music and captioning to give them a sneak peek into your life. 

• Behind the scenes - Do you work in an office or make a product? Show people how the magic happens. Introduce them to the people you work with or give them insight into how the product is made.

• Tell a Story - Some of the best-performing videos across both platforms are simply people telling stories about their experiences. Has something unbelievable happened to you? Share the story. Or if you’re a person with a lot of factoids about your industry, put together a simple fun facts video that makes people want to listen. 

• Share Tips and Tricks - People love a good life hack. TikTok introduced people to the most effective way to get the pit out of an avocado (for inquiring minds, it’s pushing out the pit from the back of the avocado), and it blew people away. Everyone wanted to test out on video if the hack worked. Even if you don’t have a secret shortcut, you most likely have a tip that would appeal to your target audience. Get your phone out and start recording your thoughts. 

• Share Your Interests - How amazing is it that we can connect with people across the globe based on our shared interests? Whether you’re obsessed with cleaning hacks, young adult fantasy novels, or something in between, there’s a group on Instagram and TikTok just waiting to connect with you. But how do you make sure you catch their attention? By creating content that appeals to your shared interests. 

• Answer FAQs - Do you often get questions about your products or services? Get ahead by answering them via a TikTok or Instagram Reel. Go rapid-fire through your most commonly asked questions and give followers the chance to know your brand better. 

Still feeling overwhelmed by the thought of making all this video content? Completely understandable! For many of us, it’s a whole new content world and will take some getting used to. I encourage you to not be afraid to play around and to just start experimenting. If you’d like additional help putting together a TikTok or Reels social media campaign, feel free to contact us!

Originally published July 30, 2021. Updated July 11, 2023.