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Best Channels for Short-Form Video
TikTok
Since launching in 2016, TikTok has seen a meteoric rise, cementing itself as a powerhouse for short-form video while keeping more mature platforms, like YouTube and Facebook, on its toes.
Despite its popularity, some marketers initially dismissed TikTok as a platform for lighthearted dancing and lip-synching — and nothing more. But in 2022, things have changed.
According to a 2022 HubSpot Blogs report of 500+ video marketers, participants ranked short-form videos as the most engaging and effective type of content today — and TikTok is their platform of choice. In fact, 54% of marketers plan to increase their investment in TikTok this year.
When it comes to engagement, TikTok secures third place behind YouTube and Instagram — which is impressive considering its relative "newness." Also impressive: the average user session on TikTok is 10.85 minutes — far exceeding any other social platform. In short, users are engaged.
TikTok: best video marketing channel in 2022
TikTok also falls into third place for ROI, closely trailing YouTube and Instagram.
Despite its quirkiness, TikTok has become a viable marketing option for those willing to get creative — and these stats prove it. To learn more about TikTok marketing, check out this helpful guide.
IG Reels
Instagram's answer to TikTok is here, and it's called Reels. Reels are short videos that users can film, edit, and share on the app.
While you can create short-form content on a number of platforms, Reels has one major advantage: its discoverability. They appear on the platform in various places, from the Explore page to a user's feed.
Since Reels are heavily promoted on the platform, the feature is almost unavoidable — sometimes to the chagrin of users. In fact, 91% of active Instagram users say they watch videos on Instagram at least once a week.
Instagram Reels: best video marketing channel in 2022
For marketers, Instagram is a great option if you want to play with multiple content formats — like carousels, Reels, Lives, and Stories — while capturing the attention of an already engaged audience.
Best Channels for Live Video
YouTube Live
With its massive user base, reach, and diverse audience, YouTube Live is an appealing option for your streaming needs.
It's also a great time to get started: YouTube is currently expanding its live stream features, including Super Chats and Super Stickers, membership gifting, and more. These features enable greater engagement with your audience and additional monetization avenues.
YouTube also provides powerful analytics on live videos. Check real-time analytics like concurrent viewers, likes, and chat rates, as well as post-stream stats like new subscribers, total watch time, and more.
Instagram Live
Did you know Instagram captures 13% of all live stream viewers on social media?
With Instagram Live, you can stream from anywhere — and invite guests to join your stream. There's plenty of opportunity for engagement: viewers can send emojis, write comments, and send donation badges.
Additionally, when you go live on Instagram, your followers receive a notification to tune in so your stream won't get lost in the crowd — which is more likely to happen on YouTube or Twitch.
Facebook Live
Like YouTube, Facebook boasts a massive audience spanning multiple age groups, although Millennials take up the largest share.
Facebook Live is an excellent option if you're already active on the platform and have a healthy following. But if you're still growing an audience, fear not — you can go live from a personal profile, page, or even a group.
With Facebook Live, you can edit previously recorded streams, chat with users using the live chat feature, and schedule your streams in advance. However, keep in mind that Facebook limits your stream length, and your monetization options aren't as robust as other platforms.
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