Reels vs TikTok in Nigeria: Which Platform Is Giving Better Organic Reach in 2025?
If you’ve been posting the same video on Instagram Reels and TikTok, you’ve probably noticed something odd in 2025:
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On TikTok, you’re getting views, comments, and shares like you just leaked Davido’s wedding party vlocation.
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On Instagram Reels, you’re lucky if your mum and three church members even “like” it.
So what’s really going on? Has Reels fallen off in Nigeria, or has TikTok simply outplayed everyone?
The 2025 Organic Reach Scorecard
After reviewing over 180 videos across 12 Nigerian brands and influencers between January and June 2025, here’s what we found:
| Metric | Instagram Reels | TikTok |
|---|---|---|
| Average Organic Views | 3,200 | 15,400 |
| Engagement Rate | 2.1% | 6.8% |
| Share Ratio | 0.3% | 2.9% |
| Average Lifespan | 3–4 days | 7–10 days |
Why TikTok Is Winning
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Algorithmic Mercy
TikTok still pushes fresh creators to new audiences without them needing a viral track record.
Reels? It’s like trying to get past Lagos security without “knowing somebody.” -
Nigerian Audience Behaviour
TikTok’s For You Page encourages mindless, long-form scrolling. Instagram is still a highlight reel — people check updates from who they follow, not random strangers. -
Sound & Trends Flow Faster
TikTok trend audio reaches Nigeria before Reels even knows it exists. By the time it hits Reels, Nigerians have moved on.
Where Reels Still Beats TikTok
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Cross-Platform Visibility: If you have a strong Instagram base, Reels helps reinforce your brand presence to your loyal followers.
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Ad Conversion: Instagram’s integration with Meta Ads Manager still gives brands better targeting for paid campaigns.
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Professional Brand Aesthetic: Reels is still perceived as the “cleaner” platform for polished content.
SoroSoke Brand Take
If organic reach is your priority in 2025 Nigeria:
TikTok is your playground.
If you want brand trust, CRM-linked targeting, and cleaner aesthetics:
Keep Reels in the mix — but don’t expect it to work like TikTok.
Pro Tip: Stop lazily reposting the same vertical video on both platforms without tweaking for audience and trend relevance. Nigerians on TikTok and Nigerians on Instagram are not the same crowd — and they don’t laugh at the same things.
