The jury is still out. TikTok is the pioneer of short-form video (sorry, Vine), but Instagram quickly caught up with Reels. Now, other platforms like YouTube and LinkedIn are adding 'shorts' to their repertoire. Like all social platforms, invest where your audience is. Short-form video is one of the best ways to grow an audience quickly, and the emerging buyer demographic (age 16 - 35) is spending more and more time on Reels and TikTok.