100+ Branded Hashtag Challenges: Best Examples, Tips & Trends for Marketers On TikTok

branded hashtag challenge

100+ Branded Hashtag Challenges on TikTok: Campaign Tips & Analysis

As the leading short-form video platform, TikTok is singular from other platforms in its power to encourage user-generated content (UGC), generate communities, and create viral trends that go far beyond the app. Hashtags play an integral role in building these communities by grouping similar content together and allowing for new trends to emerge.

In a TikTok hashtag challenge, a user records themselves doing a specific action or ‘challenge’, inspiring the audience to complete the challenge or reinvent their own version. In this way, hashtag challenges have the ability to tap into the wildfire effect, reaching audiences far beyond the initial following of the first creator’s post.

TikTok estimates over 35% of its user base participate in hashtag challenges, which is why so many companies are sponsoring their own hashtag challenge on TikTok, (called Branded Hashtag Challenges) to build brand recognition and awareness.

branded hashtag challenge

Branded Hashtag Challenges are one of the five different TikTok ad formats (listed below) marketers can choose or combine depending on their budget & campaign objectives:

  1. In-feed Ads
  2. TopView Ads
  3. Brand Takeover Ads
  4. Branded Effects
  5. Branded Hashtag Challenge

What is a Branded Hashtag Challenge?

The Branded Hashtag Challenge is the largest-scale ad format on TikTok and offers the most touchpoints for users to drive mass awareness. The two main components of a Branded Hashtag Challenge are 1) a sponsored banner on TikTok’s Discover page and 2) a sponsored challenge page. It is important to note companies can optimize their reach through additional TikTok ad offerings in combination with the Branded Hashtag Challenge (e.g. TopView ads, In-feed Ads, or a shoppable in-app experience via TikTok’s Hashtag Challenge Plus feature).

Discovery Page Banner

branded hashtag challenge

This placement of the sponsored banner is considered prime real-estate on the app— requiring a minimum of $150,000, which is why Branded Hashtag Challenges are typically utilized by large, recognizable brands.

Sponsored Hashtag Challenge Page

hashtag challenge

When a user clicks on the sponsored hashtag, it leads to the hashtag challenge page which features the brand logo, challenge description, a sponsorship disclaimer, and the ability to link to the company’s website/or a shoppable landing page.

Most companies opt to partner with popular TikTok creators to create “Official videos” that inspire UGC and drive authentic engagement. Leveraging TikTok influencers to create content for your brand’s hashtag challenge not only sets the tone for the challenge but leverages their expertise as a popular creator to drive collaboration and engagement through their loyal audience.

Keep reading to see top Branded Hashtag Challenge Examples or click below to skip to our comprehensive study:

100+ Branded Hashtag Challenges: Analysis, Findings & Campaign Results

3 Examples of Branded Hashtag Challenges on TikTok

Branded Hashtag Challenge #1: Laura Mercier ‘Sets’ a Transition Trend With #ReadySETGo

brands on tiktok hashtag challenge

Laura Mercier promotes their loose setting powder by creating a ‘makeover’ challenge where users showcase the product result before & after using the product itself as a video transition effect. The cosmetics brand enlisted five beauty influencers with a combined reach of 19.6 million to launch their branded hashtag challenge. #ReadySETgo has received over 8.1 billion impressions and 2,500 pieces of UGC.

branded hahstag challenge tiktok

Campaign Takeaways:

  • Laura Mercier integrated their product authentically with front-of-mind placement
  • Establishing a challenge centered around community values (beauty) increased appeal to the target audience
  • The makeup brand included a product giveaway contest as part of the challenge to promote user incentive and engagement

Branded Hashtag Challenge #2: Netflix’s #What’sYourPower Envisions UGC Success

Brands on TikTok Netflix

Netflix is the most frequent advertiser of Branded Hashtag Challenges on TikTok, averaging about one campaign each month. In their #WhatsYourPower campaign, Netflix animated their challenge with an interactive Branded Effect that determined users’ superpowers. The challenge produced over 100,000 user-generated videos and included 6 influencer-created sponsored posts.

Micah Influencer Marketing example

Campaign Takeaways:

  • The challenge inspired creativity by providing users with themed choices
  • Netflix partnered with influencers across different categories (special effects, beauty, comedy, etc.) to reach different targeted audiences and maximize engagement across TikTok’s different communities
  • The challenge brought personality and life to their brand through special effects and allowed users to incorporate real-life scenarios

Branded Hashtag Challenge #3: #ASOSFashunWeek Goes Virtual

Branded Hashtag Challenge

11 fashion/lifestyle influencers created catwalk looks for the campaign and provided coupon codes within their captions. As a part of the Branded Hashtag Challenge, ASOS implemented the Hashtag Challenge Plus feature—allowing users to easily browse products directly within the app via a shoppable Explore tab. The results? Over 10,000 users posted a video using either their campaign sound or Branded Effect. Utilizing influencers, Branded Effects, coupon codes, and TikTok’s built-in shopping experience, ASOS provided multiple opportunities for audience interaction in their #ASOSFashunWeek campaign.

Branded Hashtag Challenge Example

Campaign Takeaways:

  • By optimizing partnerships with top influencers and TikTok’s ad solutions, ASOS created a ‘virtual runway’ where users could explore & purchase products without leaving the social media app.
  • Utilizing a ‘meme’ aspect in their branded sound increased popularity
  • ASOS chose mega-influencers on TikTok with different age/gender demographics to broaden their target audience

Campaign Results & Metrics From Analyzing Over 100 Branded Hashtag Challenges on TikTok

From July 2020 to March 2021, over 105 Branded Hashtag Challenges launched on TikTok. Analysis of these campaigns reveals average campaign metrics, influencer trends, and insights on TikTok advertiser behavior. See our findings here:

The top three most popular types of TikTok Branded Hashtag Challenges are 1) sponsored challenge, 2) contest, 3) Hashtag Challenge Plus. The average duration of a sponsored banner on TikTok’s Discovery page is 3-4 days. An average of 14 brands advertise on TikTok via a Branded Hashtag Challenge every month.

