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With so many ways to create and share video content, it can be difficult to know which format and platforms to use as a business or creator. It can be hard to know whether to create short-form video content or more traditional long-form videos to engage and inform your audience. However, it’s hard to deny that “short form” videos have taken centre stage in the new age of social media videos and viral marketing.

While the battle between YouTube Shorts vs TikTok vs Instagram Reels for the most popular short-form video platform rages on, the rest of us are left wondering which one to choose.

Editor’s Note [07.08.23]: We’ve given our original article posted on 10th July 2023 a little upgrade to expand on the world of short-form videos. Including trends, useful tips, and use cases, you’ll find even more information to help you on your quest for deciding on YouTube Shorts, TikTok or Instagram Reels.

Each of these platforms are constantly innovating in an attempt to captivate the attention of billions of users worldwide:

• TikTok, known for its quirky and creative 15-second videos, sets a dynamic stage for content creators.
• Instagram Reels brings the credibility of Facebook and Instagram’s ecosystem into play, offering short social videos on two of the world’s most popular social media platforms.
• The plot thickens with YouTube Shorts vs TikTok – a comparison that highlights the struggle between the newcomer and the established giant. While TikTok has been the trendsetter in the realm of short viral videos, YouTube Shorts brings the credibility and vast user base of YouTube into this fast-paced, short video format.

In this guide, we will delve deeper into the intricacies of these “short form” video platforms, offering insights into their similarities, their differences, and how to decide between them.

What is a short-form video?

To start with, let’s explain what the term short-form video means.

Short-form video is exactly what it sounds like — a short piece of video content that is shared by brands and content creators online.

These videos, sometimes called Shorts or Reels, can be posted on a number of different sites known as micro-video sites (essentially short video platforms). Although the term ‘micro-video’ isn’t used as much as it was in the days of Vine, the definition is largely the same and is now often referred to as “short form videos”.

Here are a few common characteristics of a short-form video:

• Less than 60 seconds long (sometimes can be a few minutes)
• Concise and to-the-point, useful information only
• Viral content such as memes, or reactions to viral memes
• Vertically filmed content rather than a typical landscape aspect ratio

With different short video platforms out there, let’s take a look at the best ones and list the similarities and differences between them.

What short video platforms are there?

According to data published on the following sources (businessofapps.com, vdocipher.com, and Filmora), the most popular short video platforms as of 2023, ranked in order of popularity are:

1. TikTok
2. Instagram Reels
3. YouTube Shorts
4. Likee
5. Snapchat Spotlight
6. Triller

For the purpose of this guide, we’ll focus on TikTok, Instagram and YouTube as the three most popular platforms. Overall we rank TikTok as the most popular for short-form video content as this is a dedicated platform, whereas it’s difficult to identify exactly how many users on Instagram and YouTube are using them for this purpose.

Below, we’ll break these platforms down and take a closer look at the demographic data for each.

Benefits of TikTok for short-form videos

The dedicated short video platform, Tiktok, has gained huge popularity in recent years, helping to fill the void that Vine had left since it closed down.

Tiktok’s demographic has changed dramatically since it first appeared on the scene back in 2016, now growing to appeal to a wider age group. The platform as we know it today came about after it merged with Musical.ly, incorporating many of its key features back in 2018. This led to the creation of a short-form video platform to serve the needs of Chinese audiences that wanted similar features to Instagram and Facebook — both of which were (and still are) banned in China.

Tiktok is considered by many to be the best of the short-form video platforms available. It is ahead of its competitors in providing engaging short-form video content that is highly tailored to viewers’ tastes and preferences. This is in part due to a highly impressive algorithm that quickly figures out what the viewer likes, enabling it to show more of that same style of content. Although this isn’t a new concept, TikTok does it more effectively than any of its competitors (at least in our opinion).

The TikTok video editor is also powerful but simple to use along with its impressive transition effects.

