Video Social Media Sites: Transforming How We Connect, Create & Consume Content

A comprehensive exploration of the platforms that have revolutionized digital communication and entertainment in the 21st century

Sarah Mitchell

Technology & Digital Culture Writer

Remember when watching a video meant waiting for it to buffer on your computer screen? Those days feel almost prehistoric now. In less than two decades, video social media sites have transformed from obscure experiments into the dominant force reshaping how we communicate, learn, entertain ourselves, and build communities online.

The landscape has exploded beyond anything we could have predicted. What started with simple video uploads has evolved into sophisticated ecosystems featuring live streaming, short-form bursts, algorithmic discoveries, creator economies, and real-time interactions. Today, billions of people around the world spend hours daily watching, creating, and sharing video content across dozens of platforms.

This guide will walk you through everything you need to know about video social media sites—how they work, what makes each platform unique, and how you can leverage them whether you're a casual viewer, an aspiring creator, or a business looking to expand your digital presence. Let's dive in.

The Remarkable Evolution of Video on Social Media

The story of video social media begins in 2005, when a small startup called YouTube was founded with a simple premise: let people easily upload and share videos online. The first video, titled "Me at the zoo," was uploaded by co-founder Jawed Karim on April 23, 2005, and showed him standing in front of elephants at the San Diego Zoo. It was primitive by today's standards, but it sparked a revolution.

Within just a year and a half, Google recognized the transformative potential and acquired YouTube for $1.65 billion—a figure that seemed astronomical at the time but has proven to be one of the smartest tech acquisitions in history. This single move validated video as the future of internet content and inspired countless competitors to enter the space.

💡 Did You Know?

YouTube processes over 500 hours of video every minute. That's more video content uploaded in 60 seconds than a person could watch in 34 years!

The mid-2000s saw the rise of platforms like Vimeo, Dailymotion, and Metacafe—each trying to carve out its niche. Vimeo distinguished itself with higher-quality, artistic content, while others focused on viral videos and entertainment. Meanwhile, social media giants like Facebook and Twitter began experimenting with video integration, recognizing that visual content drove engagement.

The real paradigm shift came with smartphones. When Apple launched the iPhone in 2007 and subsequently added video recording capability, it democratized video creation. Suddenly, everyone carried a powerful video camera in their pocket. This technological democratization laid the groundwork for the explosion of user-generated content we see today.

The 2010s brought live streaming to the masses. Periscope (later absorbed into Twitter), Meerkat, and later Facebook Live and Instagram Live made it possible to broadcast real-time video to global audiences. This transformed video from a recorded medium to an interactive, live experience—creating new forms of communication, entertainment, and commerce.

Then came the short-form revolution. TikTok's explosive growth (following its merger with Musical.ly in 2018) proved that audiences wanted quick, digestible video content. Algorithms that learned viewer preferences proved more effective at keeping people engaged than traditional social graphs. The implications rippled across every platform, leading YouTube to create Shorts, Instagram to launch Reels, and even Google to experiment with YouTube Shorts in search results.

Understanding the Major Video Social Media Sites

The video social media landscape is remarkably diverse. Each platform has developed distinct characteristics, audience demographics, and content cultures. Understanding these differences is crucial for anyone looking to either consume content meaningfully or create it successfully.

At the highest level, we can categorize video social media sites into several types: long-form video platforms (YouTube), short-form video apps (TikTok, Instagram Reels), live streaming services (Twitch), and video-focused social networks (Vimeo). Each serves different needs and attracts different audiences.

📺 YouTube

2.4 billion users • Long-form + Shorts

🎵 TikTok

1 billion users • Short-form video

📸 Instagram

2 billion users • Reels + Stories

🎮 Twitch

140 million users • Live streaming

These platforms share common features—video uploading, commenting, sharing, and algorithmic recommendations—yet they differ significantly in their approach to content discovery, creator tools, monetization, and community dynamics. The right platform for you depends entirely on your goals, content type, and target audience.

Let's explore each major platform in depth to understand what makes them unique and how you can make the most of them.

YouTube: The Undisputed Giant

When discussing video social media sites, YouTube occupies a unique position as the original platform that proved video could work online. Founded in 2005 and purchased by Google in 2006, YouTube has grown to become the second-largest search engine in the world, only surpassed by its parent company Google itself.

