TikTok has taken the social media world by storm since its global launch in 2018. The short-form video app now boasts over 1 billion monthly active users and has become a go-to platform for entertainment, creativity, and brand marketing.
However, TikTok‘s rapid rise has also spawned a wave of competitors looking to capture their own share of the short-form video market. As a social media marketer, it‘s critical to stay on top of these emerging platforms and understand their unique features, audiences, and opportunities.
In this article, we‘ll take an in-depth look at the top 15 apps like TikTok that are worth watching in 2023. We‘ll explore each app‘s key differentiators, user demographics, content strengths, and brand marketing potential. We‘ll also provide actionable tips and best practices for leveraging these platforms in your social media strategy.
1. Instagram Reels
Launched in August 2020, Instagram Reels is Instagram‘s answer to TikTok‘s short-form video dominance. Reels allows users to create and discover 15 to 60-second multi-clip videos with audio, effects, and creative tools.
Key Stats:
- Instagram has over 2 billion monthly active users, with Reels being a key engagement driver
- 91% of active Instagram users watch videos weekly (Source: Instagram)
- Ad spend on Instagram Stories, which include Reels ads, increased by 70% year-over-year in Q2 2022 (Source: Mediaocean)
Content Strengths:
Instagram Reels is known for its polished and visually-appealing content, reflecting the platform‘s focus on fashion, beauty, and lifestyle. Popular categories include dance challenges, how-to tutorials, and behind-the-scenes content.
Brand Marketing Opportunities:
Brands can create their own Reels to showcase products, share educational content, or participate in trending challenges. Instagram also offers Reels ads, which appear in between organic Reels content and can include clickable links.
For example, Louis Vuitton used Reels to give fans an immersive look at their Fall-Winter 2021 fashion show, generating over 15 million views. Sephora has also used Reels to share makeup tutorials and product showcases, driving high engagement and click-through rates.
2. YouTube Shorts
YouTube entered the short-form video race with YouTube Shorts, which launched in September 2020 in India before expanding globally. Shorts are vertical videos up to 60 seconds long that are showcased on the YouTube homepage and in a dedicated Shorts tab.
Key Stats:
- YouTube has over 2 billion monthly logged-in users, providing a massive potential audience for Shorts
- YouTube Shorts is generating over 30 billion daily views, with 1.5 billion logged-in users watching Shorts monthly (Source: YouTube)
- 70% of YouTube Shorts viewers say that Shorts are entertaining and fun to watch (Source: YouTube)
Content Strengths:
As the world‘s largest video platform, YouTube has a diverse content mix that extends to Shorts. Popular categories include music, comedy, gaming, and education. Many YouTubers also use Shorts to repurpose highlights from their longer videos and drive subscriptions to their main channel.
Brand Marketing Opportunities:
Brands can create their own Shorts to tease product launches, share quick tips, or collaborate with YouTube creators. YouTube is currently testing ads in Shorts, including app install and video action campaigns.
For example, Levi‘s has used YouTube Shorts to showcase user-generated content and product styling ideas, driving strong click-through rates. The NBA has also leveraged Shorts to share game highlights and behind-the-scenes footage, generating millions of views and high engagement.
3. Snapchat Spotlight
In November 2020, Snapchat launched Spotlight, a dedicated tab for showcasing the best Snaps from the Snapchat community. Spotlight features vertical videos up to 60 seconds long that are algorithmically curated based on engagement.
Key Stats:
- Snapchat reaches over 75% of millennials and Gen Z in more than 20 countries
- Over 65% of Snapchat users create or view video content on the app daily (Source: Snapchat)
- Spotlight generates more than 319 million monthly users, with the average user spending over 7 minutes per day watching Spotlight content (Source: Snapchat)
Content Strengths:
Snapchat is known for its fun and playful content, with popular Spotlight categories including comedy, music, and dance. Snapchat‘s AR lenses and filters also enable unique visual effects and interactive experiences.
Brand Marketing Opportunities:
Brands can partner with Snapchat creators to develop sponsored Spotlight content or run their own Spotlight challenges with dedicated hashtags. Snapchat also offers non-skippable Spotlight ads that appear in a dedicated Spotlight shows section.
