How to Post the Same Video on Instagram and TikTok

Creating one great video is hard enough, so making unique B-roll for both Instagram and TikTok can feel completely out of reach. The good news is, you don’t have to. This guide will walk you through a simple, smart workflow to post the same video on both platforms, saving you tons of time while still maximizing your reach and engagement.

Why Sharing the Same Video Isn't Just Lazy - It's Smart

In a world of endless content demands, repurposing your best work is a strategic move, not a shortcut. When you create a high-quality vertical video, posting it on both TikTok and Instagram Reels offers a huge return on your investment of time and creative energy. Here’s why it’s a non-negotiable strategy for modern creators and brands:

• It Saves a Ton of Time: This one is obvious but can’t be overstated. Filming, editing, and perfecting a short-form video can take hours. Doubling its lifespan by sharing it on another major platform is the single most efficient thing you can do to fill your content calendar.
• It Maximizes Your Reach: While there's a lot of audience overlap between Instagram and TikTok, they are still distinct platforms with millions of users who might only follow you on one or the other. By posting on both, you get your content in front of a wider audience, increasing views, engagement, and potential followers.
• It Reinforces Your Brand: Consistency is a cornerstone of brand building. When your audience sees similar styles, messages, and values from you across different platforms, it reinforces your brand identity and makes you more memorable.
• It Provides Double the Data: Which platform responded better to your video? Did a certain hook perform well on TikTok but fall flat on Reels? Repurposing allows you to A/B test your content across different audiences and algorithms, giving you valuable insights to inform your future strategy.

The #1 Mistake to Avoid: Posting with the TikTok Watermark

Before we go any further, let's address the biggest rule of repurposing content: never, ever upload a video to Instagram Reels that has the TikTok watermark on it.

Instagram has been very clear that its algorithm actively de-prioritizes content that is visibly recycled from other apps. When you upload a Reel with a TikTok logo bouncing around, you're essentially telling the algorithm, “Hey, this is secondhand content!” and it will likely respond by showing your video to far fewer people. It also looks unprofessional and signals to your audience that you're treating their platform as an afterthought.

The solution is simple but requires a slight shift in your creative process. Instead of creating your video *inside* one of the apps, you need to create a "master" version of your video outside of both. This is the key to effortless and effective repurposing.

Your Step-by-Step Workflow for Posting on Both Platforms

To post the same video on Instagram and TikTok without getting penalized, you just need a reliable workflow. Follow these steps, and you’ll be sharing high-quality, watermark-free content across both platforms like a pro.

Step 1: Create Your Master Video

The most important step happens before you even open TikTok or Instagram. Your goal is to shoot and edit your video using a third-party app, creating a clean "master copy" that is completely platform-agnostic.

• Film in High Quality: Use your phone’s native camera app to shoot your video clips. Always film in vertical (9:16 aspect ratio), as that’s the native format for both Reels and TikTok.
• Edit Outside the Apps: This is a game-changer. Use a video editing app like CapCut, InShot, or Adobe Premiere Rush to assemble your clips, trim them down, add color correction, and do all your primary editing. Since these apps are not tied to a social media platform, your exported video will have no logos or watermarks. This final, edited video is your golden ticket.

By creating this "master video," you have a high-resolution, watermark-free piece of content that you can now customize for each platform.

Step 2: Save Your Watermark-Free Final Cut

Once you’re happy with your edit, export the video from your editing app and save it directly to your phone’s camera roll. Be sure to export at the highest possible resolution (usually 1080p or 4K). You are now ready to upload.

Step 3: Customize and Post on TikTok

Now it’s time to give your video a native TikTok feel. The app's algorithm favors content that uses its own features, so this customization step is essential.

