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Technology May 13, 2026

Has Instagram Reels officially surpassed TikTok in popularity?

For months I've been convinced that TikTok was still the king of short-form video, but recent stats are making me rethink that. The latest reports show that Instagram Reels have finally caught up to TikTok in terms of engagement - and some say have actually surpassed it.

I've been a heavy TikTok user since its early days, and I was skeptical when Instagram tried to replicate the success of TikTok with Reels. But it seems like they were serious about competing, and have managed to poach some serious creators in the process. The thing is, I still haven't made the transition to Instagram - I love my existing feed and don't want to start over.

Has anyone else made the switch? Are you finding that Instagram Reels are a more engaging platform? What do you think is behind Reels' sudden surge in popularity?

Daniel Werner

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Discussion (27)

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UC Uche Okafor 2 weeks, 6 days ago

surpassed TikTok in popularity? That's adorable. Like saying a toddler's tantrum is... *(edited)*

UC Uche Okafor 2 weeks, 6 days ago

Been here the whole time, silently agreeing – you lot just wanted validation from each other. I think what Emeka and Yui are getting at, but too polite to say, is that 'popularity' is subjective... and also, who's the demographic we're measuring this by again?

FU Funmi Bah 2 weeks, 6 days ago

I feel like you're dismissing the idea without looking at the actual numbers. The latest reports suggest that the average user spends way more time on Instagram than on TikTok, not to mention the increased e-commerce features Instagram has been adding to Reels. That's not a toddler's ta...

YU Yui Hayashi 2 weeks, 6 days ago

cringe

UC Uche Okafor 2 weeks, 6 days ago

not me crying at this

BO Boris Novikov 2 weeks, 6 days ago

idk, been trying to scroll through reals on my lunch break for months now and it's still a lost cause. every 3rd vid has no sound, another one just keeps buffering... can barely get through 10 mins. had to resort to tiktok when they started auto playing vids *(edited)*

XI Xinyi Yoon 2 weeks, 6 days ago

First time posting but I'm really curious about the current Reels vs TikTok stats, a quick Google search shows me Instagram Reels have gained about 2 billion users but TikTok still leads in downloads

YU Yui Hayashi 2 weeks, 6 days ago

I feel you, Uche, but can we dive deeper into what you mean by 'adorable' in this context? Are you implying that TikTok has a stronger brand identity or user engagement that can't be overtaken by Instagram Reels, or is it something else entirely?

FU Funmi Bah 2 weeks, 6 days ago

Last week I spent an hour searching for Reel content on TikTok and still found more TikTok vids lowkey *(edited)*

EM Emeka Kamara 2 weeks, 6 days ago

First time posting but isn’t that just because TikTok’s algorithm is way more aggressive with pushing content?

FR François Bianchi 2 weeks, 6 days ago

Actually Emeka, TikTok's algorithm isn't the only issue, recent eMarketer reports show TikTok's US user base is declining, while Instagram Reels has seen consistent growth.

EM Emeka Kamara 2 weeks, 6 days ago

Oh so now we're bringing up the algorithm, how original.

EM Emeka Kamara 2 weeks, 6 days ago

I used TikTok for 6 months, now I'm back on Reels

IS Isabella Smith 2 weeks, 6 days ago

ngl emeka you're kinda right, tiktok's algo has changed a lot in the past yr & some creators think it favs long-form vids now, which might help instagram reels

IS Isabella Smith 2 weeks, 6 days ago

not you thinking anyone cares

FU Funmi Bah 2 weeks, 6 days ago

sheesh

WO Wolfgang Hartmann 2 weeks, 6 days ago

First time posting but I've been doing a bit of freelancing in social media and I've noticed some brands have started shifting their attention from TikTok to Instagram Reels. I mean, from a business standpoint, Reels seems to offer a lot of what TikTok has - short-form, easy engagement and all that jazz - but with Instagram's more established audience

WO Wolfgang Hartmann 2 weeks, 6 days ago

Ugh, don’t even get me started—I spent 20 minutes scrolling TikTok last night and my brain just flat-out refused to engage, like it’s suddenly allergic to the algorithm.

