Reels, Shorts, and TikTok videos: which platform fits your content best?

Short-form videos are booming, but not every platform lends itself to the same type of content. Is YouTube Shorts better than TikTok? Or should you focus more on Instagram Reels or Facebook Reels? To help you make the right choices, we’ve listed the differences per platform. 📱 That way, you’ll discover where the best opportunities lie for your business or organization.

Instagram Reels are short, vertical videos ranging from 15 seconds to 3 minutes, allowing you to creatively increase your visibility among your target audience. You can easily add trending audio, effects or text using the app itself. Reels automatically appear in the Reels tab of your profile, but you can also choose to post them directly to your feed for extra reach.

Instagram’s algorithm favors users who regularly integrate Reels into their content plan. Reels keep people longer on the platform, which is obviously a win for Instagram. They’re also a great way to collaborate with influencers or content creators. 🤝

Want to reach the 18–34 age group? Then Instagram is your go-to platform. According to the Digital 2025 report, this is the most active demographic on Instagram.

Instagram Reels perform best with visually appealing and inspiring content, such as:

• Behind-the-scenes content offering sneak peeks.
• Short tutorials and tips that provide value.
• User-generated content (UGC) that leverages your audience’s input to strengthen your message.

💡 Tip: test your Reel on non-followers first using the “Pro Reels” feature. Afterward, you can decide whether to add it to your profile to show your followers or tweak it first.

Facebook Reels might be the underdog of the bunch, but they definitely deserve a spot in your content strategy. These short, vertical videos (up to 90 seconds) appear on your timeline and in a separate Reels tab.

Since businesses are less active with Facebook Reels, competition is lower than on TikTok or Instagram. As a result, the algorithm often gives these videos an extra push. 👀 Plus, your Reels aren’t just shown to your followers, they can reach a broader audience too. Perfect for reaching more people with minimal effort.

According to the Datareportal – Digital Belgium 2025, the most active Facebook users are aged 25 and older. Want to appeal to a more mature audience? Now’s the time to experiment with Facebook Reels.

Simple and relatable videos work best here, such as:

• Accessible, recognizable content with a touch of humor.
• Educational or practical tips people can apply in real life.

💡 Tip: is someone speaking in your video? Be sure to add subtitles. Many Facebook users scroll without sound, and you want to make sure your message gets through to them as well.

TikTok is the platform that flipped the video world on its head. It’s the go-to place for trend-based marketing with lots of room for creativity and authenticity. 🤳

What makes TikTok so powerful is its algorithm. It’s extremely personalized and quickly learns what users like. That means your videos can reach not just your followers, but also new people interested in similar content. The chance of getting discovered is high. Another bonus? The longevity of your videos. A TikTok posted weeks or even months ago can suddenly resurface in someone’s feed.

Recent data shows that TikTok is especially effective at reaching Gen Z and younger millennials, so users aged 18 to 34. Want to connect with that demographic through dynamic, creative content? Then TikTok is absolutely the platform to focus on.

As mentioned, creativity performs well on TikTok. Think about:

• Relatable content: thoughts people have but don’t say out loud, certain irritations, odd habits, … you name it.
• Trends: the faster you jump on them, the more likely you’re to go viral.
• Authentic storytelling like “A day in the life of…”.

💡 Tip: start with a strong visual hook to grab attention right away. Need ideas? Be sure to check out our blog on this.

YouTube Shorts are the snackable counterpart to traditional YouTube videos, seamlessly integrated into the platform. When someone searches for a topic, Shorts often appear alongside longer videos, so they’re not limited to the Shorts feed. They show up in search results and recommended content as well.

Previously, Shorts were capped at one minute, but a recent update extended the limit to three minutes. That gives you more room to inform and entertain, without losing your viewer’s attention.

Shorts are perfect for quickly sharing valuable content. And because YouTube attracts a broad, diverse audience (from young to old), it’s an easy way to reach a wide demographic. 👥

Compared to TikTok, YouTube Shorts are especially suited for more informative, educational, or substantial content. Ideal topics include:

• Bite-sized education.
• Teasers: shorter versions of longer videos to get viewers excited about the full version.
• Mini-series or recurring formats.

💡 Tip: use storytelling techniques to engage your audience. Combine visual and audio elements like trending sounds, captivating visuals and subtitles to make your story more compelling.

Whether you’re hopping on trends with TikTok, sharing helpful tips through YouTube Shorts, or posting visually stunning content on Instagram Reels, each platform has its own strengths and unique opportunities. Not sure how to create the perfect video for your brand? We’d love to help you craft something great together.