Battenhall presents...

THE INSTAGRAM AND TIKTOK 
‍BRANDS 100

An analysis of selected brands on Instagram and TikTok

EXECUTIVE
SUMMARY

Welcome to social media 2.0. We’re living through an exciting period of change as social networks reinvent themselves in ways that are changing how people and brands behave online. What will Twitter look like in a year? How will the metaverse evolve? And what will the role of social media be in our lives a year from now? One thing is clear: we’re all invested, and probably more now than ever. 

This year we are celebrating our tenth annual social media trends report, and reflecting on the way that social media has shaped brand communications over a decade of innovation.

To succeed in the age of the algorithm, entertaining social media content must engage audiences."

100

Brands studied

3,827

Instagram and TikTok feed posts EXAMINED

3,743

Instagram Stories analysed

10

sectors COVered

the top 10 findings

1.

56% of the Instagram feed is now video (up from 32% in 2021), with 29% still images and 15% carousels.
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Brands posted 2.3x more to Instagram than TikTok (excluding Stories).
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2.

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TikTok videos longer than 30 seconds generate 1.7x more engagement than shorter ones. In fact, TikToks over 30 seconds get shared almost twice as much (1.9x more) than those under 30 seconds.

3.

Instagram carousels generate the most likes compared to any other post format. They get 1.3x more likes per post than videos and 1.1x more than still images.
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4.

6
Short post captions drive engagement! TikTok posts
with captions under 100 characters received 1.3x more likes than those over 100 characters. On Instagram, the sweet spot is between 40 and 100 characters.

5.

5
Posting Reels to the feed is a must. They generate 1.5x more engagement than when posted to Reels only. Instagram wants us to see Reels, so share the love! Reels are also one of the best ways to attract new followers and expand your audience.

6.

4
Hashtags matter and DO increase engagement. Our research shows 3-5 hashtags is the sweet spot on Instagram, raising the average engagement rate by 0.25% to 1%.

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3
Sectors including B2B, finance, entertainment, tourism, and transport all generate higher numbers of engagement per post on TikTok than Instagram. Perhaps that's because TikTok is one of the best places to get advice and recommendations.

8.

2
58% of fashion content on TikTok featured influencers, while on Instagram it was 37%. It shows the impact they have on promoting products and driving brand awareness.

9.

Only 15% of brands surveyed have a larger following on TikTok than on Instagram. UEFA Women’s Football is the only sport brand we analysed that has a bigger TikTok following than on Instagram.
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10.

Download Report

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