What's the difference between Reels, TikToks and Shorts? I explore the unique features of each format to help you figure out which is best for your brand or campaign.
We are discussing platform differences here, but we are largely concerned with format. All three are vertical, full-mobile screen, sound on. All platforms encourage content creators to make it "fun," although that is not the only tone that succeeds when it comes to Reels, TikToks or Shorts. And the similarities end just about here.
Content formats will continue to change and expand. The core mindset of each platform might evolve but it tends to adopt a way slower pace and thus, it is often the key to unlocking social media strategies.
Origins
YouTube was conceived as a platform for searching video content on computers—video and search first. Instagram and TikTok have been vertical mobile apps since their inception. Ok, Instagram used to be square, but it was always mobile first, and only millennials remember the sepia equilateral style of the 2010s. We all still think of Instagram as an aesthetically driven social media platform. And TikTok, being fairly new, has not strayed far from its fun and artistic driven original purpose.
Reels
Instagram is still a place people go to share moments and feelings, to show off, to see what others are doing. Over the past couple years, users have also been opening Instagram for travel tips, food and bev addresses, and shopping advice. Instagram first turned everything vertical when it created Stories as a way to share ephemeral and spontaneous moments that would break the obsession of the beautiful profile grid (and compete with Snapchat). Reels grew out of an extension of Stories combines with IGTV (did you remember that format!?). Instagram created Reels as a way to compete with TikTok's revolutionizing style.
⏲️ Reels can be up to 90 seconds. I suspect this will increase in the future, but don't quote me yet.
🤖 The Reels algorithm is a bit of a mystery but most reputable sources agree that it is based on who you follow and who you interact with, among other signals. This makes it a good place to get impressions and increase visibility (aka, awareness). Industry consensus is also that uploading regularly matters, putting the minimum at 3 uploads weekly.
Instagram instructs that Reels should be fun or inspiring, use the Instagram music library or original audio, use the Instagram creative tools (like stickers or filters), be vertical and fill the screen but not have text covering the entire picture. Content that is low rez, has borders or watermarks from other apps will be deprioritized. Keywords and hashtags are also important to support discoverability through search.
🎥 When planning content remember that aesthetics, lifestyle and structure matter on Instagram. Fun fact: The only two brands in the top 20 accounts with most followers on the platform are Instagram and Nike. The other accounts are celebrities, including athletes.
☝️The biggest Instagram audiences are in India, USA and Brazil. Canada is 18th! But that doesn't mean audiences aren't huge just about everywhere. As a strategist, I believe it is often more useful to think of target audiences in terms of life stages and moments over age. Still, it is a good guideline to know that most users (61%) are 18-34. In fact, Instagram is the favourite platform of 16 to 34 year olds, even more so than TikTok (Jan 2023). Users spend an average of 12 hours a month on Instagram, but we don't know what percentage of this time is spent on Reels.
TikToks
This platforms continues to lead the charge with innovations. It tends to be first on features as well as trends and has a very extensive audio library. But my favourite feature is TikTok's data on trending topics. Through the Creative Centre anybody can see what is trending now as well as who is interested in the current trending topic. This is crucial to deciding if it's worth it for your brand to jump on the trend or you can afford to skip. Here's an example of what you can learn on a currently trending topic.
⏲️ Reels can be up to 10 minutes. I would also expect an extension here but I have no tangible sources to prove my part-intuition -part-experience-based prediction.
🤖 The TikTok algorithm is known to be interest based, with an ever refining For You feed. This typically translates into higher engagement rates, which is a wonderful way of growing awareness. Here too, you can get a discoverability boost through hashtags, keywords, and done-right-trend participation (duh!).
🎥 TikTok describes itself as an entertainment platform. In fact, Scott Galloway predicts that this year it will gnaw away at Netflix's audience (see my point on longer content?). Successful TikTok content is entertaining, educational, and/or experimental. Platform users have also been embracing content remixes, which utilizes existing content to create new pieces that are mostly entertaining commentary. But things move fast and perhaps by the time I publish this article, a new TikTok tool will drive a whole new wave of content creation.
