New Study Shows the Engagement Improving Benefits of Native Videos on Instagram and TikTok

Video has quickly turned into the most effective mechanism for communicating marketing information among consumers on social media, but with all of that having been said and now out of the way it is important to note that native videos tend to outperform other videos by large margins. A study conducted by Creatopy suggested that video ads on Instagram Reels outperformed TikTok video ads, but in spite of the fact that this is the case a follow-up study reveals that the previous one might have been skewed.

While Instagram surpassed TikTok in the previous study, this latest study showed that native videos on TikTok brought in around 45,000 more engagements with all things having been considered and taken into account. Additionally, the cost of video ads on TikTok was double that of Instagram, but when native ads are factored in these costs even out and become much more comparable.

However, Instagram still outperformed TikTok in the clicks per video category. Videos posted on Reels received an average of 91 clicks, whereas similar videos posted on TikTok got clicked on 61 times on average. Videos that are dedicated to specific products underperformed across the board, so brands might want to use native videos because of the fact that this is the sort of thing that could potentially end up boosting their engagement levels dramatically.

Native videos also make it cheaper to reach wider swathes of consumers. Regular videos on TikTok cost approximately five dollars to reach a thousand people, whereas native videos cost around three dollars to reach the same number of consumers.

These findings strongly indicate the superiority of native videos, although marketers would still be recommended to customize their plans based on the platform they are targeting. Other factors such as the demographics that are being targeted should be factored in as well since they can have a marked impact on the reach of a given video. There is no one size fits all solution here, so marketers would do well to tailor their plans for each individual marketing campaign in the near future.

more insights