There is no doubt that short video content dominated in 2024 and will continue to do so in 2025. The popularity of these short-form videos has been attributed to their quick consumption and ease of digestion. This means that people are more likely to watch them to the end than other forms of content.

It is with this realization that the top social media giants—TikTok, Meta, and YouTube—introduced short-form content. These platforms have been pushing short-form content in an endless scroll format, leaving users hooked. But one of the questions in the minds of many creators and brands is: which of these three content types drives the highest engagement? Join us in this guide as we answer this question and help you choose the right option for your marketing strategy.

Understanding Why Short-Form Content is so Popular

Short-form videos are content that is usually less than 60 seconds long, though in some instances can be as long as three minutes. This content is typically delivered in a digestible, small-sized format, making it easy for users to bookmark and revisit the content on the go or when they want to watch it multiple times. That said, here are some reasons why short-form content is so popular:

Shorter Consumer Span

Psychologists suggest that one reason short-form videos are growing in popularity is the shortening of consumer attention spans. This affects how we consume content, not only on social media but on TV, where short films are becoming more brief. According to a HubSpot study, consumers are more likely to watch content to the end if it's shorter than 60 seconds. 

Great for Watching on the Go

The majority of social media users access their favorite social media platforms using their mobile phones. This means that they also find it inconvenient to watch long-form videos on mobile devices. On the other hand, short-form content is a great choice to watch when you have a minute to spare. That is why short-form videos are designed for a mobile experience. 

Adds an Emotional Appeal 

Short-form videos can be a more effective choice for capturing the user’s attention. Thus, if you're looking for a way to capture the attention of an audience that's unfamiliar with your product, these short videos will enable you to do so. By appealing to the emotions of your audience and evoking a particular response, you are more likely to elicit a specific reaction. 

Sharing Ease

It's easier to share short-form content as compared to long-form content. Once your target audience views a reel on Instagram or a TikTok short video, they can easily share it through WhatsApp or Messenger, whether they find something motivational, funny, or even helpful. People are more likely to share this short-form content, making it go viral. 

What Are TikTok Videos?

TikTok is undoubtedly the largest short video-sharing platform. It is popular for its highly engaging videos, allowing users to share content ranging from 15 seconds to 10 minutes. One of the reasons the platform is quite popular is its extensive music library, top-notch editing tools, and sound effects that make it easy for users to create, refine, and publish their videos. 

Additionally, the platform, launched globally in 2018, tailors the For You page to the user's preferences. This makes it easy for users to discover content that matches their needs. If you're a creator, you can utilize our TikTok content ideas.

What Are YouTube Shorts?

With YouTube Shorts, users can share content between 15 and 60 seconds long, utilizing the platform's extensive library of audio clips and music. A significant reason why YouTube Shorts are quite popular is that they easily integrate with the larger YouTube ecosystem, which makes it easier for content to be discovered on the platform's homepage and search engines.

Launched in 2021, YouTube shorts were created to respond to the demand for short-form content and, therefore, compete with Reels and TikTok. The largest YouTube Shorts audience is aged between 25 and 34, making it the most significant demographic. You can read more about them in our guide on YouTube shorts vs. long-form content.

What Are Instagram Reels?

Instagram reels are short-form videos that last between 15 and 60 seconds. They are popular with creators as they come with audio or music and various creative tools, such as AR effects, transition alignment tools, and timers. These tools make it easy for users to create some engaging and visually appealing content. 

Just like YouTube Shorts, Reels also integrate well into the Instagram ecosystem. Instagram users can access Reels on the Stories, News Feed, and even the Explore Feed. This means that they support the current user's habits, making them suitable for increasing engagement. You can learn more about them on how to make your Instagram reels go viral.

