New Insights: Facebook and IG Reels Outperform TikTok in Driving VOD Purchases
✅Key Takeaways
While TikTok continues to be a popular platform in the social media landscape, new research finds Facebook and Instagram Reels are outperforming TikTok when it comes to driving Video-On-Demand (VOD) purchases. Social video analytics firm, Conviva, reports Instagram Reels has 12.9% higher interaction rates compared to TikTok, while Facebook has 13.2% higher.
🔍Insights
This surprising turn of events indicates how paid and organic content on Facebook and Instagram Reels drives more click-through purchases than TikTok. Two key factors contributing to this trend are the matured and diverse user base of Facebook and Instagram coupled with the nascent user base of TikTok skewed predominantly towards the younger generation.
While Facebook and IG Reels provide a platform for businesses to reach out to all demographics, TikTok’s audience is primarily limited to Gen Z. This demographic difference can significantly impact the conversion rates, given Generation Z’s limited spending power compared to older adults who are significantly present in Facebook and Instagram.
🧭What is it For Marketers, Brands, and Content Creators?
This report’s findings are an important consideration for marketers, brands, and content creators looking to leverage social media platforms to drive sale conversions. It’s essential that companies understand the role each platform plays in overall e-commerce performance.
Brands should fine-tune their social media strategy and focus more resources on Facebook and Instagram reel ads. Furthermore, content creators can optimize their posts for these platforms to generate more conversions. However, this does not mean that they should neglect TikTok. Rather, it can be used as a tool for brand visibility, but with moderated expectations when it comes to sales.
🎉Conclusion
- Facebook and IG Reels outperform TikTok in driving Video-On-Demand (VOD) purchases according to a new report by Conviva.
- The matured and diverse user base of Facebook and Instagram likely drives this trend, compared to the younger demographic prevalent on TikTok.
- It is necessary for brands to understand and leverage the role of each platform in the e-commerce landscape.
- Brands should focus on the platforms that yield the most effective results, but they should not completely write off any platform.
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