Trending Video Platforms: YouTube vs. Instagram vs. TikTok - Victoria Levitan

Video Marketing

Trending Video Platforms: YouTube vs. Instagram vs. TikTok

January 13, 2021


I'm a video coach for small business owners and light up anytime I hear the word Youtube. Strategy is my superpower and I'm here to share all my nerdy insights with you!


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Do you ever wonder which trending video platforms you should be sharing videos on? Should you be on TikTok or Instagram, or maybe give YouTube a shot? If you’re not sure which platform is right for you and your business, I’m here to help with a few questions that will help you decide!

TikTok: great for creativity and young audiences

Let’s cover TikTok first. All the cool kids today are using this trendy platform. Plus, I always end up getting questions from my clients in coaching sessions about it. “Should I be uploading to TikTok? And what are your thoughts on TikTok? Is it worth it? Is it not worth it?”

I think TikTok is an amazing platform that has brought out really creative people; I love the funny videos, I love the dog videos, I love doing the dancing videos, and simply be entertained on the platform. However, if you’re thinking of using TikTok yourself, it comes down to this first question:

Where is your audience?

More specifically, where do you get your clients, or where do you want to get your clients? Which platform will get you the most bang for your buck? While there are people of all ages on TikTok, it’s still a trendy young platform. It makes sense for your business if that’s where your current audience or target audience is. It can also give your brand and business a young, hip, fun personality.

Then, ask yourself if you actually like the platform! If you don’t really enjoy using it, then don’t do it. Don’t force yourself to do something that you don’t really believe in, that you don’t really enjoy, or that you don’t have the bandwidth for. Creating video content already is a time commitment, regardless if you have a super organized workflow and batching system. You want to create videos that you know are gonna move the needle in your business. 

Instagram: lots of fun video features

If TikTok isn’t for you, check to see if you already have an existing audience for your business on Instagram. Instagram recently introduced Reels, which is basically their version of TikTok on their platform. If your audience is on Instagram and you’re already using it for your business, maybe this is the platform for you to attract a wider audience.

Instagram has proven itself to be a worthwhile social media platform for business owners thanks to all its valuable features, like Instagram Stories, IGTVs, and the Shop feature. Instagram is more advantageous versus TikTok in terms of actually generating inquiries and sales within your business.

Let’s talk about some of the benefits of Instagram’s video features:

  • Instastories let you show behind-the-scenes, nuanced content of your business. And they’re not super time-intensive to create or upload!
  • Do you thrive on having off-the-cuff discussions or conversations with a fellow business owner? Do you like having dedicated videos, like tutorials, that provide value to your audience? IGTV videos let you do all that.
  • When you just want to do a quick, creative, fun video, Instagram Reels are only 15 to 30 seconds long. (And they help you capitalize on Instagram’s algorithm, too!)

There are many different ways you can use video on Instagram. When you’re looking at deciding what should I do on Instagram video-wise, it all comes back to what do you enjoy doing in the first place.

YouTube: bigger, better, more searchable videos

Of course, I couldn’t leave YouTube off this blog since that’s where my heart lies! If you choose YouTube for your video content, you probably want to reach more people and grow your digital footprint online. (In case you missed it, here’s more on growing your digital footprint in 2021.)

What are your business goals? If you want to become more searchable on the internet, grow your following on Instagram or TikTok, or break out of a rut on other social media platforms, then give YouTube a try. 

Unlike IGTV videos, YouTube videos are searchable, so they can help your audience find you. You should also think about the viewer experience when picking a platform. Sure, you can browse and watch videos on Instagram from your desktop, but they aren’t as big or high-quality as videos uploaded to YouTube. Plus, you can watch YouTube videos on TVs. If you want to give your viewers a bigger and better experience, pick YouTube.

Trending Video Platforms: Youtube vs Instagram vs Tiktok - - @victoria_levitan

Which platform is right for you?

So, which of the trending video platforms should you be uploading to? Think about these main questions to make your decision:

  • Where’s your audience?
  • Which platform do you enjoy contributing to?
  • What are your goals?

At the end of the day, I want you to upload to a video platform not because everyone else is doing it, but because you truly and genuinely think that it is gonna help grow your business. Regardless of whether it’s growing your following or increasing your sales, you want to put your energy where you truly think it’s gonna make a difference. 

And remember, only you know if you should be uploading to YouTube or Instagram or TikTok because you know your business the best! 

Did you land on YouTube as the best choice for your business? Awesome! Make sure you have everything you need to start creating and publishing YouTube videos for your business. To help you out, here’s the exact process I follow to create my own videos: my simple 5-Step YouTube Video Checklist!

Looking for more tips and tricks on creating videos and marketing your business? Subscribe to my YouTube channel!

– Victoria

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