TikTok also uses audio intelligently too. Original audio can be used by other creators in their own videos if the author of the original post allows it. This lets users ‘remix’ the original content, using the same audio while the actual visual video content is different.  This is great for discoverability due to being found when anyone clicks on the select audio you have ‘remixed’ from.

Think of how hashtags work on platforms like Twitter. You can click on certain tags to bring up other tweets or posts talking about the same content. This is similar to how tiktok’s audio remixing feature works. This improves discovery and also facilitates viral content and memes on the platform better than any other at the moment.

Tiktok can also be used for eCommerce utilisation with creators having the option to sell content through the app in the US and more recently, the UK.

Benefits of YouTube Shorts 

A lot of people consuming video content are already familiar with YouTube and have the app installed on their smartphones and tablets. So, with the huge number of users already active on YouTube, it makes sense that it would be a good fit for short videos as well.

In an attempt to capitalise on this market and rival TikTok, YouTube Shorts was created in 2020.

Creators can monetise their shorts, but as with YouTube’s monetisation eligibility, it’s subject to creators meeting specific criteria relating to channel views, and subscribers.

Unlike long form YouTube videos, YouTube Shorts are designed to be quick and engaging, making them a strong competitor in the YouTube Shorts vs TikTok debate.

Also, considering YouTube is thought of by many as the second largest search engine next to Google (as well as being owned by Google), it has major search engine optimisation (SEO) benefits too. Videos can be optimised for keywords to help bring organic traffic and reach large numbers of users through Google’s search results as well as YouTube’s.

Analytics and insights are other good reasons for choosing YouTube to create short-form video content. Using YouTube Studio, creators can easily manage their YouTube Shorts and track their performance, allowing creators to access their demographic data to see who’s watching, and for how long.

Benefits of Instagram Reels

Similar to YouTube Shorts, Instagram Reels was also created in 2020 and benefits from an already established platform with big financial backing, and a large user base.

Instagram Reels, much like TikTok, offers a platform for creative, short-form content.

Owned by Facebook, Instagram has always been known for visually appealing content such as filters and effects which attracts a lot of younger viewers to the platform. That can translate to the short-form video medium too, with access to impressive filters and visual tools.

Instagram is home to a huge number of influencers that regularly share short and engaging content with their followers quickly due to the simplicity of the apps on iOS and Android.

Advertisers can take advantage of Meta Ads Manager to promote their Instagram Reels across Meta’s entire ecosystem, including Facebook, WhatsApp, and Messenger.

The debate of Instagram Reels vs TikTok often comes down to personal preference and the specific audience a creator is trying to reach.

What is the appeal of short-form videos?

Audience attention spans have drastically changed in recent years, mainly due to the normalisation of ‘on-demand’ culture.

Social media users today have shorter attention spans, and the average video length that keeps viewers engaged is decreasing. This is where short-form video content comes into play in a marketing strategy. This is why understanding the optimal video length for engagement is a crucial part of video marketing.

Audiences now expect to get what they want, when they want it, and quickly. Viewers don’t have much patience for long and convoluted advertisements or videos in 2023.

This is particularly true with younger demographics as they’ve grown up with on-demand TV, music, gaming, and social media in general. If the gratification isn’t immediate, they won’t stick around so it’s more important than ever to keep your content short, snappy and engaging.

Short-form video trends

Given the obvious appeal of short-form video content, it’s important to understand the trends that are shaping this style of content creation.

User-Generated Content

Also known as UGC, User-Generated Content is another trend that’s gaining traction in the world of short-form video. Brands are harnessing the creativity of their audience to create authentic and engaging content that they then use as a part of their own marketing. This strategy not only fosters a sense of community but also provides a steady stream of fresh content that resonates with viewers.

Micro-storytelling

Going hand-in-hand with short-form video content is micro-storytelling. Brands are learning to tell compelling, engaging stories in just a few seconds. Micro-storytelling can create a strong emotional connection with the audience, making it a powerful tool for brand awareness and engagement.

