Short-Form Video Smackdown: How Bud Light Compared TikTok vs. Instagram Reels

Client: AB InBev

Industry: Beverage

Challenge: Bud Light had a golden idea: spotlight their iconic Gold Can through short-form videos to spark engagement and boost brand awareness. But with two juggernaut platforms in play – Instagram Reels and TikTok – they faced a burning question: Which would generate more buzz?

The goal was to determine whether Instagram Reels or TikTok would deliver superior visibility, interaction, and cost-efficiency results.

Challenges included:

• Identifying which platform’s audience better aligned with the campaign’s goals.
• Optimizing reach and engagement on a limited budget.
• Ensuring the creative strategy resonated across both platforms.

Solution:

Bud Light’s team devised a head-to-head battle. Instagram Reels became Group A, while TikTok championed Group B. Each platform received the same budget and similar creative assets: upbeat, celebration-themed videos showcasing Bud Light’s Gold Can in all its glory.

• Instagram Reels: Sleek, polished videos aimed at trend-savvy scrollers.
• TikTok: Fast-paced, dynamic content tailored to the platform’s viral energy.

For three weeks, both platforms ran the campaign simultaneously. 

Results: TikTok was the clear winner, proving it’s a powerhouse for targeted, cost-efficient campaigns. 

Key Takeaways:

• TikTok’s cost-efficiency and engagement make it a smart choice for future campaigns.
• Instagram Reels remains a valuable tool for brand-building but struggles to match TikTok’s reach and ROI.