The average Branded Hashtag Challenge generates 6.1 billion views. Samsung’s #VideoSnapChallenge is the highest viewed branded hashtag challenge with over 27 billion views during the studied period.

Top 5 Highest Viewed TikTok Hashtag Challenges:

  1. Samsung: #VideoSnapChallenge, 27 billion views
  2. L’Oréal Paris, Carol’s Daughter, Urban Decay, NYX Cosmetics, and Maybelline: #LetsFaceIt, 16.9 billion views
  3. Bose: #CancelTheNoise, 13.6 billion views
  4. Cheetos: #ItWasntMe, 12.1 billion views
  5. Beats Electronics: #BeatsDaisyChallenge, 10.6 billion views

Brands Advertising On TikTok: Branded Hashtag Challenges

84% of large brands advertising on TikTok through Branded Hashtag Challenges have posted less than 100 videos on their brand’s TikTok account. This finding shows that while brands of nearly every industry are jumping to advertise on TikTok, most brands are still hesitant to commit to TikTok as an active brand channel.

In fact, 11% of brands advertising on TikTok through Branded Hashtag Challenges do not have an official user account on TikTok. Some brands include KOHLER, Marc Jacobs, Midea, Hormel Foods, and Burt’s Bees.

While most brands do not actively post a high volume of TikTok videos to their user account, two top brands Amazon Prime Video and RedBull have established branded channels on the platform. Amazon Prime Video has created over 1,800 TikTok videos, more videos than Addison Rae. RedBull is also one of the largest content-producing brands on TikTok, with over 2,540 TikTok videos.

Brand analysis finds food and beverage companies to be the most frequent industry to advertise on TikTok through Branded Hashtag Challenges. 1) Food/Bev, 2) Entertainment, 3) Beauty, 4) Fashion, and 5) Tech/CPG represent the top five brand advertiser categories.

500+ TikTok Influencer Partnerships Through Branded Hashtag Challenges

Brands typically partner with anywhere from 1-25 influencers per Branded Hashtag Challenge. The chart below shows an upward trend of companies partnering with more TikTok influencers per campaign than they were previously in 2020.

TikTok influencer Michael Le is the most common influencer brands partner with for Branded Hashtag Challenges. In the nine-month period Le created content for seven sponsored challenges:

  • Crocs: #StrapBack
  • Amazon: #PajamaJam
  • Apple: #AirPodsJUMP
  • American Eagle :#InMyAEJeans
  • Got Milk?: #GotMilkChallenge
  • Bliss: #ThisIsBliss

Avani and The Wilking Sisters were also high on the list as the most sought after influencers for Branded Hashtag Challenges. Each influencer participated in five campaigns from July 2020 – March 2021:

  • Avani: Marc Jacobs: #PerfectAsIAm, Amazon Prime Video: #ChemicalHearts, PacSun: #DoPacSun, Essie: #exprESSIEyourself, Fila: #UptheBeat
  • The Wilking Sisters: Marc Anthony Hair Care’s #StrictlyCurls, Amazon’s #PajamaJam, McDonald’s #HereforRMHC, #BoseAllOut for Bose, MAC Cosmetics: #MoodFlip.

Of the 530+ influencers who participated across 105 TikTok campaigns, 68% were mega-influencers, influencers with over one million followers. Mid-tier influencers (50,000 – 500,000 followers) are slightly more preferable to be chosen for partnerships in Branded Hashtag Challenges than macro-influencers (500,000 – 1,000,000 followers), with mid-tier influencers representing 16% of influencers used in Branded Hashtag Campaigns.

How Many Influencers Are There? New Data, Calculations & Charts

Number of influencers in the world

The influencer marketing economy has grown at a rapid rate and many children now aspire to be vloggers or influencers when they grow up. With the popularity and growth of personality-driven social media and emergence of new channels and mediums (e.g. TikTok, Triller, Instagram Reels), many people are wondering,

“How many influencers are there?”

At Mediakix, we wondered the same thing and set out to definitively answer exactly how many influencers are there in the world and across all social media platforms.

(Hint: it’s somewhere between 3 and 38 million 😉 )

Methodology & Considerations To Determine How Many Influencers Exist


In order to determine how many influencers exist in the world, we needed to 1) determine a viable methodology to account for influencers across Instagram, YouTube, and TikTok and 2) establish parameters and account for duplication of influencers across platforms.

To sort how many influencers exist across each social media platform, we turned to established influencer tiers — determining how many influencers exist on a given platform for each tier (category of influencer based on established follower ranges):

  • How many influencers are on Instagram? How many exist for each tier?
  • How many influencers are on YouTube? How many exist for each tier?
  • How many influencers are on TikTok? How many exist for each tier?

To determine the above, we leveraged influencer, platform, and influencer tier data from over four different influencer marketing platforms (Julius, Tagger, CreatorIQ, HypeAuditor, Influencity) in addition to our own internal database.

To determine “influencer overlap” across Instagram, YouTube and TikTok (i.e. accounting for the same influencer across both Instagram and YouTube for example), we assessed the top 1,000 influencer channels across Instagram, YouTube and TikTok (excluding brand, celebrity, non-influencer accounts) from HypeAuditor and Socialbakers.

Considerations: Fake Influencers & Defining What Is An Influencer

It is imperative to note — while influencer marketing platforms attempt to vet and measure influencers in their database for inauthentic or fraudulent activity, “fake influencers” still exist on influencer marketing platforms. Influencer authenticity can be easily sacrificed or overlooked, especially on larger influencer marketing platforms.

During our evaluation of multiple datasets, we noticed a broad range of information between third party estimates and influencer marketing databases. This is partially why the total number of influencers is best given as estimated ranges. An “influencer” can mean many things so for the purpose of our study, we have determined an influencer to have the following criteria:

  • Social media users with over 1,000 followers/subscribers who engage an audience through their content.
  • Influencers of all age, nationality, language preference, and creator category are included in our study.
  • Our study focused on Instagram, YouTube, and TikTok influencers.
  • Using a sample size of over 1,000 accounts on each platform we were able to roughly estimate the segment of influencers that exists on each platform apart from brand accounts, publications, networks, and traditional celebrities.This segment analysis is represented through the lower range of our estimates.

