Instagram vs. TikTok vs. YouTube: Where Should Your Brand Really Be in 2025?

Believe it or not, the social media landscape of 2025 has transformed radically from just a year ago. While marketers chase to stick with the latest trends; something unprecedented is also happening; platforms are not just here for competing- but they are transforming the entire paradigm of how businesses connect with audiences.

With TikTok Shop generating $11 billion in revenue, Instagram reaching 2 billion users, and YouTube Shorts hitting 70 billion daily views, the real question isn't which platform is best – it's how to leverage each one's unique strengths and convert your reach into an incremental source of income for your business.

In fact, In a recent interview, Instagram’s CEO, Adam Mosseri, shared insights into why Instagram continues to be a leader in growth, engagement, and innovation. This article breaks down the competitive landscape, exploring the strengths and limitations of each platform.

The Evolution of Social Commerce in 2025

TikTok: Revolutionizing Social Shopping

Who is not familiar with TikTok? From 13 year old teenagers to a 55 year old school teacher, everyone primarily consumes Tiktok for their daily content. TikTok was also one of the first platforms that sparked the trend of short-form videos. Here are some strengths of TikTok that can be a solid leverage for businesses and brands,

• Discovery Potential: TikTok’s algorithm ensures that content can go viral even with no prior following. Thus, the probability of your discovery to your non-followers or newer audiences become a little higher on this platform. .
• Creative Freedom: With trending challenges, sounds, and filters, brands and creators have myriad ways to engage.

However, TikTok’s one of the biggest challenges also lie in its retention. As Mosseri rightfully highlighted, “Virality doesn’t always translate into sustainability.” Beyond short-form videos, the platform doesn’t offer substantial engagement tools to build long-term loyalty and connection with the audience.

But, here’s a catch: TikTok has evolved beyond its entertainment roots to become a powerhouse in the space of social commerce. The platform’s transformation has offered unique opportunities for brands and businesses through TikTok Shop. This is highly instrumental for businesses that have primary customers in the age group of 16 to 24 years old. As per the latest statistics, an average user spends around 95 minutes daily on this platform and around 67% say TikTok inspires them to shop even more when they weren’t planning to.

Here are some key things that brands can achieve with TikTok Shop,

• Live Shopping Events enable brands to plan, promote and manage all aspects of their TikTok Shop through Live sessions. This not just builds trust but also results in around 300% higher conversion rates during live sessions.
• AI-Powered Recommendations: Product discovery algorithms usually outperform traditional e-commerce platforms.
• Community-Driven Sales: Gone are the days when influencers used to dominate the content space. User-generated content speaks volume as it drives over 76% of purchase decisions.

Success Story: How Doe Lashes Transformed Social Commerce

Let’s pick an example of how a beauty brand utilized TikTok to drive real business outcomes for themselves. Doe Lashes started as a niche beauty brand offering high-quality false lashes. But in a crowded beauty market, standing out isn’t easy. To thrive, Doe Lashes went beyond traditional marketing tactics and revolutionized their approach to social commerce. Here’s how they created an engaging strategy that truly skyrocketed their success:

• Live Shopping Events: Doe Lashes introduced live shopping events where beauty influencers showcased their lashes in action, shared tips, and answered audience questions in real time. These events were more than just sales pitches—they were interactive experiences that felt fun and personal. One of these events alone generated an incredible $100,000 in just 24 hours, proving the power of creating real-time connections.
• Collaborations with Influencers: Instead of following the standard advice of running ads, Doe Lashes instead decided to partner with trusted beauty influencers who shared honest tutorials, tips, and their own lash looks. These authentic collaborations helped build trust and encouraged followers to see how the product would work for them, making the brand highly relatable and aspirational at the same time.
• User-Generated Content Campaigns: Doe Lashes empowered their customers to be part of the brand story and narrative. Through viral campaigns encouraging customers to share their lash transformations on Instagram, they created a stream of real, relatable content. Seeing actual customers rave about the lashes inspired others to join the community and try them out for themselves.

Doe Lashes didn’t just sell a product; they created an experience. By focusing on engagement, authenticity, and connection, they proved that social commerce is about more than just selling, it’s about building relationships.

YouTube: The Content Marketing Powerhouse

Youtuber remains unmatched when it comes to long-form content and educational value. With over 2.7 billion monthly users, it is one of the most relevant platforms for businesses striving to form deeper connections with their audience.

Whether it is about surfacing product tutorials, thought leadership, or simply storytelling, Youtube excels at converting your regular views into long-term loyal followers. And with Youtube shorts hitting 70 billion daily views, the platform has also adapted and embraced short-form videos. It is easier for brands to re-purpose their Instagram content for Youtube shorts, and even vice-versa depending upon the brand strategy.

Why Brands Love YouTube:

• Long-Form Engagement: Tutorials and educational videos have so far proven to drive higher engagement and conversions.
• Versatile Monetization: Ad revenue, sponsorships, and memberships create multiple income streams for brands and creators..
• Evergreen Content: YouTube doubles as the world’s second-largest search engine. Thus, long form videos on YouTube continue to attract views long after they’re published.

On the downside, Youtube’s high production demands and slower growth curve can deter creators and brands with limited resources. Even Instagram’s CEO Mosseri has rightfully explained, “Building a following on Youtube is a long game compared to the immediacy of Instagram or Tiktok.”