Immersive experiences

The use of Augmented Reality (AR) and filters in short-form videos is on the rise. Platforms like Instagram Reels and TikTok have a wide range of filters that creators can use to enhance their videos. Using AR overlays, users can interact with virtual elements superimposed on the real world. Virtual Reality (VR) videos on the other hand offer fully immersive experiences within computer-generated environments. This fusion of short-form video and interactive technology provides endless creative possibilities for brands and content creators alike and we can anticipate a surge in interactive AR and VR content across platforms like YouTube Shorts, TikTok and Instagram Reels.

Influencer partnerships

Partnering with influencers is also becoming mainstream in short-form video marketing. Brands are working with influencers to reach a wider audience and create content that is both authentic and relatable. Whether it’s a YouTube Shorts collaboration or a TikTok duet, these partnerships offer a unique way to engage with audiences and amplify brand visibility.

Interactive and live videos

Brands are also experimenting with new formats to stand out. Interactive videos and live videos are gaining traction, offering more engaging and immersive experiences. These formats allow for real-time interaction, making social media users feel more connected to the brand.

Shoppable videos

Shoppable videos are revolutionising the way consumers engage with brands and make purchases. This emerging trend combines the power of video content with eCommerce, allowing viewers to seamlessly shop for products directly from the video they are watching. By integrating clickable product links or “Buy Now” buttons within the video, brands create an immersive and interactive shopping experience.

Vertical videos

One of the most significant is the rise of vertical videos, where the video is recorded in portrait mode and fills the entire width of the screen. As mobile consumption continues to grow, platforms like YouTube Shorts and TikTok have embraced this format, catering to the natural way social media users consume content on their devices.

Viral marketing

Certainly not a new trend, but still the holy grail for short-form video content is viral marketing. Having a great idea, at the right time, together with applying the right keywords and hashtags can result in a short-form video going viral.

By tapping into these trends when creating your short-form video content, you’re sure to be on to a winning formula.

Use cases and examples

Tips for creating short-form videos

Creating compelling short-form videos is not as easy as it might sound. Short doesn’t necessarily mean simple. It can be challenging knowing how to condense content into a short-form video format, so whether you’re producing content for YouTube Shorts, Instagram Reels, or TikTok, here are some tips to help you along the way:

• Know your objective: Before you hit the record button, have a clear understanding of what you want to achieve with your short-form video content. Whether it’s boosting brand awareness, promoting a product, or driving website traffic, your content should align with your overall marketing strategy.
• Quality over quantity: While short-form videos are, by nature, brief, they should still be high-quality. Good lighting, clear audio, and tight editing can make a significant difference in how your content is perceived. Even if you’re creating a long-form YouTube video, quality should never be compromised.
• The power of storytelling: Even in a short-form video, there’s room for a compelling narrative. This could be a customer testimonial, a product demonstration, or a behind-the-scenes look at your company. Storytelling helps to create a connection with your audience and makes your content more memorable.
• Hook your audience: With the average video length decreasing, it’s crucial to capture your audience’s attention in the first few seconds. This could be a surprising fact, a funny moment, or a compelling question.
• Editing is key: Good editing can make or break a short-form video. Tools like YouTube Studio can help you create a polished, professional-looking video that keeps viewers engaged from start to finish.
• Optimise for mute viewing: Many social media users watch videos without sound. Adding captions or subtitles can ensure your message gets across, even if your video is muted.
• Promote your videos: Don’t forget to promote your videos on your other social media channels and your website. This can help drive traffic and increase engagement.
• Authenticity matters: In the world of short-form video marketing, authenticity is key. Show the human side of your brand, be it through humour, behind-the-scenes content, or user-generated content.
• Call-to-action: Include a clear call-to-action at the end of your video to direct viewers on what to do next. This could be visiting your website, sharing the video, or checking out a product.
• Stay current: Keep up with short-form video trends and incorporate them into your content strategy. This could mean participating in a viral challenge on TikTok or using a new feature on Instagram Reels.