We evaluated data from over four different influencer marketing platforms, each varying in size, platform offerings, and methods for finding and vetting influencers in their system. As influencer marketing platforms can vary largely in size, this variance is evident by some of our wider range estimates for the number of influencers that exist for each tier or platform.

For example, one influencer marketing platform may offer 2,000 heavily-vetted, experienced Instagram influencers while another platform may offer 2 million Instagram influencers with limited information on profile credibility.

By providing estimated ranges per platform and influencer tier, we were able to include conservative observations without limiting potentials for much larger estimates.*

*see the Estimation Method section at the end of this post for how we estimated low, high and influencer tier distribution across each social media platform.

How Many Influencers Are There On Instagram?

We analyzed Instagram influencer-specific data from over four separate influencer marketing platforms in order to pinpoint common trends and learn the average number of Instagram influencers in each database.

Data from HubSpot and Mention share that 52% of Instagram users have less than 1,000 followers (meaning 48% of Instagram users have 1,001+ followers).

Instagram has historically been vague on its user data including DAU, MAU, and total users; however, most data firms and social reporting companies agree that Instagram likely has upwards of 500 million daily active users.

If we take Instagram’s 500 million users, account for users with 1,001 followers + (48%), then project our influencer ratio from our top 1,000 Instagram account analysis (35%), we can determine a broad ceiling range of 83 million potential Instagram users.

Comparing our ceiling estimation to data collected by multiple influencer marketing platforms, we found that the largest influencer marketing platforms reported to have databases of 20-80 million Instagram influencers.

Experimenting with two of the largest influencer discovery platforms (HypeAuditor and Influencity) we found their total number of Instagram influencers (with over 1,000 followers) was 8.7 million and 69 million respectively. After credibility checker filters were applied, the influencer search results became limited to 176,000 and 37 million, respectively.

Using these “authenticity” filters can lower the total number of influencer search results anywhere from 30-97%.

While it is important to acknowledge the possibility of an influencer existing on Instagram and not existing in an influencer marketing database, it is therefore increasingly likely that the top range estimate of Instagram influencers is less than our original broad estimate of 83 million and closer to, if not well under, 37 million.

Tier data was determined based on multiple influencer marketing platform’s provided tier data. The percentage across each tier was first averaged.

Once the average percentage per tier was determined, our team applied these benchmarks to our low and high range estimates for Instagram influencers to determine tier average viability. Once found, our team found previous estimates and cross-checked the results for practicality.


How Many Influencers Are There On YouTube?

A study from Tubics estimates over 37 million active YouTube accounts — 32 million of which have under 1,000 subscribers. This data deduces that there are 5 million remaining active YouTube accounts with over 1,000 subscribers, but it does not distinguish “active accounts” from influencer accounts.

In order to better determine how many of the 5 million accounts are potential influencer accounts, we analyzed the top 1,000 YouTube accounts (provided by both HypeAuditor and Socialbakers). We found YouTube influencers represent around 30% of the top 1,000 channels, publishers/brands/networks around 47%, and musicians and celebrities 22%.

Based on our findings we can determine that the total number of YouTube influencers is less than 5 million, and closer to 1.5 million.

In a different approach, cumulative data from influencer marketing platforms suggests the number of influencers with over 1,000 subscribers on YouTube to be around 1.7 million. Using these estimates as benchmarks, we can estimate the number of influencers on YouTube with those over 1,000 subscribers, to be somewhere between 1.5 million and 5 million. This estimate range speculates that out of YouTube’s 2 billion estimated users, less than 1% are actually influencers (0.085% to 0.25%).

Now that we have a range estimate for YouTube influencers with >1,000 subscribers, we assessed the number of influencers with over 100,000 subscribers and the number of influencers with over 1 million subscribers by referencing influencer marketing platform data that provided the overall percentage makeup of these influencer tiers within their influencer database. By averaging and comparing influencer tier data from over four different platforms we were also able to derive a healthy estimate for YouTube influencer tier distribution overall.

Third party research that supports these ranges: In 2016 Social Blade published a report that claimed over 2,400 channels have reached over 1 million subscribers and more than 24,000 channels have reached over 100,000 subscribers. They also discovered more than 40 channels hit the 100,000 subscriber mark every day and four channels cross the 1 million subscriber mark every day.

These sample numbers would indicate that now in 2021, there exists over 10,000 channels with over 1 million followers and over 100,000 channels with over 100K followers.

Since this information only references channels and not influencer channels specifically, we analyzed the top 1,000 YouTube accounts from both Socialblade and HypeAuditor in order to gain a ratio of influencer channels to active channels.

We found YouTube influencers represent around 30% of the top 1,000 channels, publishers/brands/networks around 47% and musicians and celebrities 22%. Using this ratio on Social Blades 2016 estimates yields 3,000 influencers with over 1 million subscribers and around 31,000 influencers with over 100K subscribers.

Third party data that supports these ranges: In November 2020, Tubics estimated there to be 22,000 YouTube channels with over 1 million subscribers. Applying the previous one-third influencer ratio reveals 6,600 possible influencer accounts with over 1 million subscribers — well within our estimated range.

Using multiple influencer marketing platforms provided tier data, we were able to average each platform’s tier percentage and determine YouTube influencer tier distribution.

Once we estimated tier percentage distribution, our team applied our low and high range estimates for the total number of YouTube influencers to determine viability. We then cross-checked our findings using previous third-party research for YouTube influencer tier distribution and the total number of YouTube influencers to corroborate our findings.

How Many Influencers Are There On TikTok?

Some platforms claim to have upwards of 22 million TikTok influencers (each with over 1,000 followers). Through further examination of two of the largest influencer databases we have found a large amount of influencers listed to lack credibility.

Influencer marketing platform Julius revealed there to be over 43,000 TikTok influencers in their database. Using credibility checking tools on two other TikTok influencer marketing platforms (Influencity and HypeAuditor) we were able to pinpoint 50,000 as the average range of TikTok influencers with 1,000+ followers.

