With the growing interest in short videos, Instagram and TikTok have become essential platforms for brands and content creators. Short videos have dominated social media, capturing users’ attention quickly and directly, but the key question for marketers and brands is: what is the most effective format for each platform?
In this article, developed by the expert team at the agency Amper, we will explore the best content formats for Instagram and TikTok, their specifics, and the results they can deliver. We will analyze everything from short videos to collaborative content, citing real brand examples and industry insights. Check it out:
The explosion of short videos: why do they work?
The popularity of short videos is due to the fact that they cater to modern user behavior: fast, visual, and highly connected. According to a study by HubSpot, short videos have a retention rate of 52%, much higher than longer content. These numbers highlight the importance of mastering formats for these platforms, especially for those looking to boost engagement and brand visibility.
“Short videos allow us to capture attention quickly, keeping the audience engaged and curious. This is the secret to success on social media.” Explains Bruna Cestini, Head of Content and Concept at Amper.
Content formats for Instagram
- Reels: The revolutionary format
Launched as a response to TikTok, Instagram Reels has become the platform’s biggest bet to compete in the short video market. With a duration of up to 90 seconds, these videos can feature music, effects, and Instagram-exclusive filters, enabling versatile and interactive content creation.
Brazilian example: The brand O Boticário uses Reels to promote new products and beauty tutorials. With a practical and quick approach, the brand engages its audience with tips and launches, averaging 500,000 views per Reel.
- Carousel: Series content with high educational value
Although not videos, carousels remain one of the most effective formats for Instagram, especially in educational strategies. The format allows diving deeper into topics through a series of images or graphics that can be swiped, creating an interactive experience that keeps the user engaged.
International case study: HubSpot, a digital marketing leader, uses carousels to share market statistics and marketing tips. This format offers the audience valuable insights in a single post, facilitating sharing and increasing content save rates.
Content formats for TikTok
- Challenges and Trends: The power of viral culture
TikTok thrives on challenges and trends that quickly gain traction. Brands that adopt these trends can connect with the younger audience in a fun and authentic way. Dance challenges, lip-syncs, and even participatory memes are great opportunities for brands to stand out on the platform.
Brazilian example: Fanta launched the challenge #Fantapode on the platform, encouraging users to create their own videos. The campaign generated over 20 million views, showing how participating in trends can boost a brand’s visibility.
- Tutorials and “how-to” videos
Unlike Instagram, where carousels perform this function well, TikTok provides a space where quick tutorials gain massive appeal. With durations of up to 3 minutes, videos teaching everything from makeup tricks to recipes are widely popular. This type of content allows brands to educate their audience in a practical and visual way.
International case study: The American brand CeraVe leveraged tutorial formats to teach skincare routines. With simple and straightforward videos, the brand gained popularity among younger audiences, especially with influencers who authentically recommended its products.
Best practices for Instagram and TikTok
- Focus on the first few seconds
Studies show that user attention is captured within the first 3 seconds of a video. Brands should use this time to introduce the topic in an intriguing and visually appealing way.
- Use captions and sound effects
Whether on TikTok or Reels, adding captions and sound effects keeps the audience engaged, even in situations where audio is turned off.
Instagram Reels vs. TikTok Videos
To choose the best format for each platform, it is essential to consider the audience profile and the brand’s goals. While Instagram favors more curated and aesthetic content, TikTok is ideal for those seeking authenticity and virality.
Choosing the ideal format is the first step for brands looking to gain visibility and engagement. With the use of short videos, the growth potential is immense, as long as the content is authentic and aligned with the brand’s personality.
