CONTENT ANALYSIS OF SHORT VIDEOS AS THE DOMINANT FORMAT FOR AUDIENCE ENGAGEMENT ON TIKTOK, IG REELS, AND YOUTUBE SHORTS: A LITERATURE REVIEW
Keywords:
Short videos, TikTok, Instagram Reels, YouTube Shorts, audience engagement, literature review, social media, digital contentAbstract
This study examines short video content as the dominant format driving audience engagement on three major social media platforms: TikTok, Instagram Reels, and YouTube Shorts. Using a literature review method, this study analyses the technical characteristics and content formats of each platform, as well as the factors influencing user engagement levels. The findings reveal that while all three platforms share the core concept of vertical short videos, they each possess unique characteristics in terms of duration, editing features, distribution algorithms, and audience profiles that influence interaction patterns. TikTok is known for its high virality and strong content personalisation, Instagram Reels relies on visual aesthetics and social interaction, while YouTube Shorts combines short and long-form content to reach a broader audience. Factors such as visual quality, content relevance, popular music, and interactivity have proven significant in increasing audience engagement. This study provides a comprehensive understanding that is beneficial for content creators, digital marketers, and social media researchers in optimising digital communication strategies based on short videos.
Downloads
References
Abidin. (2020). Penetrasi regulasi kurikulum merdeka belajar secara menyeluruh di Indonesia. Jurnal Pendidikan Dan Kebijakan.
B. Tatyana. (2025). Research on Influencing Factors of Short-Form Video Marketing in China. Open Access Library Journal.
Belanche, D. (2021). Social Media Influencer Engagement, User Trust, and Brand Perception. Journal of Interactive Marketing.
Cao, X. (2023). What Matters for Short Videos’ User Engagement: A Multiblock Model. Expert Systems with Applications.
Du, X. (2022). The Addiction Behavior of Short-Form Video App TikTok. Frontiers in Psychology.
Eliyah, E., & Aslan, A. (2025). STAKE’S EVALUATION MODEL: METODE PENELITIAN. Prosiding Seminar Nasional Indonesia, 3(2), Article 2.
Fatimah, A. F., & Nasir, M. (2025). Utilization of Short-Form Videos (TikTok, Reels, Shorts) to Increase Brand Engagement and Visibility. JSEO.
Haenlein, M. (2020). Short-Form Video as a Vehicle for Brand Communication. Journal of Business Research.
Hamilton, S., & Adams, M. (2022). Social Video Storytelling: Theory and Practice for Global Creators. Routledge.
Hussain, K. (2024). Implications for Content Creators and AI Tool Developers: Audience Engagement on YouTube. Computers in Human Behavior Reports.
Jamalulel, I. (2025). Analyzing TikTok’s Content Marketing Strategy for Enhancing Customer Engagement in Indonesian MSMEs. IJLTEMAS.
Kang, H. (2022). Understanding Human–AI Interactions on TikTok and Their Impact on User Engagement. Journal of Computer-Mediated Communication.
Kim, M. (2022). Seeing Destinations through Short-Form Videos: Implications for Audience Engagement and Travel Intention. Frontiers in Psychology.
Klug, M. (2020). Brand Engagement Driven by Influencers on Video Platforms. Journal of Marketing Analytics.
Leaver, T., Highfield, T., & Abidin, C. (2020). Instagram: Visual Social Media Cultures. Polity Press.
Lim, V., Jackson, J., Erwin, J., Susanto, J., Selina, S., & Wibowo, T. (2024). Perbandingan Keseruan Menonton Video Pendek dari TikTok, Instagram Reels, dan YouTube Shorts. Jurnal Sistem Informasi, Universitas Internasional Batam.
Lobato, R. (2023). Netflix Nations: The Geography of Digital Distribution. NYU Press.
Mehmeti, H., & Bajrami, D. (2025). Tiktok as a Tool for Audience Engagement: An Analysis of Kosovo’s National TV Broadcasters. SEE UR Journal. https://doi.org/10.2478/seeur-2025-0022
Montag, C. (2021). Digital Content Creation and Its Impact on Audience Engagement: A Review. Computers in Human Behavior Reports.
Moulyagowda, D. N., & Takalkar, P. (2025). Evaluating the Effectiveness of Instagram Reels on Gen Z: Analyzing Engagement and the Role of Instagram usage in Shaping Purchase Intent. IJMRSET.
Nguyen, T. T. (2024). Why People Watch User-Generated Videos? A Systematic Review and Meta-Analysis. Computers in Human Behavior.
Omar, B., & Wang, Y. (2020). Personality Traits and User Engagement with Video Content. Computers in Human Behavior Reports.
Roberts, J. A. (2025). Technology Affordances, Social Media Engagement, and Social Media Addiction: An Investigation of TikTok, Instagram Reels, and YouTube Shorts. PubMed.
Smith, J., & Short, N. (2022). TikTok and the Science of Social Media Addiction. Frontiers in Psychology.
SocialInsider. (2025). TikTok vs. Reels vs. Shorts: A Study by Socialinsider. https://www.socialinsider.io/blog/tiktok-vs-reels-vs-shorts
Stalastiana, et al. (2024). Evolusi Strategi Pemasaran Video Pendek dalam Industri Kreatif. Jurnal Multidisiplin West Science, 04(01).
Torraco, R. J. (2020). Writing Integrative Literature Reviews: Guidelines and Examples. Human Resource Development Review, 19(4), 434–446. https://doi.org/10.1177/1534484320951055
Trang, T. N. N. (2025). Factors Driving Gen Z’s News Engagement on TikTok. Computers in Human Behavior Reports.
Trivedi, A., & Sama, R. (2020). Co-Creation in Short-Form Video Platforms: A New Wave of Engagement. Journal of Business Research.
Veirman, M. de. (2022). Factors Influencing Consumer Preferences for Short-Form Video Advertisements. Journal of Advertising.
Yang, J. (2025). Engagement That Sells: Influencer Video Advertising on TikTok. Marketing Science. https://doi.org/10.1287/mksc.2021.0107
