Digital Marketing: TikTok, Reels, or Shorts

TikTok, Reels, or Shorts?

These apps, which allow users to create short video content and add their favorite songs, have become a sensation among people of all ages and social classes. Since each video is short—ranging from just 15 seconds to 3 minutes—and the videos that appear on the TikTok timeline (a.k.a. the “For You” page) are tailored to each user’s preferences, people find themselves scrolling through TikTok for hours on end.

As if not wanting to be left behind, various social media platforms have rolled out similar features under their own names. Take Instagram’s Reels and YouTube’s Shorts, for example. Both Reels and Shorts let users upload short videos complete with background music. The vertical video format makes it easy for users to swipe endlessly to view a wide variety of videos. Users can also like, comment on, and share these videos with others. Additionally, users can add hashtags to their videos, making them easier to find by other users seeking that information.

Twins, or Sisters?

“Twins” in social media are nothing new, as it’s been the developers’ mission to constantly innovate and create social media platforms that capture the public’s imagination. Just like with TikTok, the many similarities in features found in Shorts and Reels don’t necessarily make them “twins.” Because even though they’re similar, there are certainly differences between each platform.

Take YouTube Shorts, for example. Unlike TikTok, Shorts only allows recording up to 15 seconds, but users can upload videos up to 60 seconds long. Additionally, Shorts allows users to adjust recording speed and offers several creative options. Since it has partnered with hundreds of thousands of artists, labels, and publishers, Shorts enables users to incorporate audio from existing YouTube videos. It’s safe to say that the collection of YouTube audio content is one of the best features Shorts has to offer. In fact, there are reports that YouTube will “pay” Shorts creators as a way to show appreciation for those who generate the highest engagement!

As for Reels, its video recording and upload duration is the shortest among the three at 30 seconds. Unlike Shorts, Reels users can use a variety of filters provided by Instagram, similar to TikTok. Additionally, Reels includes a feature that makes it easy for users to share videos with each other. However, Reels videos are limited to being viewed only by friends or followers on Instagram, unlike TikTok, which has a much wider reach, even to people we don’t know. But for those who dislike ads, Reels is a great option since, as of now, Reels doesn’t feature any ads.

So, Which One Will Prevail?

Every app certainly has its own pros and cons, and it all depends on individual preferences. Some users will be pleased that a similar feature is now available on their favorite social media platform, making it a one-stop solution within a single app, while others have already grown so comfortable with TikTok’s unique features that they’re reluctant to switch to another platform. Therefore, it’s up to these apps to keep innovating and creating new features that can keep their users loyal.

The arrival of TikTok, Reels, and Shorts also expands the range of platforms that can be leveraged for a digital presence, especially if you’re building a personal brand or using them as tools to execute a digital marketing strategy. Not only that, but the world of Public Relations has also gone digital, and this will certainly help agency professionals—especially those at Digital Marketing Agencies, Social Media Agencies, or Advertising Agencies—to communicate messages to the public through creativity on these three platforms. Media Buffet PR is gradually beginning to utilize these features to communicate messages to its audience. Furthermore, short-form videos are projected to be a major social media trend in 2022.

Which one do you prefer?

Pssst! Media Buffet PR is now on TikTok, too! Check out our fun TikTok content at @mediabuffet 😎

Written by Graciella Novenia, PR Consultant Intern at Media Buffet PR