Considering that video makes up the vast majority of all consumer traffic and is only expected to increase in importance in the next years, it is no surprise that 86% of firms are already using video marketing to achieve their objectives.
TikTok, the most downloaded app of 2021 for the third year in a row, ushered in the era of short-form vertical video as the next frontier of video marketing. Its success has spawned imitators, such as Instagram’s Reels and YouTube’s Shorts, which aim to ride on the popularity of the vertical short video format.
As a marketer, you may be wondering things like:
Where do these sites stand, exactly?
While promoting my business, which medium should I use primarily?
This post will address these concerns and more, equipping you to maximise the return on investment (ROI) from your brief video marketing efforts. In that case, let’s start right away.
TikTok
TikTok, which debuted in 2016, is a video-sharing software designed specifically for short clips. TikTok is still well-known for its short video length, attraction to Generation Z, capacity to sell out items and rocket songs up the music charts, and “addictive” nature despite the fact that its maximum video length has recently been expanded from 15 seconds to 60 seconds to 10 minutes. In a nutshell, TikTok has become a cultural phenomenon, especially among the young.
Data that should not be ignored:
The year 2021’s most popular app
The world’s sixth-most popular social networking site.
Professionals in advertising:
Direct product links may be embedded in your TikTok videos, increasing the likelihood that your viewers will make a purchase.
If you’re trying to connect with members of Generation Z, TikTok is the most effective of the three sites.
TikTok is perfect for marketing to Generation Z because of its reputation for spawning new trends and fads (just look at the popularity of the hashtag #TikTokMadeMeBuyIt).
In contrast to its restrictive early days, TikTok currently supports the longest videos among the three platforms, at a maximum of 10 minutes.
TikTok, in comparison to the other two platforms, has the best analytics features.
Flaws in advertising:
TikTok is the least popular of the three sites, with a total of fewer than a million unique visitors every month.
TikTok has a smaller audience than the other apps, therefore it’s not a good option for businesses whose ideal client is older than their mid-20s.
Instagram Reels
For those who can’t wait till 2020, Instagram’s Reels is essentially a TikTok clone that will be integrated into the main app. Short movies (up to 90 seconds) can be made and viewed on Reels. Their popularity on Instagram has skyrocketed, and the Instagram algorithm now prioritises them above feed postings.
Data that should not be ignored:
In terms of downloads, it’s the number two app worldwide.
Fourth most popular social media site
1,220,000,000 active users each month
Professionals in advertising:
Instagram Reels, like TikTok, let you include buy buttons to increase sales.
Since its debut in 2010, Instagram has amassed a massive following; it now has nearly twice as many monthly active users as TikTok.
Instagram users who have not yet tried Reels can benefit from their existing followings rather than having to start from zero with the app’s user base.
Instead, if your Reels are featured on the Explore tab, you’ll be able to attract a new audience to your Instagram profile.
Flaws in advertising:
In comparison to TikTok’s 10 minutes, Reels’ new 90-second cap is a huge improvement.
As compared to TikTok, Reels’ metrics fall short.
Not all of Instagram’s 2 billion monthly users care for or watch Reels, despite the platform’s overall popularity.
YouTube Shorts
Youtube’s answer to short-form vertical video sharing platform TikTok. As shorts can be shot, edited, and uploaded with just a smartphone, YouTube promotes them as a low-barrier-to-entry method to get into the content creation business. Shorts may be uploaded to a user’s current YouTube account or a new channel can be set up just for them.
Data that should not be ignored:
App Ranking: #11 Overall
This is the most popular social media website, but only behind Facebook.
Two billion monthly users
Professionals in advertising:
Although TikTok has more users than Instagram, YouTube has 2 billion unique visitors per month.
The audience on YouTube is the most diverse of the three, making it a fantastic fit if your target audience tends to be more senior citizens.
Flaws in advertising:
Shorts does not support affiliate connections like TikTok and Reels.
Being the smallest of the three options, YouTube Shorts has a time limit of only 60 seconds.
YouTube Shorts’ stats pale in comparison to those of TikTok.
Effective Marketing Strategies for Short Videos
In order to maximise your chances of success with the short-form, vertical video format, here are some guidelines that will apply regardless of the platform you use.
Including Captions
Ninety-two percent of mobile video watchers don’t turn on the audio. Having a video that requires sound to be played drastically reduces its accessibility. Put subtitles on all your short videos to combat this.
Inspect your Specifications
Several technological specifications are needed for videos to play correctly and look their best on various internet video platforms. That’s why it won’t work to just convert a vertical YouTube video to a TikTok and hope for the best. Instead, you should regularly check to see if you’re up to the standards recommended by each platform.
Maintain a Natural, Informal Voice
These video-sharing sites have been popular in part because they emphasise familiarity, honesty, and wit in their content. Maintaining a similarly funny, light vibe is key to finding success on TikTok, Reels, and/or Shorts. Making movies that look overly polished or serious will make you stand out of the crowd and will not be as successful.