Creators Drive Impact

[Updated May 2025] This post has been refreshed to include Instagram’s recent launch of Edits and what it means for short-form content creators

The untapped potential of short-form video and creator content

Creator content is a powerhouse, delivering 12x more impressions and 17x more engagement than brand-owned content. This shift highlights the growing importance of authentic, relatable content that resonates with audiences on a personal level. Platforms like YouTube and TikTok are at the forefront of this movement, offering creators the tools to connect with billions of users worldwide.

Why short-form video matters

Short-form video has become a dominant force in content consumption. YouTube Shorts, for example, has seen explosive growth, capitalizing on the trend of quick, engaging videos. These bite-sized pieces of content are perfect for capturing attention in a fast-paced world, making them a goldmine for marketers looking to reach younger audiences.

YouTube and TikTok

When comparing YouTube to other video platforms, its scale and versatility stand out. With 2.5 billion monthly active users, YouTube remains the second most popular social media platform globally. It caters to a diverse audience, with a significant portion of users aged 18-34, making it a prime platform for targeting younger demographics.

In contrast, TikTok, with 1.12 billion monthly active users, has carved out a niche with its focus on short-form, creative content. TikTok’s audience skews younger, with a strong presence among Gen Z and Millennials. However, the looming deadline for a potential TikTok ban in the U.S. could shift user behavior, creating opportunities for platforms like YouTube to capture displaced audiences.

Instagram's Edits app: A strategic move in short-form video?

Instagram launched Edits in April 2025, a standalone video-editing app with AI-powered tools like background replacement, automatic captioning, and image animation, a direct competitor to TikTok’s CapCut.

With over 7 million downloads in its first week, the timing is notable, especially as TikTok’s future in the U.S. remains uncertain.

Edits gives creators more flexibility, allowing them to fine-tune videos for multiple platforms instead of just Instagram. Whether this signals a major shift in short-form video or simply adds another tool to the mix remains to be seen.

The importance of marketing to younger audiences

Younger generations, particularly Gen Z and Millennials, are shaping the future of digital marketing. They value authenticity, creativity, and relatability, making creator-driven content a key strategy for brands. Platforms like YouTube and TikTok provide unique opportunities to engage these demographics through innovative campaigns and collaborations with influencers.

Seizing the opportunity

As the digital landscape evolves, the power of creator content and short-form video cannot be overstated. YouTube’s vast user base and versatile platform make it a cornerstone for marketers, while TikTok’s creative edge continues to drive engagement. With the potential TikTok ban on the horizon, now is the time for brands to explore new strategies and leverage the untapped potential of these platforms.