For example, Bud Light partnered with Snapchat to sponsor a series of Spotlight AR lenses tied to the 2022 NFL playoffs, driving over 500,000 lens plays. Snapchat also teamed up with NBC for a Spotlight challenge promoting the 2022 Winter Olympics, generating billions of views across submitted Snaps.
4. TikTok
While this article focuses on TikTok alternatives, it‘s worth providing an overview of TikTok‘s core features and marketing opportunities as a basis for comparison.
Key Stats:
- TikTok has over 1 billion monthly active users globally
- The average TikTok user spends 52 minutes per day on the app (Source: BusinessofApps)
- 71% of TikTok users say the platform helps them express themselves creatively (Source: TikTok Marketing Science US Creative Expression Custom Research 2022)
Content Strengths:
TikTok is known for its authentic and entertaining content, with popular categories including dance, comedy, education, and activism. TikTok‘s duet and stitch features also enable unique collaborations and meme-worthy trends.
Brand Marketing Opportunities:
TikTok offers a range of ad formats, including In-Feed Ads, TopView, Branded Hashtag Challenges, and Branded Effects. Brands can also partner with TikTok creators through the TikTok Creator Marketplace.
For example, Chipotle‘s #GuacDance challenge generated over 1 billion views in 6 days and resulted in their highest single-day sales from digital channels (Source: Chipotle). Walmart has also found success on TikTok, with 112% year-over-year follower growth and an average 25% engagement rate per video (Source: Walmart).
5. Triller
Launched in 2015, Triller is a US-based app that uses AI to automatically edit user-generated music videos. Triller has become popular with hip-hop and rap artists, with users like Snoop Dogg, Lil Wayne, and 21 Savage.
Key Stats:
- Triller has over 65 million monthly active users (Source: Triller)
- Triller has 300+ brand partnerships, including Pepsi, McDonalds, and Chipotle (Source: Triller)
- Triller‘s e-commerce feature enabled $50 million in sales transactions within its first year (Source: Proxima)
Content Strengths:
Triller is primarily focused on music videos, with automated editing features that sync footage to song beats. The app also hosts live music events and contests, such as the Triller Fight Club boxing series.
Brand Marketing Opportunities:
Triller offers a variety of brand partnership opportunities, including sponsored music videos, product placement, and live event sponsorships. Triller also has an in-app shopping feature that allows users to purchase products shown in videos.
For example, Manscaped sponsored the Triller Fight Club, generating over 2 million pay-per-view purchases and a 580,000% increase in Google Search volume (Source: Manscaped). Cheetos also partnered with rapper Bad Bunny on a Triller campaign that included a branded effect and generated over 20 million impressions (Source: Mondelez).
6. Likee
Likee, formerly known as LIKE Video, is a Singapore-based app owned by Chinese company JOYY Inc. Likee offers a range of video creation and editing tools, including beauty filters, stickers, and special effects.
Key Stats:
- Likee has over 150 million monthly active users across 200 countries (Source: Likee)
- Likee was the 6th most downloaded video app worldwide in 2021 (Source: Sensor Tower)
- The United States, Brazil, and Russia are Likee‘s largest markets by downloads (Source: Sensor Tower)
Content Strengths:
Likee‘s content tends to be more polished and filtered compared to TikTok, with an emphasis on lip syncs, dance challenges, and comedy skits. Likee also has a strong gaming community, with integrations that allow users to live stream mobile gameplay.
Brand Marketing Opportunities:
Likee offers a range of ad formats, including native videos, banners, and interstitial ads. Brands can also sponsor hashtag challenges or partner with Likee creators on product placements or sponsored content.
For example, Unilever Indonesia used Likee to promote its Rexona deodorant line, generating over 47,000 user-generated videos and 4.4 million engagements (Source: Likee). BMW also partnered with Likee creators in Russia to promote the X5 model, driving a 13% lift in ad recall and a 12% lift in brand preference (Source: BMW).
