INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

Impact of Instagram Reels vs. YouTube Shorts on Brand

Engagement among Gen Z Changes

Social media has transformed how brands communicate with consumers, with short-form video platforms

emerging as key marketing channels. This study examines the impact of Instagram Reels and YouTube Shorts

on brand engagement among Gen Z, focusing on brand discovery, engagement, and purchase intention, and

comparing each platform’s effectiveness in building awareness.

Prior research links short-form videos to brand visibility and purchase decisions, but most studies examine

platforms in isolation, leaving gaps in direct comparison, platform-driven differences in student interaction, and

links between platform preference and purchase intention among young Indian consumers.

A descriptive design was adopted. Primary data were collected via a structured Google Forms questionnaire

watched until the end), and 58% credited algorithms for brand discovery. On purchase intention, 57% agreed

short video ads influence product trials, and 52.7% reported higher purchase likelihood after viewing. All four

hypotheses were supported, confirming significant links between brand discovery and engagement, engagement

and purchase intention, platform preference and perceived engagement, and algorithms and trial decisions.

Both platforms significantly shape brand engagement and purchase intention among Gen Z. Instagram Reels

leads in preference and visual content, while YouTube Shorts shows stronger retention, with algorithms acting

as a key bridge between content and consumer. Marketers should prioritise authentic, creative short-form

content to engage young audiences. Future research could expand the sample, include other platforms, and

examine brand loyalty.

with a short attention span, steered by visuals, and seeking authenticity in content, play a unique role in engaging

with these platforms (Youn et al., 2024). So it is crucial for marketers and academics to recognise their impact

on consumer engagement.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

Instagram Reels has proven to be effective in building brand awareness and driving passive engagement in the

form of likes and views. With its engaging and visually stimulating format, it is particularly appealing to Gen Z

and successful at grabbing users' attention. Research by Sánchez et al. (2025) shows that Reels are more likely

to garner more likes and views, suggesting good performance in the first stage of the marketing funnel. Likewise,

Fatimah et al. (2025) note the importance of short videos like Reels for enhancing brand awareness and reach

for Gen Z.

Conversely, YouTube Shorts presents unique engagement methods. Although it may not always reach audiences

rather than polished ads. Parisi et al. (2025) indicate that authentic influencer marketing strategies have a positive

effect on engagement and purchase intention. Additionally, Putra et al. (2025) highlight that user-generated

content (UGC) and stories are important ways by which Gen Z consumers establish trust and loyalty, thus

enhancing engagement with brands.

Drawing on these findings, the current research seeks to explore the differences in the impact of Instagram Reels

and YouTube Shorts on brand engagement among Gen Z users. Through a comparative analysis of the reach,

interaction and conversion rate, the study aims to offer insights to marketers for designing effective digital

strategies. This, in turn, will help brands to develop engaging, relatable, and effective content that appeals to

Gen Z. of Gen Z audiences.

recommended brands to use platforms together.

 Islam et al. (2025) said that short video marketing enhances brand recognition and trust. It also increases

user interaction and engagement. The research suggests algorithms and micro-influencers are crucial

elements to success.

 Rahman et al. (2025) found viewing Instagram Reels has a positive impact on brands. Viewers of Reels

are more likely to favour and select brands. Influencers and emotions are important factors in user

decision making .

 Lee et al. (2024) demonstrated entertainment, interactivity and escapism are primary motivations for

users of Reels. This develops a positive influence from the content. This also increases continuous usage

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

 In fact, Doloi et al. (2024) discovered that Instagram Reels is one of the most popular format for Gen Z.

It has an impact on user engagement and purchase intention behaviour. Influencers and brand user-

generated content are key to this process.

 Violot at al. (2024) found YouTube Shorts have more views and likes, showing more engagements. They

found Shorts have more views and likes, which leads to more engagement. But long videos are still more

effective in certain types of content, such as educational content.

 Rajendran et al. (2024) found that short videos get more engagement than the long-form videos. This is

also reflected in how people are creating videos. People are now producing more short-form videos .

 Youn et al. (2024) found that entertainment, social interaction, and information are key motivations for

Gen Z. These factors create a positive attitude towards branded content. This also improves long-term

brand relationships .

between creators and users also increases engagement. This leads to higher involvement and interest .

 Roberts et al. (2025) found that recommendation systems and algorithms strongly influence engagement.

Easy content discovery and platform design increase user activity. These features shape how users

consume content .

Research Gaps

Most of the research describes short-form video but don't compare Instagram Reels and YouTube Shorts. There

is hardly any evidence showing the difference in brand engagement on both the platforms among Gen Z. And

many studies discuss views and likes, but don't explain influencer impact and conversion. Further, there is a lack

of comparison between the two platforms in the role of authenticity and influencer's impact. This means we

 To compare the effectiveness of Instagram Reels and YouTube Shorts in generating brand engagement

among Gen Z.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

 To identify the key factors that influence Gen Z’ preference for either Instagram Reels or YouTube Shorts

for watching brand-related content.