☝️36% of TikTok’s global audience is aged 18-24 and 32% is 25-34. That's right, this is a similar audience to Instagram. That said, 2 out of 3 U.S. teens use TikTok daily, so like, everybody is on it. On average, active users spent 23H 28M a month on TikTok during 2023 (!!!).
Shorts
YouTube has had to adapt to survive and Shorts has been its way to finally think mobile first. YouTube began and still serves as a search engine. But lately users have been logging on for entertainment and music as well. In Canada, the trending videos for 2023 were a wild mix of music, tech reviews, and celebrity interviews done anywhere but in a classic studio setting. Most popular shorts involved a lot of food.
⏲️ Shorts are 60 seconds or less. I don't expect this one to get longer!
🤖 the Shorts algorithm is built for engagement, which includes a bit of SEO. Tagging # shorts seems to be important. However, YouTube clearly states on its Creators page, "Our algorithm doesn't pay attention to videos, it pays attention to viewers. So, rather than trying to make videos that'll make an algorithm happy, focus on making videos that make your viewers happy." This applies to Shorts as well. And it's not about quantity but about quality (in terms of relevance because lightweight creation is what the platform expects for this tight format).
Also, notifications are a great platform feature. YouTube will target post notifications to users who interact with you and generally watch Shorts.
🎥 According to YouTube, the best Shorts aren’t perfect. A scrappier, "lightweight creativity," LoFi, mobile-made approach, even content recycling or upcycling that can include stills and archival footage, is all good practice. The ability to combine short with long-form video on a single channel can be a plus because, a) data from long form content can help identify good Shorts content; b) great Shorts can help drive awareness of long form content. Whatever your tactic, Shorts should work as standalone pieces of content. They should be generally "lightweight way to create," as well as fast paced—skip the "Hey guys" and cut to the chase.
☝️Worldwide, YouTube is used by millions more than Instagram, and TikTok (and Facebook is used more than YouTube, but that's a different story) and it is the app with the most monthly active users.
On average, users spend about 23H 09M a month on YouTube. This is down 32 minutes from 2022. We don't know where those minutes went, but I have a wild guess, TikTok.
Keep in mind
Most people have an account in more than one platform. 80.5% of TikTok users also use Instagram but less Instagram users (54%) seem to be using TikTok as well.
Disclaimer: while Reels is best for awareness and TikTok for engagement, I am not saying you can build your conversion funnel starting on Instagram, and moving to TikTok. Most channels offer full funnel strategies and tactics . Most importantly, your brand's ecosystem will have its own content mapping strategies that fulfill objects at each step of the consumer journey.
Most channels have an audience for most interests. For example, there are soccer lovers on Instagram, TikTok and YouTube. But each channel's community will express their passion differently. You must do your research (or hire me to do it for you!) to be relevant. Partnering with the right creators can also be crucial.
This article considers organic content only. Ad choices differ from one platform to the next.
In conclusion?
The details above paired with your needs and resources can help you build a plan. I've put together a quick one-page guide you are free to download (click to save) and use any time. If you are looking for help building your marketing strategies, drop me a message and let's discuss how I can help!
I put together this article after scrolling all three platforms for hours and reading a lot of content, including these articles: Planable, Later, Instagram Creator account, Google's Shorts Creative Playbook for Brands, YouTube Shorts Getting Started Guide, YouTube Help, more YouTube Help, Statista on leading countries based on Instagram audience size, Distribution of Instagram users worldwide as of January 2023, by age group, How the YouTube Algorithm Works: Complete Guide for 2024, YouTube Trends, The Changing World of Digital by We Are Social, No Mercy/No Malice, 37 Important TikTok Stats Marketers Need to Know [2024], Statista, YouTube Trends, DIGITAL 2024: 5 BILLION SOCIAL MEDIA USERS
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