Short Form Video Best Practices: Tips for TikTok, Reels and YT Shorts

Short-form video is everywhere. Whether it’s TikTok, Instagram Reels, or YouTube Shorts, bite-sized videos dominate our social media feeds. But why are they so popular? On the audience side, they’re easy and fun to consume, and much more engaging than static images or text posts. And from a creator’s perspective, short-form videos give you the best chance of going viral, so are therefore one of the best ways to grow a following.

But with over 34 million videos being posted a day on TikTok, how can you make sure your short-form videos will stand out and perform well? Below, we’ve pulled together the best practices for short-form videos, recommended by expert marketers and content creators.

From platform-specific tactics to crafting the perfect hook, here’s how to create short-form videos people actually want to watch.

The number one thing to remember

Our attention spans are shrinking, whether you feel it yourself or see it reflected in your metrics. Short clips are popular now because they deliver value quickly and are easy to share – perfect for a 5-minute scroll between more productive tasks. Keep this in mind with every decision you make when creating short-form videos, ensuring that what you produce is quick, engaging, and shareable.

Best practices for short-form content

No matter which platform you’re posting on, there are a few universal rules to follow when creating short-form videos:

Hook viewers in the first 3 seconds

People are ruthless when it comes to scrolling. If you don’t capture their attention within the first three seconds, you probably won’t at all. Start your video off with a bold claim, a surprising visual, or an intriguing question. You can use the text on screen to help you with this. Think ‘here’s why you aren’t getting new followers’. Leave out the “hey guys, today…”, and go straight into the problem, solution, or action.

Keep it concise

While platforms technically allow longer videos, the sweet spot for engagement is often 15-60 seconds. This is especially true for smaller, newer accounts without a large preexisting audience.

To shorten your video, cut out any fluff, filler words, and unnecessary context (scripting your video first can help with this). If you have a longer video or a lot to say, consider splitting it up into a series – this is a great engagement tactic in itself and can attract more followers.

Plan and script your videos

Where possible, resist the urge to wing your content. Planning can save you a ton of time and generally leads to more cohesive, concise videos. Think about what your audience cares about, then outline your key points and create a simple script or bullet list. Having this to hand will also make it easier to repurpose your content across other platforms later.

Scripts don’t have to sound robotic if you read them conversationally. We recommend downloading a free teleprompter app on your phone to keep it in your eyeline while recording.

Show off your personality

The best short-form videos feel more like hanging out with a friend than watching a stranger. Don’t be afraid to share your face, your voice, and real moments. Remember – in most cases, authenticity beats a polished result.

Use captions and on-screen text

Many people watch with the sound off, so captions are non-negotiable. On-screen text can also reinforce key points, improve accessibility, or act as your video’s hook before getting into the action.

Most platforms have built-in caption tools or auto-generated captions, as do editing apps like CapCut. Stylised or highlighted text can be even more engaging, though you shouldn’t overdo it. CapCut has hundreds of text and heading templates to choose from – and lots of them are free!

Follow trends (but stay on brand)

Leveraging trending sounds or video themes is one of the best ways to push your content to a wider audience. On TikTok and IG reels, you can spot trending sounds by looking for an upwards arrow next to the sound name.

When engaging with trends, remember to put your own spin on the video so that it aligns with your niche – don’t just copy someone else. Consider trending filters and effects too, as they generally make for a very quick and straightforward video idea.

Edit tightly

Fast pacing helps keep viewers engaged – that’s why you now see so many videos with clips lasting no more than 2 seconds. Use jump cuts, speed ramps, or transitions to prevent lulls in your content – editing apps like CapCut have a ton of effects and animation templates to make this easier.

Test and adapt

Short-form platforms are constantly evolving, and what worked 3 year, or even 3 months ago might not necessarily work well today. Experiment with different video formats, lengths and hooks til you find your sweet spot – something you can stay consistent with, enjoy doing, and gets good results.

Don’t be afraid to reuse older clips for a new video – it may be shown to a different audience and take off! Likewise, if you have a video go viral, you can repost it a few months later to attract even more viewers.

Engage with other accounts

Responding to your comments and asking viewers questions encourages the algorithm to show your content to more people. And if you’re starting a fresh account, engaging with other creators is even more important. Some creators recommend a ‘warm-up period’, spending 3-5 days liking and commenting on similar content before you upload your first video. Users who do this tend to reach a wider audience than those who don’t, so it’s a small price to pay for increased visibility.

Understanding TikTok, Instagram and YouTube’s algorithms

Not each algorithm is built equally, so it’s important to understand what matters most on each platform in order to give your content the best chance at success.

• TikTok: Prioritises videos with strong early watch time and high completion rates. The algorithm first shows your clip to a small group in a specific niche, and if engagement and watch time are good, it’ll share it to a wider audience. TikTok also factors in replays, so looping your video can boost views. And with younger generations now using TikTok as a search engine, you should try to include relevant keywords in your caption for SEO.
• Instagram: Looks for originality, clarity, and quality in Reels. Because Reels were added to compete with TikTok, Instagram will downrank recycled, low-resolution, or watermarked content i.e. any indicators that the video has been taken from another platform.
• YouTube: Runs a hybrid system where Shorts can appear in a swipeable feed or appear in search results. Optimising your title and description can help your Shorts get discovered. YouTube values most engagement signals (likes, comments, subscribers gained, etc. But quality and timing matters –  if you post too many Shorts in one day, it could flag your content as spam or hinder your results.