Success Story: Sephora’s YouTube Strategy

Who hasn’t heard about Sephora when it comes to the beauty and makeup industry? Using their strength of creating high visual appeal, Sephora has turned Youtube into a core part of its marketing strategy in order to educate and convert its audience.

What Makes Sephora’s Strategy Stand Out:

1. Diverse Content Formats: Sephora creates a mix of content tailored to their audience:
   • Makeup Tutorials: Step-by-step guides featuring trending looks and Sephora’s top products.
   • Product Reviews and Comparisons: In-depth insights into products, helping consumers make informed purchase decisions.
   • Behind-the-Scenes Content: Sneak peeks into events, brand collaborations, and product launches.
   • Expert Interviews: Collaborations with celebrity makeup artists and beauty experts to add credibility and value.

2. Engagement & Familiarity Through Personalization: Sephora regularly posts “How-To” videos catering to different beauty needs, skin types, and makeup preferences. Their content feels inclusive and approachable, making them a trusted resource for beauty enthusiasts of all levels.

3. Leveraging Shorts: Sephora has embraced YouTube Shorts to share quick, snackable tips like "3 Ways to Use Your Concealer" or "5-Minute Makeup Routines." These videos provide value in under 60 seconds and boost discoverability, driving traffic to their longer videos or product pages.

4. SEO-Optimized Content: Sephora’s titles, descriptions, and tags are highly optimized for beauty-related searches. From “Best Foundations for Oily Skin” to “Fall Makeup Trends 2025,” Their content is able to rank highly on search engines, driving higher visibility to the audience. 

5. Driving Cross-Platform Traffic: Sephora continues to integrate its YouTube strategy with its Instagram and TikTok campaigns, using Shorts and Reels to tease longer videos. QR codes in videos and links in descriptions direct viewers to their website, where they can shop for featured products.

Sephora’s YouTube strategy has positioned them as an authority in the beauty industry. With over 1.4 million subscribers and videos accumulating millions of views, the platform plays a vital role in their customer acquisition and retention.

Instagram: The All-in-One Marketing Solution

Instagram has developed into a full-fledged marketing platform that gives brands the means to interact with consumers at every point in the buying process. It is a platform where discovery, engagement, and conversion all take place at the same time, with 2 billion monthly active users from all demographics. Instagram offers marketers a distinctive ecosystem to foster connections and increase sales, whether through participatory Stories, visually appealing Reels, or integrated shopping tools.

Why Instagram Works for Brands:

• Massive Reach: 90% of users follow at least one business, and 60% use Instagram to discover new products and services.
• Shopping Integration: With over 130 million users tapping on shopping posts monthly, Instagram is a goldmine for e-commerce brands.
• Diverse Content Options: From engaging Stories to Reels, brands can potentially connect with audiences in multiple formats tailored to different touchpoints.

Success Story: How Glossier Thrives on Instagram

Believe it or not, community-led brands are the new definition of ‘cool’ in 2025. And surprisingly, they also work better in comparison to the traditional approaches. Glossier, a popular makeup brand has built a stellar following on Instagram using a combination of stunning visuals, user-generated content (UGC), and shopping tools.

Here are some key highlights that has helped Glossier to thrive on Instagram in the past few years,

• Visual Storytelling: Glossier uses Instagram to visually convey their brand ethos: simplicity, inclusivity, and authenticity. Their posts feature diverse models, clean aesthetics, and user-generated content (UGC) that reflect their tagline, "Skin first. Makeup second." This is also in line with the current customer ethos of prioritisng minimalism in skincare and makeup.
• Seamless Shopping Integration: Glossier has fully embraced Instagram Shopping, making it easy for users to browse and purchase directly from their posts

Engagement First Approach: Instead of just posting reels and posts, Glossier believes in actually interacting with their customers. They have built a solid community of users through story polls, comments and events.

Moving Forward

As you might have noticed already, the social landscape in 2025 is more dynamic and interconnected than before, offering endless ways for brands to connect with their audiences. This is a crucial time for brands to leverage the unique strengths of each platform to create a cohesive and impactful multi-platform strategy.

• TikTok: Discovery and shopping powerhouse, where viral content and community-driven sales can amplify brand visibility. It is ideal for brands targeting younger audiences.
• YouTuber: For brands that are looking to educate and build trust over time, YouTube should be the part of their long-term social media strategy (Eg, healthcare brands, etc.)
• Instagram: Instagram seamlessly blends discovery, engagement and e-commerce, being suitable to drive both engagement and conversions for almost every age group.

The key to winning in 2025 truly lies in cross-platform integration. Creating a consistent brand voice, repurposing content strategically and utilizing each platform’s unique strengths can complement the others and enhance your social media ROI.

However, navigating this complex landscape requires more than just a stellar strategy- it requires efficient execution and real-time insights. This is where Deepsolv comes in. Deepsolv’s AI-powered tools simplify social media management, enabling brands optimize their content strategies, improve engagement, and track performance seamlessly.

With Deepsolv, it's like having your own team of strategists, data analysts, and engagement experts working tirelessly behind the scenes. Ready to see what’s possible for your brand? Tap here to book an exploratory call with Deepsolv today and discover how effortless growth can feel when you have the right tools by your side.