The platforms compared
| Platform | Strongest format | Typical business use |
|---|---|---|
| Posts, Reels, events, groups | Local updates and community | |
| Reels, Stories, photos | Showing visual work and brand | |
| TikTok | Short vertical video | Reaching new people fast |
| YouTube | Long video and Shorts | How-to answers people search for |
| Text posts, articles, documents | B2B trust and hiring | |
| X | Short text and replies | News, opinions and quick support |
How discovery differs
TikTok says follower count is not a direct factor in For You recommendations, so new accounts can reach people quickly. YouTube videos keep getting found through search for years. Facebook and Instagram mix posts from accounts you follow with recommended content.
Audience size in the US
In Pew's 2025 survey, YouTube reached 84% of US adults, Facebook 71%, Instagram 50% and TikTok 37%. Age matters more than totals. About half of adults aged 18 to 29 use TikTok daily, compared with 5% of those 65 and older.
Formats change by platform
YouTube Shorts can now run up to three minutes. Instagram recommends Reels up to three minutes long to new people too. Make content for each platform's format instead of posting the same file everywhere.
Good example. A home builder posts long walkthroughs on YouTube, short clips on Instagram and hiring updates on LinkedIn.
Bad example. A home builder posts the same horizontal video with the same caption on every platform. It looks out of place on each.
Read how to choose platforms. Our social media marketing adapts content to each platform.