Almost all platforms use vertical video, but what works on one platform doesn't automatically work on another. Each has its own audience, pace and style. If you know what works where, you can tailor your content to it, and brands get more out of your videos.
TikTok
TikTok is all about entertainment, authenticity and trends. Content that feels raw and spontaneous often performs better than polished videos.
- What works: talking-head videos where you speak straight to camera, storytelling, "I tried this" videos, POV videos, trends and popular formats, and honest reviews.
- Style: fast pace, quick cuts, humor and personality. A strong hook in the first second is essential.
- Tip: Trending sounds are popular, but be careful with music in UGC that the brand will use in ads. Commercial use of music isn't always allowed.
Instagram Reels
Reels resemble TikTok, but the audience often expects slightly more aesthetic and inspiring content.
- What works: tutorials, before-and-after videos, product showcases, "get ready with me" videos, inspiration and lifestyle content.
- Style: a bit more polished, attractive visuals, good light and a recognizable style. Still natural, but more aesthetic than on TikTok.
- Tip: Reels are often shared and saved. Useful content, such as tips and tutorials, performs well.
Instagram Stories
Stories are casual and short-lived. Followers expect a look behind the scenes.
- What works: first impressions, behind the scenes, a product in your daily life, and short updates spread over several days.
- Style: spontaneous, personal and unpolished. Talk to your followers as if they're friends.
- Tip: Use interactive stickers, such as polls and questions, to engage your followers. A link sticker lets viewers go straight to the product.
Snapchat
Snapchat has a young audience and is very personal and casual.
- What works: spontaneous moments, quick reactions, a product in your daily life, and humor.
- Style: raw, unpolished and close to home. Often filmed with the front camera, as if you're sending a message to a friend.
- Tip: Perfection isn't the goal on Snapchat. Authenticity and personality matter most.
YouTube Shorts
Shorts are often found through search, so useful content stays relevant for a long time.
- What works: tutorials, explanations, tips and tricks, product demos and answers to frequently asked questions.
- Style: clear and informative, with a recognizable topic in the title and the first few seconds.
- Tip: Think about what people search for. A Short that answers a specific question can keep getting views for months.
UGC for ads
Brands often use UGC in paid ads on TikTok, Instagram and Facebook. In that case, a few extra things matter:
- A strong hook. Ads are scrolled past even faster than regular posts.
- Captions. Many people watch without sound.
- Safe zones. Keep text and products in the middle of the screen, away from buttons and captions.
- A clear call to action. Viewers need to know what to do next.
- Multiple versions. Brands often test different hooks or endings. Check whether the brief asks for this.
Not sure which platform it's for?
Always check the brief. It usually states which platform the content is intended for, and whether the brand uses it organically or in ads. If it's not clear, ask the brand before you start filming.
Note
Platforms change their features and algorithms regularly. What works today may work differently in six months. Keep an eye on which formats are performing well, and adjust where needed.
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