TikTok, Instagram Reels or YouTube Shorts, which is best to use for a UK business?

Short-form video content is on the rise. By capitalising on this trend, you can create engaging, informative videos that will attract returning customers. So, what is the difference? Well, TikTok is by far the most popular short video content app, with the number of users in the UK expected to reach 16.8 million by the end of 2024. UK users also spend more time on TikTok than users in any other country, spending more than 27 hours per month on the app. Also, due to the ‘for you page’ format, businesses can tap into engaged audiences who have tailored algorithms and are more likely to tolerate advertising for valuable free content in return. Storytelling and music are key in TikTok, audiences respond well to this kind of content as it is catchy and engaging.

Quick tips for TikTok:

Test and learn with organic content – as an emerging format, figuring out what works best for your brand will take experimentation
Put your brand’s spin on existing formats and trends – but don’t be tempted to jump on memes if they’re not relevant to your brand
Connect with creators to tell your story – influencers are common and savvy on TikTok but can work wonders
Grow your reach with paid ads, or use TikTok Shop
Utilise TikTok sounds effectively – look for, and leverage trending sounds – where appropriate

The advantage of Instagram reels is that the app is already hugely popular amongst audiences who don’t have to download a separate app for Reels videos. Meaning your business can market to people who already follow you. Also, Reels can be posted to your grid, stories, and be visible on explore page and hashtag feed pages. Reels can therefore massively increase your chances of being seen on the platform, and Instagram openly admits to pushing them

As we know, people buy from people, so Reels offer a brilliant opportunity to make deeper connections with your clients and audiences. They offer an opportunity to have a bit of fun with your audience and give them a glimpse of the people, products and services behind your brand.

Instagram has a slightly older demographic than TikTok, predominantly of people aged 25-34. If you are looking to upload the same TikTok video on Reels, it is important that you remember to remove the TikTok watermark, as Instagram throttles reach for these posts.

Quick Tips for Instagram Reels:

Be authentic – polish is often less important than personality
The sooner you spot and jump on a trend, the more reach your Reel will get – before a tipping point where people are tired of it.
Showcase your brand personality.
Use templates, tools, and creator options available to you – it’s surprising how easy the platform makes it to share video content, so don’t overthink or overproduce it (where relevant)

YouTube Shorts has a broad user base, so if your audience is more diverse in age, YouTube Shorts could be a better option. However, compared to TikTok and Reels, YouTube Shorts has the lowest engagement levels, of about 3.1%. YouTube Shorts is still relatively new, so its discoverability features are evolving, but videos tend to rank well in Google search results – where the search giant favours its own properties. If you are looking to monetise your content, YouTube Shorts offers a well-established monetisation program, based on views and engagement.

Tips for YouTube Shorts:

Share bite-sized tutorials or tips relevant to your industry.
Remember Shorts is all about portrait video, so produce your video with this in mind – shoot alternative formats if required
Provide quick facts, trivia or insights related to your industry in educational snippets.
Showcase the human side of your business by offering a sneak peek into your daily operations, product creation, or team interaction.
Capture viewers within the first few seconds with a powerful first frame.
Include engaging audio, and remember to include subtitles

By actively engaging with these platforms and consistently exploring trending content, your business will stay well-informed about the latest trends and cultural shifts.

If you’re still unsure or overwhelmed by the multitude of video options available on social media, our experts can help you get the most from your budget.

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