TikTok Ads vs Instagram Reels Ads

They look the same. They are both 9:16 vertical videos. But they perform differently. TikTok is an Interest Graph (Discovery). Reels is a Social Graph (Connection). Here is the breakdown.

1. The Cost (CPM)

• TikTok: Significantly cheaper ($8 - $12 CPM).
• Reels: More expensive ($15 - $25 CPM). Winner: TikTok (for reach).

2. The Creative (Vibe)

• TikTok: Must look "Ugly" (Lo-Fi). High production value hurts performance. Users want authenticity.
• Reels: Can be "Prettier" (Hi-Fi). Instagram users are used to aesthetic curation. Winner: Tie (depends on your brand).

3. The Algorithm (Scalability)

• TikTok: Volatile. An ad can die in 3 days. You need to churn creative constantly.
• Reels: Stable. Powered by Meta's Advantage+ machine. An ad can last for 3 months. Winner: Reels (for stability).

4. The Verdict

• Launch on Meta (Reels) First. It is more stable and predictable.
• Scale on TikTok. Once you have a winning angle, create 10 variations and dump them on TikTok for cheap reach.

Summary

Do not copy-paste your ads. Remove the "Watermark" before cross-posting. Treat them as siblings, not twins.