By Brooke Curry,Social Content Producer
By Ashley Statz,Social Media Account Manager
Back in 2018, TikTok entered the social landscape. A shiny new app with its own history that focused on quick consumable video. The rookie platform became such a big player in the space, it changed how all other social media platforms prioritized content.
Instagram introduced Reels in 2020, followed by YouTube Shorts and finally Facebook. Even LinkedIn is throwing its hat in the ring.
This competition-based innovation isnāt anything new in the social space. But apps arenāt only incorporating similar features, theyāre restructuring how their app operates and rewriting their algorithms to keep up.
So, what does that mean for you?
Organic video is the best, most cost-effective way to reach beyond your current following.
Before we get into the stats (and they are staggering), letās take a look at how different social media platforms operate.
How Different Algorithms Work
TikTok
The app that started it all, TikTok was solely created for vertical video. Itās driven by quick, engaging and viral content. Itās importantly a discovery-based algorithm, meaning your content is served to a wide audience, most of whom have probably never seen your content before.
Instagram Reels
Reels are integrated into the larger Instagram ecosystem. There is a vertical video feed similar to TikTok, but your content will still come across usersā feeds next to static images. This platform is more well known for its curated, polished content and has a network-based algorithm. Unlike TikTok, which tosses your content into an algorithmic soup, Instagram serves your content to viewers based heavily on who they follow and who they typically engage with.
Facebook Reels
Similar to Instagram Reels, Facebook Reels are integrated into the larger platform ecosystem. There is a Reels feed, but the platform does not prioritize vertical video in the same way Instagram does. Unlike Instagram where all videos are uploaded as Reels and presented in a 9:16 format, you can still post 9:16, 1:1 and 4:5 videos.
YouTube Shorts
Similar to TikTok, YouTube Shorts is a mobile-first experience. The feed is full of short clips from longer videos or educational and entertaining content. The algorithm lies somewhere between TikTokās discovery-based algorithm and Metaās network-based algorithm. Who users subscribe to and the content they interact with both affect the content they are served.
Now for the fun partāthe stats.
Comparing Vertical Video Analytics
TikTok
Speed Queen, Commercial-Quality Washer and Dryer
This video has over 143,000 views. Of those views, only 0.9% came from followers. 95.8% came from the discovery-based For You Page, and the other 2.9% came from the search function.
Did you know? Many folks prefer to use the search feature on TikTok (and YouTube Shorts) like a search engine.
Instagram Reels
WESTERN, Plow Installation in 20 Seconds or Less
This video received over 108,000 views. Of those viewers, 87.8% were non-followers. This video is one of the most engaged-with videos for the brand, showing that Instagramās network-based algorithm served this video to a warm outreach audience. In fact, 93 new users followed the page based on this video alone.
YouTube Shorts
Speed Queen, 3 Servicemen Take Apart GE, Maytag, and Speed Queen Commmerical-Quality Washers
This video has over 145,000 views. Of those viewers, only 0.2% were subscribed to the page. The most common search associated with the video is ābest washing machines.ā Any search that associates your clientās product with āthe bestā in its industry is a win!
Although each social media algorithm operates differently, you can capitalize on those differences by optimizing vertical video specifically for each platform. Understanding the pros and cons of each platform and tailoring your content accordingly will help take your social media strategy to the next level and broaden your reach.
If you want to learn more about how to strategically incorporate organic video into your social strategy, reach out to our social team.
