Reach is on TikTok. Conversion is on Reels. Pick by funnel stage.
The split
In 2024 brands debated "Pick one." In 2026 you need both — but for different reasons.
TikTok strengths
- Massive organic reach for new accounts
- Lower CPM (15–25% cheaper than Meta in MENA)
- Creator-led content performs without polish
- Best for top-of-funnel awareness
Reels strengths
- Logged-in commerce intent
- Shop tags + DM funnels
- Higher purchase intent per impression
- Better attribution (Meta pixel maturity)
Our 2026 split for a MENA DTC brand
- 70% Reels for performance + retargeting + bottom-of-funnel
- 30% TikTok for top-of-funnel + UGC creator partnerships
A simple test
Run 5,000 EGP/week on each for 4 weeks. Track:
- Cost per qualified lead (CPL)
- Cost per purchase (CPP)
- Brand search lift (Google Trends)
The platform with the cheapest CPP gets 70% of next month's budget. Iterate quarterly.