Quick answer · Yap & Done study
Should you post the same video on TikTok and Instagram?
Yes. Videos creators posted on both apps got +17% views on Instagram against the same creator's Instagram-only Reels, and +2% on TikTok against TikTok-only videos. A TikTok hit was also an Instagram hit 49% of the time, against 24% for an average video.
+17%Instagram views for cross-posted videos, against the same creator's Instagram-only Reels
The numbers
What we found
- Instagram: +17% (range +4% to +30%). TikTok: +2%, no clear difference.
- 11% of TikTok flops still got twice the creator's usual on Instagram.
- Most creators put both up within minutes; which went first made little difference.
Got twice the usual on Instagram
Same videos, posted on both apps.
How we know: 10,512 videos that 168 creators posted on both TikTok and Instagram, matched by length, posting time and caption, each against the creator's usual on that app.
Read the full study: Should you post the same video on TikTok and Instagram?
FAQ
Related questions
Does Instagram punish TikTok reposts?
Instagram says it may show reposts with another app's watermark to fewer people. We can't see watermarks, but cross-posted videos did no worse on Instagram.
Cite it
Yap & Done (2026). Should you post the same video on TikTok and Instagram? 10,799 TikToks from 777 creators in 10 advice niches, picked without looking at how they did. Each video's views are compared with the same creator's other videos.should-you-post-the-same-video-on-tiktok-and-instagram/