---
title: "Short form first, LinkedIn on winners, YouTube last"
description: "Instagram and TikTok are the test bed. LinkedIn only gets proven winners. YouTube is the slowest place to learn."
canonical: https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/
updated: 2026-10-25
---

# Short form first, LinkedIn on winners, YouTube last

> Which platform should a founder own first, and which should they ignore?

Instagram and TikTok are the test bed. LinkedIn only gets proven winners. YouTube is the slowest place to learn.

Founders usually want to start with YouTube, because YouTube is king. They understand the money and the depth of audience. But YouTube is really hard when nobody knows your story.

The barrier to entry has gone up. With connected TV now such a big share of YouTube viewing, the demand for longer videos has increased massively. A ten minute talking head makes no noise unless you already have an audience. And because you might put out one video a week, learning what works is slow.

## So where do you start?

Short form on Instagram and TikTok. Instagram will be the biggest lever. There is more appetite to buy on Instagram, and entrepreneurship content finds a following there faster. Get it to multiple times a day, keep changing the formats, run the message, and get the founder better in front of camera.

## Where do LinkedIn and YouTube fit?

LinkedIn takes the formats and videos that already won on short form. It reaches a different audience, one much more ready to sign up and buy. Then YouTube.

## Questions

### Should a founder start on YouTube?

Usually not. It is the hardest platform to grow on without an audience, and learning is slow at one video a week.

### Where should they start?

Short form on Instagram and TikTok, with Instagram as the biggest lever.

### What goes on LinkedIn?

Only the formats and videos that already won on short form. LinkedIn holds the buyers.