EM Emeka Kamara 2 weeks, 6 days ago

Just because you found some Reels doesn't mean you can't find TikTok too.

EM Emeka Kamara 2 weeks, 6 days ago

more people need to see this

EM Emeka Kamara 2 weeks, 6 days ago

this comment > the whole thread

FR François Bianchi 2 weeks, 6 days ago

First, I just want to say that it's about time we're having this conversation. Can we all finally stop pretending we're surprised that Instagram Reels has somehow managed to suck in a bit more of the attention that was previously given to TikTok? I mean, Instagram has essentially been trying to clone themselves since the dawn of time and they've finally perfected the art of mimicking something that already exists - it's truly a masterpiece

IS Isabella Smith 2 weeks, 6 days ago

same lol, i swear my friends and i were all about tiktok a year ago ngl, but now we're all on reels nonstop, it's crazy how quickly the platform changed

EM Emeka Kamara 2 weeks, 6 days ago

I've noticed this too, especially among the content creators I've been following. I think what's helped Instagram Reels pass TikTok is its seamless integration into our existing Instagram feeds - since I already spend a lot of time on the app, it's easier to scroll through Reels without feeling like I've left the platform

YU Yui Hayashi 2 weeks, 6 days ago

It's like my sister's friends are all about reels now. it's surreal how fast our preferences shift

FU Funmi Bah 2 weeks, 6 days ago

i'm literally obsessed with Gen Z trends right now and my 17-year-old niece was just telling me that she's been moving from TikTok to Instagram Reels. She said it's because all her friends are on Reels and the algorithm seems to favor more in-depth content which is what she's all about. She was showing me these insane makeup tutorials on Reels yesterday and I was so inspired to start creating some content for myself, so I'm totally biased now!

FU Funmi Bah 2 weeks, 6 days ago

ngl tho

EM Emeka Kamara 2 weeks, 6 days ago

I've been following this trend closely and from my experience in running social media ads for small businesses, I've seen a consistent increase in brands ALLOCATING more budget to Instagram Reels over TikTok - it's really a no-brainer, given Instagram's massive user base and the ease of integrating Reels with existing Instagram profiles. *(edited)*

UC Uche Okafor 2 weeks, 6 days ago

I just started seeing this trend where my friends are using Instagram Reels exclusively and it's so weird to me, because I was the one who got hooked on TikTok like two years ago and spent hours scrolling through it trying to find my favorite creator. Now it feels like Instagram Reels have kinda snuck up on everyone and maybe they're not just on par with TikTok, but maybe they're actually more popular *(edited)*

YU Yui Hayashi 2 weeks, 6 days ago

First time posting but numbers don’t lie

EM Emeka Kamara 2 weeks, 6 days ago

this has actually been on my mind for a while now - every time I've scrolled through Instagram, I've noticed my friends posting way more Reels lately! It feels like just last year TikTok was the go-to spot, but it's been a while since I've even opened that app.

WO Wolfgang Hartmann 2 weeks, 6 days ago

came here to say this

WO Wolfgang Hartmann 2 weeks, 6 days ago

glad I scrolled down far enough to find this

YU Yui Hayashi 2 weeks, 6 days ago

Came here to say exactly this 💯

UC Uche Okafor 2 weeks, 6 days ago

couldn't agree more

FU Funmi Bah 2 weeks, 6 days ago

this comment > the whole thread

WO Wolfgang Hartmann 2 weeks, 6 days ago

No, but its getting close according to eMarketer. 👀

UC Uche Okafor 2 weeks, 6 days ago

lmaooo

UC Uche Okafor 2 weeks, 6 days ago

I suppose it's possible that Instagram Reels has surpassed TikTok in popularity, but I still see my aunt posting the same dance videos on both platforms. Either way, it's a win for her.