TikTok best practices: Hooks, authenticity and community

TikTok revolutionised the way we consume content, and it’s the reason why short-form videos are so popular today. Here’s how to find success on the platform:

Grab attention immediately

You have about 2 seconds to catch the viewer’s attention. Bold visuals, surprising statements, or on-screen text hooks can help with this. Encourage viewers to watch until the end of the video for best results e.g. “Wait for it…” or “Here’s a kitchen hack I wish I’d known sooner”.

Keep it short (usually)

While TikTok allows for videos up to 10 minutes, 15-60 second videos still dominate, so try to keep your videos within this range. Longer story times can work too, but they should be gripping throughout. And remember – you can always split up a longer video into separate parts.

Use trending sounds and music

TikTok’s sound library is a goldmine, and using trending audio can push your video into more people’s feeds. When choosing a sound for your video, make sure it complements your content, and time your cuts to the beat for extra impact. Don’t be afraid to create your own original sounds too – others might use it, which will boost your reach even further.

Use interactive features

Take advantage of TikTok’s built-in features like Duet and Stitch to boost your visibility on the back of other videos’ success. Reaction videos can easily outperform planned skits, so remember to save any content you come across that’s relevant to your niche.

Use niche keywords and hashtags

TikTok categorises content by niche communities e.g. #FoodTok and #BookTok, so be sure to use relevant hashtags and keywords to signal who your video is for.

Instagram Reels best practices: Aesthetic and shareability

Instagram might have copied TikTok with Reels, but that’s not to say videos will perform equally across both platforms. Instagram is slightly more polished and lifestyle-oriented, with content that’s easy to share via Stories or DMs. Here’s how to stand out:

Remove watermarks

Instagram’s algorithm deranks Reels with TikTok watermarks. So if you want to repost, use a downloader like SnapTik to strip the video of the logo before posting. This small step can make a big difference to your reach.

Use native editing tools and AR effects

Instagram is constantly upgrading its editing features to compete with TikTok. And it’s no secret that using new features encourages the algorithm to boost your video. You can add timed text, AR filters, and even interactive stickers on Reels to give your video the best chance of success.

Make it visually appealing

Instagram has evolved a lot over the past few years, but one thing remains constant – the platform prioritises visuals and aesthetics. Aim for crisp lighting, pleasing colours, and on-brand styling. Reels don’t necessarily need to be cinematic, but framing and clarity go a long way.

Embrace trending audio and voiceovers

Like TikTok, Reels has trending sounds (indicated by an arrow beside the name), which can help you identify and hop on popular sounds early. Voiceovers are also popular on Reels – narrate a mini story, provide some context for your visuals, or add humour using trending voice filters.

Collaborate and interact

Use Instagram’s Collab feature to co-post a Reel on two accounts and share engagement. You can reach out to people within your niche, or if you have two separate accounts, create a video that will appeal to both audiences.

Use polls and quizzes to invite viewers to interact with your content, ask questions in your captions, or use interactive stickers.

YouTube Shorts best practices: Hook plus searchability

Shorts live in two worlds: an endless swipeable feed similar to TikTok and Reels, and the traditional YouTube search ecosystem. Because YouTube is owned by Google and viewers find content mainly by searching for it, it’s vital to keep SEO in mind when creating Shorts. Here’s how to find success on the platform:

Start with your strongest shot

The YouTube algorithm prioritises viewer retention, so it’s important to put your most compelling visual or statement first to get them hooked. Remember – a lot of viewers come from search looking for specific answers, so respect their time by answering quickly and avoiding long build-ups.

Optimise your titles and descriptions for search

Unlike TikTok or Reels, YouTube Shorts allow you to include titles and descriptions. Put keyphrases in your title so that your video can show up in search results. Try to be as concise as possible for the biggest impact e.g. ‘Mind-blowing card trick in 15 seconds’.

Encourage engagement

The YouTube algorithm factors in likes, comments, shares, and new subscribers, so all of these metrics can help boost your video. Ask viewers a question or tell them to subscribe for more, as YouTube also tracks if people click on your channel after watching your Short.

Don’t spam

Avoid uploading dozens of Shorts in a single day. YouTube emphasises quality over quantity, and the platform is pretty ruthless when it comes to spam detection. One to three Shorts per week is a good starting point, but you should put your energy into making every video valuable rather than posting more.

Use Shorts to bridge to long-form content

Many creators use Shorts as teasers for longer videos. Share a highlight as a Short and invite viewers to watch the full episode on your channel. This strategy can convert casual viewers into subscribers and increase your overall channel watchtime.

Blend search and trend

Keep in mind that YouTube is a search engine when planning your content. Shorts that answer common queries (e.g. ‘Top 3 packing tips’) can attract viewers long after posting. At the same time, trending challenges or meme formats can give your video a better chance of going viral. So if you can find that sweet spot between evergreen information and trends, you’ll be setting yourself up for success.