With over 2.4 billion monthly active users watching more than a billion hours of video daily, YouTube has achieved something remarkable: it has become essential infrastructure for how the world learns, entertainment itself, and discovers new interests. The platform hosts everything from Hollywood movie trailers to DIY tutorials, from music videos to educational lectures, from product reviews to vlogs about daily life.

What Makes YouTube Unique

Several factors distinguish YouTube from other video platforms. First, its search engine optimization is unparalleled. Because YouTube is owned by Google, videos uploaded to the platform frequently appear in Google search results, providing massive discoverability that other platforms cannot match. When you search "how to cook perfect rice" or "best places to visit in Japan," YouTube videos consistently dominate the results.

Second, YouTube's algorithm is remarkably sophisticated. The recommendation system analyzes viewing history, watch time, engagement signals, and user behavior to suggest videos you're likely to enjoy. This algorithm has become so effective that the majority of YouTube's watch time comes from recommendations rather than search—a testament to its predictive power.

YouTube's Content Categories

Gaming

Music

Education

Food

Beauty

Travel

The platform supports various video lengths, from 15-second Shorts to videos exceeding hours. This flexibility allows creators to choose the format that best serves their content and audience. A makeup tutorial might run 15 minutes with multiple products, while a daily vlog could stretch to 30 minutes or more.

Monetization on YouTube

YouTube offers multiple monetization pathways. The YouTube Partner Program allows creators to earn from ads shown on their videos once they reach 1,000 subscribers and 4,000 watch hours. Beyond advertising, creators can earn through channel memberships, Super Chat (tips during live streams), YouTube Premium revenue (when subscribers watch their content), and the merchandise shelf for qualifying channels.

💰 YouTube Monetization Requirements

• 1,000 subscribers minimum
• 4,000 watch hours in past 12 months (or 10 million Shorts views in 90 days)
• AdSense account in good standing
• No community guidelines strikes

The platform has birthed an entirely new career category: the YouTuber. Top creators earn millions annually through a combination of advertising revenue, sponsorships, merchandise, and other deals. MrBeast, the highest-earning YouTuber, reportedly makes over $50 million per year from his viral challenge videos and brand partnerships.

TikTok: The Short-Form Revolution

The App That Changed Everything

1B+ downloads in its first year

If YouTube proved that video could work online, TikTok proved that short-form video could be addictive on an unprecedented scale. The platform, which merged with Musical.ly in 2018, has become the fastest-growing social media app in history, reaching 1 billion users faster than any other platform.

What makes TikTok revolutionary is its approach to content discovery. Unlike traditional social media, where your feed consists primarily of content from accounts you follow, TikTok's "For You Page" (FYP) uses a powerful algorithm that serves content based on engagement patterns, not social connections. This means anyone—regardless of follower count—can go viral if their content resonates with the algorithm.

The TikTok Algorithm Explained

TikTok's algorithm evaluates each piece of content through multiple signals. It considers watch time (how long viewers stay on your video), likes, comments, shares, and even re-watches. The system then tests your content with small audiences before amplifying it to more viewers if it performs well.

🎯 Algorithm Ranking Factors

Watch Time

Likes

Comments

Shares

This democratized discovery has changed the creator economy fundamentally. Unlike Instagram or YouTube, where building an audience historically required years of consistent posting, TikTok has produced overnight stars who gained millions of followers in weeks. A teenager dancing in her bedroom can potentially reach a larger audience than established media companies.

TikTok's Unique Features

TikTok's creative tools are remarkably accessible. The in-app video editor offers a vast library of sounds, music clips, filters, and effects that users can combine in endless ways. The platform's "duet" and "stitch" features allow creators to react to or build upon other videos, creating a collaborative ecosystem that encourages participation.

The "sound" culture on TikTok is particularly notable. Sounds become viral when users create videos using them, and these sounds can define entire trends. A particular song or audio clip can spawn thousands of videos, each putting their unique spin on the same audio. This sound-based trend cycle moves at lightning speed, with new trends emerging daily.

TikTok for Business

TikTok has evolved from a youth entertainment app into a serious business platform. The introduction of TikTok Shop, in-feed ads, and branded content tools has made it viable for businesses of all sizes. The platform reports that 60% of users discover new brands and products through TikTok, making it a powerful marketing channel.

