Social media video formats: what works where?
2026-04-08 · 5 min read
TikTok, Reels, Shorts, LinkedIn video, YouTube — every platform has its own rules.
Instagram Reels: story hook in the first 1.5 seconds
Reels autoplay in the feed — without sound, vertical. The first visual impression decides whether someone stays. Use a clear hook in the first 1.5 seconds. Subtitles are mandatory because many users watch sound-off.
TikTok: authenticity beats polish
On TikTok, over-produced content is almost always a disadvantage. The platform rewards raw, honest, fast content. Storytelling structures of setup → twist → punchline work extremely well. Format: 9:16, 15 to 60 seconds.
YouTube Shorts: cross-link to the main channel
Shorts work best when they are content-linked to your main YouTube channel. They are the ideal bridge to win new viewers and route them to longer content. Lengths up to 60 seconds, clear call-to-actions at the end.
LinkedIn video: substance for B2B decision-makers
LinkedIn is the only channel with disproportionately many decision-makers — CEOs, CMOs, heads of procurement and HR. Structured 30 to 90 second videos with clear statements, industry insights and personal branding work here.
YouTube (long-form): pillar content for sustainable reach
Longer YouTube videos (5 to 15 min) are perfect for tutorial content, deep analyses and brand building. They also rank in Google — unlike Reels and TikToks — and deliver traffic for months and years after publication.
The multi-cut strategy
Instead of producing separately for each platform: set up one strategically planned shoot or animation and generate 12 to 20 platform-optimised cuts per quarter from it.