TikTok vs Instagram Reels for UK Small Businesses: Which Delivers Better Engagement in 2025?
- Aditi Digital
- Sep 10
- 2 min read
Short-form video dominates social media, but if you're a small UK enterprise or shop, which platform offers the most impact: TikTok or Instagram Reels? Let’s break down the latest stats and practical insights to help you choose.
1. Engagement Rate: TikTok Takes the Lead
TikTok consistently outperforms Instagram Reels in engagement. Overall video engagement rates average 7.4% on TikTok, compared to 4.3% on Instagram Reels globally.
For accounts with 100,000-500,000 followers, TikTok reaches an engagement rate of 9.74%, while Reels lag behind at 6.59%.
Smaller creators benefit most: TikTok accounts with fewer than 100K followers see rates up to 7.5%, versus just 3.65% on Instagram.
TikTok also drives more active interactions, with median “interactions” forming 58% of total engagement, compared to 52% for Reels.
Notably, TikTok posts generate three times more comments than Instagram Reels, perfect for sparking two-way conversations.
Engagement favours TikTok especially for small shops aiming for high interaction and audience responsiveness.
2. Reach & Visibility: Instagram Reels Holds Ground
While TikTok grabs engagement, Instagram Reels often reach more users. Median video views are higher on Reels across short, medium, and long formats.
In the UK specifically:
TikTok boasts an average engagement rate of 3.7%, with 100,000 views per post and strong follower growth of 5.5% monthly.
Instagram overall average engagement is lower: around 0.3% per post, despite good reach, with posts typically hitting 62K users.
Use Reels for broader visibility, especially if your goal is to be discovered by new potential customers.
Sources: sqmagazine.co.uk , dashsocial.com
3. Platform Usage & Stickiness
TikTok users spend significantly more time on the platform: 61 minutes daily on average, compared to just 49 minutes on Instagram.
In the UK, brands on TikTok post more frequently (approx. five weekly) and see higher video viewership, boosting both reach and recall.
Sources: sqmagazine.co.uk , dashsocial.com
Which Platform Should UK Small Businesses Use?
Business Goal | Best Platform | Why It Works |
Maximise user engagement | TikTok | Higher engagement rates, especially for small or mid-sized accounts |
Reach new audiences widely | Instagram Reels | Better median views and integration with Instagram ecosystem |
Encourage comments & interaction | TikTok | Generates 3× more comments than Reels |
Harness UK-specific growth trends | TikTok | Stronger view counts and engagement within the UK |
Leverage multi-format content | Works well alongside photo posts and Stories for variety |
Conclusion & Action Tips
For engagement and community-building: Prioritise TikTok its algorithm rewards discoverability and interaction.
For visibility across platforms: Use Instagram Reels, especially if you already maintain an Instagram presence.
Dual strategy: Posting key content on both platforms can broaden reach while capturing engagement.
Focus where ROI is strongest: If investment has to go one place, TikTok delivers more engagement for similar (or lower) ad costs.
Source: sqmagazine.co.uk
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