Social & content

Short video (TikTok, Reels, Shorts)

Fits products that look good in ten seconds. Needs a steady posting habit.

Visit tiktok.com
Cost
Free

Free to use. No paid tier is needed to list or post.

Verdict
works

Slow burn: depends on a steady posting habit and a product that looks good quickly.

Difficulty
Medium

Needs preparation, a review, or a steady habit before results.

Effort
High

About 10 or more hours a month, mostly during launches or a regular posting habit.

First result
1 to 3 months

A rough range for one person working on it part-time.

Payoff
Spike

a burst of traffic, then it fades.

Best for

Visual, fast consumer products.

Not for

Developer or B2B tools that need explaining.

Pros

  • Can reach many people without followers
  • One clip works across several apps

Cons

  • Needs a steady habit
  • Poor fit for complex B2B tools

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · All links answer

01What it is and who is there

Short vertical video runs on TikTok, Instagram Reels and YouTube Shorts. Each platform shows videos to people who do not follow you yet, so one clip can reach far more people than your follower count. Founders on X describe two routes: posting yourself, and paying creators to post "UGC" (user-generated content) videos from their own accounts. Both depend on volume and on a strong hook.

02Cost and what you actually pay for

Posting is free. Paying creators is optional; founders on X describe paying per video plus bonuses for videos that perform, but those figures are self-reported and vary by niche. Your main cost is time to make many videos and test hooks.

03Is it right for you?

It fits consumer apps, mobile apps, games and creator tools that show their value in a few seconds. It fits poorly for B2B tools that need a long explanation. If you cannot post several times a week, start with one platform.

04Before you start

  • Accounts on one to three platforms, with a clear bio and link.
  • A list of 10 to 20 hooks: the problem or the result, said in the first two seconds.
  • A simple setup: phone, captions app, screen recorder.
  • Read each platform's community guidelines and branded-content rules.

05Step-by-step: how to distribute here

  1. Pick one format: for example, "hook, then a 10-second demo".
  2. Make 10 to 20 videos in that format and post one or more a day.
  3. Watch which hooks keep people past the first seconds.
  4. Make more videos with the hooks that worked; drop the rest.
  5. Cross-post the winners to the other platforms.
  6. If you hire creators, start with a few, test a brief, and pay for results you can measure.
  7. Fix onboarding before scaling: founders on X warn that weak retention wastes the views.

06What to post or submit

Script outline:

0–2s: [hook: the problem or the surprising result]
2–10s: [show the product doing it]
10–15s: [result + one honest limit]
End: [what to do next: "link in bio"]

Creator brief:

Format: [hook + demo]. Length: [15–30s]. Must show: [feature]. Must not: [claims you can't prove]. Disclose: paid partnership, using the platform's setting.

07Common mistakes and do-nots

  • Do not buy views or followers.
  • Do not let creators make claims you cannot back up.
  • Do not hide paid partnerships; use the disclosure settings.
  • Do not judge a format from two videos.

08How to measure it

  • Track views, average watch time and follows per video.
  • Track installs or sign-ups with a link-in-bio UTM.
  • A realistic test: 30 videos in one format over a month.

09Time budget

  • Before: 4 to 8 hours to plan hooks and batch the first videos.
  • Ongoing: 5 to 10 hours a week, or manager time if you use creators.

10Pair it with

11Sources

Sources