Given that these platforms are likely using third party tools to scrape influencer data and not TikTok’s official API, we felt prioritizing credibility was the best approach in this instance, and so we have conservatively estimated the high range of TikTok influencers to be 50,000.

The above tier data was determined based on a single influencer marketing platform’s provided tier data. Currently, TikTok has not granted official access to their API, meaning companies must go through non-official channels to collect user data. In turn this has caused many influencer marketing platforms to have partial or missing TikTok influencer tier data.

Our team applied these estimated benchmarks to our low and high range estimates for TikTok influencers to determine tier average viability.

TikTok influencer size data is limited, and although our team could not find third party estimates to cross-check our collected data, we believe our estimate to be practical based on our analysis of top 1,000 TikTok accounts, the influencer marketing platform data provided, and external research.

What’s The Influencer Overlap Across Instagram, YouTube & TikTok?

For the influencers listed on the 1,000 highest followed accounts for Instagram, TikTok or YouTube:

  • 90% of all influencers who make a top 1,000 account list do so for one platform only (TikTok, Instagram, or YouTube).
  • 5.3% of all influencers who make a top 1,000 account list, do so for TikTok and Instagram (and not YouTube).
  • 2.4% of all influencers who make a top 1,000 account list, are on all three platform’s top 1,000 account lists (TikTok, Instagram and YouTube).
  • 1.3% of all influencers who make a top 1,000 account list, do so for Instagram and YouTube (and not TikTok).
  • 0.7% of all influencers who make a top 1,000 account list, do so for TikTok and YouTube (and not Instagram).

Takeaways Of Influencer Overlap Analysis:

  • We can determine there exists a >10% increase in influencer overlap between the three influencer channels Instagram, YouTube and TikTok.
    • Limitations of this finding: since the sample size used was of the top 1,000 most-followed influencers, the amount of overlap of influencers in social platforms is likely much higher. While we have found a 10% chance influencers are a mega influencer on one or more social platforms, many influencers exist as mega-influencers on one channel and macro- or mid-tier influencers on another. These prevalent circumstances were not evaluated in our study. We can however indicate through our study that the overlap of influencers between Instagram, YouTube, and TikTok is at least 10%.
  • We can determine it is more likely for a top Instagram influencer to also be a top influencer on TikTok than for a top Instagram influencer to also be a top influencer on YouTube
  • It is more likely for a top influencer to be a top influencer on all three platforms than it is for a top influencer to be a top influencer on only TikTok or YouTube.
  • The social channels with the least influencer overlap is TikTok and YouTube
  • The social channels with the greatest influencer overlap is TikTok and Instagram

There Are 3.2M – 37.8M Influencers In The World

Combining the estimated range data for TikTok, Instagram, and YouTube leads to a total range estimation of 3.5 million to 42 million. Accounting for influencer overlap between platforms, we can remove 10% of influencers from our total estimation — although the overlap percentage between the three platforms is likely much higher.

Our data reveals a 3.2 million – 37.8 million estimation for the total number of influencers on Instagram, YouTube, and TikTok.

Estimation Method: Calculating How Many Influencers For Each Social Media Platform

We used the following process to estimate influencer size on each social platform:

  1. Maximum Size: Determine a high range estimate for each channel.
  2. Minimum Size: Pinpoint a low range estimate for each channel.
  3. Influencer Tier Distribution: Created an estimate for influencer tiers using data provided by over four influencer marketing databases.
  4. Testing Estimates: After the estimated range and tier distributions were found, we tested our estimated tiers and range estimates for practicality.

Determining High Range

The high range estimate per channel was found by using the highest number of influencers in the largest available influencer database per platform.

We then calculated the largest possible influencer potential using platform user data and segmentation analysis from third party sources and our own research on the top 1,000 accounts per platform. 

Estimating Low Range

In order to find the minimum number of influencers on each social platform, we examined the number of influencers that exist per social channel in over four different influencer marketing databases. We evaluated both the median and average of our data and calculated a conservative estimate.

Estimating Influencer Tier Distribution

We began estimating tier distributions by averaging the tier distribution data from over four influencer marketing platforms.

We adjusted average estimates using linear regression models and were able to establish influencer tier distributions for the three social channels. 

Testing Estimations 

We further tested our estimates by applying our estimated tiers across our range estimates and testing for practicality.

Additionally, we used platform user data, analysis from our top 1,000 account list, and previous third party estimates on user segmentation, and influencer size to cross check, and (if needed) adjust our estimates.

Influencer Marketing Conference & Expo: What Marketers Need To Know About IMCX

IMCX influencer marketing conference and expo

2020’s Influencer Marketing Conference & Expo (also known as “IMCX”) will be held virtually. Previously, IMCX held two live conferences at the LA Convention Center and kicked off its Virtual series a few months after the pandemic.

The Influencer Marketing Conference & Expo features networking and informative sessions from top thought leaders in the industry, brands/advertisers, MCNs (multi channel networks), influencer marketing agencies, platforms, and social media influencers.

See below for IMCX’s dates, schedule, key speakers, topics, key influencers and more including our very own Mediakix CEO & Founder, Evan Asano, who will be presenting on October 14th, 2020 (Wednesday) at 2:30 pm PT on “A Strategic Approach To Influencer Marketing ROI”.

How To Attend & Register For IMCX

To attend the Influencer Marketing Conference & Expo, participants will need to register for a VIP Pass ($299.00).

The VIP Pass grants access to not only this year’s IMCX sessions, but all past recordings and a $299 credit towards their next live event (TBD).

Additionally, VIP registrants will also receive a swag bag from IMCX sponsors.