📊 TikTok Audience Demographics

TikTok skews younger than other platforms, with 60% of users aged 18-34. However, the platform has seen significant growth in older demographics, with 35-44 age group growing 35% year-over-year.

60% Female

40% Male

For creators, TikTok offers the Creator Fund, which pays eligible creators based on video performance. While the payment rates are modest compared to YouTube, TikTok's reach potential makes it valuable for building audience and brand awareness.

Instagram Reels: The Visual Powerhouse

When Instagram launched in 2010, it was purely a photo-sharing app. Over the years, it has evolved into a comprehensive visual content platform, adding videos, Stories (temporary 24-hour posts), IGTV (long-form video), and most importantly, Reels—its answer to TikTok.

With over 2 billion monthly active users, Instagram remains one of the most influential visual social platforms globally. Its integration of multiple content formats—photos, Stories, Reels, and long-form videos—makes it uniquely positioned as an all-in-one platform for personal branding and business marketing.

Understanding Instagram's Content Types

Feed Posts are the traditional Instagram format—square or landscape photos and videos that appear on your profile and in followers' feeds. They remain the platform's highest-quality content format, ideal for curated, polished visual storytelling.

Stories appeared in 2016 and revolutionized casual sharing. These vertical, full-screen posts disappear after 24 hours, encouraging spontaneous, authentic content. Features like polls, questions, quizzes, and links have made Stories essential for engagement and traffic generation.

Reels represent Instagram's push into short-form video. Launched in 2020 as a direct response to TikTok's growth, Reels allow up to 90-second videos with music, effects, and editing tools similar to TikTok. Instagram heavily promotes Reels in the algorithm, making it the fastest-growing feature on the platform.

✨ Instagram Reels Best Practices

• Hook viewers in the first 3 seconds
• Use trending sounds and music
• Optimize for Reels tab discovery
• Add text overlays for accessibility
• Post 3-5 times per week consistently

IGTV/Video serves long-form content—videos up to 60 minutes for verified accounts. While this feature hasn't seen the growth Instagram hoped, it remains useful for tutorials, interviews, and in-depth content.

Instagram's Creator Economy

Instagram has developed robust monetization tools for creators. Badges during live streams allow viewers to send tips. Creator funds are expanding. Branded content partnerships are facilitated through the platform. Shopping features enable direct sales. The platform's visual nature makes it particularly valuable for industries like fashion, beauty, fitness, travel, and food.

What sets Instagram apart is its dual nature: it's both a personal social network for sharing with friends and a business platform for brands and creators. This integration creates unique opportunities for creators to build authentic audiences and convert them into customers, followers, or fans.

Twitch: The Live Streaming Empire

While other platforms added live streaming as a feature, Twitch built its entire identity around real-time video. Originally focused exclusively on gaming, Twitch has expanded to include music, art, talk shows, cooking, and virtually any activity that can be streamed live. It remains the undisputed leader in live video entertainment.

The platform averages over 140 million monthly active users, with millions more watching live streams at any given time. The key differentiator from other platforms is Twitch's real-time, interactive nature. Viewers don't just watch—they participate through chat, subscriber perks, and direct interaction with streamers.

The Twitch Culture

Twitch streaming culture is unique among video platforms. Successful streamers build communities that function almost like clubs or fandoms. Regular viewers become familiar faces in chat, developing relationships with both the streamer and fellow community members. This sense of belonging drives exceptional loyalty and engagement.

🎮 Twitch Community Features

Live Chat

Subscriptions

Bits & Donations

Raids

The platform has expanded well beyond gaming. Categories like "Just Chatting" consistently rank among the most-watched content. Artists stream themselves creating digital art. Musicians perform live sets. Cooks broadcast from their kitchens. This diversification has broadened Twitch's appeal while maintaining its gaming roots.

Monetization on Twitch

Twitch offers multiple revenue streams. Subscriptions (ranging from $4.99 to $24.99 monthly) provide recurring income, with Tier 2 and Tier 3 subscribers receiving exclusive perks. Bits are virtual goods viewers purchase and send to streamers as tips. Ad revenue supplements other income. Sponsorships and brand deals can be substantial for popular streamers.

The platform has enabled many streamers to make streaming their full-time career. Top streamers like Ninja, Pokimane, and xQc reportedly earn millions annually from a combination of subscriptions, donations, ads, and sponsorships.

