Navigating the world of social media can feel overwhelming, especially with new platforms popping up, algorithms constantly evolving, and audiences behaving differently across each channel. Whether you’re a start-up business, building your presence from scratch, or an established brand looking to optimise your strategy, knowing where to focus your time and effort is key.
In this guide, we break down a few of the key social platforms, TikTok and Instagram and YouTube. Keep an eye out for part 2, where we will be breaking down LinkedIn, Facebook and the more conversational platforms, Bluesky, Threads, and X.
We'll explore who’s using them, what type of content performs best, and how brands are successfully showing up in those spaces, so you can make informed decisions about where to invest your time and creativity.
TikTok
Short-form content for brand personality
What is TikTok?
TikTok is a short-form video platform that allows users to create and share content ranging from just 3 seconds up to 30 minutes. It's driven by an algorithm that prioritises discovery, meaning even accounts with zero followers have the potential to go viral. TikTok enables brands to tap into trends, use popular or original audio, and engage with audiences in a highly dynamic and creative way.
Who’s using it?
TikTok is dominated by Gen Z and younger Millennials, with a core user base between the ages of 18 and 24. However, its reach is expanding rapidly across demographics as the platform gets more popular, ages 23-34 and 35-44 are also highly represented on the app. Users use TikTok primarily for entertainment, making it an ideal space for informal, personality-led content.
How are brands using TikTok?
TikTok is an excellent tool for brand awareness, showing the human side of your business, and even driving direct sales through TikTok Shop.
Some brands, like Duolingo, invest heavily in their TikTok strategy by jumping on viral trends and integrating pop culture into their content (such as referencing shows like Love Island). Their aim isn’t always to sell but to be part of the wider cultural conversation and build a memorable personality that drives long-term brand loyalty. Click the image below to see an example.
Brands often showcase their workplace culture by jumping on industry-specific trends. These videos are quick to produce and usually rely on authenticity rather than high production value.
Brands also use TikTok to highlight what makes their product or service different. Short, punchy educational videos explaining USPs (unique selling points) are often well-received when they teach or add value in an engaging format.
Is TikTok right for your business?
If your brand has a younger target audience, particularly those aged 18–34, TikTok is absolutely worth considering. However, it's not just about age; it's also important to consider:
- Does your brand have a playful or creative tone of voice?
- Are you open to showing the behind-the-scenes or ‘real’ side of your business?
- Can you commit to regular content creation and experimentation?
TikTok content benefits from spontaneity, humour, and authenticity. If you’re willing to adapt your messaging to fit the platform’s fast-paced and trend-driven culture, it can be a powerful way to build brand visibility, engagement, and even conversions.
Visual storytelling, building trust and community
What is Instagram?
Instagram is a highly visual platform where aesthetic and curated content performs best. Initially designed for sharing photos, it has evolved significantly, now supporting a wide variety of formats, including carousel posts, short-form videos (Reels), Stories, and more. Today, successful Instagram strategies mix eye-catching imagery with authentic storytelling and community interaction.
Who’s on Instagram?
Instagram’s user base is slightly older than TikTok’s, with the majority of users aged between 18 and 34. It’s a platform that appeals to a visually motivated audience who value both aesthetics and authenticity. So it’s ideal if your audience is looking for inspiration, seeing brand values, or regular updates.
How are brands using Instagram?
Instagram is your brand’s digital shop window. When someone lands on your profile, they want to be inspired or informed. High-quality visuals, polished carousel posts, and aesthetically pleasing feeds create a professional first impression.
With the rise of TikTok, Instagram has leaned heavily into short-form video through Reels, which now enjoy substantial organic reach and are favoured by the algorithm. Brands use Reels to showcase product benefits, give quick tutorials, highlight customer testimonials, or hop on visual trends, all in under 90 seconds.
Stories provide a more casual and interactive space. They’re perfect for sharing daily updates, behind-the-scenes content, or running quick audience polls and Q&As. Stories allow businesses to connect in real time and build more human, two-way relationships with followers.
Instagram also supports a more informative approach through the use of graphic-based content, such as tips, FAQs or infographics, designed to quickly answer user queries or provide value.
Is Instagram right for your business?
If your business has a strong visual identity or can build one, Instagram is a fantastic platform to grow brand awareness and community. It’s especially effective for brands that want to:
- Build credibility through well-designed content
- Showcase visual products or experiences
- Engage with customers in a two-way conversation
- Use storytelling to strengthen brand values and mission
Whether you're promoting a product or service, or simply trying to build a more substantial presence online, Instagram offers multiple content formats to suit a wide range of strategies.
YouTube
Long-form video content
YouTube is especially an excellent platform for businesses looking to explore topics in-depth and engage audiences through longer-form storytelling. While influencers and creators often post videos that run well beyond an hour, businesses tend to see the most engagement with videos between 7–15 minutes, long enough to provide value, but short enough to hold attention.
From detailed product explainers and service tutorials to behind-the-scenes looks at your business, YouTube offers an opportunity to build trust, demonstrate expertise, and tell your brand’s story in a highly visual and engaging way. For brands that want to educate or inspire, it’s one of the most effective platforms available.
Who’s Using YouTube?
YouTube has one of the most diverse and wide-reaching audiences of any platform. While users aged 25–34 make up the largest segment, the platform is widely used across the 18–44 age range and even has strong engagement among those over 65.
In addition to traditional long-form videos, YouTube Shorts now offers a way to connect with audiences through vertical, short-form videos, similar to TikTok or Instagram Reels. Shorts are up to three minutes long and are ideal for quick tips, product teasers, or behind-the-scenes snippets. Because they’re surfaced in a dedicated feed, Shorts can significantly boost discoverability, especially among younger users browsing on mobile.
User-generated content is also a huge part of YouTube’s success. Think of customers uploading reviews, unboxings, or demos of products they’ve purchased. This type of content offers real social proof and resonates strongly with viewers.
It’s worth distinguishing user-generated content (UGC) from influencer content. UGC is created organically by everyday customers without being paid or instructed by the brand. It tends to be more authentic and raw, which can make it incredibly persuasive.
Influencer content, on the other hand, is typically created in collaboration with a brand, sometimes sponsored, and is often more polished and strategic. Both forms have value, but UGC is especially effective when building trust and credibility.
One common strategy is to publish educational or how-to content, the kind of video users search for when they’re looking to solve a problem or make a purchase decision. For example, Charlotte Tilbury regularly publishes in-depth tutorials explaining how to use their latest makeup products. These videos are not only engaging but often saved and revisited by viewers looking to learn something step-by-step and purchasing the products used.
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Is YouTube right for your business?
If your brand has a story to tell, knowledge to share, or products that benefit from explanation or demonstration, unlike many social platforms where the content disappears quickly, videos on YouTube can continue to attract views, engagement, and traffic months or even years after being posted.
Still, need help figuring out which platforms might work for you?
Contact us today, we would be happy to help work through your social strategy! https://www.creativepod.uk.com/
