Short Form Video Guide: TikTok vs Instagram Reels vs YouTube Shorts

It hasn’t gone unnoticed by marketers how most social channels have introduced their own short-form video format. To date, static images and text have defined the social media landscape, and acclimatizing to the rapid shifts in the industry is a challenge that social media managers now face. Brands must understand two things about short-form videos:

1. Audiences now come to social media to be entertained. The days of aspirational, unattainable, out-of-reach aesthetics are over, and audiences want the content they consume to feel relatable and authentic. Creators have taken on a more prominent role in how brands market to audiences.

2. No two short-form video formats are the same. What works well on Instagram may not work well on TikTok, and what works well on YouTube is very different from what works well on the other channels. Adopting short-form video as a format is complicated enough, but understanding the nuances in how each platform works and what types of content do well on each adds another layer of complexity.

To date, the three standout platforms in short-form video are TikTok, Instagram and YouTube. To help you build out your strategies for these three channels, we’ve written comparisons between them to help you understand where they differ.

In short:

• TikTok is entirely based on video, while Reels is a feature of Instagram
• The platforms have different algorithms, and the same content may not work on both
• Instagram is integrated with Facebook’s marketing tools

It’s no secret that TikTok was the original short-form video channel, and Reels was Instagram’s response. Although Reels are a feature rather than a channel, their integration with Instagram has several benefits. For starters, platforms owned by Meta have an integrated advertising structure, which social media managers and agencies are well accustomed to. Using Reels for ads is less of a pivot and more of an extra step, while TikTok is a whole new channel.

TikTok’s newness may make it challenging for brands to adopt, but end users do not have the same hurdle. TikTok is where trends are set across all industries, from cosmetics to home goods to fashion. No matter what industry you’re a part of, a trend could emerge at any moment that propels your content to millions of users’ For You page, making TikTok such an interesting channel for marketers. If you want to learn the ins and outs of how to be successful on TikTok, be sure to read our post.

Tip: Don’t repost TikToks to Instagram with the watermark. Instagram’s algorithm suppresses reposted content. Try to keep Reels in mind as you film TikToks, and vice versa.

Short-form video, by definition, is any video under 10 minutes — however, short-form video is best understood as videos that are between 5 and 90 seconds long. Short-form videos are easily digestible, quick-to-consume and typically entertaining or attention-grabbing. 

Their concise format caters to modern attention spans, making them ideal to deliver impactful messages in a short time frame. This format thrives on platforms like TikTok, Instagram Reels and YouTube Shorts, where users expect snappy, engaging content that quickly captures their interest. Whether used for storytelling, product showcases or educational snippets, short-form video offers a versatile medium to engage audiences across different demographics.

Last year, 33% of social marketers planned to invest in short-form video. What’s more, according to Forbes, short-form videos have been reported to deliver the highest ROI among social media marketing strategies. In 2024, 84% of marketers reported that video content helped increase website traffic and ultimately, leads. It’s no surprise — short-form video has become a go-to format for capturing attention and driving measurable results across platforms like TikTok, Instagram and YouTube.

Failure to adopt short-form video means risking your competitors surpassing you in performance, grow your following and capture user’s attention. As consumer habits continue to favor fast, engaging content, brands that avoid short-form video risk losing relevance. The format’s ability to quickly inform, entertain and convert makes it a must-have for brands looking to compete in an increasingly crowded digital space. 

If short-form video is new to your brand — or if your team is used to high-vis, eye-catching visuals — you might need some guidance on how to incorporate short-form video into your content and social strategy.

Here are 10 tips to get your video inspiration flowing: 

1. Hook Your Audience 

Capture attention within the first 3 seconds. Start with an eye-catching visual, bold text, or a thought-provoking statement. The faster you grab their interest, the more likely viewers are to stay engaged throughout the video.

2. Focus on One Message

Keep your content concise and focused on a single takeaway. Whether it’s showcasing a product, sharing a tip or telling a story, avoid overwhelming your audience. A clear and direct message ensures your video leaves a lasting impression.

3. Use Captions or Text Overlays 

Many users watch videos without sound, so include captions or text overlays to ensure your message is clear even on mute. Use dynamic text that complements your visuals to keep viewers engaged whether you’re audible or not.

4. Leverage Trends — Strategically 

Use trending sounds, challenges, or formats on platforms like TikTok or Instagram Reels, but make sure to align them with your brand voice and goals. Adapt trends creatively to stand out rather than blending into the noise. 

5. Prioritize Video Quality

Even quick, scrappy videos should have good lighting, clear visuals and smooth editing. Keep the best social media image size in mind for the platform you’re posting on. High-quality content builds trust and reflects positively on your brand. Poor production value can distract from your message and reduce credibility.

6. Include a CTA 

Drive engagement by asking viewers to like, share, comment, or visit your website. Keep your CTA short and actionable. Position the CTA at the end or subtly integrate it into the video to encourage interaction without being overly salesy.