Emerging Platforms Worth Watching

While YouTube, TikTok, Instagram, and Twitch dominate the landscape, several emerging platforms are worth keeping an eye on. Each brings unique approaches that could shape the future of video social media.

🔵 YouTube Shorts

YouTube's answer to TikTok. Leverages massive existing creator base and Google search integration.

🟢 Snap Spotlight

Snapchat's short-form video feature with monetization for creators.

🟠 Triller

AI-powered video editing with major music industry partnerships.

YouTube Shorts has grown remarkably quickly, reaching 2 billion monthly users. Its advantage is integration with the world's largest video platform and the ability for Shorts creators to upgrade to traditional YouTube channels seamlessly.

Snap Spotlight represents Snapchat's push into TikTok territory. With significant monetization for creators and a younger demographic already on the platform, it could capture part of the short-form video market.

Triller takes a different approach with AI-powered video editing that automates cutting, effects, and transitions—making professional-looking videos accessible to everyone.

🔮 The Next Big Thing

Watch for vertical video integration in search results (YouTube Shorts already appearing in Google), VR/AR video experiences, and AI-generated video content creation tools.

The video social media landscape continues evolving rapidly. New platforms emerge regularly, and established ones adapt to changing user preferences. The key to success—whether as a viewer or creator—is understanding each platform's unique strengths and finding where your content or interests fit best.

Creating Content That Connects

Whether you're creating your first video or looking to level up your existing content, understanding what makes video content succeed on social platforms is essential. Let's explore strategies that work across platforms.

The First Three Seconds Matter Most

Every platform's algorithm rewards watch time. This means your opening hook determines whether viewers stay or scroll. Successful creators use various hook techniques: asking intriguing questions, making bold promises, showing something surprising, or creating immediate emotional impact.

🎣 Powerful Opening Hooks

• "You're doing [X] wrong. Here's the right way..."
• "I spent $10,000 testing [topic]. Here's what worked."
• "The secret no one tells you about [topic]..."
• Start with a visually stunning or surprising moment
• Begin mid-action to create curiosity

Consistency Builds Audience

Algorithmically, regular posting signals that you're an active, committed creator. Consistency also trains your audience to expect and anticipate your content. Most successful creators establish predictable posting schedules and stick to them religiously.

Quality matters, but so does frequency—especially when building an audience. A video uploaded three times weekly will typically grow faster than one uploaded weekly, even if the lower-frequency content is technically "better."

Know Your Platform's Specifics

Each platform has unique characteristics that affect content performance. TikTok rewards raw, authentic content with lower production value. YouTube favors polished, well-edited videos with strong storytelling. Instagram emphasizes aesthetics and visual cohesion. Twitch values personality and real-time interaction.

📱 TikTok Tips

Use trending sounds, embrace imperfection, post 2-3x daily

📺 YouTube Tips

Invest in thumbnails, optimize titles, 8-15 min optimal length

📸 Instagram Tips

Consistent aesthetic, leverage Stories, engage in DMs

🎮 Twitch Tips

Build community, engage chat, stream consistently

Technical Basics for Quality Content

While platforms like TikTok reward authenticity, certain technical basics improve any video. Good lighting—natural light from a window or affordable ring lights—makes a huge difference. Clear audio is arguably more important than visual quality; viewers will tolerate mediocre video but not bad audio. Stabilization, whether through gimbal devices or simply holding the phone steady, prevents dizzying footage.

🎬 Equipment Recommendations

Smartphone (2019+)

Ring Light

Lavalier Mic

Tripod/Stand

Most successful creators start with minimal equipment and upgrade as they grow. The key is starting—perfectionism is the enemy of progress. Get content out there, learn from what works, and improve iteratively.

Video Marketing Strategies That Work

For businesses and marketers, video social media sites represent unprecedented opportunities to reach audiences. However, success requires strategy beyond simply uploading content. Understanding how to leverage each platform's unique characteristics is essential for achieving marketing goals.

Understanding Your Target Audience

Before creating any video content, you must understand who you're trying to reach. Each platform attracts different demographics with varying preferences. TikTok's audience skews younger, with peak engagement in the 18-24 age range. YouTube spans broader demographics but particularly excels with 25-54 year-olds seeking educational or entertainment content. Instagram draws a mix, with strong representation from 18-44 year-olds interested in lifestyle, fashion, and visual content.

