Instagram and TikTok: What is the best content format to leverage results?

With the growing interest in short videos, Instagram and TikTok have become essential platforms for brands and content creators.Short videos have dominated social networks, capturing the attention of users quickly and directly, but the central question for marketers and brands is: what format is most effective for each platform?

In this article, developed by the agency's team of experts Amper, will be explored the best content formats for Instagram and TikTok, their specifics, and the results they can provide. It will also be analyzed from short videos to collaborative content, citing real examples of brands and industry insights. Check:

The explosion of short videos: why do they work?

The popularity of short videos is due to the fact that they cater to modern user behavior: fast, visual and highly connected. According to a study of the HubSpot, Short videos have a retention rate of 52%, much higher than longer content. These numbers underscore the importance of mastering formats for these platforms, especially for those looking to increase brand engagement and visibility.

short“Videos allow us to capture attention quickly, keeping the audience engaged and curious. This is the secret to success on social networks.” Explains Bruna Cestini, Head of Content and Concept at Amper.

Content formats for Instagram

1. Reels: The revolutionary format

Launched as a response to TikTok, Instagram Reels have become the platform's biggest bet to compete in the short video market.Running up to 90 seconds, these videos can be filled with music, effects and filters unique to Instagram, allowing for versatile and interactive content creation.

Brazilian example: The brand O Boticario uses Reels to promote new products and beauty tutorials. With a practical and fast approach, the brand can engage its audience with tips and releases, reaching an average of 500 thousand views per Reel.

2. Carousel: Serial content with high educational value

Although not videos, carousels remain one of the most effective formats for Instagram, especially in educational strategies. The format allows you to deepen themes in a series of images or graphics that can be swiped, creating an interactive experience that keeps the user engaged.

International case study: HubSpot, a reference in digital marketing, uses carousels to share market statistics and marketing tips. This format offers the audience valuable insights in a single post, facilitating sharing and increasing the saving rate of content.

Content formats for TikTok

1. Challenges and Trends: The power of viral culture

TikTok is driven by challenges and trends that quickly gain traction. Brands that embrace these trends are able to connect with young audiences in a fun and authentic way.Dance challenges, lip-syncs, and even participatory memes are great opportunities for brands to excel on the platform.

Brazilian Example: Fanta launched the challenge #Fantapode on the platform, encouraging users to create their own videos.The campaign generated more than 20 million views, showing how trending participation can boost a brand's visibility.

2. Tutorials and“how-to” videos

Unlike Instagram, where carousels perform this function well, TikTok offers a space where quick tutorials gain great adhesion.Long lasting up to 3 minutes, videos that teach everything from makeup tricks to recipes are widely popular. This type of content allows brands to educate their audience in a practical and visual way.

International Case Study: American brand CeraVe took advantage of the tutorial format to teach skin care.With simple and direct videos, the brand managed to increase its popularity among young audiences, especially with influencers who recommended the products in an authentic way.

Best Practices for Instagram and TikTok

1. Focus on the first few seconds

Studies show that user attention is captured within the first 3 seconds of a video. Brands should take this time to introduce the topic in an intriguing and visually appealing way.

2. Use subtitles and sound effects

In both TikTok and Reels, adding subtitles and sound effects keeps the audience's attention even in situations where audio is disabled.

Instagram Reels vs. TikTok Videos

To choose the best format for each platform, it is essential to consider the profile of the public and the objectives of each brand. While Instagram favors more curated and aesthetic content, TikTok is ideal for those seeking authenticity and virality.

Choosing the right format is the first step for brands that want to gain visibility and engagement.With the use of short videos, the potential for growth is immense, as long as the content is authentic and aligned with the brand personality.