1. Upload Your Video: Open TikTok and upload the master video from your camera roll.
2. Add a Trending Sound: This is one of the most powerful things you can do. Even if your video has original audio, adding a popular TikTok sound (even at a very low volume) can give it a massive discoverability boost. Browse the "For You" page to see what's currently trending.
3. Use Native Text and Effects: Add any text overlays, stickers, or effects using TikTok's built-in tools. Text-to-speech, green screen effects, and popular filters all signal to the algorithm that the content was made for the platform.
4. Write Your Caption: Craft a short, punchy caption and add 3-5 relevant, high-traffic hashtags. Keep your caption conversational and direct.
5. Select a Cover and Post: Choose an engaging frame as your cover photo, add a title if it helps, and hit post.

Step 4: Customize and Post on Instagram Reels

Now, repeat a similar process for Instagram, but pay attention to the specific nuances of a Reels audience.

1. Upload the Same Video: Open Instagram, navigate to Reels, and upload the *same master video* from your camera roll (NOT the one you just downloaded from TikTok).
2. Add a Trending Sound (Reels Version): Just like on TikTok, trending audio is huge for reach on Reels. Open the audio library and search for a popular song or audio clip. Again, listening to what is popular in your own Reels feed is the best research.
3. Use Native Reels Features: Instagram has its own suite of stickers, polls, quizzes, and text styles. Use them! Using a poll sticker or the text tool unique to Reels makes the video feel much more native and can increase engagement.
4. Write a Thoughtful Caption: Instagram captions can be much longer than TikTok's. Use this space to provide more context, tell a story, or offer value. You can use it like a mini-blog post. Use 5-10 relevant hashtags to help Instagram categorize your content.
5. Choose Your Cover and Share Settings: Pick a clean and compelling cover image for your Reel. Critically, make sure to toggle "Also share to feed" on. This will ensure your existing followers see it and give it some initial traction. You can also share it to your Story for an extra boost.

Oops, Already Posted on TikTok? How to Remove the Watermark

If you've already created and posted a video using the TikTok app and forgot to save a clean version first, don't panic. You can use a third-party service like SnapTik or similar downloader websites to paste your video link and download a watermark-free version. However, treat this as a last resort. The video quality can sometimes be slightly reduced, and it adds an extra, clunky step to your workflow. Getting into the habit of editing outside the apps from the start will always be the best method.

Beyond the Basics: Pro Tips for Winning on Both Platforms

Once you've nailed the workflow, here are a few extra tips to take your repurposed content from good to great.

• Optimize Text Placement for Each UI: The interfaces for TikTok and Instagram are slightly different. The caption and engagement icons are in different spots on the screen. Be mindful of where you place on-screen text to ensure it's not covered by the username, caption, or like/comment buttons on either app. A good rule of thumb is to keep critical text in the center 80% and away from the very bottom and the right edge.
• Tailor Your Captions and CTAs: Don't just copy and paste captions. TikTok audiences tend to prefer shorter, more humorous, or intrigue-based captions. On Instagram, you have more room to be educational, tell a longer story, or be more descriptive. Use CTAs (calls to action) that are appropriate for each platform (e.g., "link in bio" works on Instagram, whereas TikTok has other non-clickable or direct profile link options.)
• Engage Natively on Each Platform: Your job isn’t done once the video is posted. Monitor the comments on both platforms and engage with your audience directly within each app. Replying to comments not only builds community but can also signal to the algorithms that your content is valuable, giving it an extra push.
• Double-Check Your Timing: Your audience might behave differently on each app. If you've been posting for a while, look at your analytics. You may find that your TikTok followers are most active in the evening, while your Instagram audience engages more around lunchtime. Stagger your post times to align with these peak activity windows for maximum impact.

Final Thoughts

Repurposing your video content between TikTok and Instagram isn’t about being lazy, it's about being an efficient creator who values their time. By establishing a smart workflow centered around a clean "master edit," you can deliver native-feeling content to two massive audiences without doubling your workload.

Managing a consistent posting schedule for two platforms is where many creators start to feel overwhelmed. We built Postbase to solve this exact problem. Since our tool was designed for today's video-first world, you can upload your master video once, then customize the captions and schedule it for both TikTok and Instagram Reels in one simple step. It helps you get your content planned out visually, ensuring you stay consistent without the headache of constantly switching between apps.