Short video: Which social network will dominate in 2023?

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In 2023, the short video format will establish itself as one of the main drivers of audience growth and engagement on social media. For KOL marketers looking to take advantage of this format, one of the key questions they need to answer is: which short video version on which platform best suits my goals?


Short-form video is quickly becoming an essential tool for marketers to capture attention online and deliver key messages in an entertaining format , with investments in this format projected to increase significantly in 2023.

Marketers who already use short-form video expect to maintain or increase their investments in the format, with 21% planning to use it for the first time in 2023, according to a survey by Hubspot .

Meanwhile, influencer marketing spending is set to increase overall in 2023. TikTok is expected to capture a 17.1% share of influencer marketing dollars spent in the US this year, compared to Instagram’s hefty 44.6% share of spending (all content formats).

Key points
TikTok is the undisputed leader when it comes to driving trends and engagement among younger social media users.
Meta’s heavy investments in AI to improve the Reels user experience are paying off in increased views and shares.
The YouTube Shorts creator revenue share program aims to attract top creators from other platforms.
Platforms that combine social interaction with entertaining short video content will win.

There's no doubt that TikTok is increasing its market share and cultural influence, but the platform faces competitors with a lot at stake.

Both Meta (which owns Instagram) and YouTube (Google) are throwing everything they’ve got at short video . Their deep pockets and sophisticated data capabilities indicate that while TikTok may have won the initial short video battle, the war itself is far from over.


TikTok: youth, trends, commitment
Accelerated by the Covid lockdown and the associated surge in social media usa vp safety email database ge, TikTok has undoubtedly revolutionised the social media landscape . Its powerful recommendation algorithm has the uncanny ability to serve users exactly what they want, leading it to be described in a number of ways: mysterious, creepy and addictive.

The platform has attracted the youngest audience of the big social media players, with 72% of global users aged 18-34, including 41% in the 18-24 age bracket. In doing so, it has cornered the market on entertaining content that generates massive impressions and nearly double the average engagement of Instagram .

Established social media players moved quickly to compete with TikTok by introducing their own versions of the short video format.

Instagram’s struggles to introduce Reels and recommended content into its feed have been well documented. And while YouTube Shorts has shown steady growth, the format has failed to deliver the exciting and entertaining content that TikTok is known for.

That could all change in 2023, however, as both platforms ramp up efforts to attract top creators, improve recommendation systems, and take on TikTok at its own game.