TikTok vs. Instagram Reels for Sports Content: Which Platform Wins in 2025?
Social media continues to evolve rapidly, and sports organizations are leveraging short-form video to engage fans. TikTok and Instagram Reels remain the top platforms, but which one is leading for sports content? Analyzing early 2025 data, we break down engagement, impressions, and video views to determine the superior platform.
Engagement: TikTok Leads in Virality
Engagement is a critical metric in social media success, and TikTok has a clear edge in virality.
Total Engagements (Sports Videos, 2025 YTD):
- Instagram Reels: 1.63 billion (53.1%)
- TikTok: 1.44 billion (46.9%)
- Total: 3.08 billion
While Instagram Reels slightly outperforms TikTok in total engagements, TikTok posts experience higher spikes in engagement. The top-performing video, an FC Barcelona post on TikTok, generated 21.6 million engagements, surpassing any Instagram post.
Key Engagement Insights:
- TikTok’s engagement is front-loaded, with most interactions occurring within the first 48 hours.
- Instagram Reels sustains engagement over a longer period, though with lower peaks.
- Superstar-driven content thrives on both platforms; Cristiano Ronaldo’s birthday posts, for example, generated millions of engagements across both TikTok and Instagram.
Public Impressions: Instagram Reels Has the Edge
Instagram Reels might be the closest social media experience to TikTok, but can it capitalize on TikTok’s challenges in the U.S. to surpass its competitor? Reels’ similarity to TikTok in user experience and content gives it an advantage, especially as TikTok faces uncertainty. However, Instagram must attract more Gen Z users while addressing an aging user base and convincing advertisers to continue investing in Reels despite rising costs.
Both TikTok and Instagram attract younger audiences, with 62% of U.S. users aged 18-29 on TikTok, compared to 78% on Instagram, according to Pew Research Center. Instagram also holds a financial edge, generating over $30 billion in ad revenue compared to TikTok’s estimated $11 billion in the U.S. Reels has seen an uptick in content creation following a temporary TikTok ban on January 19, with creator content growing by 16% in the week after the ban, per Billion Dollar Boy’s analysis. Some major creators, such as MrBeast, also experienced increased followers and engagement on Reels.
Additionally, Meta’s CPM pricing has surged since January 2025, indicating growing advertiser demand. Reports show Instagram’s CPM spiked 20% year-over-year, reaching nearly $12, further suggesting that brands are shifting ad spend to Instagram during TikTok’s period of uncertainty. While agencies still recommend a diversified marketing mix, Instagram Reels is emerging as the primary alternative for brands aiming to maintain engagement and reach.
At the same time, marketers are expanding beyond mainstream leagues to capitalize on niche and emerging sports. With global ad spend on sports-related advertising reaching $60.9 billion in 2024, brands are exploring opportunities in pickleball, padel, darts, and simulator golf, where they can secure a first-mover advantage at a lower investment cost compared to the NFL or NBA. For example, Best Buy signed on as a principal sponsor of TGL, a televised simulator golf tournament, while Adidas and Estrella Damm have partnered with Pro Padel League. Streaming platforms are also playing a significant role, with ESPN+ carrying Major League Pickleball and Major League Cricket, drawing younger audiences. Forrester predicts that one in five brands will focus on sponsorships with emergent sports leagues in 2025, demonstrating the rising appeal of alternative sports content.
Key Impression Insights:
- Instagram Reels videos accumulate impressions over time, benefiting from Meta’s algorithm surfacing older content.
- TikTok posts go viral quickly but lose visibility unless they continue trending.
- Basketball dominates impressions, with NBA teams and Super Bowl-related content ranking highest.
Top Public Impression Performers:
Golden State Warriors (Instagram): 20.6M impressions
NBA (TikTok): 39.7M impressions
PGA Tour (TikTok): 29.1M impressions
Minnesota Timberwolves (Instagram): 22M impressions
Video Views: TikTok’s Unmatched Reach
For pure video views, TikTok remains the dominant platform, delivering record-breaking numbers for sports content in 2025.
Top Video Views Performers:
Real Madrid (TikTok): 58M views
FC Barcelona (TikTok): 252M views
NFL x Kendrick Lamar (TikTok): 97M views
One Championship (TikTok): 84M views
FC Barcelona (Instagram Reel): 72M views
Key Video View Insights:
- TikTok’s algorithm prioritizes virality, leading to significantly higher views per post.
- Instagram Reels performs well for structured and historic sports content.
- Crossover content (music + sports) is highly effective—e.g., Kendrick Lamar’s Super Bowl performance clips.
Top 10 Sports Brands on TikTok & Instagram Reels
Top Brands by Video Posts (TikTok & Instagram Reels Combined):
| Rank | Brand | Type | Video Posts |
|---|---|---|---|
| 1 | NBA | Sports Organization | 75,446 |
| 2 | NFL | Sports Organization | 2,465 |
| 3 | LaLiga | Sports Organization | 1,521 |
| 4 | WWE | Sports Organization | 1,093 |
| 5 | One Championship | Sports Organization | 884 |
Top Brands by Public Video Views (TikTok Only):
| Rank | Brand | Type | Public Video Views |
| 1 | NFL | Sports Organization | 19.05B |
| 2 | FC Barcelona | Sports Franchise | 1.85B |
| 3 | One Championship | Sports Organization | 1.01B |
| 4 | WWE | Sports Organization | 912M |
| 5 | Manchester City F.C. | Sports Franchise | 810M |
Final Verdict:
Both platforms play essential roles for sports brands, making a hybrid strategy the best approach:
- Use TikTok for explosive, short-term engagement and viral content.
- Use Instagram Reels for sustained impressions and brand storytelling.
Bottom Line: To maximize reach and engagement, sports organizations must balance TikTok’s rapid virality with Instagram Reels’ longevity. The most successful sports brands in 2025 leverage both platforms effectively.
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