Instagram vs. TikTok: which platform should hospitality brands actually focus on?

Everyone's talking about video content right now. And if you're running social for a hospitality brand, you've probably spent more time than you'd like staring at your phone wondering: should I be doing Reels? Stories? TikTok? All three? None?

The honest answer: it depends (sorry!). Each format has a different job. And once you understand what that job is, picking the right one (or the right combination) becomes a lot easier.

The big picture: Instagram vs. TikTok

Before we get into formats, it helps to understand the fundamental difference between the two platforms.

Instagram is where people go to follow brands and creators they already know. Your followers chose to be there. The relationship already exists, even if it's a loose one. TikTok, on the other hand, is almost entirely discovery-driven. Most of the people who see your content won't follow you yet. They land on your video because the algorithm decided to show it to them. That's a very different dynamic, and it shapes how you should create content on each.

TikTok's engagement rate sits around 4.25%, which is significantly higher than most other platforms. But raw engagement isn't the whole story. Instagram tends to convert better for direct sales and bookings, because you're talking to a warmer audience who already has some affinity for your brand.

So: TikTok for discovery, Instagram for deepening the relationship. Both matter if you're serious about growth.

Inside Instagram: Reels vs. Stories

Even within Instagram, the two main video formats are doing completely different things.

Stories can help to create urgency. "Two tables just freed up tonight" or "today's special is almost gone" lands differently in a Story than a feed post. It's more timely and in-the-moment. Reels however, live on your profile permanently and keep surfacing in the Explore tab long after you posted them, working quietly in the background to bring new people in.

Use Reels to attract. Use Stories to retain.

Now add TikTok into the mix

TikTok is video only: no image posts, no carousels, no static content. But within that, there's more flexibility than people realise.

The big difference with TikTok is the For You Page. It's almost entirely algorithm-driven, which means a video from a brand with 200 followers can reach 200,000 people if the content is right. That's both an opportunity and a challenge. You have less control over who sees you, but the ceiling on reach is much higher.

The other thing worth knowing: TikTok rewards authenticity in a way that Instagram doesn't always demand. Authentic, unpolished content regularly outperforms studio-quality production on the platform. For a busy hospitality team, that's actually good news. You don't need a videographer just a phone and something genuinely interesting to show people.

So which should you actually focus on?

If you're starting from scratch, pick one and do it consistently. A single well-executed Story every day will do more for your business than three platforms managed badly.

If you already have Instagram running smoothly, TikTok is the natural next step, especially if you want to reach new customers who've never heard of you. The content often overlaps anyway: a great Reel can usually be repurposed as a TikTok with minimal editing (just remove any watermarks first, as TikTok's algorithm actively suppresses reposted content).

And when your social is ticking over nicely? That's the time to explore Email and SMS, where the real ROI usually lives. Get in touch with our team to find out more.