Short-form vertical video is now the dominant format for product discovery — but Reels, TikTok and Shorts are not the same platform. The algorithm, the audience mindset and the technical specs all differ enough to matter. Here's what you need to know before you post, and how to produce all three efficiently.
The specs, side by side
| Platform | Aspect ratio | Optimal resolution | Max length (feed) | Sweet spot |
|---|---|---|---|---|
| Instagram Reels | 9:16 | 1080 × 1920 | 90 s | 7–20 s |
| TikTok | 9:16 | 1080 × 1920 | 10 min | 10–30 s |
| YouTube Shorts | 9:16 | 1080 × 1920 | 60 s | 15–45 s |
All three are full-screen vertical. Always render at 1080 × 1920 — this is the only size that fills the screen on every device without cropping.
Audience mindset
TikTok users are discovery-first. They're open to brands they've never heard of, which makes it the best cold-reach channel. The algorithm rewards watch-time and re-watches — a compelling loop (something that makes the viewer restart the video) outperforms a long, polished edit.
Instagram Reels users tend to already follow accounts or explore through a curated feed. Aesthetic quality matters more here — the thumbnail, the colour grading, the brand feel. Reels are also better for converting followers into customers because the link-in-bio is one tap away.
YouTube Shorts audience is in a browse-or-search mindset. They've often come from watching a long video and Shorts appear as a recommendation. Shorts can include chapters and links in description, which suits slightly more educational content ("how to" formats work well here).
What this means for your script
- TikTok: Open in the first frame with a problem or desire, not your brand name. Cut fast, use trending audio if possible.
- Reels: Lead with a strong visual hook — something aesthetically striking. Keep copy clean and fewer words on screen at once.
- Shorts: A clear title card helps (it doubles as a thumbnail). Use the hook-explain-reveal structure that performs in YouTube's search-aware ecosystem.
Caption and text overlay style
All three platforms reward on-screen text — most viewers watch muted. The style differs:
- TikTok: bold, punchy, often one phrase per cut, fills the screen.
- Reels: clean, minimal, often lower-third style, feels curated.
- Shorts: similar to Reels, though slightly more tolerance for info-dense text.
Word-synced captions (karaoke style) work on all three and consistently lift completion rates.
Making all three without tripling your effort
The mistake is treating each platform as a separate production. One description → one generation → three exports is the efficient path:
- Describe your product in Laruzha's Video Studio.
- Generate the video in 9:16 — the shared format for all three.
- Export and post to each platform. The script and visuals are the same; only the caption styling and posting time vary.
You can also run a single idea through the Instagram Reels Maker, TikTok Ad Maker and YouTube Shorts Maker pages to see per-platform tuned outputs.
Which platform should you prioritise?
- Selling a physical product → TikTok first (highest organic reach for new brands).
- Building a brand with existing followers → Reels (better conversion on engaged audiences).
- Explaining how your product works → Shorts (search-aware, ranks on YouTube).
- All three → generate once, export once, post everywhere. The marginal cost of the second and third platform is minutes.
Start making your short-form videos
Open the Video Studio → to generate your first 9:16 video from a product description — ready for Reels, TikTok and Shorts in one render.