Remember, creating engaging short-form videos is a process that requires creativity, strategy, and a deep understanding of your audience. First-time video creators have a tendency to shy away from being on camera and opt for other methods such as motion graphics, but organically created content tends to do the best in short-form content. This includes things like ‘behind the scenes’ type videos, recording clips of your meetings, productions or procedures that would otherwise not be seen. Just make sure to not include any sensitive company information, and make sure everyone is happy with being featured in your video!

How to incorporate short-form videos into your overall marketing strategy

Incorporating short-form videos into your existing marketing strategy can seem like a daunting task, especially with the rapid evolution of platforms like YouTube Shorts, TikTok, and Instagram Reels. However, with a clear plan and understanding of your brand’s goals, you can effectively use short-form video content to engage your audience and drive results.

Define the goal

The first step in any marketing strategy is to define your goal and understand how this first within the overall business startegy. Are you looking to increase brand awareness, generate leads, or engage with your community? Your goal will guide your content creation and marketing efforts. For instance, if your goal is to increase brand awareness, you might focus on creating viral content that leverages current short-form video trends.

Identify the target market

Identifying your target market is crucial. Are they TikTok users who enjoy trendy dances and challenges, or are they more likely to engage with educational content on YouTube Shorts? Use market research and customer personas to identify your target market and understand their preferences and behaviours.

Understand your current marketing strategy

Before diving into short-form video content, take a moment to understand your current marketing strategy. How does video content fit into your overall strategy? How can the short-form video complement your existing content and marketing channels?

Plan the content 

Once you have a clear understanding of your goals and target market, you can start planning your content. What type of content will resonate with your audience? How can you leverage the unique features of each short-form video platform? For instance, you might use Instagram Reels to share behind-the-scenes content, while YouTube Shorts could be used for quick tutorials. Jumping on existing trends and making use of memes are also great ways to get exposure, and increase your following.

Maintain a consistent brand image

Consistency is key in branding and any form of marketing you undertake. Make sure your short-form video content aligns with your brand image and values. This includes visual elements like your logo and colours, as well as your tone of voice and messaging. A consistent brand image will make your content more recognizable and memorable to your viewers.

Choose the right platforms

Not all short-form video platforms are created equal. Each platform has its own strengths and user demographics. For instance, TikTok is popular among younger audiences and is known for its creative editing features, while YouTube Shorts might be more suitable for educational content. Choose the platforms that align with your target market and content strategy.

Film the video

Believe it or not, this isn’t the first step. The filming process will depend on the type of content you’re creating and your overall goal. Remember that a short-form video should be engaging and easy to digest. Keep the video length short, and focus on one key message or idea.

Edit the video

Good editing can make or break a short-form video. Use editing tools like YouTube Studio to create a polished, professional-looking video. Remember to keep the editing style consistent with your brand image.

Share the video

Once your video is ready, it’s time to share it with the world. Consider all your marketing channels – not just the platform you created the video for. This could include your website, email newsletters, and other social media platforms.

Consider your overall strategy

Finally, remember to consider your overall marketing strategy. Short-form videos are just one piece of the puzzle. They should complement your other marketing initiatives and contribute to your overall goals.

By following these steps, you will be able to effectively plan for and incorporate the short-form video into your marketing strategy and successfully choose between YouTube Shorts, TikTok, and Instagram Reels. Remember, the key to successful video marketing is to understand your audience, provide valuable content, and stay true to your brand.

Key differences between the top short-form video platforms

Let’s take a look at some of the key differences between the top 3 short-form video platforms available today in 2023:

How to choose between YouTube Shorts vs Tiktok vs Instagram Reels?

