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Just like your eyebrows, TikTok and Reels are sisters, not twins. Case in point: The two social video formats weren’t born in the same year. TikTok rolled out in 2016, with Instagram Reels following in its footsteps in 2020.

So it’s no surprise that some marketers haven’t figured out how to drive lower-funnel conversions, like sales and email signups, on the two-year-old feature, no matter how much Instagram love-bombs users with Reels content. Perhaps CreatorIQ COO Tim Sovay put it best: “The vast majority of brands are still learning TikTok, let alone Reels,” he told Marketing Brew.