How to capture a UK audience with TikToks, Reels & Shorts.

Short-form video content like TikToks, Instagram Reels and YouTube Shorts are succinct, snappy and growing in popularity. They pack a lot of information in short bursts and are quickly becoming one of the most consumed forms of social content.

According to Ofcom’s 2023 report, 38% of all online adults are watching short-form video content daily. While We Are Social found that UK Android users’ time spent on TikTok sits at 49 hours 29 minutes per month. That’s almost triple the time spent on Facebook.

Mastering effective campaigns across these short-form video platforms is important when marketing to a modern audience, especially if you want to tap into the Gen Z and millennial demographics.

In this guide, we’ll explore how to capture your UK audience with TikTok marketing, alongside other short-form video types like Reels and Shorts.

What is a short-form video?

A short-form video is video content that lasts between 5 and 90 seconds. Today, this format is mainly used on social media platforms like TikTok, Instagram and YouTube. It can be a useful way to make the most of your audience’s shorter attention span – the average of which is around 8 seconds for Gen Z and 12 seconds for millennials.

Short-form videos are useful for UK brands targeting these younger demographics, who are the primary users across these channels. Whether you’re utilising influencer branding or perfecting your quick ad campaigns, digital marketing Reels and TikToks can help hook users into the premise of your products or services.

TikToks vs. Reels vs. Shorts.

Although you can use TikTok, Instagram Reels and YouTube Shorts to post similar marketing content, each platform and video type differs. For example, each site may experience different trends, with TikTok, in particular, creating its own social environment and even language.

It’s important to understand these nuances before creating content across the three platforms. Let’s explore a few of the key differences.

TikTok videos.

TikTok is a social media platform that specialises in short-form video content. Users can post videos up to 60 seconds, 3 minutes, and 10 minutes long. However, the ideal length for effective ad content is considered to be around 9-15 seconds.

The instant and reactive nature of TikTok means content often circulates faster. Because of this, many social and viral trends stem from the platform, providing exciting opportunities when creating your TikTok marketing strategy.

Instagram Reels.

Instagram is a photo and video-led social media site that began as a picture-sharing platform for friends and families. Over time, the site has flourished to become the home of influencers and businesses who have built up consistent brand images and loyal followings.

Instagram Reels are an extension of the traditional media-sharing concept, allowing users to post edited short-form video content. Reels are a visually appealing, interactive way for brands to showcase their products and services. They tend to create a more immersive experience than static photo-based marketing campaigns.

YouTube Shorts.

YouTube videos are typically long-form, with vlogs, video essays and gaming videos among the top-performing content on the site. However, in 2020, the site introduced YouTube Shorts, providing another platform for people and brands to utilise snappier, shorter-form video content.

Shorts are often circulated a little more ‘randomly’ on the site than videos, which are often watched as part of subscriptions. They allow channels to tease longer videos with attention-grabbing snippets, and also enable brands to expand ad campaigns from other platforms like TikTok.

Editable short-form TikTok marketing examples and ideas.

How to use TikTok, Reels and Shorts for your Marketing.

Depending on your brand’s purpose and target audience, you may find different platforms more suitable for your marketing efforts than others. Below, we’ll explore some TikTok, Reels and Shorts marketing tips to ensure you’re hitting the mark.

TikTok Marketing Ideas.

Format

The best format for brand content, like ad campaigns, on TikTok is around 9-15 seconds. However, the platform also allows videos lasting up to 10 minutes – a key difference from Reels and Shorts.

Audience

Generally, TikTok has a lower average user age than other platforms like YouTube, with 34% of users sitting in the 16-24 demographic.

How to use

The platform allows you to post videos between 3 seconds and 10 minutes, so the first step will be to decide on the purpose of your video content.

Best for…

• Jumping on viral trends and sounds to boost visibility.
• Commercial videos featuring links to your products.
• Short, sponsored ad content that is suggested between user videos.

Instagram Reels marketing ideas.

Format.

When creating an Instagram Reel, it should be around the same length as a TikTok (9-15 seconds). Though Instagram does let you post Reels of up to 60 seconds long.

Audience.

The average Instagram user is slightly older than those on TikTok, with 29.8% of people using the platform aged between 25 and 34 years old.

How to Use.

The Reels feature sits in its own section on Instagram. However, the short-form videos are still scrollable as part of peoples’ main feeds and Explore pages.

Best For…

• Building a strong visual identity both through short-form videos and static content.
• In-app shopping opportunities.
• Reaching new users, while also engaging with your followers.

YouTube Shorts marketing ideas.

Format.

You can post videos between 15-60 seconds, so it’s worth bearing this in mind when trying to craft the perfect hook.

Audience.

YouTube differs slightly in terms of average user age in comparison to TikTok and Instagram. Overall, the most active users vary across a wider age group, with 44% of users in the UK aged between 25 and 44 years old.

How to Use.

A popular way to create a Short is by trimming your video content from an existing YouTube video, which can then work as a highlight or teaser.

Best For…

• Content teasers for your longer-form YouTube videos.
• Highlight reels of a product launch, new video or shop opening.

5 tips for Short Video Marketing Campaigns.

1. Define and understand your audience. The first step is understanding the platform you’re using and who is mostly likely to access your content.
2. Keep up to date with current trends. Once you understand your audience, conduct market and competitor research to see what they’re interacting with – and what they’re not.
3. Create the perfect hook. Short-form video content doesn’t give you much wriggle room. The key to effective TikTok marketing is creating a catchy hook to engage users within the first few seconds.
4. Experiment with different approaches. Online trends and attitudes change quickly so you need to be willing to experiment and adapt. Keep an ear to the ground – and keep up the creativity.
5. Don’t be afraid to flop. Even after research, practice and experimentation, online audiences can be fickle. Don’t be disheartened if campaigns don’t perform well. The key is not to ‘try’ to go viral, as this is a natural, reactive social phenomenon. Just keep your brand authentic and focus on creating a meaningful relationship with your audience.

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Good to know.

Is TikTok better than Reels?

This depends on your target audience. TikTok tends to be more popular with Gen Z, while Instagram is the main social platform for millennials. The first step would be to do your research and define who your intended audience is. You may also choose to advertise across both platforms, though it may be best to focus on one to begin with.

How often should you post on TikTok?

TikTok itself recommends active creators should post videos 1-4 times a day. This is due to the sheer amount of content on the platform, meaning it’s easy to get missed. As a brand, it’s a good idea to test this approach out to see if it works for you and your audience, then define a clear strategy moving forward.

Is it easier to go viral on TikTok or Instagram?

It’s considered ‘easier’ to go viral on TikTok, due to the way its algorithm is structured. The platform suggests videos on a user’s ‘For you’ page that it thinks they’ll actively engage with. It’s important not to try and push virality, however, as this often happens naturally and at the whim of ever-changing online attitudes and behaviours.

Is Adobe Express free?

Yes. The basic version of Adobe Express includes everything you need to start working creatively. Adobe Express offers thousands of design templates, images, videos and royalty-free photos, quick actions for processing images, as well as much more. You can find free templates for TikTok videos, Instagram Reels and YouTube thumbnails to create the perfect content for your next social media marketing campaign.