TikTok made users addicted to consumption of short-form video content and, following the Chinese giant, other platforms began to implement similar formats and algorithms. Short form video has taken us by the storm.
What’s more, new studies show
that by 2023, social media advertising, especially short-form videos, is expected to surpass all other platforms by volume. Let’s explore the differences between short form video ads on YouTube, Instagram, TikTok and Pinterest and find out the best solution for your business.
The Creatopy team conducted an experiment
on short video platforms. They wanted to see which one would lead the most traffic to the site. On top of that, they looked at traffic quality. However, this parameter was an additional one. All platforms — TikTok, Instagram Reels, YouTube Shorts, and Pinterest Ideas — used the same ad creative to ensure the purity of the experiment.
The experiment lasted 15 days, from August 16 to August 30, 2022. The budget was divided equally among the four platforms, with approximately $750 in each account and a daily limit of $50 per day.So how do the major digital advertising platforms differ from one another?Youtube Shorts — Provides the most traffic
YouTube Shorts is a new vertical video format that is designed to support the mainstream video content on YouTube and provide users with another way to promote their channels. YouTube Shorts targeting tools are the same as other platforms within Google Ads.YouTube Shorts ads performed best with the most views and conversions but audience engagement lagged behind Instagram
On YouTube, only 22.39% of the total audience liked, shared or commented on the video compared to 41.17% on Instagram.