The streaming war has given way to the short-form fight. Three years after TikTok’s popularity triggered Instagram and YouTube to follow suit with Reels and Shorts respectively, the three short-form vertical video platforms — plus the format’s pioneer, Snapchat — continue to duke it out for audiences’ attentions and creators’ content.
All four platforms enjoy a level of popularity among audiences and creators. A recent Pew Research survey of U.S. teenagers found that a majority use each of the platforms (though it didn’t ask about Reels and Shorts specifically). But how do creators feel?
To answer that, Digiday asked several creators: If, as a creator, you could only use one short-form vertical video platform among Instagram Reels, Snapchat, TikTok and YouTube Shorts, which would you pick?