7. Don’t Be Afraid to Experiment

Test different styles, such as tutorials, behind-the-scenes clips, product showcases, or quick Q&A videos. Analyze performance to see what resonates with your audience. Diversifying your content keeps your feed fresh and engaging.

8. Tailor Content to Each Platform

Optimize your video’s aspect ratio, length and style for the specific platform—vertical for Instagram Reels and TikTok, and square or horizontal for YouTube Shorts. Each platform has unique algorithms, so aligning content ensures better visibility.

9. Engage with Commentors 

Respond to comments and questions to foster community engagement and build a loyal following. Personalized interactions show your audience you value their input and encourage them to stay connected with your brand.

10. Use Analytics to refine your strategy

Track metrics like watch time, shares and saves to understand what’s working and adjust your approach accordingly. Dive deeper into audience demographics to ensure your videos reach the right viewers and meet their preferences.

In short:

• Both features are a part of established channels.
• YouTube was already based around video, while Instagram was mostly known for static images.
• Reels are a departure from the types of content you’ve previously seen, while Shorts tend to be clips from the content you’ve already been watching.

YouTube Shorts and Instagram Reels share a similar backstory––they are both features built into existing social channels that address audiences’ appetite for short-form entertainment. YouTube has a bit of an edge in that it was already built around entertaining video and was a precursor to the social entertainment era we see now. Shorts are less of a departure and more of an additional feature for creators to find viewers and earn more ad revenue. The existing trends for YouTube still apply––viewers ‌gravitate towards creators, and brands make a foothold in the channel through sponsorships and advertisements rather than organic content.

Where Instagram Reels have the advantage is the “social” part of social entertainment. Your content is visible to the followers you’ve already accumulated during the era of static images, and the influencer strategies you’ve built still put you at an advantage. You may need to readjust your plans to prioritize video, but Instagram remains a top destination for brands to market to users through organic content.

In short:

• YouTube is primarily for long-form video
• YouTube Shorts are integrated with Google’s sophisticated ad infrastructure
• TikTok has a greater emphasis on trending hashtags and sounds

TikTok has a very different approach to video than YouTube. While YouTube has prioritized longer videos in recent years to compete with Netflix, TikTok went in the opposite direction and focused on serving users an infinite scroll of short-form entertainment. The current landscape has YouTube moving towards short-form video with its introduction of Shorts. TikTok is introducing long-form video into its platform by allowing users to post TikToks that are up to 30 minutes long.

Similar to Instagram Reels, YouTube Shorts do not have the focus on trending hashtags and sounds that many consider to be TikTok’s secret to success. The advantage of YouTube is its comprehensive advertising infrastructure, including monthly payouts to creators. The TikTok Creator Fund, which we’ve written about, is still relatively new. YouTube gives users control over how many and what types of ads are shown in their videos, meaning that business-savvy creators benefit from sticking with YouTube.

In short:

• TikTok is entirely based on video, while Reels is a feature of Instagram
• The platforms have different algorithms, and the same content may not work on both
• Instagram is integrated with Facebook’s marketing tools

It’s no secret that TikTok was the original short-form video channel, and Reels was Instagram’s response. Although Reels are a feature rather than a channel of their own, their integration with Instagram has several benefits. For starters, platforms owned by Meta have an integrated advertising structure, which social media managers and agencies are well accustomed to. Using Reels for ads is less of a pivot and more of an extra step, while TikTok is a whole new channel.

TikTok’s newness may make it challenging for brands to adopt, but end users do not have the same hurdle. TikTok is where trends are set across all industries, from beauty to home goods to fashion. No matter what industry you’re a part of, a trend could emerge at any moment that propels your content to millions of users’ For You page, making TikTok such an interesting channel for marketers. If you want to learn the ins and outs of how to be successful on TikTok, be sure to read our post.

Tip: Make sure you don’t repost TikToks to Instagram with the watermark. Instagram’s algorithm suppresses reposted content. Try to keep Reels in mind as you film TikToks, and vice versa.

The shift to short-form video is already here. Audiences are now attuned to the infinite scroll of short clips, and many of your competitors are meeting audiences where they are. The best way to future-proof your social media strategy is to incorporate video content now and plan for a future where video takes precedence over static images. Dash Hudson comes fully equipped with all the tools you need to take your video strategy to the next level, including AI-powered content predictions for TikTok, Instagram, and YouTube videos.

Why are short videos better?

Short-form video is easily digestible, and the infinite scroll of short-form video channels allows users to find entertainment at their own pace and for as long as they want. This infinite scroll also offers better discoverability for content, as an algorithm recommends content from accounts that a user may not already follow, which means that anyone can be successful.

Can you duet on Instagram Reels as well?

Instagram Reels allows you to “remix” a Reel, which is a similar feature to TikTok’s Duets.

How long are IG Reels supposed to be vs TikTok?

Instagram Reels can be up to 60 seconds long, while TikToks can be up to 10 minutes long.