Influencer Marketing Conference – Dates, Schedule, Speakers, Topics, Influencers

Date: October 14th, 15th and 16th 2020

Schedule: (as of October 13, 2020)

14-IM agenda
IMCX agenda
IMCX agenda

Notable Speakers & Influencers:

  • Mike Lu – CEO at Triller
  • Michael Letop TikTok influencer
  • Evan Asano – CEO & Founder of Mediakix
  • Maricela Segura – FTC (Federal Trade Commission) Regional Director
  • Laura Mackey – Global Influencer Marketing Manager at HP
  • Brendan Gahan – Partner & Chief Social Officer at Mekanism
  • Tim Williams – CEO at Onalytica

Topics include: (see schedule above for all IMCX topics)

Influencer marketing has grown into a multi-billion dollar industry and obstacles including COVID-19, TikTok’s rise to fame and possible ban present marketers with novel opportunities within a constantly evolving advertising landscape.

IMCX is an influencer marketing conference providing networking, learning, and business acumen for many things influencer-related. Mediakix is proud to be an IMCX sponsor and presenter at this year’s 2020 Influencer Marketing Conference & Expo — we look forward to seeing you there!

Instagram Reels Vs TikTok: What Top Influencers Are Saying [SURVEY]

Instagram Reels vs TikTok

It’s been nearly a month since Instagram rolled out their TikTok clone, “Reels”, on August 5, 2020. Since then many users and marketers have debated the features, functionality, similarities and differences between Instagram Reels vs TikTok.

While these similarities and differences are both notable and relevant, the success or demise of these two social media platforms ultimately rests in the adoption and sustained use of its creators and influencers.

Mediakix surveyed and interviewed 16 top and upcoming TikTok influencers across several trending categories including food, travel, pets, home renovation/DIY and more. Here’s what they have to say about Instagram Reels vs TikTok:


When it comes to Instagram Reels vs TikTok, we surveyed influencers on the following topics:

  1. Have you tried Reels?
  2. Will you use Reels?
  3. What is your outlook on TikTok’s future?
  4. How will you balance content between TikTok vs Reels?

For some of the questions, responses spanned the gamut whereas in other cases, answers from all influencers were clearly in alignment. We share each influencer’s full responses below after the following charts.

Instagram Reels vs TikTok influencers

We surveyed top influencers shortly after the launch of Reels to gauge reception and adoption. Out of our survey questions, this specific response was the closest. Typically, influencers or power users are early adopters to new platforms — as evinced by this particular response, exactly half had not posted to Reels.

While all influencers had evaluated Reels, many influencers (either from their own personal tests or seeing results from other influencers) opted not to post to Reels because 1) they wanted to keep TikTok-style content separate from Instagram and/or 2) Instagram Reels performance did not match TikTok’s.

Instagram Reels vs TikTok influencers

Akin to the first survey question, this question assesses whether or not influencers plan on using Reels at any point in the near or distant future. Again, the responses were pretty stark with over 40% of influencers surveyed clearly not planning on using Reels at all.

For the 56% majority who did plan on using Reels, many planned on using Reels in a capacity different from how they were presently using TikTok.


When Reels debuted, some people likened it to the roll out of Instagram Stories and how it majorly affected Snapchat’s growth. During that time, we also surveyed top influencers on their usage of Snapchat vs Instagram Stories.


In contrast to Instagram Stories vs Snapchat (where top Snapchatters immediately flocked to and began posting more on Instagram Stories), influencers are bullish on TikTok’s future and use — over 60% agreed that TikTok is here to stay and/or grow.

Influencers are a main driver and factor to the success of social media platforms, and many surveyed pointed to TikTok’s algorithm and thriving community and the lack thereof on Instagram and other TikTok rivals (e.g. Triller, Byte, etc.).


As influencers contribute much of a social media platform’s most shareable and viewed content, their adoption and continued posting causes a two-way effect: 1) providing social media users with entertaining and useful content and 2) building up an influencer’s follower base on a particular platform.

Instagram Reels vs TikTok influencers

When it comes to posting and balancing content on Instagram Reels vs TikTok, our last survey result remains consistent with the rest of the responses — Reels will either be secondary to TikTok and/or a repository for recycling TikTok content.

Instagram Reels does offer influencers a new way of building their fans and followers however, only 25% of influencers surveyed desired to use Reels in this way.


TikTok Category: Entertainment/Special Effects

Reels vs TikTok

No one really knows the future of TikTok or any platform for that matter.

My job as a creator and filmmaker isn’t to focus all my energy on the platforms I’m creating on or whether TikTok, Instagram or any social media will be shutting down, but rather what I am creating.

It’s important to be on the top platforms, whatever they might be, but if creators are focusing too much on the platforms they will miss the point.

What is the future of TikTok? I have no idea but I do hope for the best for them because it was starting to get interesting having more real competitors in the social media space.

My team and I will always jump on new features and test them out and see how they work for what we create. While I think Reels could get some traction, if TikTok is banned there will be a big opportunity for a new app to grab all that attention.

I’m much more excited about the culture and community on TikTok. I have my doubts that Reels will be able to capture the full essence of what TikTok is because it’s more than just an algorithm and 15-second videos.

That being said, Reels is a great opportunity for creators to jump in and have a higher likelihood of being featured within the Instagram app which still has a strong and unique community as well. I have friends who have begun posting on Reels this week and are starting to see some of that same overnight TikTok growth.

TikTok Category: Dance

Fastest Growing TikTok Stars Michael Le

Nothing is going to happen to TikTok — TikTok will continue thriving for sure.

I’ve been testing Reels but so far it’s been a fail. It’s not done anything helpful to me, and I don’t see it as being something I use a lot at all.

TikTok Category: Pets

Instagram Reels vs TikTok

I would still upload my TikToks into my Instagram Stories because it is way easier, and won’t use Instagram Reels until TikTok is gone.

TikTok is still very easy to use, while we still have to get used to Reels.

TikTok Category: Recipes/Cooking

Instagram Reels vs TikTok influencer

TikTok’s future is a very “proof is in the pudding” story line. Their future is big and bright, and I’m happy to be involved in that.

I am looking into experimenting with Instagram Reels.

At the end of the day, I am a loyal TikTok Fanboy forever, but I also produce content on every social platform possible…no app or platform is safe from me!

TikTok Category: Pets/Travel

Instagram Reels vs TikTok

The future is bright for TikTok. I don’t see them banning it.

