According to studies, viewers retain 95% of a message when they watch it in a video versus 10 percent when they read it in text. Furthermore, 67% of marketers believe that sharing marketing videos on social media (YouTube, Instagram, and TikTok) has the highest ROI. Posting videos on social media is an essential component of any marketing strategy. There are numerous platforms and formats available, raising the question, which one should my business use?

TikTok was the first of the three platforms (2016), and the others grew in response to its success. Many users considered TikTok the new Vine, but it has come a long way and incorporated many adjustments since its initial conception. Short-form videos were launched on Instagram in the United States in August 2020 under Reels. Youtube Shorts debuted in India on September 14th, 2020, and was made available in the United States on March 18th, 2021.

The first aspect to consider is if businesses can add a link to a clip and have viewers be able to click it to make purchases.

Audiences

The youngest demographic is on TikTok, while the oldest is on Youtube.

• Approximately one-third of all TikTok users worldwide are between the ages of 10 and 19.
• In the US, TikTok currently has more Gen Z users than Instagram. Compared to the 33.3 million Gen Z users who browse Instagram monthly, more than 37.3 million do it on TikTok.
• Additionally, the most significant age group on Instagram is between the ages of 25 and 34, followed by those between 18 and 24.
• Nonetheless, a whopping 95% of US users between the ages of 18 and 29 frequent YouTube. There are also 91% of those between 30 and 49.

Video Length

In the past, TikTok allowed users to upload videos no longer than 60 seconds. Most recently, it increased the video length limit to ten minutes. For Youtube Shorts, uploaded and recorded videos can only be one minute long. Instagram Reels were initially up to 15-second clips. Now, both for uploads and recordings, that time limit is 90 seconds.

Shopping Links

While Instagram Reels and TikTok accept shopping links, YouTube Shorts does not. It does, however, have plans to change that soon. With the help of TikTok’s Product Links function, creators may highlight certain products in their clip (items they’re using, mentioning, or just want to include). Then, viewers can click the tab, view those things, and make the purchase. Additionally, the app has TikTok Shopping, which enables you to share a link that redirects others to one or more products.

On Instagram, creators can use Instagram Reels Shopping to incorporate purchase links for items featured in their Reels. Consequently, you can browse goods without ever leaving the app. You can purchase, save, or get additional information about the highlighted item by tapping the View Products button. Some brands on the app that have Instagram Checkout enabled let customers complete their purchases while still using the app.

Editing Tools

YouTube Shorts does not have various special effects like Instagram Reels and TikTok. You can liven up your videos on TikTok with the many augmented reality features and green-screen choices. Additionally, Instagram Reels provides a vast selection of filters. You can also add stickers to your films on both platforms. Moreover, you may add hashtags, tag users, and conduct surveys and mentions.

User Friendliness

The three apps are simple to use and straightforward, and the Internet contains solutions to any question you can have. It mainly involves filming your video, adding the desired sound and effects, and then posting it across the sites. When it comes to downloading the finished result, TikTok permits you to do so as long as a TikTok watermark is present. On the other hand, Instagram allows users to download videos without sound. Ultimately, downloading is not an option on Youtube.