In the world of short-form video content, businesses are spoilt for choice. With platforms like YouTube Shorts, TikTok, and Instagram Reels, it can be challenging to decide which one aligns best with your brand. Here are some factors to consider:

1. Audience demographics: Each platform has a unique demographic. For instance, TikTok is popular among Gen Z, Instagram Reels attracts a slightly older demographic, and YouTube Shorts has a broad user base. Understanding where your target audience spends their time online is crucial. For example, if your target audience is younger, TikTok might be a better fit. If your audience is more diverse in age, YouTube Shorts could be a better option.
2. Evaluating platform features: Each platform offers different features and capabilities. TikTok is known for its creative and fun videos, Instagram Reels is great for lifestyle content, and YouTube Shorts can accommodate a wide range of content, including educational videos. Consider the type of content you want to create and see which platform supports it best.
3. Assessing engagement and reach: The engagement and reach of each platform can also influence your decision. TikTok’s algorithm is highly effective at promoting content to a wide audience, even for new creators. Instagram Reels also offers good discoverability, especially if you already have a following on Instagram. YouTube Shorts is still new, and its discoverability features are evolving, but videos tend to rank well in Google search results.
4. Monetisation opportunities: If you’re looking to monetise your content, YouTube Shorts offers a well-established monetisation program. TikTok has recently launched a Creator Fund, and Instagram Reels is still developing its monetisation features.
5. Aligning with your brand and marketing strategy: Consider the content types and trends on each platform to see if they align with your brand and marketing strategy. For instance, if your brand is more lifestyle-oriented, Instagram Reels might be a better fit. If your content is more educational or informational, YouTube Shorts could be a better choice.
6. Competitor Analysis: Analysing the success and performance of competitors on each platform can provide valuable insights. If your competitors are doing well on a particular platform, it might be worth considering for your business.
7. Algorithm and discoverability: TikTok’s algorithm is highly effective at promoting content to a wide audience, even for new creators. Instagram Reels also offers good discoverability, especially if you already have a following on Instagram. YouTube Shorts is still new, and its discoverability features are evolving, but videos tend to rank well in Google search results.
8. Integration with other content: If you already have a presence on YouTube or Instagram, using Shorts or Reels can be a great way to engage your existing audience with new content. TikTok is a standalone platform, so it might require more effort to build a new audience.

If you’re still struggling, here are some examples of how different types of businesses might decide:

1. A skincare brand might find Instagram Reels to be the best platform for showcasing product usage tutorials, while a tech company might prefer YouTube Shorts for explaining complex concepts in a digestible format.
2. A fashion brand could leverage TikTok’s viral challenges to showcase their clothing in action, while a food brand might use Instagram Reels to share quick and easy recipes.
3. An educational institution could use YouTube Shorts to share quick study tips or subject overviews, while a fitness brand might use TikTok to share high-energy workout routines.
4. A travel agency could use Instagram Reels to share stunning locations and travel tips, while a DIY brand might find YouTube Shorts to be the best platform for sharing step-by-step project guides.
5. A music brand could leverage TikTok’s music-oriented features to promote new songs or artists, while a book publisher might use Instagram Reels to share book recommendations and author interviews.

Remember, the best platform for your business depends on your specific goals, target audience, and the type of content you want to create. It’s worth experimenting with all three platforms to see which one works best for you.

Frequently Asked Questions

Here are some frequently asked questions that arise when talking about short-form video content.

What is the difference between a long-form and short-form video?

The main difference between long-form and short form videos is the length. Long-form videos are typically longer than 10 minutes and are often used for in-depth explanations, tutorials, or storytelling. Short form videos, on the other hand, are usually less than 60 seconds and are designed to convey a message or entertain quickly.

How can short-form videos be used in a social media strategy?

Short form videos can be a powerful tool in your social media strategy. They can be used to engage with followers, increase brand awareness, and drive traffic to a website or product. They are also ideal for sharing on social media platforms, as they are designed to be quick and engaging, making them more likely to be shared and viewed by a large audience.

Is Facebook Reels the same as Instagram Reels?

Although owned by the same company (Meta), Facebook Reels and Instagram Reels are different. Facebook Reels is arguably better suited for expanding your reach to new audiences due to how these videos show up on other users’ feeds that are outside of your friend/follower group(s).

Is TikTok safe to use? 