It will be bought by either Microsoft or Walmart or some American company and it will keep growing and competing with Instagram in general and not just Instagram Reels.

I usually post on TikTok first and then I’ll repost or do a very similar post on Reels, so not much of a change.

They both seem to be doing very well naturally! Engagement has been high for both but I’d say it’s higher right now for TikTok because it’s been around for a while and I’ve amassed an audience who looks forward to my new videos.

Reels are so new that they will take time to grow.

They are both my main focus, but for Instagram, I’m more focused on traditional posts and videos.

I don’t plan on shifting more towards Reels. I’ll probably do Reels and TikTok the exact same amount for my cat Simon’s account.

TikTok Category: Entertainment/Comedy

Instagram Reels vs TikTok influencer

I feel like TikTok is still going to be very relevant and booming.

I will put different content on each platform — both platforms have very different audiences so I will cater to them as such! It’s important to keep the content flowing.

TikTok Category: Recipes/Cooking

Instagram Reels vs TikTok influencer

I think the future of TikTok is bright. They have such strong momentum right now and I believe their creator fund will continue to encourage popular creators to produce great content.

Instagram Reels will be a nice alternative for content creators who don’t have a large following on TikTok or don’t enjoy using TikTok, and will allow them to share more exciting and engaging short bits of content.

I have a large following on both Instagram (1M) and TikTok (1.5M) so I plan to continue to produce unique content for both platforms.

I create content for Instagram, Facebook, YouTube, and TikTok so I’m pretty comfortable editing my content in different ways for different platforms — it’s all about getting to know your audience on each platform and sharing content in a format they enjoy best.

TikTok Category: Comedy


The future is with TikTok.

It’s not wearing a three-piece suit like Instagram but truly great things happen on TikTok. It’s less refined, less presentational, more relaxed and collaborative.

There are fun, vibrant, creative communities within TikTok — singers add harmonies in duet chains and people create new transition effects with limited features — it’s the only app that creates trends and allows hundreds of millions of people to believe they are all part of one big inside joke.

There’s a culture.

The community is why TikTok will thrive, and it will be incredibly hard for Instagram to recreate it as a feature within its already feature-dense app.

TikTok Category: Home Reno/DIY


I personally feel connected to TikTok and the community I have built on the platform more than I do with Reels.

One of the issues I have run into with Reels, is that my content is often long, transformation-style videos that require more than 15 seconds (unlike TikTok — which allows 60 second videos — Reels only allows 15 seconds). This makes it hard for me to use my videos on both platforms.

I would be more likely to push my audience to my YouTube channel for more in-depth videos, rather than Reels.

As I’m still curious about what Reels has to offer, I will slowly start incorporating it. But I imagine I will be creating mostly on TikTok for the foreseeable future (and post more curated interior photos on Instagram).

TikTok Category: Travel


Lately, I’ve been spending more time on Instagram Reels than on TikTok. I’m doing this for a few reasons:

First, there’s the potential TikTok ban hanging over our heads, which seems unlikely at this point, but a possibility nevertheless.

Second, I felt that leading up to the rollout of Instagram Reels, the Instagram community was underserved in short-form video content.

Instagram Stories were engaging and all, but what was missing were short videos paired with music in-feed.

Like many other travel creators, I was focusing more on TikTok in the months leading up to Instagram Reels. So when Reels launched in early August, I wanted to be an early adopter and share my favorite short-form travel videos on there.

Finally — and this came as a bit of a surprise — as I was uploading travel content on Reels, I quickly learned that the organic reach is actually higher than it is on TikTok for travel influencers.

Of course, there’s still an “explosive” element to TikTok that isn’t quite there yet on Instagram, but that is generally going to the top 1% content deemed worthy by a Gen Z audience.

Reels, on the other hand, appears to be pushing the top 10% content in the travel niche, making it less about virality, and more about giving a larger swath of creators a slice of the pie.

This bodes better for those of us who enjoy sharing cinematic content, which isn’t always spontaneous enough for TikTok (or Gen Z), but tends to perform better on the more varied audience of Instagram.

I love both platforms, and will continue to share travel tips and inspiration on each. But right now, with the uncertainty about TikTok, and the unexpectedly high organic reach on Instagram Reels, I will be focusing a little more time on Reels.

TikTok Category: Travel


From my perspective, I think Reels will add another avenue of sharing short-form video to the Instagram platform, but it won’t replace the native video content creation tools that TikTok offers users.

Uploading pre-edited videos to Reels is one thing, but using the app to create the content is another and TikTok is already established as an intuitive and familiar video creation app.

Instagram already has IGTV, Instagram Stories, as well as the option to post videos in-feed. I think they’re already offering the user too many options in terms of video forms to utilize — whereas TikTok is simple, you know what you’re opening the app for.

So while I think Reels has potential, and TikTok may phase out over time, I just don’t foresee Reels becoming as strong of a short -form video platform as TikTok is right now.

TikTok Category: Home Reno/ DIY


I personally think that TikTok and Instagram Reels will target different audiences but from what I’ve seen, there seems to be an impacted shift of interaction on TikTok since Instagram Reels was released.

I personally have not posted any Instagram Reels yet because I wanted to focus on growing my TikTok following, but the more I see the amount of interaction we’re receiving on Instagram the more tempting it is to start posting Instagram Reels.

We plan on starting to post Instagram Reels in the near future (within the coming weeks).

To balance the content (so we are continuously providing new content to our followers), we plan on showing different aspects of our projects on each social media platform with the hopes of engaging multiple audiences.

For instance, on Instagram we’re trying to move more towards tutorials and finished projects in one video or post whereas on TikTok we make multiple part videos and update daily along the way!

TikTok Category: Recipes/Cooking


It’s exciting to see the introduction of a short-form video on Instagram.

I am looking forward to connecting with and building a larger audience within Instagram and Instagram Reels.

Previously, it was a bit challenging to be discovered outside of your existing followers on Instagram, so Reels is a game-changer!

TikTok Category: Life Hacks/Wellness


I personally love TikTok, and I don’t think it can really compare to Reels at this point.

