When it comes to video marketing in 2025, short format is no longer an option but a must-have. TikTok, Instagram Reels, and YouTube Shorts are three giants vying for audience attention. Each of them has its own specifics, advantages, and disadvantages. How can a business avoid wasting time and correctly prioritize? Let's figure it out.

TikTok: a platform for experiments and viral effect

TikTok has become synonymous with virality. The algorithms here are very friendly to new content, even if you have zero followers. This platform is for those who are not afraid to test unconventional ideas, trends, and to playfully push boundaries within their brand.

• Audience: young people aged 18–34, but more and more 35+

• Content: entertaining, emotional, not too "glossy"

• Advantages: potential for organic growth, live feedback, trends

• Disadvantages: videos "live" for a few days, requires frequent posting, not all formats suit B2B

Who it suits: fashion, beauty, food, education, personal brand, startups

Instagram Reels: the power of visual branding

If you already have an audience on Instagram, Reels is a must-have element of your content strategy. Here, the content needs to be more visually appealing, and branding should be well thought out. The algorithms are not as generous as TikTok’s, but Instagram remains a strong platform for warm engagement.

• Audience: broad, strong base aged 25–44

• Content: aesthetics, expertise, behind-the-scenes, case studies

• Advantages: integration with other Instagram features, quality visuals, authority

• Disadvantages: harder to make it to recommendations, requires visual coherence

Who it suits: businesses with a strong visual style, influencers, e-commerce, local brands

YouTube Shorts: stability and scale

Shorts is the youngest player in the game, but it has great potential. Its strength lies in its connection with YouTube as a trusted platform. Here, videos can "live" for months rather than days. It’s a great option for those who want to build expertise and drive traffic to full-length videos or their website.

• Audience: 18–45+, often tech-savvy, looking for solutions or answers

• Content: micro-education, reviews, tutorials, explanations, reactions

• Advantages: SEO benefits, long-lasting impact, potential to combine with regular YouTube

• Disadvantages: slower growth, more complex editing, requires a strategy

Who it suits: educational projects, B2B, info business, technology, consulting services

Where should you be?

• If you want to quickly increase reach — start with TikTok

• If you already have an audience on Instagram — create Reels

• If you plan to play the long game and build expertise — focus on Shorts