To learn more about the strength of these three apps, the HubSpot Blog surveyed 1,000+ marketers to find out where they're investing their time and money. But where, exactly, do they plan to invest? 31% of marketers currently leverage short-form video and 29% plan to leverage it for the first time in 2022. It's no secret that short-form videos are dominating the social media landscape, and it doesn't appear to be slowing down. Not to be outshined, TikTok hit a big milestone towards the end of 2021 - 1 billion daily users.ĭespite each platform's growth, marketers in the social media realm are wondering, 'Are any of these worth the hype? Or will they just become another Vine?' Instagram has 500 million daily users globally, closely followed by Snapchat with 306 million. A Reel is capped at 60 seconds, whereas a TikTok video can reach 3 minutes.Īt the moment, all three apps continue to grow. However, the most noticeable difference between the two is the length of videos. The similarities between the two are many - they both allow users to quickly create short-form videos and add filters, effects, and music. Instagram Reels, launched in late 2020, is the platform's answer to TikTok. Meanwhile, TikTok, which launched in just 2017, is similar to Vine in that it allows users to create 10 to 60-second looping videos that can be seen on their profiles or can be algorithmically placed on feeds of users with similar interests or demographics. This platform leads to users creating content that is more lighthearted on uncensored than other more public-facing platforms. Unlike most other apps, Snapchat content expires either immediately or after 24 hours. Snapchat, which launched in 2011, allows users to create video-based stories about their lives and send video or image-based messages to their friends. They also feel more niche and non-traditional than older platforms, like Facebook or Twitter. They allow users to express their creativity with short mobile videos while attracting Gen Z and millennial audiences.

Since then, we've seen apps like Snapchat, Instagram’s Reels feature, and TikTok fill its void.

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