Reels vs. TikTok in 2026: Where should NZ businesses focus?
It’s 2026, so the question "should my business do short-form video?" has really well and truly been answered (spoiler: it’s a YES). If you aren’t showing up vertically on people’s phones, you’re practically invisible to a huge chunk of the market.
But - obvious questions aside - there’s one question that’s a bit more complicated to answer: Where should you be putting these short-form videos? Should you be pouring your limited energy into the raw, fast-paced world of TikTok, or the polished, aesthetic environment of Instagram Reels?
Remember back in 2022 when people thought TikTok was just for Gen Z dance challenges? That feels like ancient history now… In 2026, these platforms have matured and now serve different purposes in the Kiwi digital ecosystem.
Here is the current state of play for NZ businesses trying to decide where to focus.
TIKTOK: THE DISCOVERY ENGINE
TikTok is no longer just a social media app, it’s arguably the world's most powerful search and discovery engine.
For New Zealand brands, TikTok is where you go to get found by cold audiences. The algorithm is still unmatched in its ability to serve content to people based purely on interest, regardless of how many followers you have.
The vibe remains unfiltered, so high-production polish can actually hurt your performance here. TikTok in 2026 is about radical authenticity, educational quick-hits, and showing the unglamorous behind-the-scenes reality of your Auckland warehouse or your Christchurch cafe.
So putting your energy into TikTok should be the key focus if:
+ You want viral potential
+ Your brand voice is cheeky or raw
+ You’re trying to reach a sub-40 audience that doesn't know you exist yet
INSTAGRAM: THE CONVERSION TOOL
Instagram Reels has truly grown up: it’s no longer just the place you dump repurposed TikToks (though many still do…)
Think of Reels as a digital shop window: it’s where you nurture the community you already have and (crucially) convert followers into buyers. Given that Reels is integrated with Instagram Shopping, Stories and DMs, the path to purchase is much easier and smoother.
The aesthetic bar is higher here than it is on TikTok. Kiwis on Instagram expect visuals that align with the curated feel of the platform so it’s perfect for service-based businesses, lifestyle brands and anyone selling visually beautiful products.
Put your focus behind Instagram if:
+ You’re selling aesthetics (fashion, interiors, food)
+ You need to nurture existing leads
+ Your target audience is slightly older and values polish over rawness
THE VERDICT FOR KIWI BUSINESSES
In an ideal world (i.e. one where business owners had all the time in the world to dedicate to their marketing…) an presence on both is what you’d be aiming for, but we don’t live in an ideal world so…
If you have to pick one to start:
Are you trying to get discovered by new people?
Go with TikTok.
Are you trying to turn followers into customers?
Go with Reels.
But don’t forget: the worst video strategy in 2026 is having none at all. So make sure you’re SOMEWHERE.
And of course if you’re struggling with the time to get online, can’t think of what to share with your audience or need help managing your socials, you know who to talk to… We offer a FREE 30 minute discover call where you can get to know us, tell us about your business and we can come up with a plan of action together. Sound good?
