The Scroll Generation: how video content dominates our lives

Let’s learn about short video content, a form of online video marketing lasting less than a minute that has become increasingly popular in recent years. Initially embraced by young people and influencers, but now, nobody can escape the power of short video.

TikTok, Instagram Reels, YouTube Shorts and Snapchat Shorts offer short videos. What are their characteristics and how do these platforms differ from each other?

Rise of TikTok

The most well-known short video content platform is TikTok. It's an app that allows users to create short videos enhanced with music, filters, effects, and stickers. You can also engage in duets, reactions, and challenges with other users. TikTok boasts over 1 billion active users per month and has particularly gained popularity among Gen Z. It has since become one of the mainstream platforms.

Are you for Reel?

As a countermove, Instagram developed its own short video capabilities. With Instagram Reels, they now have a worthy counterpart. You can create and share short videos with music, filters, and effects, just like on TikTok.

You can also remix existing reels with your own video. Instagram Reels has approximately 500 million active users per month, with millennials primarily staying up-to-date with video content. There's a considerable overlap between shorts appearing on TikTok and those on Instagram Reels.

Biggest online video platform

YouTube Strikes Back

For years, YouTube was primarily known for its longer videos—music videos, cute cat videos, DIY tutorials, and much more. The amount of content on YouTube is unparalleled. They also jumped on the bandwagon of short videos some time ago.

Introducing: YouTube Shorts. Just like competitors TikTok and IG Reels, you can create and share short videos with music, filters, effects, and text. You can also draw inspiration from existing YouTube videos for your own shorts. YouTube Shorts boasts approximately 100 million active users per month and is particularly popular among the core YouTube user base. Content creators find that Shorts allows them to reach a broader audience more quickly than with their longer content videos.

Snapchat sneaks along

Oh Snap!

Snapchat Shorts is somewhat of an underdog in the realm of short video content, primarily targeting teenagers. The platform offers filters, effects, music, and lenses to create and share short videos. Additionally, users can draw inspiration from the snaps of friends or celebrities. Snapchat Shorts has around 50 million active users per month.

Why is short video so popular?

So many players in the market, but what makes short video content so appealing? First and foremost, it offers a low-barrier and enjoyable way to express creativity and tell stories.

Secondly, it's highly effective in reaching and engaging your target audience, as people love visual, bite-sized content. Finally, it's a powerful tool for promoting your brand or product, leveraging trends, hashtags, and influencers.

There's a strategy after almost every video

Let's put it in numbers

We can certainly talk at length about it, but perhaps striking numbers provide more clarity. According to a 2021 study by Wyzowl:

  • 86% of online marketers reported using video as a marketing tool.
  • 87% of video marketers stated that video increased their website traffic.
  • 83% generated more leads, while 80% experienced higher sales.
  • 66% of consumers prefer watching a short video over reading an article.

Short video content is a powerful and popular form of online video creation that you shouldn't overlook if you want to grow digitally. The best advice? Just experiment! Try out the four platforms and see for yourself what they can do for you!

Need some guidance?

Say Hey has been supporting businesses in creating memorable content for some time now. Count on our experienced creators for a customized plan and/or video content tailored to your company.