Differences Between Reels, Shorts, and TikTok Videos

When you read the definition of these short videos, you will realize that they sound similar. This often leaves many people wondering about the differences between the content on the various platforms. Here are some key differences you should know: 

Standalone vs. Built-in Feature

The way these short-form videos are treated on different platforms changes depending on the platform. Here are the platform-specific treatments of the videos: 

• TikTok. Since TikTok is a standalone platform dedicated to short-form videos, it has a unique algorithm that has resulted in a creative and highly engaged community.
• Reel. Unlike TikTok, Reels are a built-in Instagram feature, meaning they are seamlessly embedded within the Instagram environment. Users on the platform can therefore create and share videos, as well as stories and photos. 
• Shorts. These are also YouTube features, meaning they are embedded within the YouTube environment.

Since TikTok is entirely focused on these short-form videos, it means the whole ecosystem is developed to help discover and share this kind of content. On the other hand, the Shorts and Reels discovery mechanism is also part of the bigger platform mechanism. This is particularly important when considering which platform to use for marketing your brand. 

If you are marketing on TikTok, you can focus on creating trend-based videos, such as leveraging trending sounds, participating in challenges, or using duets and stitches. However, on YouTube and Instagram, you need a diversified content strategy that encompasses various content types, including images, live streams, and long-form videos. 

Video Format and Length

The length of short-form content can vary depending on the platform. TikTok videos are usually up to 10 minutes long, though the platform allows users to upload videos that are as long as one hour. On the other hand, when you record a reel inside the app, it can be a maximum of 90 seconds. 

However, if you are uploading a video made using other editing apps, you can only upload a maximum of ten minutes. YouTube Shorts have a maximum length of 60 seconds. All three short-form videos can be uploaded in a vertical format of 9:16. However, compared to YouTube Shorts and Reels, TikTok is considered to have more user-friendliness and robust editing capabilities than the two.

Audience Demographics

The TikTok demographic consists of a younger user base, with half of its audience comprising individuals under 30. On Instagram, the audience demographic is typically more balanced, with 28% of users falling within the 25-34 age range. On the other hand, 26.5% of their audience demographic is generally aged between 18 and 24, while 19.4% is aged between 35 and 44. Only 5.8% of the audience is aged 65 and above.

15.5% of the YouTube audience demographic is aged between 18 and 25 years, while 21.5% of the audience demographic falls within the 25 and 34 age range. 17.5% of the YouTube demographic is aged between 35 and 44 while 12.5% is aged between 45 and 54 years. The biggest YouTube audience demographics are in the US and India. Therefore, when trying to reach your customers through Shorts, consider the age of your target audience and use the platform they are most likely to use.

The Algorithm and Discoverability

The For You page is beneficial in promoting new creators and niche content. This is similar to the Explore page on Instagram that shows reels. The only difference is that Instagram favors the mainstream content creators as well as polished content. The YouTube Short algorithm considers six key factors: video engagement, upload consistency, audience interaction, niche targeting, video quality, and trending content. 

Monetization Opportunities

Creators can monetize their short-form videos on the three different platforms. When it comes to direct monetization, Instagram has a more mature platform. The fact that it also allows integration with e-commerce platforms makes it an excellent choice for monetization. However, in recent years, TikTok has added several notable features, including the Creator Marketplace and gift-giving capabilities.

Which is Best For Driving Engagement?

If you are considering marketing through short-form videos, you may need to decide between Reels, Shorts, and TikTok. One of the key metrics to consider when choosing the right option is the engagement rate. You will need to find out which of these platforms will drive engagement, such as likes, comments, shares, and saves. Let us now look at the engagement rate of each of these platforms as of 2025:

TikTok Engagement Rate

TikTok has the highest engagement rates among the three platforms, with an impressive engagement of 2.88% to 7.5%, depending on the number of followers in the account. According to Social Insider, the average engagement rate on TikTok is 3.3%, while Brandwatch suggests an average engagement rate of 4.07%. 

