Both platforms' sales decks claim the same thing: their platform is better for brand campaigns. We ran the same creative brief, same creators where possible, same budget split, across six campaigns. The data doesn't say what either deck says.
Where TikTok won
Discovery and top-of-funnel awareness. TikTok's algorithm consistently delivered 2–3x the organic reach for the same content. The audience was younger and less converted — but the funnel was wider.
Where Reels won
Existing-customer reactivation and higher-intent traffic. Reels viewers were more likely to click through, more likely to be existing followers, and more likely to convert on tracked links. The funnel was narrower but warmer.
The honest read
TikTok is a discovery engine. Reels is a re-engagement engine. Brands that pick one and ignore the other are leaving half the funnel on the table.