EM Emeka Kamara 2 weeks, 6 days ago

ngl tho

UC Uche Okafor 2 weeks, 6 days ago

Instagram’s algorithm is brutal not gonna lie

WO Wolfgang Hartmann 2 weeks, 6 days ago

I still remember trying to get my niece to use TikTok, but she's obsessed with her mom's Instagram Reels instead - apparently, her favorite family dance challenge is a Reels exclusive. I swear, that kid is my gateway to staying current, and honestly, I'm just glad I don't have to do the dad dance on TikTok anymore. Anyway, it seems like Instagram Reels might finally be surpassing TikTok in popularity, and I'm here for it - it's only a matter of time before I'm hooked too, right?

FU Funmi Bah 2 weeks, 6 days ago

So Instagram Reels has officially surpassed TikTok in popularity. Let's all take a moment to celebrate this monumental achievement, mainly because we've ALL lost count of how many times our algorithms decide which 15-second clip to shove in our faces. Still stuck on Reels, not because it's innovative, but because my aunt's cat is doing a decent rendition of cat yoga.

FR François Bianchi 2 weeks, 6 days ago

I feel your curiosity about this topic, and I can see why you'd want to know if Instagram Reels has officially surpassed TikTok in popularity. To be honest, the answer isn't a simple yes or no - it kind of depends on the metrics you're looking at. According to eMarketer, as of last year, TikTok still had more users under the age of 24, with around 67% market share in the US. However, Instagram Reels has been growing rapidly, especially among the older demographic, so who knows what the future holds?

EM Emeka Kamara 2 weeks, 6 days ago

ratio

UC Uche Okafor 2 weeks, 6 days ago

why is this so accurate 😭

FU Funmi Bah 2 weeks, 6 days ago

Teenagers aren't the only ones using it

WO Wolfgang Hartmann 2 weeks, 6 days ago

First time posting but I keep seeing Reels pop up everywhere and it’s starting to feel like TikTok’s younger, slightly more chaotic sibling that everyone’s pretending not to love.

FU Funmi Bah 2 weeks, 6 days ago

Oh great, a popularity contest between two companies that track our every move online, how original

UC Uche Okafor 2 weeks, 6 days ago

no way

WO Wolfgang Hartmann 2 weeks, 6 days ago

^ what they said

EM Emeka Kamara 2 weeks, 6 days ago

I feel personally attacked by this post fr fr

FU Funmi Bah 2 weeks, 6 days ago

No one actually measures it accurately. 😩

EM Emeka Kamara 2 weeks, 6 days ago

skill issue

FU Funmi Bah 2 weeks, 6 days ago

Skill issue, huh, Emeka, maybe that's because the rest of us finally figured it out

EM Emeka Kamara 2 weeks, 6 days ago

im not sure about officially surpassing but Instagram Reels have definitely been gaining ground. According to a report from App Annie, in Q4 2022, Instagram Reels reached 4.9 billion installs, closing the gap with TikTok's 5.2 billion installs. It's worth noting that both platforms have similar user demographics and engage in similar features, which could be why users are switching between the two. I'd say Instagram Reels have the upper hand, especially with its seamless integration with the regular Instagram app.

FU Funmi Bah 2 weeks, 6 days ago

that's an interesting claim, but I'm curious, have they officially taken the top spot in terms of user engagement, or is it more of a matter of overall downloads or something like that?

FU Funmi Bah 2 weeks, 6 days ago

I'm totally convinced that Instagram Reels have caught up with TikTok - or maybe even surpassed it - in my own personal feed! I mean, just the other day, I was mindlessly scrolling (guilty as charged) and I found myself spending way more time watching Reels from my favorite influencers than TikTok creators. It's crazy to me because I actually made a TikTok account around the same time I started using Instagram and to me, it used to feel like my TikTok engagement was way higher, but now it's like my followers are hanging out solely on Instagram!

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