In today’s fast-paced environment, audiences seek out bite-sized amounts of information on social media that they can instantly digest and share with others. In fact, people share videos twice as much as any other online content.

Short form video is currently the highest-performing content on Instagram since the app has moved away from being just a photo-sharing app. The new Instagram algorithm prioritizes Reels and video content over static images – which means video content, especially Reels, organically reaches wider audiences than photos.

In December 2021, TikTok surpassed Google in becoming the most-visited website in the entire world. It has quickly become the most effective social media marketing tool and has redefined the way social media is used by organizations and brands.

SproutSocial reports 89% of marketers plan to increase or maintain their budget for short-form video in 2022 with 84% increasing their spend on TikTok specifically.

At 4media group, we are seeing an increase in requests to produce short-form video for clients. From Prevent Cancer Foundation to Pinger, a free texting app, we have implemented Reels and TikTok and can provide guidance and expertise on how to implement these tools and use current trends (a.k.a. trend jacking) to any client’s advantage.

Here are some best practices for both TikTok and Instagram Reels:

TikTok

With over one-billion users, TikTok is the leader of short-form video. While TikTok now allows for some creators to post videos up to 10 minutes long, the maximum length for most creators is three minutes. TikTok allows for a wide selection of music and video effects, which can create more trends. Engagement tends to be higher on TikTok than Instagram, and TikTok tends to captivate a younger audience (60% of users are Gen Z). It remains highly influential, with 40% of these users saying they are directly influenced by products they see on TikTok.

  • The overall tone should be “peers talking to peers”
  • Doesn’t need to be high production video quality, phone-in-hand feels more authentic
  • Content that works best includes:
  • How-to videos
  • Product reviews
  • Day-in-the-life storytelling, such as “get ready with me,” a.k.a. GRWM
  • Behind-the-scenes content, i.e., traveling or attending a marquee event

Check out some recent TikToks our social media team has produced here and here.

Instagram Reels

Instagram is still among the most downloaded apps. Reels are Instagram’s answer to TikTok, and 87% of Gen Z users view TikTok and Reels as “basically the same.” Instagram Reels are vertical video clips up to 60 seconds long. They can be created natively on Instagram or uploaded via third-party video apps and can be published to the main grid or to the Reels tab and on Facebook’s newsfeed. Per its algorithm, Instagram favors Reels with high engagement, such as likes, shares, saves and watch time; Reels that use creative tools like text and camera effects; and Reels that use music from the Instagram music library or original audio found on Reels. Instagram prioritizes Reels over regular Instagram video. Reels receive 22% more engagement than Instagram video.

  • Unlike IG stories, they do not disappear after 24 hours and can be posted on feed
  • Reels tend to be more stylized, more polished
  • Shoot vertically and avoid low-res or low-quality videos or photos
  • Reels that feature people tend to get better engagement
  • Trending music tends to perform better and be prioritized by the IG algorithm

Check out some recent Reels our social media team has produced here and here.

Reach out to hello@4media-group.com for more information on how short-form video can be a part of your social media strategy.