TikTok is such a creative outlet for me — I love how anyone’s content could be discovered. I’ve learned so much on there, and I will continue to make videos for it.

We’ll see how Reels evolves, but for now, I see it more as a place to repurpose short videos I’ve already created, so that I can share it with those who may not have an account on TikTok.

TikTok Category: Fashion


As of right now, I heard that TikTok will be banned in the U.S. due to Trump’s executive order unless it is purchased by Microsoft. I’m trying to focus on putting out as much content before then and to have followers on TikTok follow me on other platforms.

If TikTok is banned, I will definitely be shifting more towards Reels.

People enjoy the short 15-second videos and I enjoy making them, they are quick and straight to the point and I think my Instagram audience would enjoy seeing more hands-on styling videos rather than just outfit pictures and daily updates.

I’m planning on uploading the videos I make on TikTok on Reels.

Only a few of my Instagram followers follow me on TikTok so to most of my Instagram following they would be seeing new content.

If TikTok is banned, then I will keep my TikTok uploading schedule the same but on Reels

TikTok Category: Fitness


Regarding the future of TikTok, of course it’s impossible to truly predict, and there are a lot of moving parts given Instagram Reels and the possible TikTok ban — however, my prediction is that TikTok isn’t going anywhere and will continue to grow.

Facebook is a pro at copying other platforms (take Instagram Stories for example — huge success story), but they don’t always kill the competition.

I don’t know if Reels will be a success — I think it’s possible that it will be similar to IGTV, where it is a moderate success but doesn’t take down TikTok (just like IGTV hasn’t hurt YouTube).

The big distinguishing feature right now between TikTok and IG Reels to me is that TikTok is built for creators to grow and it’s easy for users to discover new content and creators.

Instagram Reels, while it looks and behaves in many ways like TikTok, doesn’t seem to be where TikTok is as far as discovery and their algorithm.

Reels doesn’t have a “following” and a “for you” section like TikTok does — a distinguishing part of the platform — and it’s also not front and center in the app as of now.

I’m planning to play with Reels but at this point I have no intention of slowing down on TikTok.

Influencer Marketing Webinar: A Strategic Approach To Drive ROI In 2020


Much has changed in 2020 due to Coronavirus, the recession, and the rise of TikTok. Stay-at-home mandates have caused massive shifts in online consumer behavior and social media consumption to skyrocket. While many industries are facing a recession, there are significant opportunities across social media platforms and with influencers.

During these times, the Mediakix team is dedicated to providing advertisers with the best resources to maximize their advertising efforts. Business Insider recently shared our 50-page COVID-19 report on “how brands can still leverage influencers at home and best practices to follow when running a social media campaign.”

Our influencer marketing webinar is the first of many to follow designed to keep marketers abreast of these changing times, the latest trends, strategies and tactics used to drive results in 2020.

Join us for our webinar!

Topics Covered In Our Influencer Marketing Webinar

1. About Mediakix

Since 2011, Mediakix has been an integral part of shaping the influencer marketing industry from being a strategic partner to many of the world’s top brands to pioneering much of the space’s thought leadership and original market research.

Learn more on our webinar about how we’ve enabled our clients to outstrip competitors, successfully leverage the effectiveness of influencer marketing, and marketing effectively in 2020.

2. Measurement – How To Evaluate Campaign Success

Measurement shouldn’t only happen once a campaign has launched or concluded. For us, effective measurement and evaluating campaign success starts at the inception of client engagement to properly understand and optimize campaigns for maximum results.

Compared to other forms of digital and social media marketing, influencer measurement has its nuances allowing it to be more powerful and much more akin to word-of-mouth testimonials. In our webinar, we’ll share the KPIs for influencer marketing brands need to know.

3. Results – See The Full Impact Beyond Numbers

Influencer marketing has proven effective for both direct response and branding initiatives however, done right, it can offer more than just KPIs and metrics.

Marketing with influencers is one of the few advertising methods that yields and combines tangible results with social sentiment, buzz/virality, trendiness and more. Our team shows you how to get the full picture of influencer marketing.

4. Why Influencers – Advantages, Market Factors

Due to its effectiveness, influencer marketing has transcended being a novelty into a major and indispensable advertising channel for brands of all kinds. Many brands have built entire businesses through influencers alone.

In 2020, influencers because of their reach and presence across social media are becoming even more viable. Our webinar will share the unique advantages influencers offer especially throughout COVID-19 and the recession.

5. The Challenges – Navigating Common Problems Within The Industry

Influencer marketing has proven to be just as effective if not more so than other forms of advertising. However, unlike many other forms of advertising, marketing with influencers presents its own set of unique challenges.

For those who’ve had mixed or sub-par results with influencers, we’ll share the common pitfalls and obstacles to be wary of and how to successfully identify and navigate these issues.

6. Influencer Tiers – Leveraging Tiers & Associated Pricing

As the industry developed (for both creators and their various platforms), various influencer tiers emerged. These include nano-, micro-, mid-tier et. al. Depending on your marketing objectives, spend, platform, etc., working with the right influencer tier(s) will make a big difference in results.

Influencer tiers can be different across each social media platform resulting in differing levels of pricing. In our webinar, we share the strengths and disadvantages of each tier.

influencer marketing webinar

7. Influencer Marketing Survey – Results & Key Finds From Industry Professionals

In 2019, we surveyed nearly 200 marketing professionals on influencer marketing. The finds by and far support influencer marketing but also teased out common concerns among advertisers. In our webinar we’ll share the key finds and takeaways and how these are applicable or not to the changing climate in 2020.

Influencer Marketing webinar

8. How To Evaluate The Right Influencer Marketing Partner

Launching campaigns with influencers can happen on a wide variety of levels — from attempting to manage campaigns in-house to learning how to use an influencer marketing platform to working with agencies, networks, talent managers, etc.

We share how to evaluate for the right partner and the seven questions to ask when vetting.

9. 2020 Influencer Marketing Trends & Evolutions

TikTok trends, Instagram Reels, nano-influencers and more — there’s certainly a lot changing in and affecting the social media landscape for marketers to stay on top of. Learn about what’s new, important and trending in our webinar.