🎯 Platform Audience Breakdown

TikTok

18-24 (Primary)

YouTube

25-54 (Broad)

Instagram

18-44 (Mix)

Twitch

18-34 (Gaming)

Content Types That Drive Engagement

Different content formats serve different marketing objectives. Educational content builds authority and trust over time. Behind-the-scenes content humanizes your brand and builds emotional connection. Product demonstrations drive conversion by showing value directly. User-generated content leverages social proof to influence purchase decisions.

The key is matching content type to your marketing funnel. Awareness-stage content should be entertaining or intriguing. Consideration-stage content provides value and demonstrates expertise. Decision-stage content should address objections and facilitate conversion.

Measuring Success

Every platform provides analytics to track performance. Beyond vanity metrics like views and likes, focus on metrics that matter for your specific goals. Watch time and audience retention indicate content quality. Click-through rate measures call-to-action effectiveness. Conversion tracking reveals actual business impact. Engagement rate helps identify content resonance.

📊 Key Metrics to Track

• Watch Time (Quality of content)
• Engagement Rate (Audience connection)
• Click-Through Rate (CTA effectiveness)
• Conversion Rate (Business impact)
• Audience Growth (Channel health)

Regular analysis of these metrics helps refine your strategy over time. What works today may not work tomorrow, so continuous testing and optimization is essential for sustained success in video marketing.

Privacy and Safety Considerations

As video social media has grown, so have concerns about privacy, safety, and the potential for misuse. Understanding these issues is crucial for both creators and viewers to navigate these platforms responsibly and protect themselves.

Understanding Data Collection

Video platforms collect extensive data about their users. This includes watch history, search queries, engagement patterns, location data, device information, and often cross-platform tracking. Understanding what data you share and how it's used is the first step in protecting your privacy.

Each platform provides privacy settings that allow varying levels of control. Review these settings regularly as platforms frequently update their policies and default configurations. Consider what information you truly need to share versus what you're comfortable sharing.

Protecting Your Digital Footprint

For creators, what you share online becomes part of your permanent digital footprint. Before posting, consider how content might be perceived years from now by future employers, family members, or anyone else. Once something is online, removing it completely is nearly impossible even if you delete the original post.

🛡️ Creator Safety Tips

• Don't share your exact location in real-time
• Use separate accounts for personal and professional content
• Enable two-factor authentication on all accounts
• Be cautious about sharing identifying information about family
• Regularly review tagged photos and mentions

Dealing with Harassment and Abuse

Unfortunately, video platforms can become venues for harassment, bullying, and abuse. Understanding available tools and resources is essential. Most platforms offer blocking, reporting, and content moderation features. Don't hesitate to use these tools when needed.

For serious threats or harassment, consider involving law enforcement. Documentation is crucial—screenshot abusive content before blocking, as blocking may prevent later access to evidence. Many jurisdictions have laws addressing online harassment, and platforms often have dedicated teams handling serious violations.

Protecting Young Users

Video platforms have significant appeal to younger users, raising special considerations. Most platforms have minimum age requirements (typically 13), but enforcement varies. Parents should be aware of the content their children access and consider using parental control features available on these platforms.

Teaching young users about digital literacy, privacy, and critical evaluation of content is increasingly important. Open conversations about online safety, combined with appropriate monitoring, helps protect young people while allowing them to benefit from these platforms.

The Role of AI in Video Social Media

Artificial intelligence has become integral to how video social media platforms operate. From content recommendation to creation tools, AI shapes nearly every aspect of the user experience. Understanding these technologies helps both creators and viewers make informed decisions about their engagement with these platforms.

Recommendation Algorithms

The AI systems that power content recommendations are arguably the most influential technology on video platforms. These algorithms analyze enormous amounts of data—your watch history, engagement patterns, time of day you use the platform, how long you watch each video—to predict what content you'll enjoy most.

The implications are profound. These systems determine what billions of people watch, shaping opinions, preferences, and even political views. While effective at maximizing engagement, critics argue they can create filter bubbles, promote harmful content, and prioritize profit over user wellbeing.

