Since the rise of TikTok, we have seen various platforms begin to enact short-form video content as their primary form of content online. Instagram, the social media platform that has focused on photos, is now also a video platform. YouTube, the social media platform focused on long-form video content since the early days of the Internet, has found a way to incorporate quick videos into their catalog. As marketers, we always get the question, “Well… which type of video or platform should I activate an influencer on?” 

TLDR; all of them are great… just for different reasons!

Instagram Reels

Pros: 

• If your campaign is only on Instagram, but you also want video content, this is the perfect solution!
• Instagram is a solidified social media platform that almost everyone is familiar with, and has no intention of disappearing anytime soon.
• Millennials reign on Instagram, making up more than 60% of users!

View this post on Instagram

A post shared by Katie Summers (@thealohablonde)

Cons:

• Instagram’s algorithm to reach a wider audience isn’t as robust as TikTok’s algorithm, which has very niche targeting.
• Meta has been tweaking their algorithm, which can lead to unexpected changes and updates to the platform for creators. 

TikToks

Pros:

• Want to reach the Gen-Z audience easily? As of March 2023, 60% of TikTok users are ages 16-24! 
• When trying to tap into a specific niche/audience, TikTok has a robust algorithm that curates ‘For You Pages’ that are tailored to each user’s specific preferences when watching content. 

@bon_abbetit #ad Rethink how you store your leftovers with Glad 50% Plant-Based Cling 'N Seal. It makes your ingredients stay fresh for longer which helps meal prep and helps eliminate food waste. #itsallglad #DoingMoreToWasteLess @walmart @gladproducts ♬ Midnight – Prod. By Rose

Cons:

• You have to be fast! Trends on TikTok come and go within a week, so you have to be on-top of your Internet pop culture to stay relevant.
• TikTok is still standing on some shaky ground – and there’s no telling if it could be banned.

YouTube Shorts

Pros:

• Influencers who are well-established have success reaching both their audience and new viewers, thanks to YouTube pushing videos by well-known content creators.
• YouTube Shorts might be new to the game, but creators have the opportunity to be a pioneer of new forms of content on a popular platform.

Cons:

• Shorts are still relatively new, and newer creators have a harder time getting their content seen.

There is no question that short-form video content is popular and engaging with social media users.  Knowing more about each option so that you can choose the best for your brand or campaign is critical to success.

Do you have questions? Please feel free to reach out to us at missy.tiller@shespeaks.com.