However, this engagement rate will vary depending on the number of followers you have, audience demographics, and the type of content you are creating. Here are the factors affecting TikTok engagement:

Number of Followers

Generally, accounts with a small number of followers report a higher engagement than those with a high number of followers. According to the influencer marketing factory, the engagement rate for different accounts is as follows:

• Less than 100k followers: These have the highest engagement at 7.5%
• 100 to 500K followers: 5.1%
•  500k to 1M: 4.48%
• 1M to 5 M: 3.76%
• 5M to 10M: 4.22%
• Over 10M: 2.88%

From the above data, it's clear that smaller accounts tend to achieve a higher engagement rate, except for those with between 5M and 10M followers, which is slightly higher than the category of between 1M and 5 M.

Industry and Niche

Some niches and industries usually have more engagement than others. Accounts that post educational content often see the highest engagement, with the Influencer Marketing Factory report suggesting an engagement rate of up to 9.5%. This is closely followed by the category of foods and drinks that have an engagement of 6 to 8%. A good idea would be to aim for an engagement of 2% to 5%.

The high engagement rate of TikTok can be attributed to the fact that TikTok prioritizes content that is highly engaging to drive shares and conversions. The platform also has a comment-based trend with interactive cultures and creator responses driving genuine discussions. This makes it the platform with the highest conversion levels in 2025.

If your account doesn't match with the engagement rates we have discussed above, you shouldn’t worry. Instead, focus on creating good quality content that your audience will love. By continuously tracking your TikTok engagement over a long period, you can determine what works and what doesn't, and make adjustments where necessary. This can ultimately result in your TikTok success.

How to Calculate TikTok Engagement

The easiest way of checking your TikTok engagement is by looking at the Analytics dashboard. However, this has its limitations as it will not show the engagement rate of a single post. To determine the engagement rate of a single post, consider the total engagements, including the number of likes, shares, comments, and saves. You should then divide the number by the total number of followers and multiply by 100.

Tracking these metrics will provide essential insights into the performance of your videos. You can then use the data to determine the type of content that resonates with your audience and identify which content you need to modify.

Instagram Reel Engagement

For a long time, Reels have been the biggest drivers of engagement on Instagram. However, like other areas of the platform, Reels are facing a drop in engagement as a result of saturation by creators. The average engagement on Instagram ranges from 1.2% to 3.9%. Just like on TikTok, the highest engagement on Instagram is typically found in accounts with fewer than 100,000 followers, at a rate of 3.65%. 

The engagement level on Instagram also differs according to the niche and industry. The education sector has the highest engagement with 2.43%. Sports teams and higher education also have a high engagement rate, ranging from 1.57% to 2.43%, respectively. On the other hand, the construction sector recorded a Reel engagement rate of 2.6%.

YouTube Shorts Engagement

According to Buffer, the average engagement rate for YouTube Shorts is 4.41%, second to TikTok. The report also further suggests that the engagement rate on Shorts is rising from 3.95% in 2024 to the current 4.41% in 2025. This increase is driven by the advantage of YouTube search, which makes Shorts discoverable even months or years after posting, unlike TikTok. 

Additionally, when people go to YouTube, they do so to look for content, unlike TikTok, where people scroll passively, resulting in more engaged views. Finally, the fact that YouTube allows creators to monetize short-form content means it is attractive to them. This results in high-quality videos that cause higher engagement. 

Which is the Winner?

From the data above, it is clear that TikTok is the winner of the engagement battle between Shorts, Reels, and TikTok. This makes it the perfect choice for driving engagement and increasing reach, especially among Gen Z. However, the option of a platform should also depend on your individual goal and target audience. 

Established brands with a large following may perform better on Instagram. Due to the teaser format of reels, they enable creators to keep their fans engaged and guide them to their other forms of content. Brands can even use the Reels feature to drive traffic to their product offerings and landing pages. 

TikTok places a high priority on views, and therefore, you can expect a higher engagement rate. However, Instagram is more follower-based, making it an excellent choice for building a community around your brand. 

