Impact of Instagram Reels vs. YouTube Shorts on Brand Engagement among Gen Z Changes
Article Sidebar
Main Article Content
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 from 300 Gen Z respondents, mainly college students aged 17–26, using convenience sampling, supplemented by secondary data from journals and reports. Data were analysed using frequency, percentage, Chi-square, ANOVA, and Spearman correlation.
Instagram Reels emerged as the most preferred platform (40%), while 35.7% used both equally. Most respondents (57.3%) watched brand-related short videos often, with 57.3% agreeing such videos aid brand discovery and 64% finding them more engaging. YouTube Shorts proved effective at retaining attention (59.7% 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.
Downloads
References
Chawla, Y. (2025). How Reels (short-form content) are reshaping brand communication strategies. International Journal for Multidisciplinary Research, 7(5). https://doi.org/10.36948/ijfmr.2025.v07i05.56130
Fatimah, A. E., & Nasir, M. (2025). Utilization of short-form videos (TikTok, Reels, Shorts) to increase brand engagement and visibility. Journal of Social Entrepreneurship and Organization. https://doi.org/10.59261/jseo.v2i1.7
Rahman, R. T. (2025). Reel advertising: Its effect on brand perception and product selection. International Journal of Innovative Research in Engineering and Management, 12(3). https://doi.org/10.55524/ijirem.2025.12.3.5
Youn, S., Shah, P., & Dodoo, N. A. (2024). Engaging with branded content on short-video sharing apps: How motivations affect attitude toward branded content, brand experience, and relationship quality. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2024.2325410
Violot, C., Elmas, T., & Bilogrevic, I. (2024). Shorts vs. regular videos on YouTube: A comparative analysis of user engagement and content creation trends. arXiv. https://doi.org/10.1145/3614419.3644023
Lee, J. W., & Soo, S. (2024). A study of Instagram Reels exploring the interplay of user motivations, attitudes, and continuance intentions in short-form video content. Journal of Media and Web Studies. https://doi.org/10.53935/jomw.v2024i4.556
Roberts, J. A., & David, M. E. (2025). Technology affordances, social media engagement, and social media addiction: An investigation of TikTok, Instagram Reels, and YouTube Shorts. Cyberpsychology, Behavior, and Social Networking. https://doi.org/10.1089/cyber.2024.0338
Ayo, E. B., Tamayo, J. D., & Tegio, R. G. (2025). Short-form video consumption among Gen Z: Perceived academic impact and pedagogical potential. International Journal of Multidisciplinary Research.
Rajendran, P. T., Creusy, K., & Garnes, V. (2024). Shorts on the rise: Assessing the effects of YouTube Shorts on long-form video content. arXiv. https://doi.org/10.48550/arxiv.2402.18208
Islam, M. M., & Kabir, M. A. (2025). The impact of short video content and social media influencers on digital marketing success: A systematic literature review of smartphone usage. Journal of Marketing and Web Technologies. https://doi.org/10.70937/faet.v1i02.46
Kannan, S., & Anuradha, M. (2024). Students' engagement with social media reels: Scope for news outlets. ShodhKosh Journal of Visual and Performing Arts. https://doi.org/10.29121/shodhkosh.v5.i1.2024.561
Bi, R., Feng, Y., & Ma, J. (2023). The influence of short videos on Gen Z’ purchasing behavior. Communications in Humanities Research. https://doi.org/10.54254/2753-7064/19/20231207
Doloi, G. (2024). The influence of Instagram Reels on content consumption trends among Gen Z. Journal of Social Responsibility, Tourism and Hospitality. https://doi.org/10.55529/jsrth.46.21.31
Wolfe, J. (2022). Getting a feel of Instagram Reels: The effects of posting format on online engagement. Journal of Student Research. https://doi.org/10.47611/jsrhs.v11i4.3600
Lin, Q. (2023). The influence of short video content on the consumption behavior of Gen Z. EAI Proceedings. https://doi.org/10.4108/eai.2-12-2022.2332276
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.