heya.

While long-form content definitely has its place...

There's a strong trend that's been emerging in the form of short video.

Love it or hate it — the masses eat it up.

And I have to admit, as a Generation X...

It's not that hard to have 20 minutes of hilarious (and even mildly amusing) video blow by like nothing.

And due to the nature of short-form video, the algorithms are able to learn what people like much faster than long video.

...meaning the platforms are getting better at making their content even more addictive.

Short-form video is something worth considering for many businesses — as long as it's part of a clear social media strategy.
​

But which short video platform is right for your business?

While all of the apps functions similarly — displaying short user-uploaded videos within the app that users must scroll through — there are differences to note.

👊 Let's take a look...
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TikTok

TikTok is definitely leading the short video movement...

Launched worldwide in 2018, it was the most downloaded app in 2020 (you know, when everyone was in lockdown).

Needless to say, it's hella popular and influential.

📱 What's unique to TikTok?

• huge library of filters, AR effects, and green screen effects
• analytics viewed within the app
• "duet" and "stitch" features allowing users to add other creator's videos to theirs
• discovery tab to find trending sounds, hashtags, and effects
• recently extended the video length limit to 10 minutes

Generation Z is the most active user base on the platform, so it tracks with a younger crowd.

Instagram Reels

Instagram Reels is very similar to TikTok, yet it's Feed reputation for being more polished flows into Reels as well.

📽 What's up with Reels?

• 2,200 character limit, compared to TikTok's 100
• video length up to 60 seconds
• Instagram’s algorithm deprioritizes content that is visibly recycled from other apps like TikTok
• Instagram was the second-most downloaded app in 2021 (behind TikTok)
  ​

YouTube Shorts

The king of video content recognized TikTok as their growing competition and understood the assignment.

They released YouTube Shorts worldwide in July 2021.

🍦 Here's the scoop:

• 15-60 second videos
• ability to convert viewers into subscribers on your channel
• largest music library
• in-app scheduling tool
• roughly 77% of Youtube’s audience is 18-35
  ​

So what platform is right for you?

It depends.

If you are marketing toward a younger audience, TikTok and Reels are the best options.

Probably go for Reels if you're already a heavy into Instagram marketing.

If you like the more authentic and less polished feel, then TikTok may be better for you.

And if you already have an established YouTube channel with active subscribers, then Shorts is a great way to extend your reach.
​

Pick one, none, or test them all to see what resonates with your audience!

Make sure to have some clear and measurable goals in mind, and remember... organic social growth takes tiiiiiiiiiiiiime...

Be patient, show up consistently, and maybe even hire some people who know what they're doing. It'll probably save you some headaches.
​

🚨 Stay tuned for next week as I take a look at what's trending on YouTube Shorts.

​

Stay fresh,
Robert

P.S. Don't be mistaken... TikTok isn't exclusively for the young'uns. There are some wildly entertaining accounts from the not-so-Gen-Z crowd... just take a peek at @cookingwithlynja 🤣 🤣 🤣

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