7. Dubsmash
Dubsmash is a New York-based app that specializes in user-generated lip sync videos. Users can choose from a library of songs and quotes to create their own dubs, which can be shared on other social media platforms.
Key Stats:
- Dubsmash has over 1 billion video views per month (Source: Dubsmash)
- 30% of Dubsmash‘s monthly active users post content every day (Source: Dubsmash)
- Dubsmash was acquired by Reddit in 2020 for an undisclosed sum (Source: Reddit)
Content Strengths:
Dubsmash is known for its diverse and inclusive community, with content that celebrates different cultures, identities, and backgrounds. Popular categories include comedy, music, and movie/TV quotes.
Brand Marketing Opportunities:
Dubsmash has been used by brands to launch lip sync challenges or sponsor user-generated content campaigns. However, since being acquired by Reddit, Dubsmash‘s future as a standalone app is unclear.
For example, Nickelodeon Brazil has used Dubsmash to engage fans of its shows, launching lip sync challenges for popular characters that generated millions of views. KFC Arabia also ran a Dubsmash campaign inviting users to dub the Colonel‘s catchphrases, resulting in over 1,000 video submissions.
Social Media Marketing Best Practices for Short-Form Video Apps
While each app covered in this article has its own unique features and audience, there are some general best practices that apply to marketing across all short-form video platforms:
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Embrace authenticity: Short-form video users value genuine and relatable content over polished ads. Focus on showcasing your brand‘s personality and values in an authentic way.
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Understand the platform‘s strengths: Each app has its own content formats, trends, and user behaviors. Research what works best on each platform and tailor your content accordingly.
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Collaborate with creators: Partnering with influencers or creators who align with your brand can help you tap into their engaged audiences and create more authentic content. Make sure to vet creators carefully and provide clear content guidelines.
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Use native features: Many short-form video apps offer unique engagement features like duets, remixes, polls, and AR filters. Incorporating these elements can make your content more interactive and encourage user participation.
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Post consistently: Like any social media platform, consistency is key to building an audience on short-form video apps. Develop a regular content calendar and posting cadence.
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Test and learn: Short-form video trends and features are constantly evolving. Don‘t be afraid to experiment with different content formats, hashtags, and partnerships to see what resonates with your audience.
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Measure performance: Track key metrics like views, engagements, click-through rates, and conversions to assess the impact of your short-form video campaigns. Use these insights to optimize your content strategy over time.
FAQ
Should my brand have a presence on all short-form video apps?
Not necessarily. It‘s important to focus on the platforms where your target audience is most active and engaged. Research the demographics and content preferences of each app to determine which ones align best with your brand goals.
How long should my short-form videos be?
While most apps covered in this article allow videos up to 60 seconds long, shorter is often better for maintaining viewer attention. TikTok recommends keeping videos under 15 seconds, while Instagram suggests 15-30 seconds for Reels.
How often should I post short-form videos?
Posting frequency depends on your content strategy and resources, but aim for at least 1-3 videos per week to maintain a consistent presence. Some brands post multiple times per day to maximize reach.
How can I measure the ROI of my short-form video campaigns?
Measuring ROI depends on your specific campaign goals, but some key metrics to track include views, engagements (likes, comments, shares), click-through rates, website traffic, and sales conversions. Use UTM tracking links in your video descriptions to attribute traffic and conversions to specific campaigns.
Conclusion
Short-form video has become a critical component of social media marketing, with TikTok leading the charge in user growth and engagement. However, the rise of TikTok has also sparked a wave of competition, with platforms like Instagram, YouTube, Snapchat, and Triller all vying for a piece of the short-form video pie.
As a social media marketer, it‘s essential to stay on top of these emerging platforms and understand their unique features, audiences, and opportunities. By adapting your content strategy to the strengths of each app and following best practices for short-form video creation, you can tap into the massive potential of this format to reach and engage your target audience.
Looking ahead, the short-form video landscape is likely to continue evolving, with new apps, features, and trends emerging all the time. By staying agile, experimentative, and data-driven in your approach, you can stay ahead of the curve and maximize the impact of your short-form video marketing efforts.