10. Mediakix Client Case Studies & Results

We share our client case studies across Instagram, YouTube, Facebook, and TikTok complete with each brand’s goal(s) and results (including engagement rate, views, and creative campaign assets developed).
See how we worked with top brands across different verticals to achieve standout results.

11. Question & Answer

RSVP to our webinar to submit your questions in advance.

We’re Looking Forward To Chatting Influencer Marketing With You On Our Webinar!

While we’re in the midst of uncertain times, your marketing strategy doesn’t need to be. Join Evan Asano, 10-year influencer marketing veteran, and Zoe Marans (8-year influencer marketing expert) for what you need to know about influencers in 2020.

What Is Instagram Reels? Launch Date, Differences From TikTok, Implications For Advertisers

What Is Instagram Reels

Facebook is doling out huge sums of money (again) this time to top TikTok influencers to get them over to Instagram Reels. Sound familiar? It’s the same approach Facebook took with YouTube creators when rolling out its Facebook Video and Live Streaming platforms.

TikTok, the video-sharing social app has been banned in India (again) and is facing a possible ban in the U.S. but a Microsoft acquisition (making TikTok a U.S.-owned company) would evade such a ban.

Facebook, always ready to capitalize on a competing social media app’s predicament (e.g. how Instagram Stories cannibalized Snapchat), rolled out its own TikTok clone today (August 5, 2020) via Instagram named “Reels”. Previously, Facebook attempted to rival TikTok with “Lasso” which sat within Facebook’s app, but it failed to gain traction.

Read to learn more about what is Instagram Reels, its differences from TikTok, whether it’ll succeed and implications for influencers and advertisers:

What Is Instagram Reels? Facebook’s TikTok Rival

Instagram Reels is a new creative video platform within the Instagram app that allows users to “record and edit 15-second multi-clip videos with audio, effects, and new creative tools.”

Instagram Reels

Instagram Reels takes TikTok’s viral success formula of quick looping video snippets paired with short audio tracks or original/custom audio and places it right in the center of the Instagram app.

Now, along with Instagram Stories, IGTV, and live streaming, 1.5+ billion Instagram users will be able to use Reels to create TikTok-style content.

How Is TikTok Different From Instagram Reels?

On the surface, Instagram Reels and TikTok are similar. The primary differences so far include 1) the time limit for each Reels or TikTok video (15 seconds for Reels vs. 60 seconds for TikTok), 2) how Reels shared from private Instagram account disappear after 24-hours (similar to how Stories currently function), and 3) how Instagram vs. TikTok surface trending videos.

Currently, much of TikTok’s success and the virality of its content and creators rests on the TikTok algorithm. High-performing content moves through the four phases of the TikTok algorithm and ends up on TikTok’s For You Page (the “homepage” for TikTok — what users see immediately upon opening the app).

In place of a For You Page, Instagram has their Discover or Explore page. Reels can be found here along with Stories and curated posts and videos. Additionally, Instagram may designate some Reels as “Featured.”

Instagram Reels vs. TikTok

Clicking into a Reels post from Instagram’s Explore page plays the Reel and from there, scrolling up provides much of the same experience as scrolling through TikTok’s For You Page.

Instagram Reels Release Date & The Push For Influencers

Instagram Reels rolled out to U.S. users on August 5, 2020 with 50 other countries to quickly follow in early August. Previously, Reels was tested in France, Germany, Brazil and India ahead of its U.S. release date.

As evinced by both YouTube’s popularity and longevity, the key to a platform’s success rests much on its early adopters namely the creators and influencers who are adept at creating entertaining and shareable content.

For Reels to succeed, it’s likely the same formula and Facebook has been busy offering exclusive well-paying contracts complete with NDAs for TikTok influencers to create solely (or at least uploading content first) on Reels. For some influencers, Instagram will also cover production costs.

TikTok has been aggressive these last few years about promoting its app (targeting users, advertisers, and creators) by taking out ads on both Instagram and Facebook and recently announced (July 22, 2020) its $200M TikTok Creator Fund — seemingly a direct effort to keep its influencers from migrating over to Instagram.

Facebook/Instagram is no newcomer to the influencer game (having enlisted several celebrities and influencers for the past rollouts of Facebook Video, Watch, etc.). Instagram Reels’ launch featured the teaser release of Miley Cyrus’s latest song (debuted on Reels). Instagram and Cyrus have had a longstanding partnership stemming back to her 2015 #InstaPride campaign.

Access Reels In Instagram

Instagram Reel’s Impact For Influencers & Advertisers

Much like Snapchat (prior to competition from Instagram Stories), TikTok was able to command high ad rates (e.g. up to $300k for certain Hashtag Challenges and ad packages) as it’s been unchallenged in the social media app sphere. TikTok does present certain demographics that are not found on other apps. With the rollout of Instagram Reels, much of this will change.

Facebook will likely roll out a comparable (if not better) clone of TikTok (as it did with Instagram Stories supplanting Snapchat). If history repeats itself, Instagram Reels will experience massive adoption from both influencers and advertisers as it’s easier to centralize everything on a single app vs. juggling between several.

Instagram Reels explore page

The introduction of Instagram Reels (and its various advertising options within the Instagram/Facebook platform) eliminates the TikTok monopoly for quick, creative, music-driven content — which likely will drive down the cost of TikTok ads.

Reels will make it easy for Instagram influencers not on TikTok to start creating TikTok-style content on Instagram whereas many TikTok influencers will opt for the opportunity to grow (or further grow) their Instagram following with Reels.

Whether Instagram Reels supplants TikTok or TikTok finds a way to remain competitive and unique from Reels, it’s likely that quick, creative, audio-driven video clips (from TikTok or Reels) are here to stay as audiences worldwide can’t seem to get enough of TikTok content — TikTok’s engagement rates and time spent on the platform are one of the highest in the industry and brands marketing on TikTok have seen high ROIs.


Instagram Reels gives advertisers an in-demand influencer marketing channel within an established social media platform.