There have been privacy concerns as of late regarding TikTok, and how they handle user data. However, there is a lot of uncertainty regarding this, so it’s best to do your own research and make a decision based on your own opinion. TikTok is still a fantastic platform worthy of consideration once you have become familiar with the platform’s privacy policies, and know how your data is used.

How do YouTube Shorts differ from TikTok videos?

As we’ve covered above, YouTube Shorts and TikTok are both platforms for creating and sharing your short-form video. However, they have some key differences. YouTube Shorts is a feature within YouTube that allows creators to make short, vertical videos. TikTok, on the other hand, is a standalone app that focuses solely on short-form videos. TikTok’s user base skews younger and its editing features are more robust compared to YouTube Shorts.

How does user-generated content play a role?

User-generated content plays a significant role in short form videos. Many social media users enjoy creating and sharing their own short videos, which can lead to viral trends and increased engagement on the platform. This type of content can also be beneficial for businesses, as user-generated content can increase brand awareness and trust.

How can short-form videos be monetised?

There are several ways to monetise short form videos. On YouTube Shorts, creators can earn money through ad revenue sharing. TikTok offers a Creator Fund that pays eligible creators based on their video performance and engagement metrics. Additionally, creators can earn money through brand partnerships, sponsored content, and affiliate marketing.

How can I measure the success of my short-form video?

Both TikTok and YouTube Shorts offer analytics tools that can help you measure the performance of your videos. These tools provide insights into metrics like views, likes, impressions, and reach. Understanding these metrics can help you refine your content strategy and create more successful videos.

What is the future outlook for short-form content?

The future of short form content, in particular video, looks very exciting. With the success of platforms like TikTok, YouTube Shorts, and Instagram Reels, it’s clear that there’s a strong demand for this type of content. As technology continues to evolve, it’s likely that we’ll see even more innovative ways to create and share short form videos.

Which short form video platforms are free to use?

All of the short form video platforms we have covered are completely free to use. Some may have premium additional features that require payment, but the platforms themselves are free to use for all creators and businesses.

Which short form platforms are best suited for business use?

There is no real way to answer this question as it depends on lots of different factors. For example, the type of business or personality that will be using the platform, and what their goals are. Generally speaking, Instagram or YouTube are safe options for businesses looking to get their feet wet creating short videos.

Final Thoughts: YouTube Shorts vs Tiktok vs Instagram Reels

Short-form videos are a great way to engage audiences in a quick and concise way.

By repurposing existing content and making it suitable for short-form video, you reach audiences that your full-length content wouldn’t be able to. For example, people on their daily commute, working out at a gym, or taking a quick coffee break are much more likely to watch your 60-second condensed summary rather than a full 30-minute video. You can always link your viewers to a longer full-length version of the video for later viewing depending on the purpose of the content.

There’s no one-size-fits-all answer to which platform is best for short-form video content. When trying to decide between YouTube Shorts vs Tiktok vs Instagram Reels, think about your target audience, the audience demographics of each platform, opportunities and challenges of each, and select one that you are comfortable with. It’s worth experimenting with all three platforms to see which one works best for you. Remember, the quality of your content is key, regardless of the platform you choose.

Overall, our advice would be — Don’t overthink it! What we mean by this, is that the most important thing is to get familiar with the editor for your chosen platform, and start getting into a routine of regularly posting. If you are hitting a creative wall, and are finding it hard to come up with ideas, think about repurposing your existing content. You can edit down existing videos or content into a concise video format to appeal to a wider demographic, leading them back to the full video or article if they want to find out more.

In the rapidly evolving world of social media, staying adaptable and open to new platforms and formats is crucial. As these short video platforms continue to grow and develop, we can expect to see new features, changes in user behaviour, and new opportunities for creators. So, keep creating, keep experimenting, and most importantly, keep engaging with your audience.

What are your own experiences with short-form videos and using short video platforms? Which are your favourites for viewing or creating content? Let us know in the comments below or join us on social media.