Problem? Short attention spans. Solution? Short content.

With decreasing attention spans and more content available than ever, short form video content is taking over the internet.

This scroll-worthy content is more popular now than ever. Video content accounts for over 80% of global online traffic. Not only are videos being watched more often, a study also reported that users share videos at twice the rate of any other form of content.

We think one video platform is underrated: YouTube Shorts. YouTube launched Shorts globally in July 2021, not long after TikTok’s rise to popularity. With 1.5 billion monthly users and an average of 30 billion views per day, YouTube Shorts has the highest reach of any short video platform.

How does YouTube Shorts stack up?

With competitors like social media giant TikTok and more recently, Instagram’s new Reels, how can you decide where your short form videos should live? Take a look at each option to see how they compare:

TikTok:

• Videos can be up to three minutes long
• Offers in app direct messaging
• Can collaborate with others using “duets” or “stitches”
• Offers content creator monetization through the Creator Fund
• One billion monthly active users

Instagram Reels:

• Videos can be up to 90 seconds long
• Offers in app direct messaging
• Can collaborate with others using “remixes”
• Monetizes content creators through an invite-only bonus program, Instagram Reels Play
• Two billion monthly active Instagram users who have access to Reels

YouTube Shorts:

• Videos can be a maximum of one minute, to complement YouTube’s long form content
• Does not offer in app messaging – although videos can still be shared externally
• Interactive and collaborative features not yet available
• Offers content creator monetization through the Shorts Fund
• One and a half billion monthly active users

What about advertising?

You might be thinking YouTube Shorts seems like an advertiser’s paradise – and you would be right. A recent study by Creatopy discovered that YouTube Shorts is the best performing vertical advertising program.

Creatopy’s experiment used the exact same ad to target the exact same audience demographics on four different video platforms: TikTok, Instagram Reels, Pinterest Idea Pins, and of course, YouTube Shorts. Shorts drove the most users to the landing page, had the highest click through rate, lowest cost per click, and the most video views.

So, why did YouTube come out ahead? These impressive results could be due to a few things. Users on YouTube are likely to consume longer, and perhaps more educational videos. On the other hand, users typically go to TikTok and Instagram seeking quick and fun entertainment, skipping anything that disrupts this.

Parting thoughts

Whether you plan to advertise, create organic content, or even partner with a creator on a short form video platform, there are so many options to get started. While they may seem similar, a bit of research will help you narrow down to a platform and strategy that works for you.

Are you looking to start advertising on short form video platforms? Get in touch!