If you want your brand to be discovered, YouTube Shorts will help you to do that, as most of the views are from the YouTube homepage. This can result in a higher subscriber base and increased views for your longer videos. Therefore, YouTube Shorts can help you drive views to your long-form content. 

How to Increase Engagement On TikTok, Reels, and Shorts

If you want to see an increase in your TikTok engagement, consider the following tips:

Focus on Creating Quality Content

The only reason why TikTok will recommend your content is if it's quality content.   Regardless of your budget, it is essential to produce high-quality videos that appeal to a wide audience. The content may not be perfect, but it should be above average quality to be recommended by the platform. Here are a few tips to enable you to create quality TikTok videos: 

• Well-optimized camera settings. While you don't need a high-quality camera to create TikTok videos, make sure that you have the right settings for capturing crisp and professional videos. 
• Create batch content. This will enable you to save time as a TikTok creator. Plan ahead and aim to create multiple videos simultaneously. By doing that, you can avoid having a backlog of videos when you are running low on content creation. 
• Improved your video editing.

Post at the Right Time

Posting at the right time can increase the visibility of your posts and drive engagement. You can use social media scheduling tools to know when your audience is online and to schedule your posts. This can ensure that you post when your audience is most active online. 

Using the Comment Section to Drive Engagement

You can ask your viewers to share their thoughts in the engagement section and drive the conversation further. What is even better is that you can even respond to the comments with a video to drive the audience engagement even further. 

Be Consistent

We have already noted the importance of creating quality content. However, you also need to post consistently. Therefore, develop a plan for producing videos. A good idea would be to batch record your videos to enable consistent posts. You can create a week's worth of content rather than starting to develop it when you want to post.

Leverage User-Generated Content

Another great way to increase engagement on your short-form videos is by leveraging user-generated content (UGC). This form of content is effective as the majority of social media users trust the content created by other users. Therefore, if someone mentions or promotes your brand, you can reshare the content on your feed to act as social proof.

Leverage Ads

Ads can be a great way to reach a larger audience, grow your following, and increase your overall reach. Ensure you utilize the platform-specific tools. For instance, if you are advertising on TikTok, you can leverage sponsored hashtags and brand takeovers. In-feed ads can also be perfect for increasing your engagement. 

Start with a Hook

The first few seconds will determine if viewers will continue scrolling through the feed. If they feel that your videos don't excite them, they will immediately click away. You can grab the viewers' attention by adding a trending sound in your videos. Doing so can prompt people to stop scrolling and listen to the sound. 

TikTok vs. Reel vs. Shorts: Which is Best For Your Brand?

You will need to choose a platform that will help you take your brand to the next level. Here are ways to use the different platforms: 

TikTok to Drive Engagement

If your goal is to increase engagement and drive brand awareness, TikTok can be a good choice to enable you to do so. As noted in our data, the platform has a higher engagement rate than Shorts and Reels.

Additionally, the platform has a vibrant community that thrives on challenges, trends, music videos, entertaining snippets, and more. This makes it a perfect choice for driving engagement and capturing the young demographics. When used effectively, TikTok can foster an engaging brand connection. 

Instagram Reels for Community Building

Instagram Reels can be a good choice for creating educational content, such as behind-the-scenes videos, product demos, and more. These tend to integrate seamlessly into Instagram's existing audience, making them perfect for increasing brand loyalty. You can also use the platform to showcase products and expertise more interactively. 

Using YouTube Shorts for Discoverability

Shorts can be an excellent tool for helping your content get discovered by the established creators and brands on the platforms. You can use the platform to create short and captivating content that will entice viewers more compared to long-form videos. YouTube has a powerful recommendation and search feature that marketers can leverage.

Final Thoughts

There is no doubt that short-form videos captured the market in 2024. With the top platforms all having short-form videos, it's essential to understand which one is best suited for your brand in 2025. By reading our comparison of the top three short-form video platforms, you can easily drive engagement and grow your brand. You can also consider a multi-platform approach, where you leverage the different platforms simultaneously.