 To analyze the relationship between brand engagement on these platforms and purchase intention among

Hypothesis Development

Hypothesis 1

H₀ (Null Hypothesis): There is no significant relationship between discovering new brands and users’ tendency

to like or react to brand-related videos.

H₁ (Alternative Hypothesis): There is a significant relationship between discovering new brands and users’

tendency to like or react to brand-related videos.

Hypothesis 2

Reels as a more engaging medium for brand content.

H₁ (Alternative Hypothesis): Users’ preference for short-video platforms significantly influences their

perception of Instagram Reels as a more engaging platform for brand-related content.

Hypothesis 4

H₀ (Null Hypothesis): Recommendation algorithms have no significant impact on product trial decisions

influenced by short video advertisements.

H₁ (Alternative Hypothesis): Recommendation algorithms significantly affect product trial decisions

influenced by short video advertisements.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

irespondents' iperception, iengagement iand iconsumption ibehaviour itowards ishort-form ivideos.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

A idescriptive iresearch idesign iwas iadopted ito iexamine ithe ieffect iof iInstagram iReels iand iYouTube ishorts ion

Interpretation

The

iabove itable ishows ithe isurvey iparticipants' isocial imedia iusage. iThis ireveals ithat ithe imajority iof

irespondents i(28%) ispend i3-4 ihours ia iday ion isocial imedia, ifollowed iby i1-2 ihours i(27%) iand iless ithan i1

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

ihour i(26.3%) iwhile i18.7% ispend imore ithan i4 ihours. iThis ishows ithe istudents ispend ia iconsiderable itime ion

When iit icomes ito ithe ipreferred iplatforms ito iview ishort ivideos, imost irespondents i(40%) iprefer iInstagram

iReels ifollowed iby iboth i(35.7%) iand ionly iYouTube iShorts i(14.7%). iOnly i9.7% isaid ithey idon't iuse ithem ifor

iabove itable ishows istudents' iattitudes itowards iinteracting iwith ibrands ithrough ishort ivideos. iBased ion ithe

iresponses, i33.3% istrongly iagree iand i24% iagree ithat ithey ihave ifound ibrands ithey ididn't iknow ithrough ishort

ivideos, isuggesting ithat ishort ivideo icontent iis ieffective iin ibrand iawareness ifor istudents.

ivideos ion ishort ivideo iplatforms, iwith i33.3% ineutral iand ithus imoderate iengagement.

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

And i33% iagree iand i31% istrongly iagree ithat ithey ifind ibrands imore iinteresting iand iengaging iwhen ithey iuse

ishort ivideo iformats. iThis imeans ithat ishort ivideos ihelp imake ibrands imore iinteresting iand iengaging ifor iGen

Section

iD: iPlatform iFeatures

Interpretation

The

iabove iresults irepresent irespondents' iperspectives iof ithe ifeatures iof ishort-form ivideo iplatforms. iIt ishows

i32.3% iare iundecided iabout iwhether iInstagram iReels ioffers imore ibrand icontent ithan iother isocial imedia

iplatforms iwith i22% iagree iand i20.3% istrongly iagree, ishowing ithat ia ilarge ipart iof ithe iusers ifind iInstagram

iReels ibrand icontent iengaging.

iuntil ithe iend. iThis isuggests ithat iYouTube iShorts isuccessfully ikeeps iusers iengaged iwith ithe ivideo.

Interpretation

INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,

MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)

ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue VI, June 2026

The iabove itable ishows ithat ipeople's iviews ion ithe iauthenticity iand icredibility iof icontent ion ibrand ishort-

videos

iauthentic. iOverall, ithis idata ishows ithat imost irespondents isee ithe ivalue iin ibrand iauthenticity ion ishort ivideo

itable iabove irepresent irespondents' iviews ion ibrand ipurchase ibehaviours ithrough ivideo iadvertisements.

iThe ifindings ishow ithat i28.7% iof irespondents iagree iand i28.3% istrongly iagree ithat ithey irespond ito ipurchase

ineutral iabout ithis iwhile ithe iremainder ido inot iagree.

i24.7% istrongly iagree ithat ithey iare imore ilikely ito ibuy ithe iproduct. iBut i23.7% iare iundecided iand ia ifew

idisagree.

ishort ivideo iadvertisements ibut isome iusers iare istill inot isure iif ithey iwill imake ia ipurchase idecision ijust

ibecause iof ia ishort ivideo iadvertisement.

Hypothesis