🤖 How Algorithms Learn About You

• Watch history and watch time duration
• Likes, comments, and shares
• Search queries and content you skip
• Device type and viewing location
• Time of day and duration of sessions

AI-Powered Creation Tools

Video platforms increasingly incorporate AI tools to help creators produce content. Automatic captioning, suggested edits, background removal, and smart filters are now standard features. Some platforms are experimenting with AI-generated video backgrounds and even entirely synthetic content creation.

These tools lower the barrier to entry for content creation, enabling anyone to produce more polished videos. However, they also raise questions about authenticity and the future role of human creativity. As these tools become more sophisticated, the line between human-created and AI-assisted content may become increasingly blurred.

Content Moderation

AI also plays a crucial role in content moderation. Platforms use machine learning systems to identify and remove content that violates community guidelines—from violence and hate speech to copyright infringement and misinformation. These systems process billions of pieces of content daily, far more than human moderators could handle.

However, AI moderation isn't perfect. Systems can miss harmful content, incorrectly flag legitimate content, and struggle with context and nuance. Human oversight remains essential for handling complex moderation decisions, and ongoing debates continue about where the line should be drawn.

Deepfakes and Synthetic Media

One of the most concerning applications of AI in video is the creation of deepfakes—realistic synthetic videos that can make people appear to say or do things they never did. This technology has significant potential for misuse, including political manipulation, fraud, and harassment.

Platforms are developing detection tools and policies to address synthetic media, but the technology continues to advance faster than countermeasures. Being critical consumers of video content—verifying sources, checking dates, and being aware that video can be manipulated—is increasingly important in this environment.

Building Your Personal Brand on Video Platforms

For creators looking to build a lasting presence on video platforms, developing a strong personal brand is essential. Your brand is what makes you recognizable and memorable in a crowded landscape. It goes beyond just the content you create to encompass who you are, what you stand for, and how you present yourself to the world.

Finding Your Niche

The most successful creators typically focus on specific niches rather than trying to appeal to everyone. Your niche should intersect what you're passionate about, what you're knowledgeable in, and what an audience actually wants. The narrower your focus initially, the easier it is to stand out and build a dedicated following.

Consider what makes you unique. Maybe you have a distinctive perspective, a particular expertise, a unique personality trait, or a creative approach that sets you apart. This unique factor should become the foundation of your brand identity.

💎 Building Your Brand Identity

• Define your core values and message
• Create a recognizable visual style
• Develop your unique voice and personality
• Be consistent across all content
• Build genuine connections with your audience

Consistency Across Platforms

If you're active on multiple platforms, maintaining consistency in your branding helps your audience recognize you everywhere. This doesn't mean identical content everywhere—platform-specific optimization is important—but your core identity should remain consistent.

Your username, profile picture, bio, color scheme, and content style should be cohesive. This makes it easy for followers to find you on new platforms and reinforces your brand identity through repeated exposure.

Authenticity and Long-Term Success

In a landscape filled with curated personas and manufactured content, authenticity has become a significant competitive advantage. Audiences increasingly value real, relatable creators over polished productions. This doesn't mean producing low-quality content, but rather being genuine about who you are and what you offer.

Building a personal brand is a marathon, not a sprint. Quick viral moments may provide temporary visibility, but sustainable success comes from genuine connections with an audience that trusts you. Focus on providing value, engaging authentically, and building community rather than chasing short-term metrics.

🌟 Personal Brand Success Factors

Clear Positioning

Visual Identity

Unique Voice

Community

Remember that your brand will evolve over time as you grow, learn, and respond to your audience. The key is to start with a clear foundation and remain adaptable as you discover what resonates most with your community.

The Future of Video Social Media

We're living through a remarkable transformation in how humans create, share, and consume video content. What started as a novel way to share home videos has become the dominant form of digital communication—one that continues evolving at breakneck speed.

The platforms we've explored—YouTube, TikTok, Instagram, Twitch, and emerging competitors—each offer unique opportunities for creators and viewers alike. The key to navigating this landscape successfully is understanding your goals, knowing your audience, and choosing the platform (or platforms) that best serve your content type.

Whether you're a casual viewer looking to understand the ecosystem better, an aspiring creator ready to share your first video, or a business seeking to leverage video for growth, the opportunity has never been greater. The tools to create professional-quality content are accessible to everyone, and platforms are constantly evolving to reward creators who bring authentic value to their audiences.

The video revolution continues. Where it goes next—and how you participate in it—is up to you.

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