TikTok continues to be one of the fastest growing social media platforms. Especially with the important target group of teenagers and young adults, TikTok can continue to score with its short, entertaining videos.

Video is king: even old greats like Facebook have integrated various livestreams and video formats since the emergence of the young competitor, Instagram also has various possibilities for content via feeds, reels, IGTV and live videos.

Top dog in this sector, however, remains the pure video provider TikTok. At the end of 2020, the provider recorded almost 700 million users, after almost 200 million were lost due to a blocking of the app in India. The trend remains rising and it can be assumed that TikTok will break the billion mark sooner rather than later.

To be successful here, you need strategy. Promotional videos are displayed on the user’s home feed, which is individually compiled by an algorithm, between other content. However, members of Gen Z are better than any other age group at recognizing advertising – and then simply scrolling on without even consciously noticing the content.

Therefore, it is essential to ensure that the content in format, sound and presentation fits as closely as possible to the common varieties of the platform. Then users can stay long enough to perceive and take the actual advertising message with them.

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Instagram is not a new force in the world of social media platforms, but it has become even more important in pandemic times. Like no other, the platform has understood how to connect users with each other and give them added value – and at the same time show them relevant advertising content via boosted posts and influencer marketing, which could then be purchased directly from the app’s own store.

From the display directly to the completion of the purchase, the entire process can only be handled on the platform. This is an advantage that should not be underestimated and that has paid off during Corona. Between July and September 2020, Instagram gained more than 76 million users. At the end of 2020, the total number of users was 1.16 billion users. Here, too, the trend is rising.

While on TikTok only the video content counts, Instagram depends  heavily on the feed. Thus, the focus is less on the individual post than on the overall effect that the profile of the corresponding user (or company) leaves on visitors.

Color-coordinated images, a recognizable style or even creatively assembled puzzles on different posts keep users interested and invite them to scroll down further. Some of the most successful Instagram profiles convince with almost artistic collages, whose individual parts also captivate with high quality, but unfold their true beauty in combination with all other posts.

Strongly reminiscent of the short videos on TikTok,  Instagram has also been offering the possibility to post so-called reels for some time – short videos that give the user a little more time than the videos in the feed, which are limited to one minute. Since the format, as mentioned earlier, is quite similar to the TikTok platform  , content is easy to use for both of them.

The short message service Telegram is perhaps not the most classic social media platform, as its users are more likely to engage in a private setting in the form of groups. The app became known in particular as a secure alternative to WhatsApp, which gained a large influx thanks to its company policy aimed at user privacy.

Special advantages of the app are the self-destruction of messages, no advertising and the personal, cloud-based storage. In 2020, this seemed to multiply again. At the beginning of 2021, Telegram had  around 500 million users per month, according to its own statement. So the network is not that private if you take a closer look:

Individual channels are more reminiscent of Facebook groups and have several thousand members. For this reason, this platform should not be ignored in the field of online marketing , as there will most likely be some opportunities here.

The Pinterest platform is clearly one of the big names in the field of social media and, like Instagram, is mainly based on visual content. With a peak of 478 million users reached in 2021, the platform is constantly filled with interesting content, which comes primarily as images or graphics. Here, users can create their own boards to collect inspiration, ideas, recipes and everything else in a practical and visually appealing way.

For companies, this is a great way to stay in the memory, because with a little luck the advertising can be stored on a board for „watching again and again“. For this to happen, however, requires a lot of creativity. Whether inspiring product photos or useful infographics, the more eye-catching and helpful, the better. Which content exactly it should ultimately be is of course decided individually – here, for example, the personality of the company as well as the preferred target group is of great importance.