TikTok Vs. Reels Vs. Shorts: Analyst Sizes Up Short-Form Video Platforms On Valuation And Monetization
TikTok Vs. Reels Vs. Shorts: Analyst Sizes Up Short-Form Video Platforms On Valuation And Monetization
ByteDance's TikTok, Meta Platforms Inc's (NASDAQ:META) Instagram Reels and Alphabet Inc's (NASDAQ:GOOG) (NASDAQ:GOOGL) YouTube Shorts are the three largest short-form video platforms.
字节跳动的TikTok、meta platforms Inc的（纳斯达克：META）Instagram Reels和Alphabet Inc的（纳斯达克：GOOG）（纳斯达克：GOOGL）YouTube Shorts是目前三个最大的短视频平台。
The META Analyst: Needham analyst Laura Martin reiterated an Underperform rating for Meta in a note published Friday.
META分析师：Needham分析师劳拉·马丁周五发表的一份报告中重申对Meta的弱势评级。
Martin also compared Meta's Instagram Reels platform to industry competitors and reached valuations for each:
马丁还将Meta的Instagram Reels平台与行业竞争对手进行比较，并为每个平台进行了估值:
- TikTok, $218 billion.
- Instagram Reels, $203 billion.
- YouTube Shorts t $206 billion.
- TikTok，2180亿美元。
- Instagram Reels，2030亿美元。
- YouTube Shorts，2060亿美元。
Martin reached the figures by multiplying revenue, monthly active users and engagement by valuation multiples and averaging the three.
马丁通过将营业收入、月活跃用户数和参考估值相乘，然后求平均数来得出这些数字。
TikTok excels at revenue generation and engagement while Reels has the most monthly users. Shorts has a high user engagement similar to TikTok.
TikTok在收入生成和用户参与方面表现出色，而Reels拥有最多的月活跃用户。Shorts与TikTok类似，具有较高的用户参与度。
Monetization Takeaways: Per a survey of businesses advertising on the platforms, Instagram Reels is the most successful at driving sales followed by Shorts. TikTok is in third.
变现收益结论：根据对这些平台上广告的投放情况的调查，Instagram Reels是推动销售最成功的平台，Shorts紧随其后。TikTok排名第三。
TikTok has the most advertising formats with Instagram/Facebook Reels in second and Shorts in third.
TikTok在广告格式方面拥有最多的选择，而Instagram/Facebook Reels排名第二，Shorts排名第三。
Ad buyers identify young demographics, interactive features and virality potential as positives in advertising on TikTok. Negatives include the advertising learning curve and a potential U.S. government ban.
广告买家认为，在TikTok上进行广告投放的积极因素包括年轻群体、互动功能和病毒潜力。消极因素包括广告学习曲线以及潜在的美国政府禁令。
Ad buyers like that Reels has the widest demographic base of users and more precise targeting and analytics as advantages. Advertisers feel like the ads are less interactive on Reels than TikTok. They remain concerned that advertising is too expensive given that nearly all advertisers use Meta.
广告买家认为，Reels拥有最广泛的用户人群、更精确的定向和分析工具等优势。广告商们认为在Reels上的广告互动性不如TikTok。他们仍然担心广告费用过高，因为几乎所有广告商都在使用Meta。
Shorts has a diverse user base and easy targeting and analytics tools. Additionally, Shorts is integrated well with the entire YouTube ecosystem. Shorts is seemingly less popular among users.
Shorts拥有各种各样的用户，易于针对目标进行广告，并与整个YouTube生态系统很好地集成。但相对于其他两者，Shorts似乎不太受用户欢迎。
User Feedback Takeaways: Users perceive TikTok as being the original short-form video platform and Reels and Shorts as being "imitations." Users also like TikTok's catered algorithm and frenetic pace compared to Reels and Shorts.
用户反馈收益结论：用户认为TikTok是最初的短视频平台，而Reels和Shorts则是“仿冒品”。用户还喜欢TikTok的定制算法和快节奏，相比之下Reels和Shorts则显得没那么独特。
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图片：shutterstock